Connections to Our Belongings
There are two polarizing behaviors all consumers have to their belongings:
Most of us have too much stuff already yet purchase new products regularly
There is value in getting rid of our excess belongings and owning fewer items
Despite how contrasting these behaviors are, we believed that there are underlying motives that are driving customers to continue buying or decluttering.
Are there universal connections to our belongings?
Qualitative Research Methods
Participants selected from different demographics (age, nationality, city) and life experiences (renting, first home, forever home).
Why do we have so much stuff?
Why do we keep things forever hidden away, and yet, never revisit them?
Analyzing quantitative results using A&I + POEMS Framework (activities, interactions, people, objects, environments, messages and services), and additional exercises to arrive at our insights and opportunities.
We found that behaviors despite different personas and lifestyle were rooted in two themes:
Belongings with associations to family members and loved ones
Belongings give shape to who we are and how we define ourselves
Insights & Opportunities
Selected insights and opportunities below are some options to create products and services that consider a deeper understanding of acquiring and keeping belongings.