We designed a hybrid methodology combining in-home product placements with cooking experience videos, diaries, and follow-up group discussions to capture real, in-context usage. To drive agility a second cohort engaged with product stimuli in groups to validate reactions.

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The study unpacked consumer needs, category expectations and 'international quality' perceptions. For example, heavy-bottom utensils (for uniform heating) or a thick, durable non-stick coating that makes perfect ‘dosa’ (staple South Indian dish).

 

The client also wanted to test a new 'Smart Cookware' range. Our study uncovered that for consumers, the fundamentals (even heating, durable non-stick coating) mattered more than 'smart features' (which were seen as just nice-to-haves). These insights helped the client dial up the right product levers to drive superiority on launch.