How 58 Home Services Uncovered Cleaning Users’ Pain Points and Opportunities

Research Background

After a year of rapid growth, 58 Home Services needed to improve service quality and user experience for its cleaning (保洁) offering. Existing data did not clearly reveal real user pain points, and the business lacked a solid understanding of cleaning‑service user characteristics.

Goal Decomposition

The business aims to expand customer acquisition and improve service quality. To achieve this, the research breaks down the goals into three parts:

Identify target user groups through purchasing and consumption habits and personal information.

Understand cleaning users’ attitudes toward advertising and brand perception to enhance ad effectiveness and tailor promotion strategies.

Assess brand perception and service experience to compare with competitors and pinpoint strengths, weaknesses, and improvement opportunities.

Research Design

The study consists of two phases: qualitative research and quantitative research.

Qualitative Phase

Interviews follow a four‑part outline: an ice‑breaker, user behavior and consumption attitudes, advertising and brand perception, and purchase and usage experience. This phase uncovers the "what" and "why" behind user preferences and pain points.

Quantitative Phase

A questionnaire covering screening questions, advertising & brand awareness, product purchase & experience, and personal information validates and quantifies the qualitative findings. The structure mirrors the qualitative phase.

Results Analysis

User Persona Analysis

Qualitative hypotheses about user segments were tested with clustering analysis in SPSS, producing validated user personas that help the business tailor operations.

Brand Health Analysis

The brand health model evaluates awareness, usage, satisfaction, loyalty, and recommendation for 58 Home Services and its main competitors, revealing each brand’s market position and areas for improvement.

Product Experience Analysis

The user journey is divided into five stages: service selection, introduction, ordering, on‑site service, and after‑service. Importance and satisfaction scores identify key moments and weak points across stages, enabling focused improvements.

Combining qualitative insights ("what" and "why") with quantitative measurements ("how much" and "priority") provides a comprehensive understanding of cleaning users’ needs, guiding product, brand, and marketing decisions.