Ingredient Badge Symbol Design Ingredient Reciprocity ContextSNACKTWO WEST Ethnography Context Opportunity Design Social Networks Reciprocity Ingredient
Ethnography THEORY• Uncover the unexpected activities, intrusions, and interactions that ultimately impact decision making, use and performance INITIAL HYPOTHESIS• 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 PATTERNS• Relational ties (linkages) between subjects are channels for resource flow (either material or nonmaterial) OBSERVATION• Network models focusing on individuals view the network structural environment as providing opportunities for or constraints on individual action
Snacks in the Social System∙ The shopper is part of a system.∙ The challenge for is to recognize the innovativeways consumers define and use their productsand facilitate strategies that will help them.∙ Understand the system and new avenues forrevenue growth emerge.
2009 of snack sales: $46 billionAccording to Nielsen "savory Snacks" category data
Frito Pie ® FRITO CHILI PIE 2 1/2 c. Fritos 1 lg. onion, chopped 1 c. grated American cheese 15 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
IngredientInventing Tradition - Traditions preserve a wide range of commonly held ideas and practices. - They establish a past and validate identity in the present. - They are a means of pulling people together.Cultural change - Expressions of skill. - Expressions of idealized parenthood.Ritualize the product, create cross-generational loyalty.
BadgeSnacks as badgeA snack is more than food; it represents: - Childhood memories - Quality of parenting - Regional affinity - Expressions of regional or subgroup identity.The brand itself is equally symbolically charged - Old Bay = eastern rust-belt nostalgia - Guys = a sense of locality Expressions of regional or subgroup identity.Design ad collateral, packaging and products to enhance these symbolic cuesand you do what Coke did.
SymbolismMethod of Expression - Expressions of skill - Expressions of idealized parenthoodCultural Change - The "democritization of food" ∙ Sweetbreads ∙ Haute cuisine and working class - Foodie cultureSignal/Signifier - "Coke" = "soft drink" in many parts of the South - Linguistic and symbolic cultural/regional holdings
DesignTying it to Purpose - If a snack represents an idea, how does it shape design and function? - Snacks do more than hold you over, they alter time. - Snacks are to meals what the DVR is to TV programmingDesign devoid of meaning will kill an idea - Design for a function - Design for context ∙ On-the-go ∙ Frugal suburbia ∙ Location/event of consumption - Packaging as a toolDesign as catalyst - Incremental sales - Shifting the "norm"
So what? New market opportunities New messaging opportunities Partnership opportunities Accelerated incremental salesOpportunities to create and control new flavor profiles Opportunities to breath life into old products.
NOM NOM NOM! CONTACT: GAVIN JOHNSTONCHIEF ANTHROPOLOGIST, TWO WEST DISCOVERY + DESIGN DIRECT 816.581.8202 | 816.471.3255 firstname.lastname@example.org