The Lawn Mowing Experience, International Ethnographic Research

Cross cultural insights to develop new products and market opportunities

InProcess are a strategic innovation consultancy with headquarters in France. We worked with InProcess on an international ethnographic research study to understand how a range of different consumer cut their lawns. The project was carried out on behalf of Kingfisher, which manages a number of brands including B&Q, Castorama, Brico Dépôt, Screwfix and Koçtaş. The objective was to help Kingfisher to bring user-friendly lawn mowers to market.


We captured user behaviour via ethnographic research sessions with different market segments. The research was carried out in the homes and gardens of participants and in retail stores and was documented via video and photography.

The ethnographic research generated cross-cultural understanding which revealed similarities and differences between international markets, we identified key themes and insights and discover the needs of UK end users in different contextual situations. It also identified the values and expectations people associate with different lawnmower brands. It helped InProcess produce global insights and innovation recommendations which allow Kingfisher to develop lawnmowers that improve the lawn mowing experience.

Find out more about InProcess.

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