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OUGD601 — Primary Research Planning

To develop a foundation of understanding of what things catch people's eyes when they are choosing a beer at a bar I will give out mini power surveys in craft beer bars in Leeds, Friends of Ham, Bundobust & North Bar.

These won't be as big as the ones I made for the beer festivals in Summer but will give a much more concise set of answers that will show the most effective forms of catching a consumer's eye from behind a bar-fridge or on a pump clip.

These questions have been designed to prompt quick thinking and clear responses in a social environment, this will stop me from bothering people too much when they are out to enjoy themselves.

1 — What drink have you got in your hand?

2 — In reference to visuals/packaging, what caught your eye about this drink?

3 — Would you buy this drink again?

4 — Would you try more from the brewery that made it?

These questions will show the entire drink experience and what bounces from it. The consumer would first name the beer so it can then be identified. The consumer is then asked what triggered them to choose it visually, could be bright colours, interesting illustration, bold typography, etc. The two final questions relate directly to the bounce effect of the consumer experiencing it visually and then drinking it. Some may really like the beer they just drank and would want to try it again as well as other drinks the brewery make. Some might not like that particular drink but would still try another from that brewery because they appreciated something about it before the taste was concerned such as the branding or visuals.

The results from this survey would deliver a series of data which could help show a link between the drink's branding & experience.

I designed an A5 printout which can be given to consumers after they have bought their drink. This explains why I am doing it as well as a clear format to answer within. The use of Yes/No boxes stops people writing anything irrelevant in those boxes to make my life easier too.

I showed Simon this survey plan in my tutorial and the feedback I received was very helpful. He recommended to change my wording in my second question as it wasn't asking what I wanted to find out and also recommended doing a second page to see if people could recognise craft brewery's with blurred out or cropped parts of their logos or packaging. This would further define the recognition that people have of brewery's branding and back up the argument of craft beer branding reflecting the growth in popularity.

I chose two UK based breweries and two US based. I didn't want to choose any that were too small or no one would know who they were, so I chose moderately known companies and removed the colour and cropped into them so they were not obvious.

I thought this was a great idea because it hit two birds with one stone and would stop me from needing to return and pester the bar's clients at the same time as doubling my data.

I sent the final version of the survey to Simon before sending them off to the bars and requesting permission to conduct them in their establishments.

Once I had finished emailing Friends of Ham, Bundobust & North Bar, I did some test prints on cheap off grey sugar paper to give it a raw and artisan feel relating directly with the subject. I believe more people will engage with the survey if it looks and feels nice.

I then tested it on Jasper to make sure I was collecting the right information which I was happy to find I was.

If Jasper was in a bar and had just bought an Odell IPA, I would of gathered the following data.

Odell IPA

Caught consumer's eye because he didn't like the design.

Would buy it again.

Would try more from that brewery.

Recognised 2/4 of brands.

This would be an interesting set of data because the label design stood out to the consumer because he didn't like it, however he still enjoyed the product and would try the brewery's other products.

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