Research Question: How does the design factor in mugs affect the
taste of beverages; wine, juice and tea?
These are two di�erent branded same type of beverages, which one is more tasty in your opinion?
Why would you prefere that?
MUG1TEA
Preferences(people)
PositiveComments
NegativeComments
4
Better aroma
Softer
Softer
Burned throat
Burned throat
*All of the subjects consume tea in daily basis.
Bitter
Tastes like earl grey(Subject doesn’t like earl grey)
Tastes like water
4 2
MUG2 Same
*Subjects consume cherry juice either once-twice a week or month.
MUG1JUICE
Preferences(people)
PositiveComments
NegativeComments
5
Sweeter
Softer
Denser
Sour
Sweeter
Sweeter
Less sweeter
Cooler
3 2
MUG2 Same
*Most of the subjects consume red wine once or twice a month.
MUG1WINE
Preferences(people)
PositiveComments
NegativeComments
5
Easy to drink
Softer
Easy to drink
Burned throat
More mature
Less bitter
Sweeter
Better after taste
3 2
MUG2 Same
Which mug would you prefere, appearance wise, if we would have said that they were exactly the same beverages in the �rst place?
Mug1
Mug2
Doesn’t matter
Out of people who prefered Mug1
1p
3p
Out of people who prefered Mug2
1p
3p
Out of people who prefered Neither
2p
Tea Group Mug Preferences
5p4p
1p
Mug1
Mug2
Doesn’t matter
Out of people who prefered Mug1
3p 2p
Out of people who prefered Mug2
1p 2p
Out of people who prefered Neither
2p
Juice Group Mug Preference
4p 5p
1p
Mug1
Mug2
Out of people who prefered Mug1
3p 2p
Out of people who prefered Mug2
1p 2p
Out of people who prefered Neither
1p 1p
Wine Group Mug Preference
4p 6p
Tea Group Mug Preferences
5p4p
1p
Mug1 Mug2 Doesn’t matter
Juice Group Mug Preference
4p 5p
1p
Wine Group Mug Preference
4p 6p
Key Findings
* People tend to concentrate on the taste of the beverage rather then the physical appearance of the mug they are using.
* The materail and the texture of the mug still affects the experience of the beverages.(Temperature, drinking feel, odour)
* More frequently consumed beverages are more negatively criticisized due to higher expectations.
*Less frequently consumed beverages are more likely to be critisized positively.