naturalia research proposal
DESCRIPTION
TRANSCRIPT
Design Research MethodsParsons Paris
Jennifer HealCarolina Maertens
Vanessa Lamunière
History
• Created in 1973, Naturalia is now the leading brand of organicand natural products in the Paris region with 39 stores offeringmore than 5000 different products.
• Whether to support fair trade or manufacturers of cosmetics orcleaning products that have made the difficult choice to developeffective products with natural ingredients, Naturalia hasplayed an important role as a distributor for 30 years.
• Naturalia offers daily fresh fruits and vegetables along withtheir freshly baked bio bread.
• They have also recently kept up with the gowing trend of e-commerce, and are selling their products online.
Logo
• Earth
• Figure representing us connecting toearth and skies.
• Naturalia comes from the wordnature/natural
• The typography gives a sense ofnaturalness
• The logo of the earth means that wehave to protect the world we live in.
Categories of Naturalia ProductsBreakfast Grocery Snack, Confectionary House Bio
Bakery
Sugars, Sweetners
Jams
Honey
Milks
Teas
Biscuts, Bread
And more
Salts
Pasta
Rice
Grains
Canned fish
Prepared meals
Soups
Soy sauces
Seasonings
Desserts
And more
Savory
Dried fruits
Chocolates
Cookies
Nuts, seeds
And more
Dishwasher
Insect repellents
Kitchen ware
Incense
Deodorants
Cat and dog supplies
And more
Drinks Baby, Child, Mother Dietetics Cosmetics and Hygene
Wine
Rose
Soft drinks
Fruit juices
Vegetable juics
Smoothies
And more
Milks
Small dishes
Fruit jars
Nursing care
Hygiene
And more
Slimming
Salt restriction
Mantignac
Lactose
gluten
Solar
Baby
Man
Cleansers
Balms and oils
Cream
Shampoos
Dental hygiene
And more
Current Soup Brands
Bio Cambresis Legumerie of The Coastof Opal
Lima Nathali Rapunzel
Competitors
•Bio Monoprix
Biocoop
Les Nouveaux Robinson
La Vie Claire
Competitive BenchmarkingQuality
Price
Brief
• We have been asked to design the label of Naturaliasown brand of soups
• In order to understand what appeals the most toconsumers, three labels will be designed and marketresearch will be conducted
Research Plan
Test Subjects
• We will be testing approximatively 15 subjects:
a) Male/Female Parsons Students• Age: between 18 – 26
b) Male/Female Parsons Faculty• Age: between 30 – 60
c) Nationality: International
a) Testing Dates: 1st - 6th December
>>>Research Plan
Test Subjects
• In our test subjects, we will be looking for thefollowing traits:
Supporters of natural/biological food
Soup-lovers
Healthy eating habits
>>>Research Plan
What Aspects Will Be Tested
• The design of the label
Will the label catch the consumers eye?
The color & the form used
The relevance between the product and the label
• The taste of the soup should not be taken into consideration
>>>Research Plan
How Will This Be Measured
• In a public Parsons area we will display the 3 different designs
• The behaviour of the test subjects will be analyzed through 3different steps:
1. The pick-up test
2. The purchase test
3. The buy test
>>>Research Plan
Packaging
• A Glass bottle
• 50 cl
• Soupe aux Légumes
Initial Label Designs
1st Label>>>Initial Label Designs
2nd Label>>>Initial Label Designs
3rd Label>>>Initial Label Designs
Label Designs Used For Testing
Soup A Soupe B
Soup B
Soup C
>>>Label Designs Used For Testing
Student’s T Test
1. PICK UP TEST
PICK UP TEST
2. PURCHASE TEST
PURCHASE TEST
3. PRICE TEST
Price TestPRICE TEST
Soup Price Result
• According to the results, the numbers show
that the consumers are willing to pay between
3 euros and 10 euros for the soup. The
average being:
Soup A: 4,78 euros
Soup B: 2,41 euros
Soup C: 4,15 euros
Student’s T Test Analysis
Analysis
• Based on our research, the Naturalia team has not come to a clearconclusion. According to the results, the numbers show that the consumersare: more attracted by design A and also more likely to buy this soup. Design C was very close to these results and therefore we don t have a clear
winner. Design B, on the other hand, proved to be the least successful in both the pick
up and the purchase tests. Due to these results, we will not keep this design forour next test.
• It came as no surprise that the majority of the people taking part in thisconsumer behavior research clearly stated that the reason for which theywere more likely to pick design A was due to its bright and attractive color.
• Design C, on the other hand, was often picked due to its natural and home-made feeling. Therefore we will try to keep this spirit.
Recommendations and Modifications
• For this reason, we have decided to keep the basic label A and C design, discartingdesign B, making only minor modifications which have been brought to light by thetest subjects.
• For the label modifications of design A we have the following recommendations:
1. More legible font color2. Better printing and paper quality3. Possible color modification – however, brightness must be kept4. Possible shape modification – the shape of label B was successful
• For the label modifications of design C we have the following recommendations:
1. Keep this natural feeling, yet bring the vegetables more to light2. Possible shape modification – the shape of label B was successful3. Better printing and paper quality4. Make the colors brighter
New Labels After FinalModifications
Soup Labels
Soupe A Soupe B
Soupe B
Soupe C
Retest Results
1. PICK UP TEST#2
PRICE TEST #2
1. PURCHASE TEST #2
PURCHASE TEST #2
1. PRICE TEST #2
PRICE TEST #2
Soup Price Result
• According to the results, the numbers show
that the consumers are willing to pay between
4 euros and 5,5 euros for the soup. The
average being:
Soup A: 4,01 euros
Soup B: 3,95 euros
Soup C : 4,21 euros
Analysis
• The Naturalia team has come to a final conclusion. According to theresults, the numbers show that the consumers are:
More attracted by Label C and also more likely to buy this soup.Consumers liked its natural design and color, and the fact thatthey could directly identify which vegetables the soup was madeof.
Label B on the other hand has very close results with Label Aand was the least successful in the pick-up test
Label A proved to be the least successful in the purchase test.Due to these results, we will not keep these two last designs.
We have decided to keep Label C, but the shape of Label B wasvery successful therefore to our final label we will apply theshape of the Label B to the Label C.
Final Label