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Viewing report
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Kitchen Stories: An Immersion Study
Research Institute for Cooking & Kitchen Intelligence, Aug 2007, Pages: 35
It’s been said that the kitchen is the ‘heart of the home’, where we start each day with fresh brewed coffee, catch up with friends over deli sandwiches and iced tea, and help the kids with homework in the evenings. It’s where memories of childhood emerge when cookies are baking in the oven. It’s where everyone gravitates during parties. Well, in some homes. In other homes, the kitchen is simply a functional place to eat – when not eating out.
Regardless, observation of activities that take place in the kitchen and insights that individuals volunteer lead to instructional learning’s for those in the business of providing kitchen solutions. The following pages tell the stories of a diverse cross-section of families in homes across the country. Daily activities that take place in the kitchen. Their frustrations with products in their kitchens. Suggestions to address problems they have encountered in the kitchen when a manufacturer hasn’t provided a suitable one.
The primary objective of Kitchen Stories: An Immersion Study is to give manufacturers a new perspective on opportunities for innovation and product
development around customers’ needs, functional and emotional, articulated and unarticulated.
This study tracks a dozen diverse households over a five-day period, both weekday and weekend, to reveal behaviors, emotions and needs related to the home kitchen. Observing people in their home kitchens identifies opportunities for solutions for manufacturers and retailers in terms of product development and positioning, especially by identifying annoyances or 'pain points' that consumers encounter in their kitchens.
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