A Social and Cultural Study of Drinking Water 3.13.09
Amy Batchu Hanna Korel Erin Myers Gauri Verma Nanqian Xu
Why?
To understand how Pepsi can be inspired by social and cultural contexts of drinking water around the world.
With the recent downturn in the world’s economy, perceptions and habits surrounding bottled water are changing. In the American market, sales of bottled water are down, while eco-efficiency perceptions are up.
Our research intends to produce a clear understanding of social types around the globe to illuminate opportunity spaces in the US water market. 2
Where?
Observing other cultures with a variety of social water traditions to discover how this could and does merge with a busy modern lifestyle.
Chennai, India
Kyoto, Japan
Warsaw, Poland
Chicago, USA
Inspiration
The Communal Cup (Indian Students)
Water vending machines
Large disposable water bottles
Social gatherings/events that provide individual disposable water bottles
Drinkability/ Portability Needs
For cold liquids only, sharing of container, stationary shared source.
Convenience
For use in the home, or for a group to share, if traveling.
Personal, portable, and chilled servings of water.
A group will share out of one big bottle, rather than each have our own.
Perceived to be polite and hospitable to provide water to guests but must be thought of fresh and sanitary.
Cultural/ Social Frame
Kids are trained at home to drink water like this without sipping!
The sacred water temple
Shared source Despite prevalence and accessibility to a variety of beverages it is not typical to drink or eat in public places outside of the sacred waterfall.
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Chennai, India
> unique method of children sharing water out of a basin by pouring water from communal cup
Target Participants: adults well versed in the social traditions of drinking water Teachers and parents
• •
male/female (50/50) ages 30-55
Bonus Interviews: intercepts at city marketplace or water wells with families acquiring water
Methods: • observations at schools • in-home interviews with parents When: Late Summer/Early Fall 4
Kyoto, Japan
> ever present bottled water vending machines (despite the fact it is impolite to drink in public)
Target Participants: hip teens who keep an eye on the trends Socially and fashion conscious
• •
male/female (50/50) ages 17-24
Bonus Interviews: intercepts at city centers and shopping malls
Methods: • observations at college campuses • in-home interviews with youth When: Late Summer/Early Fall
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Warsaw, Poland
> typically friends will share water in a group from one large bottle instead of individual bottles
Target Participants: college students that travel with others on holidays Curious and gregarious groups of friends
• •
male/female (50/50) ages 17-24
Bonus Interviews: intercepts at city centers and train stations
Methods: • photo self documentation booklets • in-home interviews with youth When: Late Summer/Early Fall 6
Chicago, USA
> highly individualistic in water consumption which creates tension for the eco and economic conscious
Target Participants: Socially involved and aware, frequently plan events Active adults
• •
male/female (40/60) ages 18-34
Bonus Interviews: tag-along observations with someone planning a special event (for e.g. a party)
Methods: • in-home interviews When: Late Summer/Early Fall 7
Benefits We hope to: • draw from our multi-cultural observations on social water consumption • harvest insights that could translate to the US market • apply principles to opportunity spaces for Pepsi to create new social water offerings
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