GE Caulk Singles: How ethnography helped create a better package

摘要

GE Caulk Singles are 1.25-oz "unit dose" stand-up pouches designed to make the caulking experience totally convenient and mess-free.rnMomentive Performance Materials marketing director Anita Mooy, who was instrumental in bringing this product from concept to market, relied on ethnography, or behavioral sciences, conducted by Ideo for this breakthrough packaged-product introduction. As a result, she is now passionate about behavioral studies as an essential tool to help guide product and package development as a far richer resource than focus groups.