Exemplary Output: Qualitative online research

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1 Exemplary Output: Qualitative online research Case study - extract October 2015 By: Meinecke & Rosengarten GmbH Herrengraben 1 D Hamburg Germany Sophie Hantscher & Maren Bergfeld Phone: +49 (0) or mb@meinecke-rosengarten.de, sh@meinecke-rosengarten.de

Consumption of hot drinks Online diary Task: Show us all

Every time you have a hot drink, please take a picture &

where, with whom, why, etc.). 1. Kaffee im Büro um 8.

Mein allmorgendlicher Espresso Macchiato dafür verzichte

2 Consumption of hot drinks Online diary Task: Show us all situations when consuming hot drinks over the next 5 days. Every time you have a hot drink, please take a picture & post it with a description of what we can see (when, where, with whom, why, etc.). 1. Kaffee im Büro um 8.30 und der 2. eine Stunde später. Mein allmorgendlicher Espresso Macchiato dafür verzichte ich sogar aufs Frühstück. Der zweite Kaffee aus Routine. Der nächste grüne Tee. Diesmal, um das Nachmittagstief zu überwinden. Abends zu Hause: Kanne Kräutertee hat was Gemütliches. Time of day 2 Time in the office

Pragmatism: rather simple & fast preparation, esp.

rather simple use but quality control Elaborateness:

und werfe einen Teebeutel in meine Lieblingstasse.

Porzellanfilter: einfach schön und stilvoll.

3 Videos: e.g. to show processes/ habits Task: Do you have a specific ritual when preparing your hot drink? Show us your ritual best in the form of a short video. Pragmatism: rather simple & fast preparation, esp. during weekdays to save time Traditional technique: rather simple use but quality control Elaborateness: special memoment & pleasure regardless of weekdays or weekend. Kein wirkliches Ritual: Ich schmeiß den Wasserkocher an und werfe einen Teebeutel in meine Lieblingstasse. Das steht für mich für echte Filterkaffee- Qualität. Porzellanfilter: einfach schön und stilvoll. Nimmt zwar eine gewisse Zeit in Anspruch, aber für das leckere und stimulierende Endresultat verzichte ich lieber auf andere Dinge wie z.b. ein ausgiebiges Frühstück. ~ 1 min. Degree of invested time/ effort ~ 15 min. 3

picture of eye-catching and rather weird products. You can comment on other respondent's entries.

Coffee by Sonnentor Less attractive design: old-fashioned, cheap, overloaded Idea hardly conceivable, rather

appears too simple for special usage 'Birthdays' Unclear usage situation Habe ich jedes Mal Geburtstag, wenn

4 Mobile research: e.g. retail scouting Task: During your next grocery shopping watch out for the shelf with 'hot drinks' & take a picture of eye-catching and rather weird products. You can comment on other respondent's entries. Organic Veggie Tea by Stick Lembke Happy Birthday Tea by Sonnentor Irish Coffee by Meisner & Jacobs Green Coffee by Sonnentor Less attractive design: old-fashioned, cheap, overloaded Idea hardly conceivable, rather unpleasant Innovative, new idea: creates curiosity Healthy appearance Less attractive design: childish Product appears too simple for special usage 'Birthdays' Unclear usage situation Habe ich jedes Mal Geburtstag, wenn ich den trinke? Both designs: oldfashioned Unclear instant products Laut MHD ist der von Jacobs unbegrenzt haltbar Placement among teas rather unclear Zumindest das Produkt von Meisner enthält 31% vol. Bei Jacobs eher nicht. 4

5 Online focus group Im Sommer haben Heißgetränke auch keine andere Bedeutung als im Winter. Aber eine sommerliche Glühwein- Variante wäre doch mal was Heißgetränke sind immer sehr wichtig zur Entspannung ein Lebenselixier. 5

Number of likes & positive comments Online community: e.g.

etc. Coffee specialties Freshly brewed teas Seasonal specialties 6 Black hot coffee with mint,

White Chocolate Macchiato without calories Hot fresh mint tea with lemon, ginger & red fruits:

fruity & spicy, refreshing Lukewarm mint tea with lemongrass Hot fresh mint tea with floral

poppies: herbal Hot green tea with lime: organic, fairtrade, refreshing Marzipan tea with a

6 Number of likes & positive comments Online community: e.g. online ideation Task: Create your favorite hot drink for summer time by means of pictures, text, etc. Coffee specialties Freshly brewed teas Seasonal specialties 6 Black hot coffee with mint, perhaps with sugar & milk Ice Coffee that tastes like real hot coffee Hot Caramel/ Vanilla/ White Chocolate Macchiato without calories Hot fresh mint tea with lemon, ginger & red fruits: sweet, sour & spicy, refreshing Hot to lukewarm mint tea with lime, ginger & lemongrass: fresh, fruity & spicy, refreshing Lukewarm mint tea with lemongrass Hot fresh mint tea with floral aroma, e.g. poppies: herbal Hot green tea with lime: organic, fairtrade, refreshing Marzipan tea with a touch of cherry Summery version of mulled wine: hot, based on summery long drinks like Aperol Spritz, Campary Orange Wenn ich so rausschaue, frage ich mich: was spricht eigentlich gegen eine sommerliche Punsch-Variante? ( )

Summery version of mulled wine Freshly brewed tea with sweet, sour & spicy taste Mint-Coffee 7 Hot to warm mulled wine or punch but without typical Christmas seasonings Base: wine,

7 Discussion forum: e.g. evaluation of ideas Task: Based on number of likes & most positive comments, the 3 most interesting ideas were selected. Please discuss & fine-tune these 3 ideas regarding feasibility, expected tastiness and optimizations. Summery version of mulled wine Freshly brewed tea with sweet, sour & spicy taste Mint-Coffee 7 Hot to warm mulled wine or punch but without typical Christmas seasonings Base: wine, citrus fruits, Aperol Spritz, Campari Orange or Hugo Warm to lukewarm combination of coffee & mint Coffee: slightly bitter taste Fresh mint: thirst quenching Hot to warm freshly brewed tea with different tastes: Sweetness: fresh red fruits like raspberries Sourness: slice of lemon Spiciness: fresh peppermint and ginger

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