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local Brewery Culture Jamie Turpin // Professor Siniscarco // IDUS711 // Summer 2013


THE PURPOSE of the insight report is to share guiding principles

or universal truths about the specific cultural context of your research that you have uncovered. These discoveries should emerge from and be supported by the data. In your ethnographic research, you gathered data about users’ motivations, behaviors, likes, dislikes, frustrations, pain points, anomalies, and more. Some of these discoveries were obvious—the moment you observed them, you knew that they were significant. Other discoveries were subtler; they emerged through your models as patterns, breakdowns, and anomalies. This project part has two distinct steps. First, create an affinity diagram, and then write an insight paper. Building upon what you uncovered in Course Project, Part 5: Models, you will create an affinity diagram that will show deeper insights. Next, you will write a 5- to 10page paper in which you share your insights and supporting data.

Project Overview

AFFINITY DIAGRAM is a tool that is commonly used within project management and allows large numbers of ideas stemming from brainstorming to be sorted into groups, based on their natural relationships, for review and analysis. Affinitizing is a way to categorize, organize and arrange information to find patterns in the data.

1 2 3

If you have not already done so, start writing key data points from your working wall(quotes, findings, interesting observations, patterns, etc) on postit notes. Create an affinity diagram based on your research. You should start affinitizing right on the working wall with your data. Take photos of your diagram to include in the Insights Report.

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

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Gathered Data

Figure 1 View of Working Wall

Figure 2 Development of Transposing Key Data Points From Workng Wall Onto Postit Notes

Figure 3 Further Development of Forming Key Data Points

Figure 4 Key Data Points on Post-it Notes; Quotes, Findings, Attention-Grabbing Observations, Patterns, Etc.

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

3


Development Affinity Diagram

Figure 5 Key Data Points, Organized by AEIOU Method

Figure 6 Development of Affinity Diagram

Figure 7 Further Development of Affinity Diagram

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

4


Mindmap Finding: The (craft) brewery culture is structured by the homebrewers’ passion, which transforms into the

HOMEBREWERS MINDMAP

RELATIONSHIPS DEFINED BY THE AEIOU METHOD

different environments or activities of brewpub, festival, brewery and tours. The interview I had with

HOMEBREWERS

Kipp Feldt, I discovered he was

BREWERY CULTURE

a homebrewer for 8 years before starting up his brewery, Big Rip.

BREW PUB

Insight: The entrepreneurship

BREWERY TOUR

FESTIVAL

BREWERY

of the homebrewer forms the American Dream of Craftbrewers

Enthusiastic, History, & Fun/Inviting

Support Local Community

Place for All

and thrives the (craft) brewery industry of today.

beer nerds

old

enjoyment

The hierarchy of the homebrewers’

beer curious

mindmap is functional due to the

young

inviting + welcoming

brewmaster

Fun, Laid Back Different Crowd Every Time

Create Unique Beers

Beer Tastings

Beer, Brewing & Community

enjoy good time

Local Products & Support

Sustainable Practices

Local Impact

100% Recyclable

structure of the system being Beer Community

clearly visible, the audience

enthusiastic

flavor + quality

depth of flavor

brand ownership

aromatic quality

beer nerds

diverse crowd

professionals

recognizes where to look first and the model defines a clear path from point A to point B. Opportunity Statement: There is an opportunity to gain a deeper understanding on craft brewery distribution.

KEY ACTIVITY

ENVIRONMENT

OBJECT

USER

INTERACTION

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

5


Venn Diagram

ENVIRONMENT

Insight: The craft, microbrew culture prefers consuming craft beers in a brewpub that offers a medium size diverse crowd and wants to enjoy a positive experience.

VENN DIAGRAM

simple, minimal interiors

INTERMIXED WITH AEIOU METHOD & SURVEY MONKEY RESULTS

food

Atmosphere

Brewery

The contrast of the model is clearly

BREW PUB

quality of beer

Fun & Laid Back

quality of life

Tasting Room

defines what is important within each theme by the typeface size

modern facility

SuperMarket

(or scale.)

GROWTH

EXPERIENCE

– Kipp Feldt

welcoming

Opportunity Statements: There

passion

Enthusiasm

is an opportunity to gain deeper understanding on the brewery

party size 3-5 people

lack these opportunities.

INTERACTIONS

DIVERSITY

visitors

Small Crowd

beer curious entrepreneurs

quality

shareful

Enjoy Good Time enjoyment

brew festival sustainable practices

girl next door beer nerds

support

local impact

the results from Survey Monkey

inviting

Relationships fermenting

MEDIUM CROWD

CRAFT MICROBREW CULTURE

brand ownership

local

GRAPHICS & IMAGERY

beer sampling & tastings

Support Local Community

recognizable

local / regional brewery

– Brandon Tietz

Full Flavor hops

ENVIRONMENT

INTERACTIONS

seasonal beers

CRAFT BEERS

Varierty ipa

Depth of Flavor Aromatic wheat Quality

custom recipes

seasonal beers “better business practices” –john mcdonald

OBJECTS

ales

“Distincitve Character, Unsurpassed Quality”

local

price

Product Sampling

flavor & quality

professionals

OBJECTS

Create Unique Beers

lagers

local products local support

KEY

PATRON

homebrewers

EXPERIENCE

storytelling

process. The AEIOU Method and

history

“New Equipment, Wine License, Collaboration”

year round beers

PRODUCT PURCHASE

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

6


Ecosystem Findings: The data from Survey Monkey and brewmaster, Kipp Feldt contribute to the broad spectrum and preference of the patron.

PATRON ECOSYSTEM

RESULTS FROM SURVEY MONKEY & INSIGHTS FROM KIPP FELDT MAINSTREAM beer water

Insight: Patrons bridge their

approach of the craft brewmaster.

— Kipp Feldt, Brewmaster at Big Rip

environments, the relationship the patron has formed with their beer style.

CRAFT & MICROBREW

BREW

enthusiasm local support

which type of craft beer?

— Brandon Tietz

“The younger crowd that is getting into craft beers seems to want to experiment and still trying to figure out what they like.” — Kipp Feldt, Brewmaster at Big Rip

recognizable distinctive character complex taste local beer E AS ME A T

PATRON

BEER PURCHASE INFLUENCE:

“My husband and I are influenced by the design, especially if we have never tried the beer before.” — Lindsey Piant

CON SU

patron (persona profile) prefers

CO

bold, full flavor CROWD OPINION:

P

we gain better knowledge on which

TO

“Beers like Bud + Coors just don’t compare to imports or specialty beer. They taste watered down + weak.”

small production

CH UR

Opportunity Statements: How might

RE PA

MAINSTREAM OPINION:

uncomparable weak

M

live their passion entrepreneur

RELATIONSHIPS amongst the patrons relationship with preferred

BREWMASTER create beer recipes

Patterns defined in the model: brewmaster and the patron, the

D

SHIP

supports the entrepreneur

mass marketed

“We brew what we like and don't try to cater to a specific crowd but to all.”

ATIO N

beer preference, which in return

mass produced RECIPE ATTEMPT:

REL

environment experience and

visitors / travelers professionals beer nerds business the locals diverse crowd college students

PREFER

ENVIRONMENT

brew pub inviting

KEY

relationships laid back atmosphere

Professor Siniscarco

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MAINSTREAM

ENVIRONMENT

CRAFT BEER

PATRON

IDUS711

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Team 3

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BREWMASTER

Summer 2013

7


Analysis Findings: The patrons’ preference on the environment type, crowd

ENVIRONMENT ANALYSIS

size, and time of day they prefer to

SURVEY MONKEY RESULTS

visit the establishment.

source: survey monkey, respondents 28 of 28

Insight: Patrons enjoy the atmosphere of the brewpub with a medium sized crowd on a Thursday,

ENJOYMENT OF ENVIRONMENT

ATMOSPHERE

TYPE OF ENVIRONMENT

BREWPUB

QUALITY OF BEER 54%

VARIETY OF BEER 53%

46%

Friday or Saturday evening. Patterns defined in the model are based around the EXPERIENCE

54%

a patron has in a provided

BREWERY+/or VENUE EVENT

SUPERMARKET 53%

07%

environment. The atmosphere, number of patrons, and day contribute to the experience the

CRAFT BEER establishment

COMFORTABLE WITH CROWDS IN ENVIRONMENT

MEDIUM CROWD 6 – 15 Tables

patron will have at a provided

SMALL CROWD 2 – 5 Tables

54%

LARGE CROWD 16 + Tables

39%

07%

Brewpub. Opportunity Statements: How might we gain deeper knowledge of the

PATRONS WITH YOU IN ENVIRONMENT

3–5 People

1–2 People

61%

5+ People

35%

04%

brewmasters experience based around the atmosphere, number of patrons at their establishment on a specific day?

DAY/TIME VISIT ENVIRONMENT

THURS-SAT NIGHT

THURS-SAT AFTERNOON

SUN-WED NIGHT

After 7pm

Before 7pm

After 7pm

61%

29%

07%

KEY ESTABLISHMENT

CATEGORY

1ST CHOICE

Professor Siniscarco

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2ND CHOICE

IDUS711

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Team 3

3RD CHOICE

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Summer 2013

8


Artifact Model PATRONS’ FIRST BEER

Utilizing the data that was gathered by Survey Monkey, I transposed

DEFINED BY AGE & BRAND

the results into a visual model to communicate the different patterns

AGE

8 9

AGE

10 11 12 13 14 15 16 17 18 19

defined by the patrons’ age and preference of brand name beer. Utilizing the data that was gathered by Survey Monkey, I transposed the results into a visual model to communicate the different patterns defined by the patrons’ age and preference of brand name beer. This data contributes to the forming of the themes or groupings that shape the affinity diagram.

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20 21

AGE

KEY NATURAL LIGHT

BUSCH LIGHT

BUD LIGHT

BUDWEISER

RAINIER

MOLSON RED

PABST BLUE RIBBON

SCHLITZ

COORS LIGHT

MILLER LIGHT

STROH’S

OTHER/ UNKNOWN source: survey monkey, respondents 28 of 28

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

9


Artifact Model PATRONS’ FIRST CRAFT OR MICROBREWED BEER

Employing other data gathered by Survey Monkey, I was able to

DEFINED BY AGE & POSITIVE OR NEGATIVE EXPERIENCE

exemplify the outcome of the respondents’ first time experience consuming craft beer. This data also contributes to the formation of the affinity diagram.

AGE +

+ + +

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+

21 22 23 24 25 26 27 28 29

AGE +

+

+

++ – –

+ –

+

+ ++ ++

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++ ++ –

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++

+

30 31

AGE

+ +

+

+

+ +

+

+

COLLEGE

+

? ? ? ?

KEY + POSITIVE

EXPERIENCE

– NEGATIVE

EXPERIENCE

? CAN’T

REMEMBER

source: survey monkey, respondents 28 of 28

Professor Siniscarco

//

IDUS711

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Team 3

//

Summer 2013

10


Mapping Breweries Based on the results from Survey Monkey, I am able to gain knowledge on which brewpub or

FLYERS RESTAURANT + BREWERY OAK HARBOR, WA

75th STREET BREWERY KANSAS CITY, MO

SWAGGERS KANSAS CITY, MO

ARCADIA

BATTLECREEK, MI

BOULEVARD BREWERY KANSAS CITY, MO

WALDROFF

ROYAL OAK BREWERY

HASTINGS, MI

ROYAL OAK, MI

microbrewery a patron might visit

PHILADELPHIA BARS

often. The model communicates

THAT SERVE YARDS, VICTORY, YUENGLING

the locals brewery preference in a

PORT CITY BREWING CO

designated region or state.

ALEXANDRIA, VA

URBAN CHESTNUT, 4 HANDS BREWERY ST. LOUIS, MO

THE BEER GROWLER AVONDALE, GA

BOLD CITY BREWERY JACKSONVILLE, FL

BREWERS PIZZA ORANGE PARK, FL

SWAMPHEAD GAINESVILLE, FL

KC PUBS

THAT SERVE FAT TIRE, BOULEVARD

FREE STATE LAWRENCE, KS

Professor Siniscarco

//

IDUS711

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Team 3

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Summer 2013

11


BEER PREFERENCE Affinity Diagram Insight: Patrons preference and opinion on beer style. Opportunity Statements: There is an opportunity to study the personas of specific patrons and learn which type of beer style they prefer. There is an

FAVORITE STYLE OF BEER

19% 15% 11% 07% 04%

ales stout & light lagers, ipa, wheat

is an opportunity to do a beer test taste on the different personas of specific patrons and record their experience as positive or negative amongst different styles of beers. Hypothetical statements: How might we

lambics, saisons, other

source: survey monkey, respondents 28 of 28

CRAFT BEER IS BETTER THAN MAINSTREAM

70% 30% [yes]

preference on beer style? How might we do a blind taste test on whether the beer is craft or mainstream? Design ideas or scenarios: Form a brand map of the beer style patrons prefer amongst the different regions and/or states. Create a survey that defines the

is the local beer or a common mainstream beer. (Local Beer, Boulevard Wheat vs. Miller Light)

Color Code Beer Preference

Brewmaster At Big Rip

CRAFT BREW STYLE

REGION OR STATE A BEER IS BREWED AT INFLUENCES PATRONS’ PURCHASE

“...to produce, fresh, flavorful beers using the finest traditional ingredients and the best of both old + new brewing techniques.”

61%

like to try beers that can’t purchase locally

– JOHN MCDONALD,

32%

like to expand beer palette

source: survey monkey, respondents 28 of 28

CRAFT BEER FINDINGS Boulevard Beer Known For – Full Flavor Distinctive Character Unsurpassed Quality

FIRST CRAFT OR MICROBREWED BEER

OPINION OF MAINSTREAM “Beers like Bud + Bud Light, just don’t compare to imports or specialty beers. They taste watered down + weak.” – BRANDON TIETZ

Age & Positive Or Negative Experience AGE

AGE

“Eh, buy them since we know how they taste. We prefer a beer we can't buy in our local area.” – LINDSEY PIANT

MAINSTREAM BEER Mass – Marketed Produced

1 POSITIVE

22

1 POSITIVE 1 NEGATIVE

27

1 POSITIVE

18

3 POSITIVE

23

2 POSITIVE

28

1 POSITIVE

19

24

20

1 POSITIVE

25

21

1 POSITIVE 2 NEGATIVE

26

Brewmaster At Big Rip

29 2 POSITIVE 1 NEGATIVE

30

1 POSITIVE

31

in COLLEGE

4 DON’T REMEMBER

source: survey monkey, respondents 28 of 28

FIRST BEER Age & Brand

AGE

AGE

AGE

2 NATURAL LIGHT 1 PABST BLUE RIBBON 1 BUDWEISER

08

1 STROH’S

13

1 MOLSON RED 1 PABST BLUE RIBBON

09

1 UNKNOWN

14

1 RAINER

19

10

15

1 COORS LIGHT 1 UNKNOWN

20

1 UNKNOWN

11

16

1 NATURAL LIGHT 1 COORS LIGHT 1 SCHLITZ

21

1 BUD LIGHT 1 MILLER LIGHT 2 BUDWEISER

17

1 MILLER LIGHT 1 PABST BLUE RIBBON

12

1 BUSCH LIGHT

18

TOP BRAND PREFERENCE: BUDWEISER, PBR, NATURAL LIGHT SECOND BRAND PREFERENCEMILLER : LIGHT, LIGHT

PRODUCT PREFERENCE “Seems like I have a different go to beer every day.” – KIPP FELDT,

AGE

17

OPINION OF MAINSTREAM

Owner Of Boulevard Brewery

Form a blind taste test at a local brewpub, have the patrons define whether the beer

“We brew what we like and don’t try to cater to a specific crowd, but to all.” – KIPP FELDT,

source: survey monkey, respondents 28 of 28

patrons age and beer style they prefer, age of patron should range from 20’s-60’s.

CRAFT BREW STYLE

[ no ]

form a brand map of preferred beer style? How might we define different age groups

“Bold, Flavorful, Complex” – BRANDON TIETZ

porters

opportunity to learn which state prefers which type of beer styles the most. There

OPINION OF CRAFT BEER

source: survey monkey, respondents 28 of 28

PRODUCT PREFERENCE Lindsey prefers ”wine mostly, but some activities and food just taste better with beer” – LINDSEY PIANT

Professor Siniscarco

//

IDUS711

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Team 3

//

Summer 2013

12


BEER EXPERIENCE Affinity Diagram

Insight: The beer experience a patron has depends on the crowd size and activity engagement.

NUMBER OF PEOPLE IN GROUP/PARTY WHEN OUT FOR CRAFT BEER

PEOPLE

PEOPLE

3–5 1–2 [59%]

[37%]

PEOPLE

MEDIUM 6–5 TABLES

[4%]

SMALL 2–5 TABLES

5+

Opportunity Statements: There is an opportunity to study the size of crowd and

source: survey monkey, respondents 28 of 28

which activity they prefer the most depending o the number of people in the group. There is an opportunity to do a study on beer preference while doing a specific activity. (Like boating, playing pool, texting, picnicking, etc.) There is an opportunity to learn which

BEER ACTIVITIES “Watching sporting events. Socializing at a bar....” – LINDSEY PIANT

age group enjoys what type of activity while consuming a beer. Hypothetical statements: How might we learn which age group prefers which beer style which partaking in a specific activity? How might we learn the experience a patron has with a provided activity while consuming a

BEER ACTIVITIES “…bocce ball. My friends and I enjoy a great game of bocce ball during the nice summer months.” – RAY LEATHERWOOD

specific beer style? How might we learn the experience different group sizes have while engaging in an activity which consuming a craft beer and a mainstream beer? Design ideas or scenarios: Form a diagram

CROWD SIZE PREFERENCE WHEN CONSUMING BEER

BEER ACTIVITIES “…games and socializing…” – BRANDON TIETZ

LARGE 16+ TABLES source: survey monkey, respondents 28 of 28

BRAND’S STORY “We don't think our brand sells without us actually being there.” – KIPP FELDT, Brewmaster At Big Rip

BREWERY ACTIVITIES Local Brewery Tours Happy Hour Monthly Brew Days American Craft Beer Week Collaboration Beer Dinners

BEER EXPERIENCE “Seems like I have a different go to beer every day.” – KIPP FELDT, Brewmaster At Big Rip

ENJOYABLE BEER QUALITIES “Bold, Flavorful, Complex” – BRANDON TIETZ

BEER KNOWLEDGE “People in there late twenties to late thirties seem to know much more and are looking for specific styles and tastes.” – KIPP FELDT, Brewmaster At Big Rip

PATRON PATTERNS ENJOY A GOOD TIME

that is defined around age group, beer preference and activity engaged in. Match up suggest beer style with a specific activity and record the experience the patron has. Form 3 groups (small, medium, and large) to engage in an activity while consuming a craft beer and for round 2 a mainstream beer. Color Code Beer Experience

BREWING BEER “I love beer and brewing. Nothing is more satisfying than producing something that others are enjoying + they go out of their way to let you know.” – KIPP FELDT,

Brewmaster At Big Rip

BREWING BEER EXPERIENCE HOMEBREWERS – STRIVE FOR BETTER TASTE

PATTERNS THE CROWD IS DIFFERENT EVERY TIME

IMPROVE ON CONSISTENCY DISCOVER WAYS TO MAKE THE EXPERIENCE MORE FUN

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

13


BEER ESTABLISHMENT Affinity Diagram

Insight: The environment type a patron prefers. Opportunity Statements: There is an opportunity to study the different crowd sizes amongst a brewpub or brewery on a Thursday, Friday or Saturday evening. There is an opportunity to record the number of people in an establishment on a specific day and time. There is an opportunity to learn which type of environment a specific patron type (personas) prefers. Hypothetical statements: How might we learn which crowd size prefers a specific

ENVIRONMENTS THAT CONSUMERS PURCHASE BEER IN

48%

[restaurant + brewery w/pub]

NUMBER OF PEOPLE IN GROUP/PARTY PEOPLE

PEOPLE

PEOPLE

5+

groups (small, medium, and large) and record their experience of different days and times at provided establishments. Designate different crowds to experience a specific environment preference and record whether they preferred the atmosphere, quality and variety of the beer the most.

ARCADIA

THE BEER GROWLER

FREE STATE

BREWERS PIZZA

ROYAL OAK BREWERY

SWAMPHEAD

WALDROFF

AVONDALE, GA

BATTLECREEK, MI

LAWRENCE, KS

ROYAL OAK, MI

HASTINGS, MI

MISSOURI

PENNSYLVANIA

VIRGINIA

WASHINGTON

75th STREET BREWERY

PHILADELPHIA BARS

PORT CITY BREWING CO

FLYERS RESTAURANT + BREWERY

KANSAS CITY, MO

ALEXANDRIA, VA

THAT SERVE YARDS, VICTORY,

& YUENGLING

OAK HARBOR, WA

BOULEVARD BREWERY KC PUBS source: survey monkey, respondents 28 of 28

FINDINGS

THAT SERVE FAT TIRE, BOULEVARD

BOULEVARD BREWERY HAD

CROWD PREFERENCE WHEN CONSUMING BEER

[4%]

source: survey monkey, respondents 28 of 28

SMALL 2–5 TABLES

[37%]

VISIT: DAY/TIME CRAFT BEER ESTABLISHMENT

NOTED, JUST HAD

Sun – Wed

07%

Sun – Wed

03%

The workers are very excited and enthusiastic about what they do. [their profession]

Thurs – Sat [BEFORE 7PM]

[AFTER 7PM]

[BEFORE 7PM]

URBAN CHESTNUT, 4 HANDS BREWERY ST. LOUIS, MO

source: survey monkey, respondents 28 of 28

source: survey monkey, respondents 28 of 28

OBSERVATION

[AFTER 7PM]

1 MENTION.

LARGE 16+ TABLES

61% 29%

Thurs – Sat

2 MENTIONS,

ALL OTHER BREW PUBS OR MICROBREWERIES

SWAGGERS

MEDIUM 6–5 TABLES

Design ideas or scenarios: Form a diagram

the crowd size, and the date & time. Form 3

BOLD CITY BREWERY

KANSAS CITY, MO

different days and times at an establishment?

supermarket, brewery, festival) and record

KANSAS

KANSAS CITY, MO

[59%]

of different establishments (brewpubs,

GEORGIA

GAINESVILLE, FL

source: survey monkey, respondents 28 of 28

we learn the experience crowd sizes have on

reflects on different crowd sizes?

MICHIGAN

ORANGE PARK, FL

brewery event/festival

3–5 1–2

environment, quality of beer or variety of beer

FLORIDA JACKSONVILLE, FL

37% supermarket

07% 07%

BREWPUB OR MICROBREWERY THAT PATRON VISITS OFTEN

brewpubs

establishment on a designated day? How might

How might we learn how the atmosphere of an

ENVIRONMENT PREFERENCES

BOULEVARD BREWERY

source: survey monkey, respondents 28 of 28

Color Code Beer Establishment

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

14


PRODUCT PURCHASE Affinity Diagram

Insight: Different influences a patron incorporates when purchasing beer product Opportunity Statements: There is an opportunity to study different beer tastings on a craft or mainstream beer and how the influences the patrons purchase. There is an opportunity to do a purchase study at a supermarket based on beer being local, brand ownership and product placement. There is an opportunity to do a study on whether a patron recognizes the brand of the beer and its origin.

PURCHASING BEER

30% + 07%

SAMPLING IMAGERY/GRAPHICS

ABILITY TO RECOGNIZE BEER BRAND

05% 03% 01% 01%

purchase the beer product? How might we learn how different age groups purchase the beer product? How might we learn whether the beer tasting, graphics/imagery of the packaging, or their ability to recognize the brand influences different patron groups to

RECOMMENDATIONS TYPE OF BEER

scenarios at a brewpub, supermarket, and brewery for a patron to purchase beer. Form a diagram on different patrons age groups and whether the purchase the beer product based on the tasting, graphics/imagery of the packaging, or their ability to recognize

COMMUNITY ORIENTED

46% Brand Ownership

04% Product Placement WITHIN STORE

FUNNY NAME source: survey monkey, respondents 28 of 28

PRE EXISTING REPUTATION

PATTERNS

source: survey monkey, respondents 28 of 28

Good Times = Brand Ownership BEER PURCHASE INFLUENCE “My husband and I are influenced by the design, especially if we have never tried the beer before.” – LINDSEY PIANT

purchase the beer product? Design ideas or scenarios: Form different

50% Beer Being Local

HAD A GOOD EXPERIENCE

other

Hypothetical statements: How might we how the environments influence a patron to

PURCHASING BASED ON Quality, Price and…

PRODUCT CHOICE “We hope that the beers we do offer aren't just ‘I Can Only Have One’ type of beers.” – KIPP FELDT,

Brewmaster At Big Rip

PATRONS’ PURCHASE INFLUENCED BY THE REGION OR STATE THAT A SPECIFIC BEER IS BREWED IN

61%

like to try beers that can’t purchase locally

32%

like to expand beer palette

source: survey monkey, respondents 28 of 28

MAINSTREAM COST LESS THAN LOCAL/CRAFT BEERS THIS LOWER COST AFFECTS WHICH BEER TO PURCHASE

the brand. Form 3 different groups – local beer, brand ownership or product placement and record the response of the different age groups. Color Code Product Purchase

PATTERNS RELATIONSHIPS SMALL BREWERS BUILD AND CONNECT WITH THEIR PATRONS AND COMMUNITY.

26% 74% [yes]

[no]

source: survey monkey, respondents 28 of 28

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

15


Affinity Diagrams