Innovation by design - Centre for Design Innovation

Have you really looked?The question posed by Connacht Goldwhen selected to take a part in theInnovation by Design programme was“how do we de-commoditise milkand butter?”The user-centred design workshophighlighted the difference betweenmarket research and design research.Connacht Gold had employed focusgroups, but had never engaged directlywith the consumer by observing theirbehaviour at the shelf. Pat Cummins,Research & Development, agrees that“if you see them picking it off the shelf,I think that’s more evidence there mightbe an opportunity there.”Given that most shopping baskets are80% the same week to week, whatprompts a change of brand or product?Two teams led by Design AssociateJonathan Ball and Programme ManagerJustin Knecht observed consumers atlocal Dunnes and Tesco stores to getsome insight on shopping patterns.“I thought that was very insightful,”said John Byrne, National Sales Manager.“Going forward, we need to get betterinsight into what is actually happeningin the store. I think it’s even better thandoing focus groups, as people will tellyou in a focus group what you wantto hear.”Connacht Gold described their businessas “essentially adding value to butterfat,milk and cream”. Gathering insights instores was augmented by an in-homeexercise, playfully named Fridge-to-Face.Connacht Gold employees, familiesof the Centre for Design Innovationand friends of the Design Associatefollowed consumer use of butter andmilk products from the fridge and ontobreakfast tables and into recipes.John Byrne recalls, “In the milk category,you’d look into the fridge and see highvaluebranded products like Tropicanaand Innocent smoothies sitting besideretailer own label milk. How do youget people to see milk as not justa commodity?”16|17 CASE STUDY T WO: Co n n ac h t G o l d