The brand needed to understand how its product actually fit into people’s daily routines — not how consumers described their behavior in surveys.
The core question was whether existing assumptions about usage, habits, and decision-making aligned with real-life behavior in the home.
Zorro operated in a highly competitive consumer market where small behavioral differences could meaningfully impact adoption and loyalty.
Traditional research methods were surfacing opinions — but not revealing the environmental, social, and emotional factors shaping everyday use.
I conducted in-home ethnographic research to observe behavior as it naturally occurred — before, during, and after product use.
The goal was to replace assumption-driven decisions with grounded behavioral understanding.
Rather than asking people what they did, we observed what actually happened — how products were stored, shared, substituted, and forgotten in real environments.
La Frontera del Lavado — Exploring boundaries of cleanliness
La Frontera de la Suciedad — Understanding perceptions of dirt
La Mirada de los Otros — Social perceptions and household behavior
The research redefined what “usage” meant for the brand — shifting the focus from optimizing messages to designing the habits and contexts that make adoption stick.