BMA Innovation Consulting is committed to serving consumers products that can play a more meaningful role in household cleaning. So far, their innovation department has used psychology-based principles and approaches that have helped them understand consumers’ preferences, attitudes and claimed needs in household cleaning. That said, little information has been collected on the active role that products play or could play as participants in the everyday dynamics of US consumers. An anthropological approach to the study of U.S. kitchens, as an important center of family interaction in U.S. households, should yield important insights to the design and development of products that can more effectively and more actively participate in those dynamics. With this project I am fundamentally proposing a new approach to the identification of critical product design requirements. Figure on the right shows the key differences between the psychology-derived principles the organization is mostly using today vs. the anthropological lenses through which I will be conducting my research. Overall, I will be leveraging existing knowledge in the “individual desires” realm, connecting it to the collective situation & cultural context within which “cleaning action” emerges.