A Crash Course in Creativity - Assignment 2 (Insights & Opportunities)

1. A Crash Course in Creativity
Joanna Siebert

2. Observation
Insights &
Opportunities

3. Researchers at Cornell
asked:
How many food-and
beverage-related
decisions do people
make each day?

4. Study participants
estimated that they
make
15 decisions per day,
on average.

5. The correct answer?

6. 15 + 15 + 15 + 15 + 15 + 15 +
15 + 15 + 15 + 15 +
15 + 15 + 15 + 15 + 15 ….

7. People make more than 200
food- and beverage-related
decisions each day.

8. And environmental cues have
a
BIG
influence on those decisions.

9. I visited 6 stores that carry
food and beverages.

11. What did I notice?

12. The stores marketing to
“health conscious”
consumers tended to
be in smaller
buildings…

13. And have fewer items
to choose from.

14. The one-stop shops with a lot of
options felt
big and overwhelming,
and it was harder to find
a specific item amid the
aisles of possibilities.

15. At the Trader Joes, Sprouts, and
Whole Foods stores I visited
the entrance
leads directly to
the produce
section.

16. At the Target and CVS
stores, the food and beverages
were tucked toward the back of
the building.

17. Halloween candy
practically blocked
the entrance to the
Ralphs store

18. and the produce
section was at
the far end of the
building.

19. So what’s the
opportunity?

20. Still thinking…

21. Logos retrieved from:
http://www.sprouts.com
http://www.traderjoes.com/index.asp
http://www.target.com
http://www.ralphs.com/Pages/default.aspx
http://www.wholefoodsmarket.com
http://www.cvs.com
Lang, S. (2006). „Mindless autopilot’ drives people to dramatically
underestimate how many daily food decisions they make, Cornell study finds.
Retrieved from
http://www.news.cornell.edu/stories/Dec06/eating.mindlessly.sl.html