What does 'clean' mean to people living in rural and urban Indonesia?

R&D Innovation


A multinational consumer goods company

The Challenge

To gain insights into people’s daily routines and cleaning habits in-home.


The study observed laundry, home cleaning, degreasing, cooking and dishwashing. The team made sense of some of the cultural factors at play such as religious beliefs, cultural norms, and role of gender and family expectations.


Concepts to support new product development work in each of the above categories. Feedback from the testing of prototypes in people’s homes to support new design direction.