Chinese-German co-operation – big time


to identify a design platform for a new product range in 4 countries.


A Chinese supplier of electrical household appliances asked september to conduct design research for a Europe-wide launch of new large white goods. They were also seeking insights into the public perception of the large white goods category within the cultural context of each country.


We used a broad qualitative study with focus groups in four European countries to identify the best design platform.  september also drew up graphic household personas for the respective countries: Italian mama meets Russian  matron.


An intercultural workshop in China, with informative and entertaining elements. Thanks to the ‘personas’, the Chinese marketing department had no trouble appreciating the differences that exist between European users. Working in groups under our moderation, the marketers came up with verbal concepts for the future launch – a good example of the comprehensive strategic supervision provided by september.