Breakfast Wrap Research by Mary Designs

itâ&#x20AC;&#x2122;s a wrap.

design research on breakfast wraps

by mary rohl, mfa design

itâ&#x20AC;&#x2122;s a wrap.

design research on breakfast wraps

Mary Rohl, MFA Design Research Strategies in Design University of Wisconsinâ&#x20AC;&#x201D;Stout

The purpose of this project is a two-phase, sequential mixed methods study is to consider viability of a new product being developed for Trader Joeâ&#x20AC;&#x2122;s supermarket chain. The proposed conceptual product is a breakfast wrap that features four classic ethnic flavors.

Contents Using Design Research................................................... 7 About Trader Joeâ&#x20AC;&#x2122;s....................................................... 13 Consumer Breakfast Preferences............................... 23 Design Research on Breakfast Wraps.........................31 Research Conclusions ................................................. 56

Design Research

design research. In today’s fast pace, budget conscious world is it hard to find time and resources to do research. New ideas

researching design

and products are often generated solely on the creators experience, personal preferences and perceived

needs of consumer demands. Many companies manage to survive in this impractical trial and error process, innovations come through the hard work of investigating process of design research. Design research is seen as a risk by too many companies--but the real risk is ignoring the design research process. Today’s consumer are savvy and have sophisticated preferences. Learning to go beyond the obvious will set the good companies apart from those that prosper. Consumer design research will make the difference from just being able to survive by treading water of marginalized new products, to companies that use investigative process of design research to become a company that sets itself apart as a true innovator and ultimately highly profitable.

• fuzzy front en unknown needs ethnography • e • experts • cros prototype trials • games • full sp culture of resea • think across ty your audience • ethnographic • interdisciplinary • interviews • dy panels • in-hom • longitudinal in methodology • investigation • p hunting • side p improve • listen prepared to be test pilots • brai thinking • study ethnography • p • budgets • proa storyboard sket workshop • dre • play • iteration designs • passi ideas • know yo hunting • ethno • games • interd focus groups • research • pane studies • longitu variables • meth immersive inve

nd • heuristics • non-assumptive • play • games • interdisciplinary • working with organizations • social impact • outside the box thin s • muscular design • open attitude • focus groups • interviews • dyads • super groups • party groups • field ethnography • digital et ethnofuturism • personas • participation research • panels • in-home placement • alpha test • go beyond the obvious • case study • ss-displinary • review of literature • camera studies • longitudinal interviews • surveys • shadow studies • contextual interviews • sto • observation • listen • perform • ethnic variables • methodology • teaching • thought leaders • testing • user-experience • persona pectrum research • dimensional design • immersive investigation • process • analysis • patterns • multi-disciplinary advisors • bias arch • design research library • cultural events • vibe hunting • side projects • experiementation • virtural investigation • conceptual ypical boundaries • go beyond the obvious • share • improve • listen • waste time • go beyond preconceived notions • mix it up • bi • take a new perspective • empathetic POV • have fun • be prepared to be rejected • quantitative • qualitative • research • backgro improvisation • role play • serendipity • speculation • writing • test pilots • brainstorming • fuzzy front end • heuristics • non-assump y • working with organizations • social impact • outside the box thinking • study peoples unknown needs • muscular design • open a yads • super groups • party groups • field ethnography • digital ethnography • photo ethnography • ethnofuturism • personas • part me placement • alpha test • go beyond the obvious • case study • budgets • proactive • experts • cross-displinary • review of literatu nterviews • surveys • shadow studies • contextual interviews • storyboard sketches • prototype trials • observation • listen • perform teaching • thought leaders • testing • user-experience • personal workshop • dreams • games • full spectrum research • dimension process • analysis • patterns • multi-disciplinary advisors • bias • play • iteration • culture of research • design research library • cul projects • experiementation • virtural investigation • conceptual designs • passion • think across typical boundaries • go beyond the n • waste time • go beyond preconceived notions • mix it up • big ideas • know your audience • take a new perspective • empathetic rejected • quantitative • qualitative • research • background • vibe hunting • ethnographic • improvisation • role play • serendipity • instorming • fuzzy front end • heuristics • non-assumptive • play • games • interdisciplinary • working with organizations • social im y peoples unknown needs • muscular design • open attitude • focus groups • interviews • dyads • super groups • party groups • fiel photo ethnography • ethnofuturism • personas • participation research • panels • in-home placement • alpha test • go beyond the o active • experts • cross-displinary • review of literature • camera studies • longitudinal interviews • surveys • shadow studies • conte tches • prototype trials • observation • listen • perform • ethnic variables • methodology • teaching • thought leaders • testing • user eams • games • full spectrum research • dimensional design • immersive investigation • process • analysis • patterns • multi-discipli n • culture of research • design research library • cultural events • vibe hunting • side projects • experiementation • virtural investiga ion • think across typical boundaries • go beyond the obvious • share • improve • listen • waste time • go beyond preconceived not our audience • take a new perspective • empathetic POV • have fun • be prepared to be rejected • quantitative • qualitative • resea ographic • improvisation • role play • serendipity • speculation • writing • test pilots • brainstorming • fuzzy front end • heuristics • no disciplinary • working with organizations • social impact • outside the box thinking • study peoples unknown needs • muscular desig interviews • dyads • super groups • party groups • field ethnography • digital ethnography • photo ethnography • ethnofuturism • pe els • in-home placement • alpha test • go beyond the obvious • case study • budgets • proactive • experts • cross-displinary • review udinal interviews • surveys • shadow studies • contextual interviews • storyboard sketches • prototype trials • observation • listen • hodology • teaching • thought leaders • testing • user-experience • personal workshop • dreams • games • full spectrum research • estigation • process • analysis • patterns • multi-disciplinary advisors • bias • play • iteration • culture of research • design research l

What is design research?

good question!

...let me look into that and get back to you.

There are many types of design research. Some of the standard types of research such as

While these non-traditional forms of research may

quantitative, qualitative, ethnographic, test pilots

be better at gathering true data that will generate true

and long-term longitudinal studies are great ways

innovations in design. It through this exploration that

of gathering initial data. In addition to these types

enable researchers to get the true big picture on what is

of research there are also more unconventional

missing and needed for todayâ&#x20AC;&#x2122;s users.

types of studies such as games, play, eye tracking, and non-assumptive research develope ways to dig

One key element of exploratory research is to spend

deep down into the users real wants and needs that

significant time on using divergent thought to discover

they are sometimes unable to articulate in standard

new products. The idea is to dig deeper, go beyond

research. The average consumer is unable to articulate

the obvious solutions and focus on identifying true

their future wants.

innovative products that the customer needs, but often

researching design

cannot articulate in traditional research. Traditional forms of research are very useful, but it

to give you the type of answers the researcher needs

is often hard to determine if the person being stud-

After the divergent thinking comes the time spent on

ied is a) being truthful and b) if they know the true

converging these many concepts, hopefully 30-40, into

innovative answer. Additionally, using the qualita-

a new viable innovation. It is important that signifi-

tive method of surveys to create collective data, the

cant time is spent properly develope new products by

participant is only allowed to answer questions that

using models and continue to work through changes

the researcher has asked, but they may not be able

in refinement cycles to finally merge into one final idea.

to make significant changes.

Good research can reorient priorities and allow the design process to refocus for optimum product.

One key element to good research is to go beyond the

qualitative, ethnographic research, as well as, other forms

obvious answers. True research will develope its own

and then merge all of the data to form a new product. Put

problems that they need to find solution to, beyond

yourself in the users shoes. Investigate their needs and ways

simply reacting to the obvious needs of the user.

to create products to solve their unknown needs. Designers

Dig deep, investigate the unknown to forecast the future.

are creative with their design and now need to be creative with their research. By finding the beauty in the gray area

It is also important to use multiple forms of research in order

between the obvious and the unknown is where the true

to find the true answers. By choosing from quantitative,

innovations in design will be developed.

About Trader Joe’s

about trader joe’s

trader joe’s grocery stores Trader Joe’s is a privately held retail grocery store

workings of Trader Joe’s and it’s corporate strategies.

founded in 1959 by Joe Coulombe in Pasadena,

Trader Joe’s features private label grocery staples as

California. The Albrecht family of Germany currently

well as organic and specialty products. Supermarket

owns Trader Joe’s, along with other grocery chains of

News currently ranks Trader Joe’s number 22 in Food

Albertson’s, Kroger, Safeway and Aldi among others.

Retailers with an estimated 9 billion in sales in 374

They are reported to be very private about the inner

stores.1

1. “Top 75 Retailers & Wholesalers 2012.” Top 75 Retailers and Wholesalers 2012. Super Market News, 30 Jan. 2012. Web. 25 Oct. 2012. <http://supermarketnews.com/top-75-retailers-wholesalers-2012>.

A map of Trader Joe’s grocery stores in 2012.

While Trader Joe’s was once exclusively located on the West Coast, today, Trader Joe’s has expanded to the East Coast as well as a few locations through the Midwest.

a unique worldliness Many of Trader Joe’s 374 stores are in California but it gradually establishing stores in the rest of the US. Trader Joe’s has recently begun to expand its unique style of grocery store. Its quirky style and worldly products stock a smaller than normal square footage and feature worldly, ethnic, health conscious products. The Hawaiian shirt wearing staff is friendly and knowledgeable; they happily answer questions and offer a money back guarantee to any product

about trader joe’s

that the customer is not 100% satisfied.

Trader Joe’s stocks its shelves with a winning combination of low-cost, yuppie-friendly staples (cage-free eggs and organic blue agave sweetener) and exotic, affordable luxuries. 2

a focus on private label products Trader Joe’s private label products promise great quality fare for exceptional, everyday prices. We taste everything before we put our name on it and offer only what we feel is extraordinary. We tried it. We like it. If you don’t, bring it back for a refund or exchange — no hassles. When you see our name on a label, you can be assured that the product contains: √ NO artificial flavors or preservatives √ NO synthetic colors √ NO MSG √ NO genetically modified ingredients √ NO partially hydrogenated oils (artificial trans-fats) √ NO “marketing” costs √ YES tasting panel approval √ YES quality ingredients √ YES great price (Source: Trader Joe’s Websites FAQ - 2012)

what does private label mean? Private label describes a product that a retail seller works independently with a manufactures to create a product and packaging and that is exclusive to the retail location where it is sold. Many companies that manufacture their own “brand name” products also produce similar product extensions that are sold as private label. In the past, this type of product was also referred to by the consumer as “generic” products. Because there is little to no marketing and advertising costs associated with private label products, it can be retailed for considerably less than the branded equivalent.

image source: www.thekitchn.com

http://bakingbites.com

http://traderjoesrecipes.net/

At Trader Joe’s, there are very few nationally marketed branded items. Instead,

about trader joe’s

you’ll find unconventional and interesting products in the Trader Joe’s label as well

as everyday basics. Trader Joe’s stocks it shelves with products that they feel their customers will love. With much less retail space than a typical grocery store, they need to be sure that every product stocked with be a winner to the majority of their customers. We buy products we think are winners and that will find a following among our customers.

It’s all part of the shopping adventure at Trader Joe’s. According to Trader Joe’s, their mission “is to bring you the best quality products at the best prices. To do this, we have to manage our store space well. Each of our products must “stand on its own,” meaning it must pay its own way. Each product passes certain criteria in order to earn its way onto our shelves – including a rigorous tasting panel.” Trader Joe’s introduces 10-15 new products a week, we have to eliminate 10-15 items in order to give our newest items a fair chance.

Although specific demographics are not offered by Trader Joe’s, it is speculated by consumer groups that their typical customer is upper middle-class, college educated, they have an appreciation for world cultures, and are health conscious. “Kevin Kelley, whose consulting firm Shook Kelley has researched Trader Joe’s for its competitors, jokes that the typical shopper is the ‘Volvo-driving professor who could be CEO of a Fortune 100 company if he could get over his capitalist angst.’” 3

“Researcher jokes typical Trader Joe’s customer is a

about trader joe’s

‘Volvo-driving professor who could be CEO of a Fortune 100 company if he could get over his capitalist angst.’”

Trader Joe’s success is a reflection of Americans’ evolving relationship with food. Although Trader Joe’s is not specifically a health food store, they do feature products with organic and healthy profiles. They also have a unique knack of stocking foods that at other stores are considered gourmet but quickly become staples to the Trader Joe’s customers. One of the key direction of Trader Joe’s seems to be staying one step ahead of American’s adventurous pallets with new and interesting products that will become staples in their daily fast pace lives.4 2. Kowitt, Beth. “Inside the Secret World of Trader Joe’s.” CNNMoney. Cable News Network, 23 Aug. 2010. Web. 25 Oct. 2012. <http://money.cnn.com/2010/08/20/news/companies/inside_trader_joes_full_version.fortune/index.htm>. 3-4. Ibid.

Consumer Breakfast Preferences

In a recent article by Lisa Collier Cool, titled Best, Worst Breakfasts for Your Health, she states

“The worst breakfast is no breakfast. Whether you’re looking to slim down, build muscle, train for a

consumer breakfast preferences

marathon, or just protect your health, breakfast really is the most

important meal of the day. And a fast-food morning meal is not the worse choice. Instead, the unhealthiest option is not eating a morning meal at all.”

Best, Worst Breakfasts for Your Health, By Lisa Collier Cool, Nov 13, 2012 (http://health.yahoo.net/experts/dayinhealth/best-and-worst-breakfasts-your-health)

breakfast is key to weight loss According to Tallahassee, Fla.-based dietitian Evette O’Connor, MS, RD “Eating breakfast to lose weight seems counter-intuitive, but if you monitor what you eat, along with how much you eat, it is possible to maintain or even lose weight.

‘A rule of thumb is to eat between

consumer breakfast preferences

300 and 500 calories at breakfast,’ says O’Connor. ‘And don’t worry about eating breakfast on the go — the most important thing is to just eat it.’”

26 http://www.everydayhealth.com/weight/why-breakfast-is-key-to-weight-loss.aspx By Heidi Tyline King, Medically reviewed by Pat F. Bass III, MD, MPH

93% 44%

93% of Americans believe breakfast is the most important meal of the day... But only 44% say they eat it every day.

http://www.onlinecolleges.net/2012/08/13/breakfast/#

three steps to a healthy breakfast

Start with a source of energy-boosting carbohydrates, ideally including fiber-rich foods such as whole grain breads, cereals or

consumer breakfast preferences

fresh fruits.

Add a source of protein to increase alertness and ability to focus,

Incorporate a little fat. An entirely fat-free breakfast can leave you

and to help stave off hunger until lunchtime.

feeling hungry sooner (fat takes longer to digest, helping to ward off pre-lunch hunger pangs). Weâ&#x20AC;&#x2122;re not saying to go wild with butter and sausage, but try to include small amounts of fat.

28 http://www.nola.com/health/index.ssf/2009/08/a_healthy_breakfast_is_key_to.html by Molly Kimball, The Times-Picayune

}

Prepared breakfast wraps provide customers with a quick, high protein, high fiber, nutrition packed convenient source for breakfast.

convenient protein & fiber rich great tasting

Breakfast Solution

whatâ&#x20AC;&#x2122;s for breakfast? We wanted to create a convenient breakfast product that reflects Trader Joeâ&#x20AC;&#x2122;s reflection of ethnic cultures. Wraps are a emerging trend in American breakfast because they create a easy to eat on-the-go package that is fun to eat. By keying in on familiar ethnic flavors and

breakfast wrap research

traditional breakfast recipes in a healthy fiber

filled wrap, we will target the consumer that is looking to satisfy their need for a healthy on-the-go breakfast.

34 breakfast wrap research

Trader Joe’s consumers know breakfast is important. We wanted to make the option to grab an easy and healthy option to start their day... the right way. This analysis will examine the product viability of ethnic breakfast wraps as Trader Joe’s product. Recommendations will be developed for taste/flavor profiles, demographics preferences and nutrition content based on ethnographic, qualitative

breakfast wrap research

and quantitative study.

The first phase will be an exploration is reviewing favorite ethnic flavors and health considerations of the typical Trader Joe’s customer. The quantitative research will be gathered to create evaluate considerations of product development regarding, diet and nutrition needs and recommendations. The ethnographic type study will consist of observing and questioning people and then collecting the data. Quantitative research of Trader Joe’s like-minded consumers will gather taste, convenience and use preferences.

breakfast wraps with an ethnic twist. Ethnic breakfast wraps are each flavor classics in their own right wrapped up in a convenient ready to heat and eat wrap. Breakfast wraps for Trader Joe’s will be high protein and convenient. With a calorie count of 250–350 calories, it satisfies in dense calorie, high protein, high nutrient and portable. Looking at the aisles of Trader Joe’s grocery store is

having a substantial breakfast to fuel their busy day. They

much like experiencing the World Nations of American

are concerned with calorie control, but more important is

middle to upper-middle class consumer preferences. It’s

a breakfast that is flavorful, satisfies and fuels their

ethnic influence goes beyond the salsa and greek yogurt

busy day.

breakfast wrap research

of a typical mainstream grocery store. Trader Joe’s has

developed an adventurous consumer base that is likely to

Our ethnic breakfast wraps feature flavors that Trader

step outside the mainstream comfort level without much

Joe’s customers are likely familiar with already. They are

information and education as expected when introducing

each influenced with classic ethnic recipes that their

a new product on the retail level.

customer has tried at either at their favorite ethnic restaurants or even prepared themselves when they have

To target Trader Joe’s customer’s love of worldly flavor

more time.

profiles we have developed a product line of breakfast wraps. These prepared frozen wraps are targets to Trader

In addition to the familiar flavor profiles, the breakfast

Joe’s customer base of educated, well-traveled, foodie

wraps include natural and organic ingredients and are

influenced, busy lives. They understand the importance of

wrapped up in a delicious high fiber, flax fortified wrap.

HUEVOS RACHERO

EGGS BENEDICT

SPANIKOPITA

ALOO JEERA

A classic Mexican breakfast

This french classic has

This classic is probably is a

Vegan Indian classic dish will

in that consists of eggs, black

worked its way into become

stand-by on Greek menu.

be made with Potatoes, Curry

beans, low-fat spicy chorizo

an American favorite. English

(tomatoes, cumin, cilantro,

sausage, onions, cilantro, salsa,

muffins, poached eggs,

ginger, turmeric) and includes a

and mexican cheese.

canadian bacon and a creamy

spicy kick.

french classic of hollandaise sauce.

39 image from:

image from:

photo by: angelily

image from:

fromthefamilytable.com

firsttimerscookbook.com

from: allrecipes.com

www.manjulaskitchen.com

wrap investigation. A ten question survey was developed and administered through U. W. Stout - Qualtrics. Since this product is being developed to be sold at Trader Joeâ&#x20AC;&#x2122;s private label and marketing will be limited to in-store POP type of signs and possible taste tests, it was important to convey the main

breakfast wrap research

details of the product through the packaging.

The package was designed to clearly highlight the product details of calories, ingredients, ethnic influence and nutrient factors of high fiber and protein.

breakfast wrap research

do you shop at trader joe’s?

do you buy frozen breakfast convenience foods, such as jimmy dean® sandwiches?

39% - Yes, I love shopping at Trader Joe’s 43% - Sometimes 17% - No, I have never been to Trader Joe’s

0% - Yes 22% - Sometimes 17% - No, but I might in the future 61% - No, I don’t like that kind of product

where do you typically eat your weekday breakfast? 61% - At home 13% - on the way to work or school 26% - at work or school 0% - I never eat breakfast

do you buy frozen breakfast convenience foods, such as jimmy dean® sandwiches?

61% said no. OF THIS SUBGROUP:

43% said they like shopping at trader joe’s & 71% eat their breakfast at home

FURTHURE INVESTIGATION: Trader Joe’s stores shelves are filled with prepared convenience foods. Are these shoppers selecting only fresh options at Trader Joe’s? Are their answers completly truthful. What exists in the gray area.

rank the following choices in order of importance for you when selecting a weekday breakfast. [82% people surveyed chose to do this ranking.]

breakfast wrap research

1. Convenience (Rank in order: 1st-24, 2nd-20, 3rd-28, 4th-4, 5th-0) 2. Taste (Rank in order: 1st-24, 2nd-16, 3rd-24, 4th-8, 5th-4) 3. Nutrition (Rank in order: 1st-20, 2nd-32, 3rd-12, 4th-12, 5th-4) 4. Cost (Rank in order: 1st-12, 2nd-8, 3rd-4, 4th-32, 5th-20) 5. Energy (Rank in order: 1st-0, 2nd-0, 3rd-8, 4th-20, 5th-48)

CONCLUSION: I wonder how truthful people are being. We can suppose from this, that although most people surveyed eat their breakfast at home, they are still looking for a convenient and flavorful breakfast with good nutrition. It is interesting when so many people report only drinking coffee for breakfast, ansd skipping breakfast entirely. While coffee is so popular, and yet people rank haing a breakfast that provides energy so low. Additionally, because only 76 of the 96 people who took this survey, perhaps this type of question is confusing. It tells me people are unwilling to spend too much thought on this type of research. Moving forward, I think other types of research will be more valuable that quantitative style questions.

breakfast wrap research

would you be interested in trying this product? 39% - Yes, I think would try two or more. 26% - Maybe, it might appeal to someone in my household. 22% - No, this product doesnâ&#x20AC;&#x2122;t appeal to me. 13% - Yes, I would probably try one to test the flavors and quality

CONCLUSION: Why is the discrepancy between consumers who wouldn’t eat prepared frozen breakfast, (question #2) such as Jimmy Dean Brand Breakfast sandwiches where 61% said they didn’t like that type of product compared to the 65% who said they would or might try the Breakfast Wrap product.

• is it the organic features?

• the different flavors?

• do people tell you what they think you want to hear?

• how can questions be better designed to mask transparency.

(I think it is too obvious that this is my design.)

does the packaging sufficiently explain and intrigue the purchase of this product? 91% - Yes, the package is clear and design is interesting 9% - It describes the product, but is not appealing to me. 0% - The design is appealing to me, but the product is unclear. 0% - No, the package would discourage me from purchasing this product.

CONCLUSION: Based on earlier results on earlier surveys and review of American breakfast preferences, I made the nutrition, calorie and organic features clear.

breakfast wrap research

prototype }

spanikopita greek style egg breakfast wrap Delicious eggs, chicken, garlic and lemon wrapped up in a Whole Wheat Flaxseed Wrap (Using an image of the digital package mock-up)

would you be interested in trying this Spanikopita Greek inspired Egg Wrap?

13% no 17% maybe

Nutrition Facts Serving Size 1 wrap (200g) Servings Per Container - 1 Amount Per Serving

Calories 386

Calories from Fat 100

% Daily Value* Total Fat 20g 22% Saturated 42% Trans Fat 0% Cholesterol 377g 20% Sodium 982g 38% Total Carbohydrate 16g 18% Dietary Fiber 6g 24% Sugar 5g Proteins 32g 64%

Vitamin A

45%

Vitamin C

15%

Calcium 25% Iron

30% would try it.

39% after liking an in-store sample

15%

*Percent Daily Values are based on a 2,000 calorie diet. Your Daily Values may be higher or lower depending on your calorie needs: Calories: 2,000 2,500 Total Fat Less than 65g 80g Saturated Fat Less than 20g 25g Cholesterol Less than 300mg 300mg Sodium Less than 2,400mg 2,400mg Total Carbohydrate 300g 375g Dietary Fiber 25g 30g INGREDIENTS: Wrap (Water, Wheat Gluten, Corn Starch, Flax, Oat Fiber, Whole Wheat Fiber) Cage Free Organic Eggs Omlet (natural flavors, garlic salt, pepper, salt) organic free range white meat chicken, spinach, crumbled feta cheese (pasteurized milk, salt, cheese culture, enzymes, potato starch [added to prevent caking]), roasted tomatoes (tomatoes, roasted tomatoes, canola oil, olive oil, garlic, oregeno, basil, salt), oregeno, basil, crushed garlic, citric acid, natural flavors, lemon juice, sodium phosphate, enzymes),

breakfast wrap research

prototype }

aloo jeera breakfast wrap Vegan Indian Curried Potatoes, spices in a Whole Wheat Flaxseed Wrap

Nutrition Facts Serving Size 1 wrap (200g) Servings Per Container - 1 Amount Per Serving

Calories 234

(Using an image of the digital package mock-up)

would you be interested in trying this Indian inspired vegan breakfast wrap?

17% would try 26% maybe

26% after liking an in store sample

30% is not interested

Calories from Fat 55

Daily Value* Total Fat 6g Saturated 2g Trans Fat Cholesterol 0g Sodium 721g Total Carbohydrate 16g Dietary Fiber 10g Sugar 3g Proteins 20g

8% 2% 0% 0% 18% 18% 26% 64%

Vitamin A

22%

Vitamin C

15%

Calcium 25% Iron

15%

breakfast wrap research

prototype }

benedict style egg breakfast wrap A French Classic wrapped up in a Whole Wheat Flaxseed Wrap (Using an image of the digital package mock-up)

would you be interested in trying this French inspired Eggs Benedict Wrap?

Nutrition Facts Serving Size 1 wrap (200g) Servings Per Container - 1 Amount Per Serving

Calories 410

Calories from Fat 110

% Daily Value* Total Fat 21g 19% Saturated 5g 19% Trans Fat 0% Cholesterol 377g 20% Sodium 982g 38% Total Carbohydrate 16g 18% Dietary Fiber 6g 24% Sugar 5g Proteins 32g 64%

Vitamin A

22%

Vitamin C

15%

Calcium 25%

17% no 13% maybe

Iron

35% would try it.

35% after liking an in store sample

15%

breakfast wrap research

prototype }

huevos ranchero mexican style egg breakfast wrap Delicious eggs, chicken chorizo, roasted tomato salsa wrapped up in a Whole Wheat Flaxseed Wrap (Using an image of the digital package mock-up)

would you be interested in trying this Huevos Rancher Mexican inspired Egg Wrap?

Nutrition Facts Serving Size 1 wrap (200g) Servings Per Container - 1 Amount Per Serving

Calories 376

Calories from Fat 110

% Daily Value* Total Fat 15g 18% Saturated 16% Trans Fat 0% Cholesterol 377g 20% Sodium 982g 38% Total Carbohydrate 16g 18% Dietary Fiber 6g 24% Sugar 5g Proteins 32g 64%

Vitamin A

22%

Vitamin C

15%

Calcium 25% Iron

13% no

17% would try it.

26% maybe 43% after liking an in-store sample

15%

*Percent Daily Values are based on a 2,000 calorie diet. Your Daily Values may be higher or lower depending on your calorie needs: Calories: 2,000 2,500 Total Fat Less than 65g 80g Saturated Fat Less than 20g 25g Cholesterol Less than 300mg 300mg Sodium Less than 2,400mg 2,400mg Total Carbohydrate 300g 375g Dietary Fiber 25g 30g INGREDIENTS: Wrap (Water, Wheat Gluten, Corn Starch, Flax, Oat Fiber, Whole Wheat Fiber) Cage Free Organic Eggs Omelette (natural flavors, garlic salt, pepper, salt) organic free range white meat chicken sausage, roasted tomatoes salsa (tomatoes, roasted tomatoes, garlic, cilantro, jalape単o peppers, lime juice, salt), cilantro, crushed garlic, lime juice, natural flavors, lemon juice, sodium phosphate, enzymes) Mexican style chicken chorizo (chicken meat, water, red pepper spices, salt, sodium phosphate, onion, paprika, garlic), dried garlic, cheddar cheese, salt, spice, dried oregano, natural flavors, red bell pepper. yellow bell pepper.

56 breakfast wrap research

CONCLUSION: Overall, the Trader Joe’s organic breakfast wraps in organic flavors seemed very well received by participants of the survey. In particular in regards to after sampling the product. Even though I reminded participants that Trader Joe’s offers a money back guarantee, they still were more likely to purchase the product if they were able to sample the flavors first.

• is it the organic features? • the different flavors? • do people tell you what they think you want to hear? • how can questions be better designed to mask transparency. (I think it is too obvious that this is my design.)

ask better questions in better ways. I think the survey question was helpful and informative, but also opens up a significant amount of new questions. It seems that key to effective research is learning how to ask better questions and in ways that are less obvious and more observation. Design research takes time and dedication and an commitment to finding the true answers, not just the answers that they want.

breakfast wrap research

One of the largest area of future research is finding better ways to connect to the large percentage of americans who do not eat breakfast.

Based on the data from the research questions, I think it is important to research the taste profiles of each of these products before going into production. I would suggest taste tests with video cameras to capture participants true reaction to the product. Additionally, in order to introduce a successful product launch of this product into Trader Joeâ&#x20AC;&#x2122;s research indicates the importance of in-store taste sampling to encourage customer to purchase this product.

what’s next? METHODS OF PRODUCTION Research ways to efficiently produce this proposed product. What is the additional cost of the organic ingredients and are consumers willing to pay extra for this feature. Are they new innovations that allow for better tasting prepared frozen entrees? • New forms of quickly heating foods? Toaster ovens and other technology • Microwaves tend to make food mushy and unappealing. • What are the alternative preparations that are still convenient? • Possibly suggest alternative ways of reheating product such as heat initially in the microwave and finish in an oven. What are the necessary preservatives for frozen food? • Investigate natural alternatives and minimize while maintaining safety. • Access other disciplines to find needed and necessary ingredients.

make experience fun find the balance in user’s needs • great taste • nutrition • calories

breakfast wrap research

• organic

• cost • convenience • energy

FURTHER INVESTIGATION

trader joe’s grocery store.

breakfast wraps in ethnic flavors developed specifically for Trader Joe’s grocery store in ethnic flavors

wrap up!

on breakfast wraps.

Spanikopita Greek Wrap Huevos Ranchero Mexican Wrap Aloo Jeera Indian Wrap Benedict Style French Wrap

connect with familiar food experiences

• coffee/caffine/energy and US breakfast preferences • what americans spend on a convenient tasty breakfast • variable on what they say/do

familiar foods in new ways

Mary Rohl, MFA Design Research Strategies in Design Professor Nagesh Shinde University of Wisconsinâ&#x20AC;&#x201D;Stout