Based on the observation that the home is at the heart of household decisions and transactions, iligo brought together 100 French households in 2021 to follow their daily exchanges, interactions and decisions and thus constitute the Home Community.

Our goal is to understand, through their daily lives and questions, how decisions are made within households: the prioritization of projects, purchases, topics of discussion, the use and experience of new products/services…

Our 100 households were selected to be representative of the "real life of the French" and their diversity in terms of socio-demographic profile, purchasing power, projects, interests…

Through our regular interactions with these 100 households since 2021 (chat, online questions, forums, video conferences, sharing videos/photos of their daily lives/experiences, life journals, project progress updates, etc.), we have developed a certain intimacy with each member of each household, making it easier to understand the influences on their decision-making. Whether these influences are brand touchpoints or interactions with the immediate family (spouse/children/stepchildren, blended families, etc.) or the extended family (ex-partners/friends/colleagues/WhatsApp groups/social media, etc.), they share with us all the interactions they have.

What has the Home Community already taught us?

Since 2011, the Home Community has allowed us to understand the interactions within households and the roles of each person according to the projects. We have followed their organization of different structuring life moments (summer holidays, back to school, Christmas…), different projects (renovation/improvement of their interiors, purchase of household appliances, change of bank, insurance…), daily consumption and trade-offs (routine purchases such as large consumer goods, digital purchases, use of home delivery services…), relationship to media, information, digital technology, second-hand goods, physical and monetary donations to associations….

These diverse topics allowed us to gain an in-depth understanding of a social issue/consumer sector and to identify, through these 100 households, different or cross-sectoral ways of thinking, reacting, and consuming. Personas and typologies were thus developed.

How does the Home Community help brands?

These 100 households can be activated according to their profiles, through group or individual questioning. They can help brands understand a consumer journey or a customer/product experience, characterize a brand's identity within its broad or narrow competitive landscape, track the implementation and execution of projects (purchases, life events, etc.), and test new services/products/packaging or marketing communications/levers.

The trust and intimacy established with these homes also allows for sharing moments of co-creation with brands in a collaborative and caring atmosphere.

Their active involvement makes it possible to decipher behaviors, influences and interactions that more traditional approaches do not allow us to observe.

To learn more about the Home Community, you can contact us or watch our video: