1 of 12

2 of 12

Retail Audit vs. Customer Analysis Recap

​

Retail

Customer

Structure

PAIN - small sizes hard to handle and stock

GAIN - lips on lids help hold in place when stacking vertically

PAIN - flimsy, lid sticks, too deep

GAIN - larger size gets more money value

​

Space

PAIN - restock large sizes frequently

​

PAIN - doesn’t fit in freezer well. wasted space when half done

​

Pricing

NEUTRAL - sales lead to most purchase

GAIN - buy what’s on sale, more variety with brands competing on prices

3 of 12

Results from Customer Analysis

21 people in Simulated Shop Along

21 people in Retail Intercept

24 people in In-Home Observation

​

Shop Along Results: Structure (16 of 21) & Brand Loyalty (13 of 21)

Retail Intercept: Structure (16 of 21) and space saving (13 of 21)

In-Home Observation: Structure (15 of 24) - scooping (6 of 24), lids (6 of 24), and tub (3 of 24) - and Space Saving (13 of 24)

4 of 12

Assumptions Debunked

Original assumptions we found weren’t true:

  • Consumers want to see the ice cream inside
    • No research found that a window was necessary
  • Consumers in the college aged market buy smaller sizes
    • More consumers we observed and interviewed had the 1.5 - 1.75 quart size packages

​

The “debunking” of these assumptions combined with the presented problems led to our final design...

​

5 of 12

Final Design

6 of 12

Prototype

7 of 12

Pint?!

8 of 12

Secondary Package: Display Tray

  • Pop off top for display ready tray
  • Holds two across and three deep
  • Keeps containers from falling over on shelf

9 of 12

Features of the Final Design

  • Space-saving efficiency
    • Stackability and can fit in more places in the freezer
  • Shallow volume
    • Eliminates mess on hands and easier scooping
  • Rounded corners
    • Complements spoon shape
  • Flat design vs. traditional pint
    • Same amount of ice cream but solves retailer and customer pains of handling

10 of 12

Online Survey Participants

Male

27

Female

44

Under 18

1

19 - 25

51

26 - 34

0

older than 35

18

73 total responses

​

11 of 12

Survey of Final Package

  • 57 / 73 said they would purchase this design to try it.
  • 56 / 73 said they would purchase it over traditional round pint tubs.
  • 54 / 73 said it would solve our identified problems of lid durability, messy hands when scooping, and space saving efficiency.

Addition comments and concerns: General Themes

  • Recyclability, green components, sourced responsibly.
  • Larger surface area, more freezer burn / ice crystals.
  • Potentially quicker melting time.
  • Decreased marketing space.
  • Price compared to other pints

12 of 12

Conclusions

Positive feedback from survey and helpful ideas of potential problem areas and concerns. Overall, optimistic that new design would be a success at first point of contact.

​

Next step: Create prototypes with correct paperboard, coating, and lid to test how it compares to normal containers and conduct focus group study.