Mattress Cleaning Segmentation Study

In this study, the aim is to understand the current experience of consumers of mattress and indoor cleaning, so as their perception of hygiene and cleanliness of bed and house environment. The final goal is to find the opportunity of new launched products to raise consumers’ satisfaction of mattress and indoor cleaning, and to optimize the concepts of prospective products at the same time.

14 IDIs and 3 FGDs have been conducted in Shanghai, Beijing and Chongqing.

For IDI, we recruited half vacuum cleaner owners/intenders and half mite remover owners/intenders to conduct contextual interviews. During the communication, we collected their life condition, attitude towards indoor hygiene, cleaning habits and mattress cleaning behavior. At the end of the interview, 3 different types of indoor/mattress cleaning products’ concepts were evaluated along with 4 various designs of attached head of product.

For FGD, we mainly focused on their attitudes towards indoor hygiene and discussed their perception upon the various designs. The overall benefits of each concept and their concerns have been thoroughly collected in this phase.

[Field Work Photo]

Overall, we gain the final results as four distinctive segmentations of consumers divided by their motivations, psychological and functional benefits of mattress cleaning. The pain point and expectation of each segment have been also proved by online data.

About product categories, we perceived people is more likely to accept the similar type of product as what’re currently using. For instance, vacuum cleaner users would like to replace their product with another vacuum cleaner. So as mite remover users.