DRAFT: This module has unpublished changes.

Chris Masullo, Ryan Russo, Yunkyung Kim, Morgan Harrington

 

            During the eight depth interviews that were conducted by our group regarding beverages and how they fit in to a person’s every day life certain details emerged. Some of these details revealed certain similarities between the participants of our interviews, while others revealed differences. From the details that were gathered across the depth interviews we were able to extract certain information and reach reasonable conclusions with this information.

            The first several questions were used to determine what types of beverages the participants consume and the reasons for consuming those beverages as well as establishing any patterns regarding consumption. The participants revealed that they drink similar beverages, have the same reasons for the choice they make in the beverage they consume, drink certain types of beverages at the same time, and drink roughly the same amount of water on a daily basis. With the data gathered from these questions we were able to accurately discover that the participants share the same taste preferences and, the same reasons for choosing these beverages they consume. It was discovered that the participants enjoy water, flavored water, sodas and, coffee. The reasons given for choosing these particular beverages were slightly varied with such reasons as price, taste, nutrition and, convenience stated as being a factor in what is consumed. We also saw a trend in that the participants have certain times when they consume these beverages; with water being something that is consumed all of the time, flavored water or soda is generally paired with meals and, coffee is consumed in the morning. We were also able to discover the participants consume two bottles of water per day.

            When the participants were asked how they feel about drinking water compared to their other beverage choices, they all stated that they preferred water because it was healthier and made them feel better then when they would consume something else. When asked about the reasons that the participants had for choosing water over other beverages many of them referenced different activities that they would do. The most common response given was that people prefer water because it is convenient or it fits in with what they are doing. Some examples that were given by the participants included playing sports and exercising, or when they were busy shopping or at school or work and, the participants all said that they drink water from a bottle of some kind during those times. With the information that we where able to gather in the first few questions we realized that when the participants choose water not much thought was put in to the decision. For the other beverage chooses participants gave specific time frames or instances when they prefer those beverages where as with water participants where vague and seemed to drink water more frequently. In response to this we would suggest BKR take this in to account when design possible marketing campaigns, because it would seem consumers of water do not have particular reasons for drinking water when they do, but instead water is seen as a constant reliable beverage option.

            When the participants were asked how often they purchase bottled water there were two polar opposite responses given, one being often and the other being almost never. When the participants were asked what brands they only purchase only two answers came up, Aquafina and Poland Spring; the reasons citied for purchasing these brands were price and quality of water. The biggest divergence during the interviews however came when asked about the differences between tap and bottled water; half of the interviewees preferred tap water and the other half preferred bottled water. The participants who said that they preferred bottle water to tap water had similar reasons, concern about the quality of water coming from taps and the convenience bottled water provides were the two deciding factors. Those who said that they preferred tap water to bottle water seemed not to have very strong reasons for feeling the way that they did, but all agreed that they would enjoy water from filters more then water straight from a tap. These findings are rather important for two reasons; the first being that tap water users seem more likely to be easily persuaded and the second being that those who drink bottled water are concerned with water quality. If we realize that those who drink bottled water are more concerned about water quality marketing campaigns can be designed around how BKR’s glass water bottle provides a cleaner storage alternative then plastic water bottles. BKR may also want to consider selling portable water quality test devices to appeal to those who are truly concerned about water quality.

            When asked about some questions about their personnel lives the interviewees could be broken in to two different groups. Half of participants said that they are not overly conscious and said that health was not a concern when making choices about what drinks they consume; while the other half said that they were health conscious and that did have an impact on their beverage choices. When asked about physical activities all of the participants said that they participate in some form of physical activity on a somewhat regular basis, with participants saying that they participate in some form of physical activity two to three times per week. It was interesting to see that participants while saying they do not consider themselves to be health conscious they all revealed that they get some form of physical activity on a somewhat regular basis. Another interesting observation was that all of the participants consume water during this time and said that physical activity did play a role in what they choose to drink. If BKR where able to associate their product with exercising they would also have a built in audience of people who said they consume water exclusively during the time period when they are working out.

            When asked about the first thing that comes to mind when talking about reusable water bottles all of the participants said something along the lines of “environmentally friendly.” The interviewees also unanimously stated that maintaining the environment would be a good reason for buying a reusable water bottle. These two pieces of information are great insights in to how potential consumers view the reusable water bottle market as a whole. By being made of glass “BKR” could really capitalize on peoples feelings that they are doing good things for the environment when they purchase “BKR” water bottle. Our group would highly recommend making sure customers know that “BKR” products are even more environmentally friendly then a plastic water bottle through some form of advertising.

            When asked questions that discussed features of the reusable water bottles most of the responses given were very similar. The participants stated that when looking for a reusable water bottle size and durability were the main determining factors when making a decision. When asked to elaborate further on the size of the water bottle the participants said that they wanted the water bottle to be small or not overly large and, of convenient shape. When asked about durability the participants stated that they would want a reusable water bottle that they felt could stand up to the wear and tear that they would put it through. These are points that must be addressed if “BKR” is to succeed in selling their reusable water bottles. While the size of a “BKR” water bottle seems to fall in the acceptable range of potential customers, preconceived notions about glass and glass water bottles will have to be overcome in order to sell these water bottles. There are two routes that can be taken with regards to this; “BKR” can either convince customers that the glass bottles will stand up to certain stress tests or, “BKR” can try and convince potential customers that their water bottles should be treated with the same respect that people have towards their cell phones or a really expensive pair of sunglasses. If “BKR” chooses to take the second approach it will involve breaking people of old habits of treating water bottles with little regard and convince customers that while they do need to be carful with a glass water bottle the benefits they will get from using one out weigh having to be more gentle.

            When each of the participants were asked on whether or not they would purchase a glass bottle every single participant gave the same answer. The participants stated that they would most likely not purchase a glass reusable water bottle due to fear that such a bottle would break to easily compared to other available reusable water bottle options. When asked if a silicon sleeve or some other from of protection that would go around the outside of the glass water bottle would put to rest some worries about the potential for the water bottle to break the participants again unanimously believed that something like this would not be able to protect the glass from breaking and would still have the same worries regardless of what was surrounding it. Our group felt that this will be the main issue that “BKR” must overcome when marketing their product, as stated before they must either convince people that the bottle will not break easily or they must convince people to be more carful when using a glass water bottle.

            Overall the participants voiced similar opinions on many of the key points that were being addressed in this depth interview. The participants all had similar tastes, consumption habits, personal traits and, benefits sought from the product they were going to buy. This will help to identify possible demographic and psychographic attributes in potential customers and help to shape marketing campaigns that Beaker would run. Unfortunately all of the participants are of the mindset that they would not buy a glass water bottle do to concerns of the possibility of the product breaking. This information could be used when designing supporting products for Beaker’s glass water bottle or in marketing efforts to assure potential customers that the product they buy will not break on them.

            Again the main thing we feel “BKR” will have to focus on in order to sell their product based on the information that we gathered from our particular set of interviews is the consumers worry about the product breaking. Possibly stating on the packing that the glass water bottle can with stand “x” amount of pressure would help to calm consumers worries. Another possibility would be to create a viral video or commercial that focuses on the glass water being able to stand up to daily wear and tear. The alternative route would be to get customers to view “BKR” glass water bottles as a luxury water bottle and that it should be treated the same way other luxury items are treated, that is to say with care and respect.

DRAFT: This module has unpublished changes.