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Initial Challenge

Roca recognized the need to gain a comprehensive understanding of how users interact with bathroom spaces across different cultures and regions. The challenge was to develop a research model that would capture both current behaviors and anticipate future trends, providing valuable insights to inform product development and strategic planning.

The Method

To address this challenge, the following approach was undertaken:​

  • Project Brief Definition: Clearly outlined the objectives, scope, and deliverables of the research initiative.​

  • Selection of Research Partners: Collaborated with Creafutur for executing the research and engaged the Copenhagen Institute of Future Studies to explore potential future scenarios relevant to Roca’s strategy.

  • Formation of Cross-Functional Support Team: Assembled a team comprising members from marketing, market intelligence, design, and communication departments to ensure diverse perspectives and expertise.​

  • Co-Creation of Research Model: Developed a framework focusing on two primary levels:​

    • Behavioral: In-depth analysis of activities, habits, rituals, and cultural differences in bathroom usage.​

    • Emotional: Understanding the significance and role of bathroom spaces in individuals’ lives.

The Solution

The outcome was a robust Global User Research Platform that provided:​Service & Concept Design Researcher+1Service & Concept Design Researcher+1

  • Comprehensive Insights: Detailed understanding of user behaviors and emotional connections to bathroom spaces across various demographics and regions.​Service & Concept Design Researcher

  • Strategic Foresight: Identification of emerging trends and future scenarios to guide Roca’s long-term strategic decisions.​Service & Concept Design Researcher

  • Cross-Departmental Utility: Deliverables tailored to be actionable and beneficial for multiple business units, including marketing, design, and product development.​

My Involvement

As the Service & Concept Design Researcher leading this project, my responsibilities included:​

  • Project Leadership: Defined the project brief and ensured alignment with Roca’s strategic objectives.​Service & Concept Design Researcher

  • Partner Coordination: Selected and managed external research partners, fostering effective collaboration and integration of insights.​Service & Concept Design Researcher

  • Team Formation and Management: Built and led a support team with representatives from various business units to leverage internal expertise.​Service & Concept Design Researcher

  • Research Model Development: Co-created a comprehensive research framework addressing both behavioral and emotional aspects of user experience.​Service & Concept Design Researcher

  • Deliverable Optimization: Ensured that the research findings were synthesized into actionable insights, providing value across different departments within Roca.