A Crash Course in Creativity

Joanna Siebert

Observation

Insights & Opportunities

Researchers at Cornell asked:

How many food-and beverage-related decisions do people make each day?

Study participants estimated that they make

15 decisions per day, on average.

The correct answer?

15 + 15 + 15 + 15 + 15 + 15 + 15 + 15 + 15 + 15 +

15 + 15 + 15 + 15 + 15 ….

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

And environmental cues have a

BIGinfluence on those decisions.

I visited 6 stores that carry food and beverages.

What did I notice?

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

And have fewer items to choose from.

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.

At the Trader Joes, Sprouts, and Whole Foods stores I visited

the entrance leads directly to the produce section.

Enter

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

Halloween candy practically blocked the entrance to the Ralphs store

Enter

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

So what’s the opportunity?

Still thinking…

Logos retrieved from:http://www.sprouts.comhttp://www.traderjoes.com/index.asphttp://www.target.comhttp://www.ralphs.com/Pages/default.aspxhttp://www.wholefoodsmarket.comhttp://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