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
//
IDUS711
//
Team 3
//
Summer 2013
2
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
//
IDUS711
//
Team 3
//
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
//
IDUS711
//
Team 3
//
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
//
IDUS711
//
Team 3
//
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
//
IDUS711
//
Team 3
//
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
//
MAINSTREAM
ENVIRONMENT
CRAFT BEER
PATRON
IDUS711
//
Team 3
//
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
//
2ND CHOICE
IDUS711
//
Team 3
3RD CHOICE
//
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.
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
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
//
IDUS711
//
Team 3
//
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 +
+ + +
+
+
21 22 23 24 25 26 27 28 29
AGE +
+
+
++ – –
+ –
+
+ ++ ++
+
+
+
++ ++ –
+
+
+
++
+
30 31
AGE
+ +
+
+
+ +
+
+
COLLEGE
+
? ? ? ?
KEY + POSITIVE
EXPERIENCE
– NEGATIVE
EXPERIENCE
? CAN’T
REMEMBER
source: survey monkey, respondents 28 of 28
Professor Siniscarco
//
IDUS711
//
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
//
Team 3
//
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
//
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
//
IDUS711
//
Team 3
//
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
//
IDUS711
//
Team 3
//
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
//
IDUS711
//
Team 3
//
Summer 2013
15