Washing Machine
User Segmentation Research

Industry: Consumer Goods

Type of work: User Research, Strategy

Client: Midea

My Role: Research, Strategy

Teammates: collaborated with a research director and assistant from our company, and the client’s UXR team.

Date: Sep.2022-Dec.2022   

Extent of the project: 3 months, full-time

About the project

The project aimed to conduct consumer research on Midea’s washing machine products to inform product positioning strategy and targeted marketing. Both qualitative and quantitative methods were employed to identify user segments.  

What I did

My role involved the qualitative portion, including secondary research, interview guides, semi-structured user interviews, focus groups, and report writing.

The challenge was to translate research findings into actionable insights for product strategy.


Methodology included secondary research, in-home interviews, persona development, Kano modeling, and sampling.


  • Desktop Research
    2 weeks
  • Qualitative Research and Report
    8 weeks 5cites, 18 users
  • quantitative Research and Report
    8 weeks N=1000
  • Finally Report and Workshop
    2 weeks

Preliminary Research

Our preliminary research identified several key factors:

  • Midea’s multi-brand strategy is driving growth 
  • Competition is intensifying from external competitors pursuing different strategies   
  • Changing household dynamics and purchasing decisions are influenced by life stages
  • Demand for washing machines is diversifying, requiring different product series
  • Evolving lifestyles and scenarios require coping with complex usage
  • Lower-tier cities show rising demand for improved quality of life among young consumers

The research focused on 20-35 year-olds in second-tier cities to cater to growing demand for diversified washing machine products in rapidly developing lower-tier markets.

Research Framework

I. Market research: Understand the market context from internal and external perspectives

II.Gain insights into target audiences’ behaviors, decision factors, usage patterns, and values.

  • a. Examine users from demographic, behavioral, and value perspectives.
  • b. Investigate user behavior and decision-making factors when purchasing washing machines.
  • c. Comprehend user behavior patterns.
  • d. Research user consumption values.
  • e. Analyze the specific attributes, functionality, and ultimate values of washing machines through the purpose chain model.

III. Demand research:

  • a. Extract information from two dimensions: product lifecycle and user household lifecycle. 
  • b. Reconstruct the user’s purchasing and usage chain, draw a user purchase and usage journey map, and examine consumer behavior characteristics and psychological patterns at each stage. 
  • d. Quantitatively validate user needs and behavior. 

IV. Audience Segmentation: Segment audiences based on lifestyles, behavioral needs, and values.The selection principle of audience segmentation dimensions is differentiation, identification, sustainability, and quantifiability.Qualitative research facilitates audience segmentation and profile analysis, while quantitative data supports audience recognition and validation.

V. Develop product lines aligned with audience segments and market factors

Research Moment

Study Synopsis

After conducting research, we classified the population into six segments, summarized their characteristics, created personas, and provided recommendations for targeted product lines and marketing strategies.

Due to the sensitive nature of the project, I cannot share many details.

However, if you’re interested in learning more about my experience at this project, hit my line!

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