Design Research MethodsParsons Paris

Jennifer HealCarolina Maertens

Vanessa Lamunière

History

• Created in 1973, Naturalia is now the leading brand of organicand natural products in the Paris region with 39 stores offeringmore than 5000 different products.

• Whether to support fair trade or manufacturers of cosmetics orcleaning products that have made the difficult choice to developeffective products with natural ingredients, Naturalia hasplayed an important role as a distributor for 30 years.

• Naturalia offers daily fresh fruits and vegetables along withtheir freshly baked bio bread.

• They have also recently kept up with the gowing trend of e-commerce, and are selling their products online.

Logo

• Earth

• Figure representing us connecting toearth and skies.

• Naturalia comes from the wordnature/natural

• The typography gives a sense ofnaturalness

• The logo of the earth means that wehave to protect the world we live in.

Categories of Naturalia ProductsBreakfast Grocery Snack, Confectionary House Bio

Bakery

Sugars, Sweetners

Jams

Honey

Milks

Teas

Biscuts, Bread

And more

Salts

Pasta

Rice

Grains

Canned fish

Prepared meals

Soups

Soy sauces

Seasonings

Desserts

And more

Savory

Dried fruits

Chocolates

Cookies

Nuts, seeds

And more

Dishwasher

Insect repellents

Kitchen ware

Incense

Deodorants

Cat and dog supplies

And more

Drinks Baby, Child, Mother Dietetics Cosmetics and Hygene

Wine

Rose

Soft drinks

Fruit juices

Vegetable juics

Smoothies

And more

Milks

Small dishes

Fruit jars

Nursing care

Hygiene

And more

Slimming

Salt restriction

Mantignac

Lactose

gluten

Solar

Baby

Man

Cleansers

Balms and oils

Cream

Shampoos

Dental hygiene

And more

Current Soup Brands

Bio Cambresis Legumerie of The Coastof Opal

Lima Nathali Rapunzel

Competitors

•Bio Monoprix

Biocoop

Les Nouveaux Robinson

La Vie Claire

Competitive BenchmarkingQuality

Price

Brief

• We have been asked to design the label of Naturaliasown brand of soups

• In order to understand what appeals the most toconsumers, three labels will be designed and marketresearch will be conducted

Research Plan

Test Subjects

• We will be testing approximatively 15 subjects:

a) Male/Female Parsons Students• Age: between 18 – 26

b) Male/Female Parsons Faculty• Age: between 30 – 60

c) Nationality: International

a) Testing Dates: 1st - 6th December

>>>Research Plan

Test Subjects

• In our test subjects, we will be looking for thefollowing traits:

Supporters of natural/biological food

Soup-lovers

Healthy eating habits

>>>Research Plan

What Aspects Will Be Tested

• The design of the label

Will the label catch the consumers eye?

The color & the form used

The relevance between the product and the label

• The taste of the soup should not be taken into consideration

>>>Research Plan

How Will This Be Measured

• In a public Parsons area we will display the 3 different designs

• The behaviour of the test subjects will be analyzed through 3different steps:

1. The pick-up test

2. The purchase test

3. The buy test

>>>Research Plan

Packaging

• A Glass bottle

• 50 cl

• Soupe aux Légumes

Initial Label Designs

1st Label>>>Initial Label Designs

2nd Label>>>Initial Label Designs

3rd Label>>>Initial Label Designs

Label Designs Used For Testing

Soup A Soupe B

Soup B

Soup C

>>>Label Designs Used For Testing

Student’s T Test

1. PICK UP TEST

PICK UP TEST

2. PURCHASE TEST

PURCHASE TEST

3. PRICE TEST

Price TestPRICE TEST

Soup Price Result

• According to the results, the numbers show

that the consumers are willing to pay between

3 euros and 10 euros for the soup. The

average being:

Soup A: 4,78 euros

Soup B: 2,41 euros

Soup C: 4,15 euros

Student’s T Test Analysis

Analysis

• Based on our research, the Naturalia team has not come to a clearconclusion. According to the results, the numbers show that the consumersare: more attracted by design A and also more likely to buy this soup. Design C was very close to these results and therefore we don t have a clear

winner. Design B, on the other hand, proved to be the least successful in both the pick

up and the purchase tests. Due to these results, we will not keep this design forour next test.

• It came as no surprise that the majority of the people taking part in thisconsumer behavior research clearly stated that the reason for which theywere more likely to pick design A was due to its bright and attractive color.

• Design C, on the other hand, was often picked due to its natural and home-made feeling. Therefore we will try to keep this spirit.

Recommendations and Modifications

• For this reason, we have decided to keep the basic label A and C design, discartingdesign B, making only minor modifications which have been brought to light by thetest subjects.

• For the label modifications of design A we have the following recommendations:

1. More legible font color2. Better printing and paper quality3. Possible color modification – however, brightness must be kept4. Possible shape modification – the shape of label B was successful

• For the label modifications of design C we have the following recommendations:

1. Keep this natural feeling, yet bring the vegetables more to light2. Possible shape modification – the shape of label B was successful3. Better printing and paper quality4. Make the colors brighter

New Labels After FinalModifications

Soup Labels

Soupe A Soupe B

Soupe B

Soupe C

Retest Results

1. PICK UP TEST#2

PRICE TEST #2

1. PURCHASE TEST #2

PURCHASE TEST #2

1. PRICE TEST #2

PRICE TEST #2

Soup Price Result

• According to the results, the numbers show

that the consumers are willing to pay between

4 euros and 5,5 euros for the soup. The

average being:

Soup A: 4,01 euros

Soup B: 3,95 euros

Soup C : 4,21 euros

Analysis

• The Naturalia team has come to a final conclusion. According to theresults, the numbers show that the consumers are:

More attracted by Label C and also more likely to buy this soup.Consumers liked its natural design and color, and the fact thatthey could directly identify which vegetables the soup was madeof.

Label B on the other hand has very close results with Label Aand was the least successful in the pick-up test

Label A proved to be the least successful in the purchase test.Due to these results, we will not keep these two last designs.

We have decided to keep Label C, but the shape of Label B wasvery successful therefore to our final label we will apply theshape of the Label B to the Label C.

Final Label