A Clean Future

The future of cleaning, consumer insight and the process of co-researching

Naama Forsrup
Ipsos Eureka, Sweden

Anna Karin Trydegård
Electrolux Floor Care and Light Appliances AB, Europe, Sweden

Eva Glantz
Ipsos Eureka, Sweden


There is a growing awareness of the need for better cooperation between researchers and clients where the roles of both clients and researchers are examined. There is also a need to develop a more holistic approach towards understanding consumers and clients (Gordon 1998, Wable et al 2001). The difficulties in achieving these goals have often resided in the gap between needs and reality and between ambition and execution. Even if the understanding for the importance of integrating consumer insights in all business spheres has grown, constrictions of time and budget often limit the scope of consumer insight penetration.