As a part of a research exercise for a human centered design fellowship, I was asked to do 8 hours of ethnographic fieldwork in my community on how to innovate within the mattress industry.  My "client" wanted to understand current consumer experiences in Cambridge, MA and begin to define what their brand, business model and product line might be.  

I immediately set out to interview folks from my community via one-on-one conversations and surveys.  I also immersed myself within mattress-centered consumer scenarios such as mattress stores, online shopping and online forums. Once I completed this research, I began to see trends and patterns that could lead to real business opportunities. With my compiled findings, I drafted a report of the fieldwork and provided recommendations for a furniture start up.