Design | Dishwasher Experience Study: Before and After a Real Load

32m

Setup

Study Title (Internal)

Research Briefing

Objectives: 1) Among primary household dishwasher users, document one real dishwasher cycle in detail across before (load composition, planning, expectations/concerns), during (loading pattern, rack use, program/settings, product usage, and any extra steps), and after (results, satisfaction, and improvement ideas) to uncover behaviors, decision-making, products used, satisfaction drivers, frictions, and opportunity areas. 2) Understand what delights and frustrates consumers in everyday vs. more critical dishwasher loads (e.g., very dirty dishes, plastics that never dry, delicate glasses, pots and pans), including how they define “clean enough,” “properly dry,” and “dishwasher-safe” in real life. Study goals: - Map end-to-end dishwasher behaviors through live AI-moderation (pre-load, in-cycle choices, post-load outcomes) to enable multimodal AI and visual analysis. - Understand load composition and cleaning/drying profiles: item types (plates, glasses, pans, plastic boxes, baby items, etc.), materials (glass, metal, ceramic, plastics, coated cookware), soil types, and any special care considerations. - Take a jobs-to-be-done perspective: what respondents want this dishwasher load to achieve, why it matters now, how they intend to run it, and the outcomes they expect (cleanliness, hygiene, drying, convenience, energy/water saving, protecting items). - Surface frictions and tensions at both individual and household level (e.g., "dishwasher loading rules," conflicts about when to run, pre-rinsing habits, noise/time concerns, eco vs. quick cycles, smart-home use). - Identify cues of success (delighters) and failure (pain points) after the wash, including expectation fit, satisfaction, and what worked/didn’t. Target: Adults who are the main dishwasher users at home in the target country, using an automatic dishwasher at least 4–5 times per week. Method overview (for participants): 1) Before the wash: With your mobile phone, show and describe the items you are loading, how you arrange them, your main concerns, the program/settings you choose, and the products you use (detergent, rinse aid, salt, add-ons). Capture any household “rules,” habits, or funny moments while loading. 2) After the wash: When the cycle (and drying phase, if applicable) is finished, come back to the same interview link to show the results on camera and tell us what worked well, what didn’t, and how satisfied you are. Key lenses: - Load characteristics (item types and materials, whose dishes, how dirty, presence of stuck-on food, fragile or treasured items, plastics, cookware) - Desired outcomes for this load (visible cleanliness, odor removal, hygiene, drying quality, protection of items, convenience, speed, energy/water saving) - Details of the most concerning item(s) and any planned extra steps (e.g., soaking, hand-rinsing, special placement, separate wash) - During-wash setup (rack usage, item placement, temperature, program, delay start, smart-home/connected features) and product regimen (detergent type/brand, rinse aid, salt, any boosters) - Post-wash evaluation, dissatisfaction drill-down, success signs, and what they would try next time. Analysis approach: - Use multimodal AI to tag visual elements (item types, materials, visible soil, loading patterns, overcrowding), recognize product/brand usage across dishwashers, detergents, rinse aids, and other add-ons, and link choices to perceived outcomes. - Synthesize JTBD patterns and value drivers across everyday vs. more critical or “risky” loads to pinpoint opportunities for product, appliance, smart-home, and retail/service improvements. Key outputs (for brands and stakeholders such as dishwasher manufacturers, detergent brands, cookware brands, utilities, smart-home providers, and retailers): - Behavioral maps of dishwasher workflows, decision points, and household “rules.” - Taxonomy of dishwasher load types, cleaning and drying profiles, and typical friction points. - JTBD-driven insights: triggers, goals, methods, and expected vs. achieved outcomes. - Delighters/pain points matrix with opportunity areas for machines, detergents/additives, cookware, smart-home integration, and in-store/online guidance. - A set of light-hearted “dishwasher fun facts” (e.g., stacking styles, myths, household arguments) to bring consumer stories to life for multiple stakeholders.

Study goals:
- Map end-to-end dishwasher behaviors through live AI-moderation (pre-load, in-cycle choices, post-load outcomes) to enable multimodal AI and visual analysis.
- Understand load composition and cleaning/drying profiles: item types (plates, glasses, pans, plastic boxes, baby items, etc.), materials (glass, metal, ceramic, plastics, coated cookware), soil types, and any special care considerations.
- Take a jobs-to-be-done perspective: what respondents want this dishwasher load to achieve, why it matters now, how they intend to run it, and the outcomes they expect (cleanliness, hygiene, drying, convenience, energy/water saving, protecting items).
- Surface frictions and tensions at both individual and household level (e.g., "dishwasher loading rules," conflicts about when to run, pre-rinsing habits, noise/time concerns, eco vs. quick cycles, smart-home use).
- Identify cues of success (delighters) and failure (pain points) after the wash, including expectation fit, satisfaction, and what worked/didn’t.

Target:
Adults who are the main dishwasher users at home in the target country, using an automatic dishwasher at least 4–5 times per week.

Method overview (for participants):
1) Before the wash: With your mobile phone, show and describe the items you are loading, how you arrange them, your main concerns, the program/settings you choose, and the products you use (detergent, rinse aid, salt, add-ons). Capture any household “rules,” habits, or funny moments while loading.
2) After the wash: When the cycle (and drying phase, if applicable) is finished, come back to the same interview link to show the results on camera and tell us what worked well, what didn’t, and how satisfied you are.

Key lenses:
- Load characteristics (item types and materials, whose dishes, how dirty, presence of stuck-on food, fragile or treasured items, plastics, cookware)
- Desired outcomes for this load (visible cleanliness, odor removal, hygiene, drying quality, protection of items, convenience, speed, energy/water saving)
- Details of the most concerning item(s) and any planned extra steps (e.g., soaking, hand-rinsing, special placement, separate wash)
- During-wash setup (rack usage, item placement, temperature, program, delay start, smart-home/connected features) and product regimen (detergent type/brand, rinse aid, salt, any boosters)
- Post-wash evaluation, dissatisfaction drill-down, success signs, and what they would try next time.

Analysis approach:
- Use multimodal AI to tag visual elements (item types, materials, visible soil, loading patterns, overcrowding), recognize product/brand usage across dishwashers, detergents, rinse aids, and other add-ons, and link choices to perceived outcomes.
- Synthesize JTBD patterns and value drivers across everyday vs. more critical or “risky” loads to pinpoint opportunities for product, appliance, smart-home, and retail/service improvements.

Key outputs (for brands and stakeholders such as dishwasher manufacturers, detergent brands, cookware brands, utilities, smart-home providers, and retailers):
- Behavioral maps of dishwasher workflows, decision points, and household “rules.”
- Taxonomy of dishwasher load types, cleaning and drying profiles, and typical friction points.
- JTBD-driven insights: triggers, goals, methods, and expected vs. achieved outcomes.
- Delighters/pain points matrix with opportunity areas for machines, detergents/additives, cookware, smart-home integration, and in-store/online guidance.
- A set of light-hearted “dishwasher fun facts” (e.g., stacking styles, myths, household arguments) to bring consumer stories to life for multiple stakeholders.

Target:
Adults who are the main dishwasher users at home in the target country, using an automatic dishwasher at least 4–5 times per week.

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Screener

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Translations

Title for participants

Introduction for participants

Welcome! This is a hands-on, mobile video interview about a real dishwasher load you’re doing today (shorter than 30 minutes total across two parts). Important — please use your mobile phone: <ul> <li>We’ll ask you to flip your camera and show us different steps of your routine.</li> <li>You’ll film your load, machine settings, and the products you use.</li> <li>Please make sure to clearly show your dishes and the full dishwasher load before and after the wash (with the door open, racks pulled out), so we can properly review your experience.</li> </ul> How this interview works (2 parts): <ol> <li>Before the wash: Show and describe the load you are about to run, how you load items, the machine settings, and products you’ll use. We’ll also ask about any funny “household rules” or quirks around the dishwasher.</li> <li>After the wash: When the cycle (and drying, if applicable) is finished, come back to this same interview link to show the results and tell us how it went.</li> </ol> Compensation: <ul> <li>You’ll receive compensation after completing BOTH parts and once we can clearly see your before-and-after videos.</li> </ul> Tips for a smooth experience: <ul> <li>Shoot in good light so items and labels are clear.</li> <li>Hold the camera steady and avoid filming only the dishwasher door or display.</li> <li>Avoid including personal or identifying information in your shots.</li> </ul> When you’re ready, start Part 1 and follow the prompts. We’re excited to see your dishwasher routine!

Welcome! This is a hands-on, mobile video interview about a real dishwasher load you’re doing today (shorter than 30 minutes total across two parts).
Important — please use your mobile phone:
<ul>
<li>We’ll ask you to flip your camera and show us different steps of your routine.</li>
<li>You’ll film your load, machine settings, and the products you use.</li>
<li>Please make sure to clearly show your dishes and the full dishwasher load before and after the wash (with the door open, racks pulled out), so we can properly review your experience.</li>
</ul>
How this interview works (2 parts):
<ol>
<li>Before the wash: Show and describe the load you are about to run, how you load items, the machine settings, and products you’ll use. We’ll also ask about any funny “household rules” or quirks around the dishwasher.</li>
<li>After the wash: When the cycle (and drying, if applicable) is finished, come back to this same interview link to show the results and tell us how it went.</li>
</ol>
Compensation:
<ul>
<li>You’ll receive compensation after completing BOTH parts and once we can clearly see your before-and-after videos.</li>
</ul>
Tips for a smooth experience:
<ul>
<li>Shoot in good light so items and labels are clear.</li>
<li>Hold the camera steady and avoid filming only the dishwasher door or display.</li>
<li>Avoid including personal or identifying information in your shots.</li>
</ul>
When you’re ready, start Part 1 and follow the prompts. We’re excited to see your dishwasher routine!

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Topic guide

Introduction

Q10

Q11

Q12

Q13

Research Objective 1

Title

Description

For each logged load, ask respondents to flip their cameras to show the pre-wash state live: what is going into the dishwasher, how dirty items are, which materials are included (glass, ceramic, plastic, metal, coated cookware), and any special/fragile pieces. Capture the jobs-to-be-done for this particular load (what they need the dishwasher to achieve and why now), and document perceived risks and concerns. Explore household rules, routines, and tensions around using the dishwasher (e.g., pre-rinsing debates, what is or is not allowed in, who loads vs. unloads).

Q14

Q15

Q16

Q17

JTBD question, phrased concretely. Let them answer freely first. If people have a hard time answering or provide short answers, then probe by providing examples: "For example, are you mainly trying to get rid of visible food/grease, make things hygienically clean, clear the kitchen, save time, or something else?" “Apart from what you just mentioned, is there any other reason you are running the dishwasher right now?” Do not add new examples in the follow-up. For analysis, code reasons such as: remove visible food/grease; remove smells; hygienic/deep clean; dry dishes so they can be put away; protect dishes/glasses; save time/effort vs. handwashing; save water/energy; clear the kitchen / free up space; prepare for guests; fit around time-of-day or tariffs; other.

Q18

Q19

Q20

Research Objective 2

Title

Description

Document how people actually set up the dishwasher for this load: loading patterns and rack usage, how they place different item types, and any workarounds they use (e.g., creative stacking, avoiding certain zones). Record the full regimen: detergent format and brand, rinse aid, salt, and any add-ons. Capture chosen program, temperature, and options (eco, quick, intense, drying, delay start), including any smart-home or connected features. Uncover frictions and trade-offs (performance vs. time, energy/water, noise, or household preferences).

Q21

Q22

Q23

Q24

Q25

Q26

Q27

Q28

Q29

Q30

Research Objective 3

Title

Description

After the cycle, evaluate outcomes and satisfaction by goal area: visible cleanliness, removal of stuck-on food, odor, drying performance, spotting/filming, and care of delicate/important items. Ask respondents to show the results on camera and walk through good and bad outcomes, including any issues they try to “fix” afterwards (e.g., hand-drying, re-washing, re-arranging). Surface both individual and household-level frictions and reveal what a ‘wow’ dishwasher experience would look like. Collect light-hearted dishwasher fun facts (myths, rules, funny habits) to bring stories to life for appliance, detergent, cookware, utilities, smart home, and retail stakeholders.

Q31

Q32

Q33

Q34

Q35

Q36

Q37

Epilogue

Q38