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My garden is my life!
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Question: |
How
do consumers talk about their gardens? What products do
they use and why do they choose those particular products?
What do they wish for? How is their ‘garden’ defined
– is it a specified area or can the entire yard and plantings
be considered as well? How do they react to predicted
gardening trends? |
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Methods: |
Focus
groups. |
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Response: |
Respondents
were recruited to participate in a focus group about gardening.
The discussion included an in-depth exploration of their reasons
for choosing gardening as a hobby – what does the activity of
gardening do for them? How does it make them feel (besides
sore!). How might gardening products (not yet thought of)
fit with the more esoteric reasons for gardening? |
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Impact: |
The
outcome was used to generate new gardening product ideas that
were designed to blend function and form and consequently appeal
to the most avid of gardeners. |
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©2002
Arundel Street Consulting, Inc.
tom@arundelstreet.com
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