Millennials' Food Experiences

What people say they do is not always what they actually do. This is a human research project to understand how millennials value their experiences in food consumption. After conducting interviews, Myungwhan gained insights and envision design opportunities to be developed. This is a comprehensive study, before the actual design process.

Research & Design - Myungwhan Choi

About the Generation

 

Lifestyle priorities keep changing along with generations.

 

Millennials value experiences more than ownership. They always strive for how they live better and how they can express themselvesHowever, their economic activities

are limited because of growing housing expenses and other inflation in the ongoing

era of economic crisis.

 

How to enable them to experience better

products or services at lower prices?

60% 
of Millennials
believe that
experience is
the most
valuable.

Experiences

Process

 

Finding true needs from customers

is the goal of the project.

 

Academic Research, Field Interviews, Analysis with Frameworks, Design Ideation, 5 Proposals

Helps: 4 Millennials, 1 Marketing Expert, 1 Social Media Reviewer

"In order to find insights that can fuel a viable innovation, we need to discover these underlying issues attitudes, values, dreams, and so forth.

This is why we will use the generative tools."

 

-Katherine Bannett-

Knowledge Goals and Methods

How do they

consume foods?

 

[Process]

Timeline Narration

 

Ask participants to express

how they behave from start

to finish. By putting emotional touch points during the journey, this method examines how they feel as well.

What motivates

them to do so?

 

[Motivation]

Concentric Circle

Illustrates interviewees' relationship to ideas or experiences by allowing them to pick representative

images and to put those into a multi-tiered concentric map so that their primary purposes will be presented. 

How do they

consume foods?

 

[Process]

Timeline Narration

 

Ask participants to express

how they behave from start

to finish. By putting emotional touch points during the journey, this method examines how they feel as well.

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Analysis

 

KJ Method

 

After conducting interviews, I clustered

key findings and organize them based on themes to prepare analysis.

 

 

POEMS+A&I

 

The contextualization of Activities, Interactions, People, Objects, Environment, Messages and Services

 

 

The Ethnographer's Questions

 

What does the topic mean to interviewees? What are their behavioral patterns and deviations?

What sense of order is provided, and

what are the roles of participants and

non-participants?

 

Social Order

 

Is there a hierarchy, who are in and out,

how to join the group, and are there

barriers to entry?

Identification

 

P.N.S.T.I.O.

 

Problems, Needs, System Challenges, Themes, Insights, and Opportunities

 

 

Once figuring out opportunities

in line with insights gained from interviews, the idea storming comes to next.

Ideation

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5 Final Concepts

How do millennials see the society

with regard of distressed people?

 

Why do they value in-store

grocery shopping experience more?

How do millennials react

organic foods economically?

What do they aspire in their social

relationship along with food experiences?

How can a new technology uplift

the way they shop groceries?

Do not hesitate to contact me to discuss a possible project or learn more about my work.

© 2018 by Myungwhan Choi.

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Contact
info@whanchoi.com
+1  646 599 3241
+82  10 4177 7568