A major home appliance manufacturer had a clear framework for identifying their new target, but they wanted to get a stronger understanding of the people behind these profiles.


Through ethnographic interviews, we entered the homes and lives of men and women in Brazil, Thailand, and Vietnam.  We listened to their stories about life, work, and values. These details helped to nuance and colour the existing knowledge and reveal the real people behind the framework.


The Pure team created rich depictions of the target in each market that brought their stories to life and enabled clients to develop a more intuitive understanding of who their target is. This enabled the team to create solutions explicitly geared at improving their consumers’ lives.


Ethnographic Interviews
Secondary Research


Target Analysis


Brazil, Thailand
and Vietnam

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