1.   Student’s groups and expectations set-up

The students were separated into three groups, randomly. Each group will be tackling one specific product. From Caio’s previous conversation with our contact in Kitchenware Inc., the products they are interested in are:

1)   A high-end, chef’s knife

2)   A transparent flask for food storage inside the fridge

3)   A transparent flask for food storage outside the fridge

4)   Splash protection for walls and counters

In an article by Kimberly Whidden (https://www.linkedin.com/pulse/writing-case-study-here-9-interview-questions-ask-your-kim-whidden), she presents 9 questions that we should ask our customers (in this case, Kitchenware Inc.):

1.   What was going on in your business that led you to look for a solution?

2.   What were you looking for in a solution?

3.   What other solutions did you consider?

4.   Tell me about your experiences adopting and implementing our solution.

5.   How are people in your company using our solution?

6.   What benefits have you realized since implementing our solution?

7.   How has our solution changed how you do business?

8.   What advice do you have for others considering this solution?

9.   Is there anything else you’d like to add?

Of course, not all of them apply to our case as it is now, but it is good to keep them in mind. With these questions and knowing more about the company and products we will be examining, please come prepared for our next case study meeting to discuss and start a draft of the first ideas we come up with. As of now, do not fixate on only one product. Keep your mind open – opportunities are everywhere!

Additionally, we should work on questions 1,2, and 3. From our conversation, write a couple paragraphs on the company’s decision to search for us, what solutions they are looking at, and (modifying the third point a little) is there any other ways to address their problem.

Finally, we should work on setting up goals and a schedule for ourselves. What can we work on, present, and offer to the company in order to help them with their goals?

OBJECTIVE:

By the end of the week, each group will have a short text (one page) describing the company, their objective with this project, the solutions for the proposed project, and any initial thoughts each group has on the proposed solutions by the company. This will be our first document on working for the final report for the company. As examples, I have attached two case study articles for us to check out!

The Kitchenjoint Company has sent us a Non-Disclosure Agreement (NDA). For this assignment, I want you to read carefully the NDA, and see if you agree. To know more about what consists a NDA, please read the description of a NDA and the main points involved in it. Additionally, I have added some points about possible consequences of breaking a NDA.

A Non-Disclosure Agreement (NDA), also known as a confidentiality agreement, is a legally binding contract between parties that outlines confidential material, knowledge, or information that the parties wish to share with one another for certain purposes, but wish to restrict access to or disclosure of by the receiving party. NDAs are commonly used in various business contexts, such as during negotiations, partnerships, employment relationships, or when sharing proprietary information with third parties.

Please, if you agree, fill the NDA and upload it back so the personnel from KitchenJoint has access to it.

Now that we have worked on the expectations and the NDA, the next step is to do some market research. I know we are not trained to do that on a large scale, but we can work on a smaller scale, and learn much from just talking with others about the projects.

Objective:

- To gather insights about the target market, identify potential gaps or opportunities, and generate innovative ideas for the flagship product.

Tasks:

1. Market Research:

  - Conduct research to understand the target audience. We can reach out to anyone we know who is fond of cooking and possibly interested in our product. In the market research phase, asking the right questions is crucial to gather relevant insights about the target market and consumer preferences. Here are some questions you could consider asking during this phase:

a. Demographic Questions:

  - What is the age range of our target audience?

                 - What is their gender distribution?

  - What is their income level?

  - What is their educational background?

b. Psychographic Questions:

  - What are their lifestyle preferences?

  - What are their cooking habits and preferences?

  - How do they perceive kitchenware products? Are they more interested in aesthetics, functionality, durability, or affordability?

  - Are they health-conscious? Do they prioritize using eco-friendly or sustainable products?

c. Usage and Buying Behavior:

  - How often do they cook at home?

  - What types of meals do they typically prepare?

  - Where do they usually buy kitchenware products?

  - What factors influence their purchasing decisions? (e.g., brand reputation, product reviews, price, features)

d. Pain Points and Needs:

  - What challenges do they face while cooking or using kitchenware?

  - Are there any unmet needs or frustrations they experience with existing kitchenware products?

  - What features or improvements would they like to see in kitchenware products?

e. Trends and Influences:

  - What are the current trends in kitchenware design, materials, and technology?

  - Are there any cultural or societal influences impacting consumer preferences in the kitchenware market?

  - How do social media, influencers, or online reviews influence their purchase decisions?

f. Brand Perception:

  - Are there any kitchenware brands they trust or prefer?

  - What attributes do they associate with reputable kitchenware brands?

  - How important is brand reputation and trust when purchasing kitchenware products?

g. Future Expectations:

  - How do they envision the future of kitchenware products and technology?

  - Are there any emerging trends or innovations they are excited about?

These questions can provide a comprehensive understanding of your target market's needs, preferences, and behavior, helping you generate actionable insights for product development. Tailor the questions to fit the specific context and goals of your project with the kitchenware company.

  - Analyze industry trends, competitors, and consumer preferences in the kitchenware market.

  - Identify emerging technologies or materials relevant to kitchenware design and functionality.

  - Collect feedback from potential customers through surveys, interviews, or focus groups.

2. Ideation Sessions:

  - Organize brainstorming sessions with your classmates to generate creative ideas for the flagship product.

  - Encourage diverse perspectives and out-of-the-box thinking during ideation.

  - Prioritize ideas based on feasibility, uniqueness, and alignment with the company's brand and goals.

  - Develop concept sketches, mockups, or prototypes to visualize the potential products.

3. Concept Evaluation:

  - Evaluate the generated concepts against predefined criteria, such as market fit, cost-effectiveness, manufacturability, and sustainability.

  - Seek feedback from the kitchenware company representatives or industry experts to validate the concepts.

  - Refine and iterate on the concepts based on feedback and feasibility assessments.

Deliverables:

- Market research report summarizing key findings and insights. This report should have two to three pages long, and should contain some of the answers you get from all your previous sessions.

- Ideation documentation showcasing brainstorming outputs, concept sketches, and preliminary product ideas.

- Concept evaluation summary outlining the selected concepts for further development.