snack presentation.static.4
Post on 21-Oct-2014
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DESCRIPTION
Another way to think about snack foods.TRANSCRIPT
TWO WESTSNACK
Ingredient
Badge
Symbol
Design
Ingredient
Reciprocity
Context
Ethnography
Context
Opportunity
Design
Social Networks
Reciprocity
Ingredient
Function
Context
Parenthood
Culture
Packaging
PATTERNS
OBSERVATION
INITIAL HYPOTHESIS
THEORY
Ethnography
• Uncover the unexpected activities, intrusions, and interactions that ultimately impact decision making, use and performance
• Understand why, not simply what
• Understand the contexts (processes) in which people live and work.
• Subjects and their actions are viewed as interdependent rather than independent or autonomous units
• Relational ties (linkages) between subjects are channels for resource flow (either material or nonmaterial)
• Network models focusing on individuals view the network structural environment as providing opportunities for or constraints on individual action
Snacks in theSocial System
2009 of snack sales: $46 billion
According to Nielsen "savory Snacks" category data
Expectations of growth by 2015: + 4%
14 % of US adults(31 million)
“Foodies”
What happens if you get 31,000,000 to buy an extra bag of chips every time they shop?
Ingredient
Frito Pie®
FRITO CHILI PIE
2 1/2 c. Fritos1 lg. onion, chopped1 c. grated American cheese15 oz. can chili, heated
Place 1 1/2 cups Fritos in a baking dish or pie pan. Arrange chopped onions and half of cheese over Fritos. Pour heated chili over onions and cheese. Top with remaining Fritos and cheese.
Bake at 350 degrees for 10 minutes
Badge
Range of Frito Pie (1932 - 2010)
Native Habitat
Expanded Habitat
®
As individuals or families migrate, their regional dishes are acculturated by the local population
Symbolism
Design
Ingredient
Ritual & Tradition
Ingredient
Badge
Hipsters
PBR: $4.99 for a 6-pack
Badge
Symbolism
Design
Design
Design
Design
So what?
New market opportunities
New messaging opportunities
Partnership opportunities
Accelerated incremental sales
Opportunities to create and control new flavor profiles
Opportunities to breath life into old products.
NOM NOM NOM!
CONTACT:GAVIN JOHNSTON
CHIEF ANTHROPOLOGIST, TWO WEST DISCOVERY + DESIGN
DIRECT 816.581.8202 | [email protected]