Inactive

P&G Conducting Real-Time Research in Cohabitation Environments

Deadline: August 1, 2023

As P&G’s products touch almost every part of the home, better understanding the emerging behavior changes driven by cohabitation can play a valuable role in current and future product development. To support these efforts, P&G would like to partner or create a “living lab” to conduct real-time research and understand chores tensions, desires and overall drivers of habit changes across the household. A living lab is a research environment that is located in a real world setting (e.g. in a home, dorm, communal building, etc) and uses real consumers to conduct research and test products/solutions.

The objective of this living lab would be to provide an environment for P&G to monitor Fabric and Home care chores in-real time and understand how household chores change due to cohabitating and how consumers’ habits may change further with P&G test solutions. We are looking for partners that can provide:

Access to cohabitation / shared living households that would be willing to provide environments for consumer research, real-time chores monitoring and product testing. These environments can be multiple roommates, multigenerational families living together, co-living buildings, households where young adults have moved back etc.
Partners that have solutions, tools for research and monitoring jobs inside the home.
We are open to co-developing with partners that do not currently have the full suite of capabilities but can solve a part of the need.

The geographic focus of this brief is North America. Companies, institutions, startups, researchers applying must have the ability to immediately activate in the US or Canada.

The Ask:

Please submit your response at this link: bit.ly/42vjtfo. Where there is a good fit, we are looking to drive agile pilots and potentially long-term partnerships in North America. All ideas and submissions will be fully reviewed by our team.

Deadline: August 1, 2023

June 29, 2023

Access to cohabitation / shared living households that would be willing to provide environments for consumer research, real-time chores monitoring and product testing. These environments can be multiple roommates, multigenerational families living together, co-living buildings, households where young adults have moved back etc.
Partners that have solutions, tools for research and monitoring jobs inside the home.
We are open to co-developing with partners that do not currently have the full suite of capabilities but can solve a part of the need.

The geographic focus of this brief is North America. Companies, institutions, startups, researchers applying must have the ability to immediately activate in the US or Canada.

The Ask:

Business Background

Cohabitation, or adults living together across-generations, multi-person homes, or grown kids back college, older parents moving in, etc. has become increasingly common in recent years with 55MM US households now designated as cohabitated, up 27% since 2007. This number is more dramatic among people over 50 years old where the number of households with cohabitating adults has jumped 75%. This shift in living arrangements impacts household habits related to at-home chores, influencing how people manage their utilities consumption, adjust chores or divide responsibilities (i.e. cleaning, cooking, laundering, bathing, etc).

1. Shared responsibilities of chores and household task (e.g., cooking, cleaning, laundry, childcare).

2. Flexibility and negotiation regarding household habits and chores

3. Blurring of traditional gender roles

4. Adaptation to individual strengths (e.g., separation of chores based on preference or strengths)

5. Increased emphasis on teamwork (performing tasks or chores together)

6. Outsourcing and shared resources (e.g., hiring professional cleaners, etc.)

Business Background

Cohabitation, or adults living together across-generations, multi-person homes, or grown kids back college, older parents moving in, etc. has become increasingly common in recent years with 55MM US households now designated as cohabitated, up 27% since 2007. This number is more dramatic among people over 50 years old where the number of households with cohabitating adults has jumped 75%. This shift in living arrangements impacts household habits related to at-home chores, influencing how people manage their utilities consumption, adjust chores or divide responsibilities (i.e. cleaning, cooking, laundering, bathing, etc).

1. Shared responsibilities of chores and household task (e.g., cooking, cleaning, laundry, childcare).

2. Flexibility and negotiation regarding household habits and chores

3. Blurring of traditional gender roles

4. Adaptation to individual strengths (e.g., separation of chores based on preference or strengths)

5. Increased emphasis on teamwork (performing tasks or chores together)

6. Outsourcing and shared resources (e.g., hiring professional cleaners, etc.)

Disclaimer: MIT Startup Exchange can make introductions that ideally provide open ended discussions in order to share mutual interests and potentially create common ground that incite the parties to collaborate. MIT Startup Exchange introductions may eventually lead to mutual partnerships, but that is not in any way guaranteed by MIT, MIT Corporate Relations, MIT Industrial Liaison Program (ILP) or MIT Startup Exchange, which takes no responsibility for these outcomes and no formal part in such discussions following our introduction. MIT Startup Exchange and its activities and events are not for purposes of soliciting investment or offering securities.