Challenge

As a product developer we are always looking to respond to consumer preferences and concerns.   Through the last years, juice companies have seen a decline in the intend of purchasing 100% juices. In  this case, the challenge is to create a strategy to respond to the decline in fruit juice purchasing.   Marketing has already been doing the research on consumer behaviour using journal mapping and has  gathered excellent data.

Selection

Since marketing had already collected data during their journal mapping, we find out that the best way  to analyze this data is by using the mind mapping tool.  This tool allows us to find patterns and insights  that will contribute to understand our consumers concerns.

Application

Stakeholders were invited to a group session.  Marketing explained how they performed the journal  mapping and lay out the consumers comments and answers to their intent of purchasing fruit juice on  the walls.  The participants were asked to walk around the room and without talking to each other  create categories using colour coded post-it notes.  Then, participants were divided in groups and asked  to talked about their finding and create clusters of their categories, for example “weight control”,  “prefer to drink water”. Then they were asked to ask the why’s of these categories in order to find out  connections between clusters, for example “fruit juices are perceive as high sugar drinks”.

Insight

We find out that adult consumers are switching drink preferences to water, tea or coffee.  In some  cases, parents prefer to give kids water but ironically when kids are sick, they give them apple juice for  hydration and its vitamin C content. This design thinking tool help us understand that even though  people perceived fruit juices as high sugar beverages, there is a white space to add functional  ingredients such as vitamins, antioxidants and other nutritional ingredients that will increase their  intend of purchase.

Approach

For this challenge, mind mapping was a good tool to use, since it helped us understand the data through  the eyes of the other stakeholders. It was also a fun tool to use as you get to interact and understand  other people’s point of view of the challenge.  In this case, we got good insights of our challenge and  now we are able to translate this insight into a brain storming session.

