Case Study: Global FMCG Company gains firsthand insight into West African women’s laundry routines with weseethrough

Global FMCG Company - Customer Case Study

A large global FMCG company sought a firsthand understanding of West African women’s hand-washing laundry processes to inform product innovation and communication. They partnered with the vendor weseethrough to capture and analyze the authentic, detailed experiences of these women, moving beyond traditional research methods to truly see the process from their perspective.

weseethrough implemented a solution using Contour cameras to capture first-person video from 25 women across three countries. The resulting 80 hours of footage was uploaded to the Haystack platform, where researchers coded and analyzed the content to uncover unarticulated nuances and behaviors. This deep dive provided the client team with invaluable insights, leading to concrete implications for new product innovation, on-package communication, and brand building strategies tailored to the women's actual needs and universal motions.