Redefining my
Research Brief
Still not sold on an idea, I decide to brainstorm everything I have researched to try to locate a problem that I can resolve through design.
Here is my extensive thought process...
- a service that aims to promote healthy eating habits
- dual purpose of promoting healthier diet as well as campaigning for the environment
- the service helps willing users gain better access to fresh fruit, veg and food supliments
- service would help promote & gain access to new advancements in food tech - e.g. impossible burger
- service would be seen as a step in the right direction of cutting down on meat consumption
- it would have a forward-facing, futuristic appeal making people want to be part of the movement
- similarly with Uber - people expect to have instant access to taxis, why not have the same for fresh food products
- electric vans sent out around the country during the day - users have access to fruit & veg as easily as they do a cab?? (already available)
- the service's main touch point is an app
- accompanying ad campaign on impact of current diets; billboards, posters and social media campaign
- USP - helps users both learn about and gain access to advances in food technology - e.g. Huel, impossible burger
- the service will make people want to learn more about the advancements and then help them explore it
- service could include retail stores
- vans available for delivery all day - users select a time they want their delivery
- order fresh veg to your door - locally sourced
- one-click ordering
- a service allowing users easy access to health and environment conscious products
- fresh, locally sourced produce delivered to your door
- promotes, educated about advancements in food tech
- once the service has a following, new ways to cut out meat/ eat healthier will be made more easily available through the app allowing advancements to gain traction
- acts as a platform for new companies working to find alternative to meat
- service to both consumer & producers
- targeting people who are willing and who want to make changes to our eating habits
- creating a community of people with a shared interest
- community backs companies with this interest
- an app-based service to help people reduce their meat consumption
- allows users to explore world of meat-replacements
- a campaign teaching people about the rapidly growing meat alternatives industry
- there is a huge amount in terms of research and development that a lot of people may not be aware of
- being more aware could help people contribute
- ad campaign and service
- target market: meat eaters of all ages
- purpose: make people aware of advancements in an attempt to get people on board
- campaign champions the companies spear heading the new industry
- getting their names heard, getting people familiar with the products, companies etc
- aim to make them a household name
- keeping people up to date on info, stats, development
- advertise industry as a rapidly growing trend
- Accompanying app? features include:
- meat replacement calculator
- keeps them up to date with research
- allows users to purchase products/ locate nearest stores for products like Huel etc
- PROBLEM: the growth of the meat-free industry is not being advertised in the right way. All news of it revolves around profits made by investors, and using language like 'lab', 'fake' meat, 'bleeding' meatless burger, insects etc
- SOLUTION: campaign for industry by glorifying researchers and developments in order to create a following of people that want the change
- All news on topic atm is not appealing to its audience and does not evoke change
- My campaign glorifies researchers/companies whilst making them household names
- makes new products sound appealing as opposed to alien or unfamiliar
- focus more on benefits of eating these alternatives and what more can come from this
- change the way people think about the growing meat-alternative industry
Next consideration: where to take my research
Primary
- market research: what is is already out there in terms of advertising this industry
- what is the tone of voice, imagery, audience etc
- surveys: find out what people think about the industry
- range of ages; how does it differ
Secondary
- marketing techniques that bring consumer closer to producer/products
- what methods can be used to make people more familiar with an otherwise unfamiliar advance in tech
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