AUAS for Bosch in co ope rat i o n w i t h Ico n M o bi le Globa l Tren dwatc hi ng M i no r 2018/19 Pro j e c t 2
AL E X A NDR A KISTLE R // E MMA BROTOFT // JEROEN A NDREA E KATHAR INA G E R KE N // LO LA W ILL EMS
MANAGEMENT SUMMARY
Staying ahead of the game in today’s fast paced world of information and technology is under no circumstances simple for technology oriented companies. In order to be future proof, the German multinational company Bosch has to act upon the fast moving world we live in. With the help of the international consulting firm Iconmobile, a new product has been developed - the PAI. The PAI (Projection and Interaction) is a digital projector within the kitchen workspace which offers functions comparable to a smartphone or tablet in a kitchen-friendly, robust digital solution. The aim of this report for the consulting company Iconmobile, which is working for the technology-driven firm Bosch, is to analyze relevant trends and drivers, as well as the future of the kitchen to determine the most feasible strategy for the future of the new PAI device by Bosch. This report describes the future of the kitchen, different consumer needs, as well as the two trends New User Behaviour and New Eating to come up with new add-ons for the in spring 2019 launching PAI kitchen device. In order to carry out the research in diverse manners, both qualitative and quantitative research methods have been used. One of the most significant approaches of research was the execution of desk research, as well as the implementation of interviews with the consumer group; families of the upper middle-class. International and current information was available in English, German, Swedish and Dutch. Therefore, research within several countries has been conducted to broaden the view. Next to the desk research, the execution of personal and international interviews with the target group gives a great insight on the Bosch customer’s needs and values. By all means, statistics and information from databases such as CBI or Euromonitor, as well as Forbes back up the given findings. As a result of intensive research and brainstorming, the idea of PAI Connect emerged. The core idea of the concept is to involve kids in their parent’s cooking process by creating a guided cooking experience with the support of artificial intelligence. Therefore, parents are able to discover the experience and happiness they once encountered during cooking while including their children by passing on useful knowledge about food, nutrition and cooking skills to their children. Accordingly, PAI Connect, the ultimate guided cooking experience, consists of a more advanced parent mode (PAI Advanced) and a playful kid mode (PAI Kids), which includes the aspect of storytelling to involve the child in the cooking process. All in all, PAI Connect is the result of intensive research and brainstorming. The company Bosch ensures future proofness with the plausible and innovative concept by putting the focus on their target group. Accordingly, Bosch keeps the future in mind by acting upon the fast moving world we live in.
01
INTRODUCTION
05
CONSUMER BEHAVIOUR
02
METHODOLOGY
06
TRENDS
07
TARGET GROUP
08
INTERVIEWS
03
THE FUTURE OF THE KITCHEN
04 THE PAI KITCHEN DEVICE
INDEX
09
CONCLUSION
10
CONCEPT
11
REFERENCES
12
APPENDIX
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1/ INTRODUCTION
D e a r R e a d e r, Within the so called Digital Age, technology is on the rise. The world is rapidly changing. Technology shapes many areas of our everyday life. As a company nowadays it is a challenge to be innovative and come up with new ideas in order to stay trending. In order to be future proof, the German multinational company Bosch has to act upon the fast moving world we live in. With the help of the international consulting firm Iconmobile, a new product has been developed - the PAI. The PAI (Projection and Interaction) is a digital projector within the kitchen workspace, which offers the functions comparable to a smartphone or tablet in a kitchen-friendly, robust digital solution. The aim of this report for the consulting company Iconmobile, which is working for the technology-driven firm Bosch, is to analyze relevant trends and drivers, as well as the future of the kitchen to determine the most feasible strategy for the future of the new PAI device by Bosch. As a result of intensive research and brainstorming, it is possible to draw a plausible and innovative concept for the PAI kitchen device by Bosch, developed by Iconmobile. Always keep the future in mind - stay profitable by ensuring future proofness.
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2/ METHODOLOGY In this chapter all the approaches of research, in order to answer the problem statement, will be discussed. Approaches of research are defined as desk research, field research and a total of 30 interviews. The purpose of this research was to collect information and data that can be used for making validated decisions and for coming up with a concept for the PAI.
Desk Research
DESK RESEARCH In order to gain full insight on the PAI device, desk research had to be conducted. This included doing research regarding the future of the kitchen (smart kitchen), consumer behavior and consumer needs, new user behavior and new eating. FIELD RESEARCH A briefing and a company tour at the Icon Mobile office located in Berlin, Germany was the first part of the field research. When the management gave the assignment to research further innovations regarding the PAI, they also introduced and demonstrated the PAI device, so that better knowledge on its capabilities could be gained.
Field Research
Besides the briefing done by Icon Mobile, there were interviews being held to be more able to come up with a creative and suitable concept for the PAI. In total 30 people were interviewed, of which 16 were from the Netherlands - more precisely Amsterdam and its surroundings - ten were from Germany and four from Sweden. The focus group of the interviews were young families with an average age of 37. This focus group was chosen because the PAI is a device which will be quite expensive to purchase and it will be purchased with the aim that it is going to stay in the kitchen for a while. Therefore, young families seemed to be the most interesting group to place the focus on. Before the families were interviewed, they received a short introduction on the PAI in order to have a basic understanding of what this questioning will be about and being able to answer more concisely. The aim of the interviews was to gain new insights regarding the needs of the target group and their children in the kitchen in order to then be able to improve the PAI in those regards. By doing desk and field research and conducting the interviews it was possible to gain insights into the market that Bosch is trying to conquer and to help Bosch succeeding with their PAI device. In the next chapters all the research will be presented and analyzed in order to finally come up with a suitable concept.
3/ THE FUTUR E OF THE KITCHEN The history of the kitchen is fascinating. Contrary to the past, today’s kitchens are an indispensable component to contemporary life due to many technological and social changes over decades. The kitchen in the future will even take it a step further. Within the Digital Age, technology is on the rise and the world is changing rapidly. These influences and changes in economy and society affect the kitchen of the future.
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First of all, technology plays an enormous role regarding the kitchen’s future. The smart kitchen will be a standard in every household. Virtual home assistants are becoming a norm in the kitchen in order to control most appliances via voice. These assistants can link a number of appliances, allowing the consumer to voice control kitchen devices like the coffee machine, the oven and more for more convenience and efficiency. Talking about convenience and efficiency, digital assistants will be soon able to talk to the consumer, not only for entertainment but also for helping purposes. On top of that, programmable slow-cookers, that prepare the meal ready for the consumer’s arrival at
home, are on the rise. Companies are already working on improvements and add-ons like its control via app to make cooking much easier for the end user (AGL, 2018). Furthermore, in the near future kitchen appliances will be able to communicate with each other. At the current forefront is the so called smart fridge, like the Samsung family hub 3.0, which is able to analyse the groceries it contains in order to recommend recipes accordingly. Therefore, not only convenience for the consumer but also the reduction of food waste is generated, since kitchen appliances can remind the consumer of food, which would expire soon (The Ambient, 2018). To round up the dominance of technology in our future kitchen, Artificial Intelligence and predictive technology will play a big role in our everyday life. The newest technology will figure out the consumer’s needs to be a help at home, whether that is assistance from making laundry to preparing a cup of coffee. Human beings will adopt artificial assistance to use their time more efficiently. Besides, energy efficiency will be important in the future. Technology is increasing the kitchen’s sustainability as mentioned above in terms of food waste reduction, as well as the elimination of energy waste. Therefore, the kitchen is not only becoming more advanced but also more sustainable. Standby power is one of the biggest energy wasters in our homes. Currently, consumers are learning how to minimise the use of energy. In the near future, appliances will become better at self-regulating their energy usage. Furthermore, small electronic solutions will emerge based on the increasing population and the decreasing space for living (AGL, 2018). All in all, the kitchen of the future is dominated by technology in order to support the consumer in terms of efficiency and convenience, as well as sustainability. Hyper-efficiency is key in today’s fast paced society with the busy lifestyle of people. The data-driven kitchen will be light and agile as well as transformable in response to shrinking kitchen places (Chrisoula Kapelonis, 2018). The kitchen of tomorrow is smart, as well as sustainable (The Guardian, 2018). The next chapter will describe the PAI, a device Bosch has created to support the kitchen of the future.
4/ THE PAI KITCHEN DEVICE The future of the kitchen is dominated by the interactive networking of electronic devices to support the consumer in the kitchen environment in terms of convenience, efficiency, as well as sustainability. Therefore, the kitchen of the future will implement the smartphone in some way in terms of digital control. Nevertheless, sensitive technical devices, such as the smartphone, do not belong in the kitchen environment, since the hands are occupied with preparing the food. Consumers who tap on their smartphone with dirty fingers realize, that the display suffers or is not reacting at all (Jesper Thiersemann, 2018). Bosch offered a solution to the above stated problem - the PAI (projection and interaction), a virtual display on the kitchen work surface. The interactive medium with a 3D sensor, which is installed on the underside of the kitchen cabinets, will project the display of the smartphone as a visual interface on the working surface of the kitchen (Computer Bild TV, 2018). This so-called interface with Android operating systems and at least 720p resolution can be handled as the surface of the smartphone itself and responds to typing, wiping and zooming. The touch control is detected via the 3D sensor of the Bosch PAI and converted into interaction. This allows the user to easily access, read, listen to music and retrieve emails while cooking. Even with dirty or greasy fingers, the projection can be operated quickly and easily (Jesper Thiersemann, 2018). With the PAI, Bosch is aiming to improve customer convenience as well as encouraging its customer to use the company’s own Home Connect app, which can be used to control the entire security and device management throughout the entire building (Bosch Home, 2018). Besides, the user finds a recipe database with over 1,400 recipe suggestions and step-by-step videos by the start-up ‘Kitchen Stories’, with which Bosch is collaborating for useful content. The cycle closes, if the customer also has a Bosch refrigerator, which monitors the content with the help of an inventory list and refrigerator camera. Then the smartphones knows, what is present or needed and can order online to refill the refrigerator. Last but not least, the smartphone makes a suggestion how to turn the ingredients into a delicious menu. This so called ‘Guided Cooking’ by Bosch leads to the desired result step-by-step with the help of the Bosch PAI (Jesper Thiersemann, 2018).
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To conclude, the newest invention by Bosch, which will launch for the first time in the spring of 2019 in China, the PAI offers the functions comparable to a smartphone or tablet in a kitchen-friendly, robust digital solution (Jesper Thiersemann, 2018). However, because Bosch is launching its product in China, it makes sense to research the consumer behavior regarding kitchen purchases in Europe.
5/ CONSUMER BEHAVIOUR This chapter describes the wants, needs and behaviors of the consumers whom Bosch is focusing on. The purpose of this investigation is to determine where there is demand and how these demands can be applied into the target group: young families. Therefore this chapter will discuss the needs towards a new kitchen and smart devices and their buying behavior. According to Trend-Monitor, who researched the motives of consumers behind purchasing a new kitchen, there are multiple factors that play a role. Investing in a new kitchen because their existing kitchen was outdated is the biggest motive by an amount of 59,4% (Trend-monitor, 2018). Other reasons were that consumers recently moved and were looking for a new kitchen. The picture below shows all the reasons that were mentioned by the interviewees.
Now that the consumer behavior towards buying a new kitchen is discussed, it is time to look at the purchasing behavior of kitchen devices. A recent study from Scripps Networks Interactive provides some clues on what consumers may be looking for and who the Early Adaptors are. In overall, three quarters of the people who were interviewed cared about safety and comfort in their home and 68% thought it was important to have a sustainable house. In this research the target group was divided within three generations: Millennials, Gen Xers, and Boomers. (Vision Critical, 2017) All three groups had different needs when it came to why they were willing to purchase smart devices. The Millennials want to make their home more convenient for daily tasks, the Gen Xers want to create a healthier environment and the Boomers were interested in adding value to their homes. Even though all the generations have different needs, they still are willing to invest first into their kitchen and then their living room. (Vision Critical, 2017)
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After the discussion of the consumer behavior regarding kitchen purchases and appliances, the way in which a consumer actually decides to buy these investments, will be investigated. According to TrendMonitor 89% of householders undertake some kind of research prior to purchasing their new kitchen. Getting inspiration for designs seems to be the primary research intent. The picture on the right shows all the given motives specially filtered towards the target group of this report in order to make the results more relevant.
All in all, the main reason why consumers buy a new kitchen is because their old kitchen was outdated or they recently moved in into a new house. The young generation wants to make their daily tasks more convenient, the older generation wants to add value to their home and the generation in the middle wants to create a healthy environment. These are some of the drivers, which are essential to take into consideration regarding the new concept for the PAI. However more background knowledge needs to be available, which is why the next chapter starts off with a short DESTEP analysis.
CONVENIENCE
VALUE
HEALTH
6/ TRENDS 6.1/ DESTEP ANALYSIS The following DESTEP analysis should give a general overview of the most important macroenvironmental drivers, that will have an influence on the kitchen of the future and on the PAI. DEMOGRAPHIC CHANGES There are several different demographic drivers that might influence how future societies eat and operate in the kitchen. The fact, that the average age of the world population continues to get higher means, that there will be more old people in relation to young people in future societies (United Nations,
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2017). Another impactful factor is the change in traditional family structures towards alternative models like single households or single parent households for instance (Marketing Insider, n.d.). On the other hand, young people in today’s societies show different behaviors in the kitchen compared to old people (Hildebrandt, 2018). ECONOMICAL CHANGES The gross domestic product of Western Europe and the United States will grow slower, as an outlook until 2023 suggests (Statista, 2018(a)). However, when it comes to smart home technology, the predictions are optimistic with an expected growth rate of 22.3 percent per year until 2023. On a global scale, the United States shows the greatest potential in those regards (Statista, 2018 (b)). For the smart kitchen appliances market, Transparency Market Research expects an annual growth of nearly 30 percent by 2022 (GlobeNewsWire, 2018). SOCIO-CULTURAL CHANGES Social-cultural changes, that are relevant for the smart kitchen market include for example the consumer’s growing skepticism towards technologies, especially when it comes to innovations (Nair, 2018). This is due to several privacy scandals of big companies such as Facebook or Google (McLean, 2018). Another important factor for the kitchen of the future is the increasing relevance of the plant-based diet, which is primarily driven by millennials. Factors like environmental problems or the well-being of the animals play a bigger role when it comes to buying habits (Rowland, 2018). TECHNOLOGICAL CHANGES On a technological level, there is a massive rise of voice control with regards to smart home technology. This is due to devices like Alexa and Google Home being on the rise (Juniper Research, 2018). Apart from that, new technologies like smart indoor gardening systems are currently on the rise. These innovations act upon the need of the consumer to eat more mindful, fresh, local and natural (The Guardian, 2018). ENVIRONMENTAL CHANGES Consumers are getting more and more aware of the environmental problems that arise in the food industry. Key drivers of this change are the dilemma of a global lack of food (TrendOne, n.d.) and the massive food waste we deal with (Hegnsholt, Unnikrishnan, Pollmann-Larsen, Askeldottir & Gerard, 2018). Same for intensive livestock farming (van der Zee, 2018), which is driving the awareness of the consumer. POLITICAL CHANGES Looking at the political drivers of the food industry there are two things to consider. According to a report presented in the Guardian, “the global livestock industry produces more greenhouse gas emissions than all cars, planes, trains and ships combined”. As preventing global warming is directly connected to the reduction of meat and dairy consumption (Carrington, 2014), politicians play a key role in tackling this food problem with suitable laws and regulations. The second driver is the obesity epidemic, which expands increasingly (Brody, 2016).
DEMOGRAPHIC
ECONOMIC
SOCIO-CULTURAL
TECHNOLOGICAL
ECOLOGICAL
6.2/ NEW USER BEHAVIOUR
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As the new concept for the PAI should be based on current trends regarding the two topics of new user behavior and new eating, the following two chapters will give a respective overview. The previous DESTEP analysis can be seen as the root of these developments. During the conducted research, several changes and trends have been identified, however in this report only the most important developments, which are also relevant for the PAI and the later explained concept, are explained further.
POLITICAL
GUIDED COOKING The first trending development, which is in turn highly relevant for the PAI, is the growing guided cooking industry. The meal kit sector, for instance, is flourishing at the moment (Benigson, 2018), with HelloFresh increasing their revenue and client base constantly for instance (HelloFresh, 2018). Nevertheless, meal kit companies need to survive in a more and more competitive field, in which other players step into the game, like for example several supermarkets (The Economist, 2018) or the company Weight Watchers, which recently launched the same service (Giammona, 2018). These facts indicate, that there is a huge consumer need for being guided through the cooking process. In the context of smart kitchen technology providers, there are several different brands that are now including guided cooking and step-by-step-recipes into their cooking experience, like for example Whirlpool and LG (Wolf, 2018). The Consumer Electronics Show 2018 also showed a lot of innovations that are closely linked to this trend (McGrath, 2018). Apart from that, there is a huge popularity of several Youtube-Channels dedicated to cooking and showing the whole process of how a meal comes together in a fun and entertaining way - the channels „Food Wishes“ (2.7 million followers), „Binging with Babish“ (3.5 million followers) and „Laura in the kitchen“ (3,3 million followers) are just a few examples for this development (numbers looked up on Youtube in November 2018). All these reasons speak for the fact, that guided cooking systems will become an essential part when it comes to the kitchen of the future and how we behave in this environment (Richardson, 2017). VOICE CONTROL Another promising and important development, which is also perfectly connected to guided cooking systems, is the massive rise of voice control with regards to smart home technology (Juniper Research, 2018). More than half of the Alexa devices, for instance, end up in the kitchen and consumers already use this technology to ask for recipes or to get help in creating their grocery shopping lists (Serra, 2018) for instance. A recent study done by voicebot.ai showed that 22.8 percent of people ask their smart speakers for how-to-instructions (Kinsella, 2018), which could in turn be a potential for the kitchen regarding cooking instructions. Apart from that, Alexa provides further features, that make sense for the use in the kitchen, like converting units for recipes, setting timers or being connected to a coffee machine (Martin, 2018). FOOD WASTE Driven by the earlier described environmental forces, there is a growing awareness and interest of the consumer regarding topics like zero-waste and food waste. This trend is insofar relevant, as it offers great potential to be integrated in the way PAI interacts with its users. The tool Google Trends provides over time statistics on search terms like zero-waste and food waste, which clearly illustrate their increasing relevance (Google Trends, 2018). Another fact, that shows this growing interest are the clicks on Youtube-Videos focusing on this matter. These channels offer tips on how to cook with what people would usually throw away and one of those videos has nearly 400.000 views (Mind over Munch, 2017). In general, consumers become more ethical with regards to their cooking and eating habits and they are more willing to eat parts of plants that they would usually consider trash (goodman fielder food service, 2018). FRESH AND LOCAL Moreover, the consumer demand for fresh, natural, organic (Gagliardi, 2015) and locally grown food (Hesterman & Horan, 2017) will shape the way people behave in their kitchens and therefore these developments should be part of the new PAI concept. New technologies like indoor gardening systems are currently on the rise, which pick up on those needs and provide the consumer with the most local and natural food they could possibly get (Wolf, 2018). As a result future users of the kitchen are more and more encouraged to grow their own food. KITCHEN AS THE CENTER Another important factor influencing the user behavior in the kitchen is the fact, that in contrast to the mere functional purpose of a kitchen in earlier days, the kitchen is now the center of most homes (Interiorzone, 2018). This also implies, that this area is not only used for cooking, but for various other activities as well (Chen, 2018) and therefore it is seen as a central part of family life (Interiorzone, 2018), which is important to consider regarding the target group of the later explained concept. In order to summarize the chapter of new user behavior in the kitchen, it can be stated, that guided
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cooking, the rise in voice control and the rising awareness for zero-waste, fresh and local food are very interesting subjects to take into consideration when it comes to developing a suitable and future-proof concept for the PAI. Moreover, the fact that the kitchen is perceived as a part of the active family life supports the relevance of the selected target group of families.
6.3/ NEW EATING
New eating is the second topic, which was used to inspire the idea generation process of the later explained concept. The following text is supposed to give an overview of relevant trends and developments in this context. SUSTAINABILITY AND TRANSPARENCY When it comes to food choices, there is an increasing consumer demand for sustainability (Maloney, 2018). The US market for groceries being framed in an ethical context regarding the environment and animals is growing steadily, for example (Cooper, 2018). In this context, small start-ups are on the rise and they offer the consumer alternatives to big and obscure food companies. These new and transparent food companies nurture the consumer need for more transparency and therefore the expectations of consumers shift more and more towards this direction (Harper, 2018). Consumers want to know about the origins of food and about the way it has been produced, they care about the context and the story behind their food (Splitter, 2018). This consumer need offers a great opportunity to be integrated into the concept of the PAI. NEW CONVENIENCE For the year of 2019 it is predicted, that more and more people will eat in their own homes instead of eating out, which is of course a positive outlook for the usage of the PAI. Reasons behind this development are the rising costs of living as well as the ever-improving conditions for eating at home, like delivered or supermarket-prepared meal kits and the possible entertainment for eating provided by movie streaming platforms (Huen, 2018). This trend can be seen as a redefined convenience of the consumer when it comes to eating. Up until the 2000’s time efficiency and visiting restaurants were seen as solutions for convenience, while current developments shift the term convenience towards creating ideal conditions for eating at home. This implies that the kitchen will be a space, which is optimized with appliances, that support and facilitate home cooking (Portalatin, 2018), while the PAI can seize this opportunity and offer the consumer this very support. ALTERNATIVE PROTEIN SOURCES Another important factor, which has been identified during the research is the growing market for alternative protein sources. As the world population is estimated to grow from 7.7 billion to 9.7 billion until 2050, the demand for food and therefore protein will increase massively (Huston, 2018). Derived from this fact, several companies are currently looking for alternative sources of protein, as the cultivation of meat is seen as a damaging factor to the environment. A more sustainable alternative to this problem would be the consumption of insects (Knapp, 2018), which is expected to grow significantly until 2024. The US market size for crickets and beetles is estimated to be up to ten times bigger in 2024 compared to 2017 (Ahuja & Deb, 2018). Another promising protein alternative, which will shape the eating behavior of the future are seaweed snacks. All kinds of varieties will be entering the supermarkets, ranging from kelp jerkies to algae snacks to salmon skin crisps (Whole Foods, 2018).
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ANIMAL-FREE FOOD Directly linked to the alternative sources of protein are animal-free foods, which will also become a topic growing significantly in importance in the future. An increasing amount of people are willing to incorporate plant-based foods in their diet, as they are more aware of global issues like climate change and animal welfare (Hancox, 2018). According to a survey, one third of Americans would consider themselves as „flexitarians“ and they are ready to adopt a more plant-based diet (Gervis, 2018). Apart from that, there will be further meat alternatives available in the future within the field of cellular agriculture, which is a term used to summarize methods of cultivating animal-free meat, fish or milk in a laboratory by using the cells of the animals (CAS, 2019). The company Mosa Meat, which produces labgrown meat, states that their first burger made from „clean meat“ will be served in restaurants by 2021 (Associated Press Reporter, 2018). In order to summarize the chapter of new eating, it can be stated, that sustainability, transparency, the
simplification of the home cooking experience, alternative protein sources and animal-free products are interesting subjects to take into consideration when it comes to developing a suitable and futureproof concept for the PAI. As the topics of consumer behavior, new user behavior, new eating and the DESTEP analysis have been discussed, this information will be applied to the target group. The next chapter will therefore describe the target group and explain why they were chosen.
7/ TARGET GROUP Due to the fact that advanced smart kitchen technology is mainly affordable to consumers of a higher financial status it makes sense that the target audience for the later explained concept are people belonging to the uppermiddle class segment of society - for the United States this would correspond to an household income of $74,875 to $121,017 for instance (Mulhere, 2017). Moreover, the focus lies on people living in western Europe as well as the United States. When it comes to cooking and the use of the kitchen, the target group of families offers a great potential to further step into. A recent study done by Peapod illustrates, that the general rising desire for home cooking is by a huge part driven by families. Contributing to this shift is the fact, that families see a great importance in cooking when it comes to the bonding of their family. Furthermore, over half of the interviewed teenagers see cooking as a fun activity and want to support their parents in the kitchen (Peapod, 2018). Another research has shown, that teaching young children how to cook leads to them having a healthier diet when they are grown-ups (Nagri, 2018). With regards to smart home technology, a study done by Xfinity Home and august shows, that the main motivation for people to purchase such technologies is keeping their families safe. On top of that, 14 percent of respondents aged between 18 and 29 and seven percent of respondents aged between 30 and 44 state that the birth of a new baby would be their top life event motivating them to install smart home technology (august & Xfinity Home, 2016). These facts demonstrate, that family life and smart home technology are in fact be closely linked. Parents belonging to the upper-middle class target group are in general highly ambitious and it is important to them to develop intellectually as well as career-wise. Apart from that, it is specifically important to them to raise smart, active and mature children and they search for products and services, that are able help them in achieving this goal (Salehi, 2015). In order to step further into the target group and understand their valuable characteristics, the socalled „Sigma Milieus“ are used for inspiration. The “Sigma Milieus” are a tool, that segments the whole population (of Germany) into eleven groups based on their social status (lower class, middle class, upper class) and their value orientation (traditional, modern, post-modern) (Sigma, n.d.(a)). In this context, the „post-modern milieu“ seems to be the most fitting society group, because people belonging to this group are mostly part of the upper middle class and have a forward-thinking, future-oriented mind-set. They are on average highly-educated, have a subjective outlook on life, they mainly live in big cities and go for anything but the average (Sigma, n.d. (b)).
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7.1/ PERSONA // NAMES Claudia and Robert // AGE 33 and 38 // FAMILY SITUATION Married, two kids (aged 8 and 5) // PROFESSION Robert works in the automotive industry as a team leader. Claudia works part-time as a project manager in the field of event management (monthly household income: around 9000) // FREE-TIME ACTIVITIES Playing with the kids, reading, art, music, educate themselves further on various topics (also on parenting), staying up to date with the current developments // LIFE GOALS Happiness for themselves, but especially for their children, providing their children with the best opportunities, having a high social and financial status, development in their professional environment // PROBLEMS AND CHALLENGES Lack of time for interaction with kids, managing to multitask, managing to reconcile family and professional life, looking for solutions to help them manage these challenges // CHARACTERISITICS Open for new technologies (early adopters), frequent use of digital solutions, sophisticated and fastidious, caring and loving towards their family, family as number one priority
8/ INTERVIEW RESULTS In this chapter the results of the conducted interviews with the chosen target group, families of the upper middle class, are presented and discussed. Thirty interviews have been conducted with parents at an average age of 37 and with an origin of the Netherlands, Sweden, England and Germany. They all had at least one child and most of them were married. Since being able to afford smart kitchen devices like the PAI requires a certain financial status, the interviews were held with people of an annual household income of more than 80,000 euros. As expected, the target group of parents agreed on the fact that time is something they are all fighting against which was shown differently in the responses we received. They also answered that they spend less time in the kitchen since they got kids, because everything has to be done more efficiently and that it shifts from cooking advanced food to more child-friendly simple and basic meals. Some of the parents expressed that they felt that the cooking is less enjoyable since they have kids, as they now view cooking as more of a stressful daily obligation rather than an inspirational activity. Some examples of concrete frustrations mentioned were things like getting interrupted by the kids while cooking, a lack of inspiration for recipes and all the planning that is required in order to make the cooking smooth and to avoid throwing away leftovers.
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Furthermore it was apparent, that having kids changed the parents’ diet a lot. Apart from the change to a more simple and basic cooking practice, a lot of them also mentioned that they focus more on eating healthy food. The majority said, that they are thinking of implementing a more sustainable diet, for example, eating less meat or more organic and locally-grown food. Moreover, the respondents were willing to pay more for sustainable kitchens in general. On top of that, the majority had a positive
attitude towards the question if they would eat food that was once considered trash like broccoli stem slaw, thus they added, that they would need more information and recipe inspiration to be able to actually implement it. Another point worth mentioning is that they all shared the same view on the fact that the kitchen is the center of the house. A big and open kitchen seemed to be something that all the interviewees prefer, since the kitchen is used for many different purposes. Apart from cooking and eating, it serves as a room in which the kids do their homework and play. In this context, all parents pointed out that safety is an important factor in the kitchen since the kids are spending their time there regularly. This is especially important for parents that have a child which is old enough to help the parents in the kitchen or to prepare easy dishes him- or herself, something that many of the parents mentioned that their kids like to do. All of the respondents had basic knowledge about smart devices. However, barely anyone actually uses it. The reasons varied from person to person. One interesting point of view some of the parents shared was the fear of data misuse with regards to their children. This aspect is something which could be a good idea to take into consideration and apply to the marketing concept of the PAI-device. When asking the parents whether they would be interested in buying the PAI-device it showed that the majority was, yet some of them were a bit sceptical towards some specific features like having personalized recipe suggestions. The doubts about this were based on a fear of too much sponsored content or a resulting lack of creativity. Additional to the former aspects there were some interesting points of views that were shared during the interviews when it comes to general improvements of the kitchen market for families. Again, the time consuming factor was brought up in most of the answers, among with safety. There was a strong demand for gadgets which could make the kitchen more accessible and entertaining, especially for kids. Another interesting add-on many of them mentioned that goes well in hand with this demand is that many of them also wished for a device that could help them to make the cooking more relevant for kids. All in all, it can be concluded that it is crucial to have a convincing product that help parents to be more efficient. Another benefit would be to maintain the safety for their kids while using the kitchen. Furthermore, the device should help the family to connect and spend more quality time by involving the kids in the cooking process in an entertaining way. Therefore, the kitchen is a more inviting room and cooking is more joyful on an everyday basis.
‘ CO O K I NG IS A N I C E E XP E RI E N C E F O R ME, W HEN M Y K I DS A RE N OT CO NSTA NT LY IN T E RRU PT I N G M E.’
9/ CONCLUSION This chapter will provide a conclusion of all the findings mentioned in the previous chapters and from there on a concept will be drawn. The newest invention by Bosch, the PAI, will be launched for the first time in the spring of 2019 in China. The abbreviation stands for Projection and Interaction and the device offers functions comparable to a smartphone, while projecting the screen onto the kitchen counter (Jesper Thiersemann, 2018). When it comes to the kitchen of the future in general, it can be stated that technology will be dominating this field in order to support the consumer needs in terms of efficiency and convenience, as well as
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sustainability. The kitchen of the future will be data-driven, it will be light, agile and transformable (Chrisoula Kapelonis, 2018). In order for this future kitchen to be purchased, there are several different drivers, which influence the purchasing behavior in those regards. The main reason why consumers buy a new kitchen is because their old kitchen was outdated or they recently moved in into a new house (Trend-monitor, 2018). The young generation aims at making their daily tasks more convenient, the older generation want to add value to their home and the generation in the middle want to create a healthy environment within their kitchen (Vision Critical, 2017). All these findings can be applied to the target group of young parents belonging to the upper-middle class of society and having a future-oriented mind-set regarding technology and innovations. In general, families drive the rising desire for home cooking as they see great importance in cooking when it comes to the bonding of their family (Peapod, 2018). Therefore the innovative concept for the PAI should take this fact into consideration and contribute to the family quality time while cooking. The trends within the topic of new user behavior in the kitchen showed an increase in demand for guided cooking systems, the rise in voice control and the increasing consumer awareness for zerowaste, as well as fresh and local food. Moreover, the fact that the kitchen is perceived as a part of the active family life supports the relevance of the selected target group of families. The insights gained from the research on new eating on the other hand, made it apparent that the topics of sustainability, transparency, the simplification of the home cooking experience, alternative protein sources and animal-free products are interesting subjects to take into consideration when it comes to developing a suitable and future-proof concept for the PAI. The interview results showed that efficiency is something most parents struggle with in the kitchen, since six o’clock is considered as a ‘rush hour’. When it comes to ideas for the concept of PAI, the safety for the kids while using the kitchen showed great potential during the interviews. Furthermore, the solution should help families to connect and spend more quality time by involving the kids in the cooking process in an entertaining way. Therefore, the kitchen can become a more inviting room and cooking can be more joyful on an everyday basis. The data collected from the interviews proved that there is a correlation between the desk and the field research, which makes it more reliable. From all these findings, the concept was drawn as explained in the following chapter.
10/ CONCEPT
“I love spending time with my children and my family. The simplest things in life give me the most pleasure: cooking a good meal, enjoying it with my family” - Cindy Morgan (2018) The core idea of the concept is to involve kids in the cooking process by creating a guided cooking experience with artificial intelligence, which is called “PAI Connect”. A crucial feature of the artificial intelligence is its capability of monitoring body movements and detecting what step the user is on in the cooking process. Derived from that, it can adapt the cooking speed accordingly and guide through the cooking process step by step. Moreover the guided cooking experience should be projected to the wall instead of the kitchen counter, because this provides a more convenient cooking practice and leaves the kitchen surface free for food preparation.
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PAI connect
For parents, PAI Connect brings back the fun and happiness they once encountered during cooking and at the same time it passes on knowledge to their children. Therefore, a very important factor of the concept is the educational aspect: The PAI teaches about the origin of ingredients, how to be sustainable and why a healthy diet is so important. The guided cooking experience consists of a parent mode (PAI Advanced) and a kid mode (PAI Kids). The difference between those two modes is that the PAI Advanced focuses on recipe suggestions and interesting facts around cooking and food in general, while PAI Kids focuses on basic knowledge (where does milk come from?), the importance of sustainability (re-using food or how to handle food waste) and making the cooking process entertaining and easy. Moreover some future-oriented developments regarding food should be part of the educational process, as children should be sensitized in those regards as well (Why will it be important to eat insects or algae in the future to get protein? How can we eat meat without actually eating a cow?). For children it is more about storytelling and creating a game around the cooking, which should motivate them. An example for this would be that, an animal or a vegetable tells a child where certain foods come from and why they are healthy to eat. Moreover, children will only be able to access specific games, after they successfully finished a task within the cooking process. Another important factor, which is part of the concept PAI Connect, is the safety aspect. During the interviews with the parents, it became apparent, that safety is one of their main concerns when it comes to their children in the kitchen. In order to cater this need, PAI Connect includes tips on how the prevent danger in the kitchen, with explanations on how to handle a hot stove for instance. Furthermore, a bacteria sensor is supposed to support the child when washing its hands, as it can detect whether there are still some bacteria left on the hands. The last addition to this concept is an energy saving mode, which shuts the PAI down when it is not being used to give a good example regarding sustainability. This whole concept is based on a combination of different insights obtained during the extensive research on new eating and new user behavior, as well as the 30 interviews, which have been conducted with the target group. Therefore, the concept PAI Connect can be seen as a reliable and future-proof approach on how the PAI device could adapt to future developments and trends.
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10.1/ MOTIVATION First of all, a guided cooking experience with the help of artificial intelligence has not been done before, which is why this concept offers a unique experience - PAI Connect sees you, it hears you and it interacts with you while cooking. Moreover, PAI Connect brings families together and passes on knowledge, while eliminating the stressful process of cooking and bringing back the fun into the kitchen.
SAFETY
Apart from that, the conducted interviews show proof for why this concept will be successful, as it was apparent, that parents are willing to involve their children in the kitchen and want to make it more accessible to them. Moreover, all respondents claimed, that their children already use the kitchen in one way or another, which in turn is an advantage we are using in our concept. On the other hand, parents with young children suffer from the challenges of having to multitask on a regular basis. A study done in the US showed for instance, that mothers spend around two hours of doing household tasks each day while caring for kids at the same time (Purtill & Kopf, 2018). These facts show, that parents are in a constant dilemma of wanting to involve their kids in the kitchen, but also having to prepare meals quickly and effectively. Our concept shifts the focus towards the possibility of spending quality time with the child in the kitchen and therefore moving away from seeing cooking as an annoying obligation and more towards perceiving it as an experience that connects the family. Involving children in the cooking process at a young age brings several advantages along. Children who acquire cooking skills at a young age are more likely to adapt healthy eating habits when they become adults (del Sroufe, 2017). A long-time study done by the Journal of Nutrition Education and Behavior has shown, that if a person learns how to cook at a relatively young age, he or she is a lot more likely to have a healthy diet as an adult (Nargi, 2018). Moreover the process of learning how to cook teaches children important skills like fine-motor abilities, calculating or reading (van Rosendal, 2018).
KNOWLEDGE TRANSFER
FAMILY COHESION
FUN Furthermore,the guided cooking experience offers a great opportunity for children, as they need a gradual guidance through the cooking process (del Sroufe, 2017) and parents often lack the time to take the role of the instructor. On top of that, the concept is highly promising, because it includes several different trending developments that were identified during the analysis of “New User Behavior” and “New Eating”: guided cooking, voice control, food waste, sustainability, transparency, home cooking, alternative protein sources and animal-free products. All in all cooking as a family at home and involving children in the process helps to improve the cohesion in the family (Burg, 2018) and the above described concept aims at fulfilling this very goal. After all, innovative technology is made for humans and it is supposed to enrich their lives. Especially when it comes to children, who determine our future, it is important to motivate them to cook and to involve them more in the kitchen.
PAI c o n n ec t
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SEES YO U, H EAR S YOU, I N T ER ACT S W I T H YO U.
10.2/ CONCEPT TEST In order to test the concept with the target group, another round of interviews has been conducted. This chapter is supposed to give a quick overview on the received feedback. The concept idea PAI Connect was perceived as a great innovation for the PAI according to the parents. The general idea of connecting the family through technology and therefore creating a common experience was very well received. Especially for children the playfulness would bring along a lot of fun and it probably motivates them a lot more to be part of the cooking process. Another person said that using games to persuade children to involve themselves in the cooking process is a great incentive and that he is looking forward to this innovation. Besides the playfulness, learning children how to cook and the importance of sustainability was considered as a positive addition for the development of a child. When they were asked about feedback, the parents also gave some of their own ideas. The first idea was to have a specific guidance in how to handle specific tools in the kitchen and tips on how to cook dishes the easiest and most efficient way. Another proposal was to add tips on how to prevent danger in the kitchen with regards to children, which was already added to the concept after these interviews.
‘I LIKE THE FACT THAT PAI CONNECT MAKES IT POSS IBLE FOR ME TO SPEND TIME WITH MY KIDS WHILE COOKI NG.’ 10.2/POSSIBLE OBSTACLES & ADVICE FOR THE COMPANY There are a few obstacles Bosch may face when it comes to releasing the PAI Connect. First and foremost there are internal obstacles. The management of Bosch would have to agree upon working with this innovation in order to make it succeed. Therefore it needs to surpass the company politics. Another obstacle is the production cost, especially when Bosch has to add the bacteria sensor and the detection of body movement in the PAI. These extra innovations increase the production costs and have an effect on the selling price as well. The advice would be to minimize production costs by producing the most efficient amount of goods. Then there are external obstacles which should be taken into consideration. To start there are competitors, for example Sony Xperia Touch, Alexa and LG. Sony Xperia release a similar beamer which is connected to a Smartphone (Youtube, 2016). However, in contradiction to the PAI, the Xperia is a more general product and does not support guided cooking. The competition for guided cooking are for example LG (The Spoon, 2018) and Alexa, but none of them operate with a beamer and support a child mode. This is what differentiates the PAI Connect from all of the competitors. Another obstacle could be the selling price of the PAI. In the interviews some respondents stated that they were willing to purchase the device, but that they were a bit worried about the selling price. Therefore, Bosch needs to find the equilibrium when it comes to the willingness to pay and willingness to sell and target the right group in order to find a solution for this problem. The last obstacle can not be predicted, but since there is a lot of attention going on towards private law, there might be an additional law which would restrict Bosch for collecting data. Therefore, the PAI would not be able to save the content which makes it impossible to make recipe suggestions for the consumers. In total, the advices for bosch would be to minimize the production costs, define an equilibrium regarding the selling price and the willingness to pay of the consumers, do further research into the competitors and target group, and to prepare themselves for potential changes in private law.
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Statista, 2018 (b). Smart Home worldwide. Retrieved from: https://www.statista.com/outlook/279/100/smarthome/worldwide[Accessed 11 Dec. 2018]. Splitter, Jenny (2018). How Technology Is Shifting The Way People Feel About Their Food. Retrieved from: https://www.forbes.com/sites/jennysplitter/2018/10/29/how-technology-is-shifting-the-way-people-feel-abouttheir-food/#daceaa0d4365[Accessed 16 Dec. 2018]. The Ambient. (2018). Connected cooking: The best smart kitchen devices and appliances. [online] Available at: https://www.the-ambient.com/reviews/best-smart-kitchen-devices-469 [Accessed 28 Nov. 2018]. The Economist (2018). Upstart meal-kit companies may need a new recipe for growth. Retrieved from: https:// www.economist.com/business/2018/04/14/upstart-meal-kit-companies-may-need-a-new-recipe-for-growth [Accessed 1 Dec. 2018]. Thiersemann, J. (2018). Bosch PAI: Surfen auf der Arbeitsplatte statt auf dem Handy. [online] Küchen Design Magazin. Available at: https://www.kuechen-design-magazin.de/bosch-pai-surfen-aufder-arbeitsplatte-statt-auf-dem-handy/ [Accessed 28 Nov. 2018]. The Spoon. (2018). Retrieved from LG Integrates Innit and SideChef Guided Cooking At CES: https://thespoon. tech/innit-and-sidechef-recipes-to-talk-with-lg-ovens/ [Accessed 5 Dec. 2018]. The Verge. (2016). Retrieved from Amazon’s Alexa can now talk you through 60,000 recipes: https://www. theverge.com/2016/11/21/13696992/alexa-echo-recipe-skill-allrecipes [Accessed 4 Nov. 2018]. Trend-monitor (2018). Kitchenpurchasing trends, consumer insight Retrieved from: https://trend-monitor.co.uk/ kitchen-purchasing-trends-consumer-insight-2018/ [Accessed 3 Nov. 2018]. TrendOne (n.d.). Macro-Trend: Newtrition. Retrieved from: https://www.trendone.com/trends/macro-trends/ macro-trend-detail/newtrition.html [Accessed 30 Dec. 2018] United Nations (2017). Ageing. Retrieved from: http://www.un.org/en/sections/issues-depth/ageing/ [Accessed 4 Nov. 2018]. Van der Zee, Bibi (2018). What is the true cost of eating meat? Retrieved from: https://www.theguardian.com/ news/2018/may/07/true-cost-of-eating-meat-environment-health-animal-welfare [Accessed 11 Dec. 2018]. Van Rosendal, Julie (2018). How teaching kids to cook builds confidence and community. Retrieved from: https:// www.theglobeandmail.com/life/food-and-wine/article-how-teaching-kids-to-cook-builds-confidence-andcommunity/ [Accessed 27 Dec. 2018]. Vision Critical (2017). 4 examples of How technology is changing consumer behavior. Retrieved from: https:// www.visioncritical.fr/4-examples-how-technology-changing-consumer-behavior-1/ [Accessed 21 Dec. 2018]. What’s trending in European smart home market. (2018, 27 June). Retrieved from: https://www.asmag.com/ showpost/26330.aspx (Accessed on 20 Jan 2019) Whole Foods (2018). Whole Foods Market unveils top 10 food trends for 2019. Retrieved from: https://media. wholefoodsmarket.com/news/whole-foods-market-unveils-top-10-food-trends-for-2019 [Accessed 3 Dec. 2018]. Wolf, Michael (2018). Ten Trends that will shape the future of cooking in 2018. Retrieved from: https://thespoon. tech/here-are-ten-trends-that-will-shape-the-future-of-cooking-in-2018/ [Accessed 12 Nov. 2018]. YouTube. (2016, September 5). Retrieved from Sony Xperia Projector: Der ultimate Android-Beamer: https:// www.youtube.com/watch?v=lmutX4r8hCg[Accessed 7 Nov. 2018].
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APPENDIX CONSUMER TREND CANVAS CLIENT PRESENTATION PLAN OF APPROACH
INNOVA
CANVAS 1
C O N S U M E R
T R E N D
C A N V
ANALYS E T RE N D N E W
E AT I N G
N E W
U S E R
B E H AV I O U R
CO MPA NY
B ASIC NEED S
I N S P IR AT ION
EMERGING E X P E C TATI O N
// // // // // // // // //
- Consum to pick u regarding services
Guided cooking Rise in voice control Reusing food waste Fresh and local Kitchen as the center Sustainable and transparent Home cooking Alternative protein sources Animal-free food
DRIV ERS O F CH ANGE SHIFTS
long-term Eating healthy Feeling inspired Excitement Bonding
-
Smart home technology on the rise Sustainability Connected World Tr a n s p a r e n c y Passing on knowledge to younger generations - Artificial Intelligence
Support Self-respect Accomplishment
25
T RI G G ERS shor t-term
-Consumers’ shifting mind-set regarding food (environment, animals) -Increased use of voice control -Increased awareness for eating healthy -Increased workload and multitasking
- Consume offer prod consumer
Brands deliver f bonding, e
ATION
PAI c o n n e c t
V A S AP P LY I NNOVAT IO N T YP E
NS
ers expect brands p on future trends their products and
Product and service
ers are expected to ducts that assist the in everyday tasks
are expected to un, entertainment, education and safety
WHO Families with young children and a futureforward mind-set belonging to the uppermiddle class of society (USA + Europe)
ID EA Guided cooking experience with artificial intelligence for families, which brings back the fun into the kitchen
26
CLIENT PRES
E N TAT I O N
A LE XA ND RA K I STL ER / / EM M A B ROTOF T // JERO EN A NDREA E KAT HA R IN A G ER K EN // LOL A W IL LEM S
U N I V E R S I T Y O F A P P L I E D S C I E N C E
IMAGINE THE FOLLOWING...
FA SH ION G ER M A N Y
COM M U NI CAT I ON SW ED EN
BU S INES S NET HERLA NDS
FA SH I ON NETH ER L A N DS
A DV ERTI SI N G GER MA N Y
NICE TO MEET YOU
ABOUT US
THE TEAM
04 05 06
TARGET GROUP CUSTOMER INSIGHTS
PROBLEM DEFINITION CHALLENGES
SOLUTION NEW INNOVATION
01
02
03
CUSTOMER REVIEW CUSTOMER INSIGHTS
UNIQUE SELLING POINT THE WHY
CORE IDEA EXPLANATION THE IDEA
TODAY’S AGENDA
INDEX
CUSTOMER INSIGHTS
TA R G E T G R O U P
MARCELO
‘CO O K I N G IS A NICE EXP ER I EN CE F O R ME, WHEN MY KIDS ARE NOT CURRENTLY IN T ER R U PT I NG ME.’
CUSTOMER INSIGHTS
TA R G E T G R O U P
WEIJM KE
‘M Y C H I L D R E N L I K E TO HEL P ME I N T H E K I TC H EN . J UDI TH BAK ES AN D BART WAN TS TO AS S I ST.’
CUSTOMER INSIGHTS
TA R G E T G R O U P
KA TR IN
‘OU R KITC HEN IS THE CEN TER OF OUR HOM E. IT’S WHE RE OUR ACT IVE FAM ILY LIFE HAP PEN S.’
CUSTOMER INSIGHTS
TA R G E T G R O U P
STRE SSFU L CO OKI NG EX PERIE N CE I N STE AD OF FUN IN THE KI TCHEN BETW EE N PARE NTS & THE I R KI DS
MU LTI TA SKING: CO OKI NG VS. KI DS
LACK O F TI ME FO R I NTER ACTIO N W I TH C HI LDRE N
FAMILY V S. PRO FES SIONA L LI FE
STRE SSFU L WORKI NG LI FE
CHALLENGES FOR FAMILIES
PROBLEM DEFINITION
T HE U LT IM ATE G UI D E D CO O K I NG EX PER I ENC E
PAI c onnect
PA I B Y B O S C H F T. PA I C O N N E C T
OUR SOLUTION
PA I B Y B O S C H F T. PA I C O N N E C T
OUR SOLUTION
WA LL P R OJ E CT I O N
PAI c onnec t
IM P ORTA NT:
U SE OF A RTIFIC IA L INTELLIG ENC E
INTERACTION P ROV IDED B Y A N AVATA R
THE U LTIM ATE G U IDED COOKING EXP ERIENC E
PA I CONNECT A S A N A DDITIONA L FEATU RE TO TH E PA I B Y B OSC H
PAI co nne ct
PAIADVANCE D
USEF UL FACTS ON COO KIN G AN D FO OD
ADVA NCED RECIPES BA SE D ON PE RSON A L PREF ERENC ES
FOCU S O N PA RE NTS A ND YO UN G AD ULT S
MODE #1
PAI KIDS & PAI ADVANCED BY PAI CONNECT
THE TWO MODES
PAI kidS
STORYTELLING
M ORE EA SY A ND P LAYFU L
FOC U S ON C H ILDREN
MODE #2
UN LOC KI N G OF G A M ES A FTER COOKING
PAI KIDS & PAI ADVANCED BY PAI CONNECT
THE TWO MODES
KNOWLEDGE T R A N S F E R
STANDS FOR
PAI c on n ec t
KNOWLEDGE TRANSFER
WHE RE DOES THE MILK COME FROM?
KNOWLEDGE TRANSFER
WHE RE DO VEGETABLES GROW ?
KNOWLEDGE TRANSFER
WHAT TO DO WITH LEFTOV ERS?
KNOWLEDGE TRANSFER
WHY WI LL WE EAT INSECTS?
SAFETY
STANDS FOR
PAI c on n ec t
SAFETY
PR EVE NTI NG DANGER
SAFETY
TH E BAC TERI A SENSOR
IN TE R ACT S W I T H YO U
H E A R S YO U
S E E S YO U
PAI c on n ec t
W H Y E V E R Y FA M I LY N E E D S PA I C O N N E C T
P ROV IDING ENTERTA INM ENT FOR C HILDREN A S WELL A S A DU LTS
B RING ING B AC K FU N INTO THE KITC HEN
ELIM INATING STRESSFU L COOKING
PA SSING ON KNOWLEDG E B ETWEEN G ENERATIONS
B RING ING FA M ILIES TOG ETHER
G U IDED COOKING WITH A RTIFIC IA L INTELLEG ENC E FOR C HILDREN WA S NEV ER DONE B EFORE
PAI c onnec t
UNI QUE SE LL ING POINT
CUSTOMER INSIGHTS
THE REVIEW
LANA
‘SO M ET I M ES PAR EN TS DO N ’T KN O W H O W TO BEST I N VO LV E TH E L I T T L E O N ES. SUPPO RT BY T EC H N O LO GY SEEMS L I K E A N I CE I DEA .’
CUSTOMER INSIGHTS
THE REVIEW
FRANK
‘I T H I N K T H E FACT, THAT C H I L D R EN CAN ACC ESS C ERTAI N G AMES, WH EN THEY H AVE F I N I SH ED A TASK I S G R EAT AN D I T H I N K I T WI L L WO R K .’
CUSTOMER INSIGHTS
THE REVIEW
SEWANTHI
‘I L I K E T H E FACT TH AT PAI CO N N ECT M AK ES I T PO SSI BL E F O R M E TO S PEN D TI ME WI TH M Y K I DS W H I L E CO O K I N G.’
CUSTOMER INSIGHTS
THE REVIEW
PAI k i d S
IN T WO YEARS, HE COULD BE A GREAT CHEF ...
PL AN OF APPROACH PROBLEM SITUTATION This report was created for the company Icon Mobile and therefore also for their client BSH. Both of these companies will use this report as a source of inspiration and information for their innovative product PAI. The task was to do extensive research into trends within the two different topics New Eating and New User Behavior and based on this information come up with an innovative idea for the PAI, as this device needs to be based on a future-proof concept in order to be well-received in the market. This whole context can be seen as the problem situation, with which we were confronted with during November 2018 in Berlin.
ALEXANDRA
PROBLEM STATEMENT
Which relevant trends within the two topics New Eating and New User Behavior can we identify and how can we use these trends in order to come up with an innovative concept for the PAI?
KATHARINA
SUB QUESTIONS
What are main characteristics of the future kitchen and how are they relevant for the PAI? What are the most relevant trends within the two topics New Eating and New User Behavior and how are they relevant for the PAI?
EMMA
Which target group has a specific need and will gain a huge benefit by purchasing the PAI? What are the wants and needs of the target group and how can we best address those? What concept fits to all those questions and what are possible obstacles and restrictions in this context?
JEROEN
OBJECTIVE
The goal of this report is to give further insights into trends within the two topics New Eating and New User Behavior, as well as into the future of the (smart) kitchen in general. Furthermore, the report aims at giving well-researched insights into the target group, which are in turn supported by field interviews. The ultimate goal of the report is to draw a plausible and suitable concept for the PAI device, which will enable BSH and Icon Mobile to be future-proof with regards to future trends and developments.
59
LOLA
JUSTIFICATION & RESEARCH METHOD In the beginning field research has been conducted in the form of a client briefing and a company tour done by Icon Mobile - at a later stage additional field research has been done in the form of target group interviews. However, the main part of the research consisted of desk research, or rather online research. In this context, it was essential to research in several different languages (English, German, Swedish and Dutch) as well as throughout various sources of information ranging from news websites to university databases for instance. Another focus point when it comes to the research methods was, that the quality of the sources had to be ensured in order to not deliver false information. The analysation of the data was done in group discussions as well as discussions with the lecturer, who assisted when questions or uncertainties arose. Apart from the quality of the sources, it is important to consider, that BSH and Icon Mobile might want to access the respective sources of information at a later stage, which is why a list of references had to be included.
TIME SCHEDULE & GROUP AGREEMENTS
In order for the group work to run as smoothly as possible, several rules, goals and consequences have been defined: RULES 1. Always be present at group meetings, if not tell your group members immediately 2. Work which is split up has to be done on time and in the highest quality possible Meaning: dig deep into research, think out of the box and always use relevant sources 3. Always bring a laptop and come prepared to classes as well as group work 4. Put sources in the reference list in APA style
GOALS
1. Handing in and presenting a product we are proud of 2. Nice content and layout made in InDesign 3. We are striving for a grade 8 or higher 4. Finishing the product in time without stress 5. Great group dynamics
CONSEQUENCES
If you do not follow the above mentioned rules, you have will get a maximum of three warnings. After these two warnings, the teacher will informed. The possible consequence could be a kick out of the team. For the Group Reflection, please have a look at the seperate file added to www.mijnhva.nl.
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