Objective:
One of the nations largest banks hired Fusion Hill to conduct ethnographic research to uncover new insights related to consumers’ unmet needs in order to generate disruptive and innovative product and service ideas.

Methodology:
Fusion Hill conducted a total of 23 in-home ethnographies with a broad segment of participants from Minneapolis, Los Angeles and Memphis.

Each ethnography included extensive homework and journaling, a two-hour discussion and home artifact and context analysis.

Participants completed the following homework:
• Lifestyle photo journal
• My life with technology
• Two collages
• Family Tree exercise
• Financial planogram
• Eleven emotes

Based on this research, we created an opportunity map of unmet needs for our client’s innovation team to ideate product concepts against. Fusion Hill then conducted a round of concept testing with online focus groups to gain feedback to refine concepts.

Outcome:
New products will begin launching as early as 2010.