When you want your data to dig deeper, you need creative ideas to pump up your research design.

The objects we carry with us are a perfect foundation to understand behaviours and priorities that should be influencing your messaging, services and sales and marketing strategies.


Inside the MOM bag: There’s so many stories contained within the items we carry around with us, for work, or play. It’s a foundation that you can use to start to ask big questions.

Next time you’re in your design phase (qual or quant) think about asking people to upload or bring an image with them of the place in their life where your product would live, that could be a bag, a kitchen cupboard, a bathroom shelf, or a tool box.

There’s a million stories in there that give you real insight into values, priorities, brands, jobs to be done, and purchase habits. This is SO MUCH better than asking a boring closed ended question on their last purchases. It’s also WAY easier for people to answer accurately.

You’re asking people to dig deep for you here, and you’re going to get answers your respondents didn’t know they had for you. Stories mean data and information for your organization.

A data-centric organization will take those stories and take action, changing and evolving messages, products and services accordingly.

So, what can you ask about the content:

  • If you could only buy ONE of the brands in here ever again, which would you choose and why?
  • Tell us about THIS ITEM, how did it end up in your bag?
  • Where/How did you purchase these items? Online vs. Offline, Impulse vs. Planned Purchase?
  • Which product in here have you been buying the longest, why?
  • Which is the most recent purchase? What influenced your purchase? How often do you think that happens with other products?
  • Which of these brands are you loyal to and which will you likely switch to another, or will you replace with something else next time you need the product? Why is that?
  • Which item makes you the happiest?
  • Which item do you wish you didn’t have to carry with you?

When it comes to your own analysis, here’s some things you can look for within the objects themselves, and the text or conversation:

  • How many different brands are in there? Any repeats? Where’s your brand?
  • What’s the brand category ratio? Value vs. Luxury/High-end ratio? Private label vs. branded ratio?
  • What jobs are being done by these items? What functions do they perform?
  • What themes do you see? Safety? Nutrition? Convenience? Sustainability?
  • Are the brands similar, or related somehow? Is there a general aesthetic or style?
  • What emotions do you see the items elicit?

After the initial wave of analysis, apply the insights you’ve mined strategically and consider items like this:

  • What behaviours fit with your strategies and/or tactics?
  • What do you need to change to put your product in the right time and place?
  • Do your brand values match the emotions you see and hear?

For tips, tricks, best practices and everything else you need to be a data-centric organization our workshops have you covered.