situation
There is an idealized image of the perfect mom doing it all, but how do moms feel about this - and how can LG ensure that its appliance communications are both respectful of their aspirations, but also empathetic towards their reality?
distillation
Ethnographic research highlighted the tension that moms today feel - striving for the ideal but having to embrace reality - creating an opportunity for LG to help resolve this by creating communications that reflect these challenges and acknowledge that they can have it all, but maybe not at the same time