Welcome to a
new world of
Novozymes Pristine® is a ground-breaking technology that liberates trapped body grime from laundry and offers a new baseline of cleaning.

How people really wash up

How people really wash up

Video-based consumer study reveals the truth about hand dishwash consumers 

By Jeannette Juul Jakobsen, Human factors specialist, Novozymes
May 5, 2020

To match our products to consumers’ needs and behaviour, we needed to find out how people really wash up. So I designed an in-home study where consumers in Italy, Spain, the United Kingdom and Russia wore video cameras as they washed up.

One thing that really stood out in the study was the gap between some participants’ perception of how long they soak, and how long they actually soak. However, most participants saw soaking as an integral part of their washing up routine.

The DishGo study is an in-home video ethnographic study of consumers across Europe.

Find out why enzymatic detergents cut soaking time and boost cleaning performance