does bottle design influence how much we like a beer?

Agenda

1. Research question & approach2. Experimental design3. Results4. Take aways

Research question

Question: does bottle design influence how much we like a beer?

Approach: • Group beer tasting event• Present beers to be tested to 15 participants• Use eye-tracking to find out which one attracts the most attention• Have participants taste/drink the beers• Subjective rating of the different beer types• Compare eye tracking results and subjective ratings

1. Eye Tracking test

opiria web based application:• Create eye tracking survey• Create opinion survey• Send out surveys and receive results• Aggregate data

4. Immediate results

• opiria presents „beer stimuli“ for 10s on 3 different screens

• Participants look at the 5 different beers

• opiria measures subjects´ gaze behavior

• Participants taste/drink the 5 different types of beers

• opiria aggregates data in realtime and shows results immediately

• Heat showing which beer catches the attention most

• Bar charts showing the subjective ratings

2. Beer tasting 3. Subjective rating

• Participants rate the 5 different types of beers using the opiria app

• Survey arrive on smartphones/tablets via push notification

• Participants rate beers subjectively

Experimental design

Send eye tracking survey via internet to different screens

Gaze behavior is sent back to opiria web based application

Send surveys to smartphones with notification

Ratings are sent back to opiria

Eye Tracking result

• “Ground Zero“ (on the right side) gets the most attention• „Hophead“ (on the left side) gets the second

most attention

Results

Subjective ratings

• Ground Zero gets the best subjective ratings:- Most liked (single choice)- Best ranking (in ranking)

• Hophead which attracts the second most attention gets second best ranking results

Which beer did you like the most Rank the beers according to your preference

Hophead Zaganu Pale Ale Sikaru Ground Zero

Take aways

• Whole test (create survey, collect data, analyze data) with 15 participants took less than 1h

• Allows extremely short „design – test – redesign“ cycles• Beer that gets the most attention also gets the best rating

Understand what customers think, experience, see and feelOptimize products and services