Dilemmas are particularly prominent in rituals that are socially significant. As part of my PhD research at Delft Institute of Positive Design, I joined a multi-disciplinary team of experts - from food antrhopologists to design researchers - in large innovation projects in the food industry.
One of these projects - the teatime project - aimed at identifying the needs and wishes of a specific group of consumers during an afternoon tea ritual. In this project, I set up, conducted, and analyzed consumer research sessions using designerly research methods which revealed the main goals and dilemmas experienced during this ritual.
'I feel pressure to perform as a host.
At the same time, I want to be relaxed for my guests so that they can be comfortable as well.'
The findings helped our external partner to channel its efforts to develop new food concepts and branding strategies that are both innovative and meaningful for the needs, wishes, and dilemmas of their consumers. Curious? Check out the initial product line and promotion campaign here (mostly in Turkish).