In order to identify our different market segments we carried out some steps in design thinking cycle.
Observe the world
The simplest and easiest way to learn how a process works is throw empirical research, I mean, observation. We study the sequence of house chores that people do when arrived home from work or school. These tasks involve cooking dinner, washing dishes, washing and ironing clothes, keep clean and tidy common areas like kitchen or living room. Also we try to observe emotions and feelings in order to identify them with help of our ability to empathize. All this information is collected and registered by each person. Next we have a conversation with them.
Talk to users, but let them talk!
In this stage, we try to get some information for each person (or sample) to make a profile so that let us classificate them in different segments. This information consists in name, surname, age, occupation, and three more questions:
What do you usually do when you arrive home from work, focusing in house chores?
How do you feel when you make them?
What would you change of them?
Once they describe the different house chores they do, how they feel and changes to do, we reach the last step: brainstorming.
Brainstorming
Finally, using all collected information, we have a discussion to clear up our different relationships between people and identify our segments:
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