GROUP

02

INDUSTRIAL DESIGN 711:

CONTEXTUAL RESEARCH PROJECT
GROUP 2: COFFEE SHOPS
INDUSTRIAL DESIGN 711 | CONTEXTUAL RESEARCH PROJECT GROUP

02

Table of
Contents PART 1 Observations, Secondary Research and Research Matrix
Visual research—Starbucks vs. Independent ..........................................................................................................03
Observational research—Starbucks vs. Independent...........................................................................................05
Foundational Elements........................................................................................................................................................................08
Research Matrix..................................................................................................................................................................... 09
Research Matirx Questions Answered by Secondary Research .................................................................... 12

PART 2 Research Protocol

Research Protocol................................................................................................................................................................... 15
Consent Form........................................................................................................................................................................... 16
Screener....................................................................................................................................................................................... 17
Discussion Guide..................................................................................................................................................................... 18
Questionnaires.......................................................................................................................................................................... 19
Surveys........................................................................................................................................................................................20
INDUSTRIAL DESIGN 711 | CONTEXTUAL RESEARCH PROJECT GROUP

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PART 1:
Observations
Secondary Research
Research Matrix
INDUSTRIAL DESIGN 711 | CONTEXTUAL RESEARCH PROJECT GROUP

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Visual Research
WEEK OF JANUARY 29 – FEBRUARY 2, 2018: STARBUCKS

Starbucks interior imagery from secondary sources.

Starbucks interior and exterior imagery primary research—
Chapman University, Orange, CA
INDUSTRIAL DESIGN 711 | CONTEXTUAL RESEARCH PROJECT GROUP

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Visual Research
WEEK OF JANUARY 29 – FEBRUARY 2, 2018: THE INDEPENDENTS

KEAN COFFEE, NEWPORT BEACH, CA

• Kean Coffee is a coffee roaster with 2 locations; The roasting and locations are run by the Dietrich family
• The family has a generational history of roasting coffee and sourcing coffee bean farms in South America
• Orange County California coffee lovers are aware of the family’s dedication to the coffee industry and integrity
• The family previously owned Dietrich’s Coffee which was sold to Starbucks through a less then amicable situation. Mr. Diet-
rich was forced out of his company by partners and then the stores were sold to Starbucks
• The family decided they no longer aspired to be a large chain instead focusing on roasting and 2 locations
• The customers are people who enjoy independent coffee shops; some are overheard to hate Starbucks because of the sale
of Dietrich’s; customers can be a bit militant about their commitment to independent
• Kean is named for the founder’s son
• Price point is competitive with other like businesses
• Differentiators: Smoothies, teas and coffee, roast whole beans at locations, local bakeries supply pastries

Bank Square Coffeehouse: Beacon, NY

• Opened Fall 2009
• Quality coffee from Tarrytown, NY
• Serves coffee, tea, beer, snacks, & goodies
• Mic-nights, other live music events
• Two-rooms
• Outdoor area
• Pet-friendly
• Souvenirs/Merchandise sold
• Nice downtown location
• Few files from Mount Beacon
• Few miles from Dia: Beacon (large contemporary art
museum)

Small World Coffee, Princeton, NJ Sweet Hut Bakery and Cafe, Atlanta, GA
INDUSTRIAL DESIGN 711 | CONTEXTUAL RESEARCH PROJECT
Observation Research
INDEPENDENT COFFEE SHOPS: WEEK OF JAN 29- FEB. 2, 2018
SMALL WORLD COFFEE
• Menu has items that are not explained (NOLA: no one
would know what a NOLA is unless they asked)
• Only small and large sized drinks
• Prices are above Starbucks’s prices.... A small coffee is
$4.50 and large is $5.50
• It is CASH ONLY!! (How is this even still possible?)
• No bathroom for guests
• Limited seatings (6-8 people)
SWEET HUT BAKERY AND CAFE
• Menu is not well designed. Too many texts on it. It is al-
ways hanging on the wall, and it is hard to see everything
while consumer standing in front of the cashier
• Consumers do not clean tables when they leave
• After order, consumers need to wait their staffs call their
order number to get drinks. During rush hours, some-
times it is hard to hear names since it is really noise
• The one in Kennesaw, the order line will block the front
gate during rush hours
• The self-serve bar area is messy and dirty
OCTANE COFFEE BAR
• Outside environment is quiet and nice. Next to High Mu-
seum of Art
• Indoor space is limited. Only bar seating
• More table and seats are outside
• Staffs are friendly
• Menu is handwritten. Hanging on the wall
• Only serve cold sandwich and salad
• I ordered a caramel macchiato. It took they about 5 min.
to make it. No other consumer was there. After they
made it, they forgot to call me, just put the coffee on the
cashier table
• Their sandwich is not delicious. Bread was hard
Potential Problems
• Indoor space is too small. During rush hour, there will be
full of people, and it is dangers to holding hot drink in
crowded space
• In bad weather, people will not able to sit outside. Even in
windy day or during summer, not comfortable
• Choices of food is limited. Do not have microwave to heat
cold sandwich
• Servers work inefficiently
• Menu is not clear
• Door is heavy to open while holding a drink
GROUP
02
BANKHOUSE COFFEE HOUSE
• Full house, limited seating
• Limited street parking
• Various seating arrangements/types
• Limited seating for alone individuals
• Eclectic, furniture
• Majority soft seating, large sofas/loveseats
• More side tables than working tabletops
• Old/Vintage items, some poor condition
• Rips/broken furniture
• Progressive/Liberal atmosphere
• $10 credit card min.
• Mother and three small children wandering
• Another small family gathering, no children
• At least 2 couples
• 2 Laptop users, headphones -- facing exterior storefront
• 3 small friend groups -- one person with own guitar
• Majority millennials, young professionals, locals
• NYC commuters, one block from train station
• Patient, friendly staff
• Overwhelming amount of handwritten eclectic options on
large chalkboard
• Small, dirty prep table
INDUSTRIAL DESIGN 711 | CONTEXTUAL RESEARCH PROJECT
Observation Research
INDEPENDENT COFFEE SHOPS: WEEK OF JAN 29- FEB 2, 2018
KEAN COFFEE
• The street of the location is know for very fast drivers and
the area is congested
• The parking lot is under construction
• Walk in door
• The decor is Moroccan — rich colors, silk lanterns, antique
wood and metal furniture converted to a self-service bar,
gold and burgundy draped curtains, gold distressed walls.
Color scheme is red, gold, olive green and brown. The de-
cor could feel dated but harkens back to the philosophy
of the owner—purposely not on trend and exotic. Floors
are cement.
• There is no clear line; people standing around that
“might” be in line
• There are 2 registers but not 2 distinct lines; 1 line that
breaks into 2 at the register
• People ask each other “are you in line”
• There is a pastry case to the left of the left register. Cus-
tomers ordering from the right register can not see the
pastries in the case
• Register server is extremely friendly. Does not rush the
customer.
• The menu board is their complete menu of hot, cold, iced,
juices, smoothies, tea and a children’s menu called “Mon-
key Bar”
• To the far left of the left register is a table with bags of
coffee beans for sale. These are about 6 feet from the left
register out of eye-sight. Additionally, the customer does
not walk buy the bags when ordering.
• There is a high table with 4 stools blocking the whole
bean coffee bags
• When no line, the coffee bean sales table is easier to see
• One of their services is the selling of fresh roasted coffee
ground on site to your coffee making preferences
• Some people seem to be coming in and going directly to
the whole beans— they’ve come for beans and then get a
coffee
• There is a roaster and master roaster on site to the left of
the left register
• After you order there is not a designated space to wait
for your coffee. A table is very close to the pick up order
counter and the self-service bar is directly behind this
area. Extremely awkward where to wait for your coffee.
• Between the roaster, grinding and smoothie machine the
bar area is very loud and hard to hear your name called to
pick up your drink
• Behind the counter there is the master roaster, 2 taking
orders, 2-3 making orders
• The tables are filled with customers inside and out
• There are several high tables for 2 with a single high
bench seat on one side and high stools on the other. The
bench is comfortable, the stools are not
• There is a couch that only one person consistently sits on
although the couch could fit 3 people
• There is no WIFI—this is a philosophy I am told by a cus-
tomer
• There are 3 local newspaper stand areas
• They sell tea, travel mugs and coffee makers. These are
hidden again behind the high table near the bags of
whole bean. It is awkward to look at the additional prod-
uct for sale because they are very close to the solitary
customer on the sofa—you’d be in his “space” to shop
• If your order is “for here” you will receive a white china
latte cup, white plates and metal utensils
• “To go” orders are a paper branded cup and bag
• Their pastries are from local, well known bakeries. For
example, they sell a well know Asian bakeries strawberry
croissants
• The dirty glassware is meant to be put into tubs near the
self service bar but the tubs are missing. Customers seem
confused where to put the dirty plates and cups. They
leave it on the bottom shelf
• When it is slow, one of the servers straightens up and
dusts the shelves of products
• There is a roof support beam in the middle of the shop
that interrupts flow. They built the coffee self service bar
around the beam
• Imagery on walls are their awards and local news recogni-
tion
• All signage is not consistent in style or execution.
• There is a shelf attached to the front counter that holds
product as the customer walks from the order area to the
pick up area. Customers would have already ordered prior
to seeing the shelf of goods for sale..
• The table tops are vintage coffee sacks that have been
covered in resin
• Small tables are wood with wood chairs and leather cushions
• Many people have lap tops despite no WIFI
• The front door is a double door, there is one single side
door
• No bathroom in the restaurant; ask for a key on a large
word paddle. The bathroom is a far walk around the back
of the shopping center. It is not convenient and holding
the key is unsanitary. Shopping plaza across the street
also has a common plaza bathroom with a key
• Overheard —customer said he rarely comes here anymore
because the services has reduced and chaotic. He goes to
the “new” independent coffee shop 1 block away. The new
coffee shop is sleek, modern, all white design. “Kean feels
like Starbucks now.”
• Customers range from mid-20 to over 60. Few children—
school day
• Newport Beach is an affluent neighborhood with dispos-
able income
• There is a water dispenser on a floor stand
GROUP
02
Potential Problems
• No clean line area designated
• Added product and coffee bean sales are not noticeable
• The pastry display can only be viewed from the left reg-
ister
• Pastry items are not on the menu boards
• The wall attached high bench seat wastes space when
paired with small high tables
• The high stools are not comfortable
• Newspaper area is messy as people read papers and
throw them back on the pile
• The center roof support pole interrupts the flow of people
• The street is very busy, impacted and drivers speed
Potential Opportunities:
• Line should be forced to move by the pastry case and
product sales area
• Implementing a single line that splits at the register
• Add WIFI
• Add a bathroom in store with no key
• If can not add a bathroom then have a code on the door
instead of a key system
• Keep newspapers away from the self serve area
• Devise a brand look that keeps the independent spirit
while adding professionalism and consistency
Potential Concerns
• Too much streamlining of Kean could alienate their cur-
rent customers who enjoy the independent vibe of the
locations
INDUSTRIAL DESIGN 711 | CONTEXTUAL RESEARCH PROJECT GROUP

02

Observation Research
STARBUCKS COFFEE SHOPS: WEEK OF JAN 29- FEB 2, 2018

ORANGE, CALIFORNIA PRINCETON, NJ Potential Problems

• Walk in door • Typical Starbucks menu (a little bias because I am so • Door opening when holding coffee
• Hold door comfortable with their stores and offerings) • Waiting line for coffee is positioned by food—food selec-
• Hard to get through with people coming out holding their • Endless seating and even a fireplace tion has to be rushed
coffee • Odd layout where you have to go to the back of the store • Server although friendly, there scripted verbiage to end
• There is another door further away that has an automatic to order (going around the people waiting in the front for the order seems insensitive to the line you just waited in
slider their drinks) • Sensor to order on phone is always in a different place
• Side note: If I get there 10 minutes later, the line will be and different height
out the door as students start arriving for 8:30 classes • Phone App. should update your balance immediately,
• Line - not too long at this time consistently and constantly to avoid issues at the front of
• Line is organized with ropes and displays but feels like the line.
Disneyland • Area to wait for order is uncomfortable
• Added shelves of products to look at while wait • Self-serve bar is messy and crowded
• The food area is part of the line so its hard to select food • Pick up area is unsanitary and irritating
because people are waiting behind you if you stop
• Order
• A lot of information to give depending on your drink se-
lection (this is my fault - long drink order)
• Server repeats after each request “is there anything else”.
Makes me feel rushed. Or that I should be finished.
• Pay with my phone.
• I put it under the sensor that is below the register on the
counter top. Not at arms height.
• The phone App. does not refresh your balance until you
are about to order making you have to add money while
people behind you wait
• Go to next area to wait for coffee
• Very awkward where to stand - either too close to the
drink counter, in the way of the door or standing in front
of the sugar/cream/napkin bar
• The self-serve bar area is messy, dirty and people edging
for what they need
• The counter for pick up is sometimes messy with spills.
• People crowd around the counter for pick up area, they
touch other people’s drinks by the lid where you drink,
they move drinks so that they are no longer in order of
how they were put down or order of called out, they
breath over and cough while they wait, they crowd around
so that you can’t get your drink, see if your drink is there.
• Get your drink, push through the crowd to get the drink
• Yell thank you to the barista
• Move by the people who are still waiting to get to the door
• Can’t get door open well because holding drinks - push
with shoulder
INDUSTRIAL DESIGN 711 | METHODS OF CONTEXTUAL RESEARCH
Secondary Research
CITATIONS
https://cupsworks.com
Do, Tiffany. More People Are Visiting Inde-
pendent Coffee Shops. (October 17, 2017).
Food Republic. Retrieved from http://www.
foodrepublic.com/2017/10/17/independent-
coffee-shops/
Taylor, Kate. Starbucks’ biggest competition
isn’t Dunkin’ Donuts — it’s your neighbor-
hood hipster coffee shop. (2017). Business
Insider. Retrieved from http://www.busines-
sinsider.com/starbucks-competition-inde-
pendent-coffee-shops-2017-3
Krasny, Jill. How Indie Coffee Brands Are
Taking on Starbucks’ Be-Everywhere Strat-
egy. (September 22, 2014). Inc. Retrieved
from https://www.inc.com/jill-krasny/star-
bucks-wont-kill-indie-coffeeshops.html
Giang, V. (2017, January 09). The Econom-
ics of Your Local Coffee Shop. Fundera.
Retrieved February 06, 2018, from https://
www.fundera.com/blog/the-economics-of-
your-local-coffee-shop
Lopez, A. (2014, October 21). How Regional
Coffee Chains Are Competing
With National Heavy Hitters Like Starbucks.
Forbes. Retrieved February 6, 2018, from
https://www.forbes.com/sites/adrianalo-
pez/2013/10/21/how-regional-coffee-
chains-arecompeting-
with-national-heavy-hitters-like-
starbucks/#2948fd925964
Design Thinking. Wikipedia. Retrieved on
February 7, 2018. https://en.wikipedia.org/
wiki/Design_thinking
GROUP
02
Findings
Online resource that specifically helps independent coffee shops stay in business. (Kaiser)
“Our goal is to help specialty coffee shop owners compete in a tough market, and we envision a day when independent businesses everywhere have access to resources like ours to help them fight back against the large chains who seek
to push them out.” (CupWorks)
These online resources can help independent shops by coffee cups to staffing baristas. Being a member is free to sign up but once you start purchasing services or products there are fees involved. A collective App. (Kaiser)
“In a recent study, Foursquare found that independent coffee shops are seeing more foot traffic. Using data gathered from its Apps, Foursquare Swarm and Foursquare City Guide, the mobile “search and discovery” company found that
visits to independent coffee shops rose 5%, while big chains like Starbucks and Dunkin’ Donuts saw less than 1% growth. Overall visits to coffee joints rose 1.7% in 2017.” (Do)
“The report also shows that October is the busiest month for coffee shops, thanks to the infamous pumpkin spice latte. December comes in second with holiday flavors such as peppermint, eggnog and chestnut.” (Do)
“We’re still not seeing any one competitor or even a smaller number of group of competitors being an influence on our business at any time. But what we have acknowledged ... is the collective group of independent coffee shops out
there, they are doing a lot of what Starbucks has been so good at for so long.” “It’s that third-place environment, it’s a comfortable place to be, it’s an up-leveled coffee experience. They’re not taking share [from] us but what we know is
if we don’t have our service levels right and customers aren’t engaged in the right way, they now have options.” “The concern that independent coffee shops will win over Starbucks’ customers is amplified by the chain’s growing ubiquity”
– Scott Maw, Starbucks CFO (Taylor)
“Widespread popularity can kill a trendy brand’s image. As Starbucks opens more locations, maintaining its coffee-snob-approved reputation becomes more difficult, especially in relation to independent chains.” (Taylor)
“The company’s solution has been to invest in Roasteries and the Reserve brand, which provide a more upscale Starbucks experience. Starbucks plans to open 20 to 30 Roasteries, which are tourist-friendly mega-locations roasting coffee
in-house and serving expensive drinks like the $10 Nitro Cold Brew Float. Additionally, the company will open 1,000 Reserve stores, serving small-batch coffee and food made in-house, and it will add Reserve Bars at 20% of all locations,
enabling them to serve more exotic blends made in a wider variety of methods.” “Concern that Starbucks could lose its edge to independent coffee shops is currently one of the driving concerns at the company.” (Taylor)
“More recently the company announced plans to deploy coffee trucks on college campuses and go high-brow with a rare bean tasting room.” “Not that these upstarts are taking on Starbucks, exactly. On a price basis alone, they can’t;
Starbucks is a $60 billion a year business and accounted for most of the country’s coffee sales in 2013 alone. They can compete on experience and data, however, and if they’re savvy, expansion.”(Krasny)
“In the last five years, consumers have become more keenly interested in better quality food and beverages, reports Darren Tristano, executive vice president at the food industry research firm Technomic. And it’s a trend that’s “pretty hard
to ignore,” says Matt Lounsbury, vice president of the indie coffee brand Stumptown Coffee.”
“If Starbucks is going to become like McDonald’s, [these indie shops] are going to have to retrench. Yes, there’s a similarity between these chains, but they try to have a different feel or personality. That may be their only hope.” – Quentin
Flemming, an adjunct professor at the University of Southern California’s Marshall School of Business, (Krasny)
Peter Giuliano, a 25-year veteran of the coffee industry, told Yahoo Business that he has seen a rise in independent specialty coffee shops and describes the phenomenon as feeling like “a trend.” “We think there is a slow, steady rise that
parallels the growth of the specialty coffee movement,” Giuliano told Yahoo. “We credit the start of the specialty coffee revolution to Peet’s Coffee opening in San Francisco in the 1960s. That inspired another wave with Coffee Bean and
Tea Leaf and Starbucks in Seattle opening in the ‘70s and ‘80s. Now the people who grew up drinking good coffee are opening their own coffee shops.”
• “According to Donald Moy, owner of NYC’s 12 Corners Coffee, big chain coffee shops can’t afford to offer good customer service and that’s where small businesses have the advantage. 12 Corners Coffee is known for brewing drinks as
ordered and bringing them directly to customers’ tables. It’s also not uncommon for employees to trust customers to pay at the end of their visit if they’re there for numerous hours plugging away on laptops.”
• “Quality in the coffee and convenience are the main reasons why customers accept the uptick in coffee prices. To ensure that quality is maintained, Moy spends a lot of time training his staff.”
• “Sometimes you go to a coffee shop and three days out of five, it’s not going to taste the same or look the same,” said Moy. While it’s tough to produce the same quality every time, this is crucial in the coffee business, especially in a
time when people are becoming more knowledgeable about specialty coffee.”
• “Many people frequent coffee shops as a place to do work. The environment is also known to be a good place to do reflective thinking. Some people prefer to have meetings in convenient cafes. Corporate workers use the coffee shop
visit as a break from their stressful day.”
• “Overspending is one of the biggest mistakes small business owners make, said Moy. For his own supplies, he does careful inventory and uses local suppliers since they’re close by and also small business owners. Moy likes knowing
where he’s getting his goods from.”
• “Moy stays on top of his coffee game with the following strategies: offering loyalty cards to show your appreciation, selling baked goods to increase revenue, and finding an investor who knows everything you don’t about the industry.”
• “Several heavy hitters have already established their ranking in the coffee shop hierarchy and are depending on new ideas and concepts to keep them competing advantageously in the saturated market, by offering more food options,
loyalty programs, and new drink recipes to keep their patrons coming back.”
• Coffee is following in the footsteps of the current craft beer and craft cocktail trends in the food and beverage industry, by focusing on the art and science behind coffee making from bean to cup.
• Design thinking refers to creative strategies designers use during the process of designing. Design thinking in business uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and
what a viable business strategy can convert into customer value and market opportunity.
• Design thinking is a method for practical, creative resolution of problems. It is a form of solution-based thinking with the intent of producing a constructive future result.
• Seven stages: define, research, ideate, prototype, choose, implement, and learn.
• The design thinking method shares a common set of traits, mainly: creativity, ambidextrous thinking, teamwork, user-centeredness (empathy), curiosity and optimism
• Design methods are techniques, rules, or ways of doing things that someone uses within a design discipline. Methods for design thinking include interviewing, creating user profiles, looking at other existing solutions, creating proto-
types, mind mapping, asking questions like the five whys, drawing issue trees (or issue maps[25]), and situational analysis
INDUSTRIAL DESIGN 711 | METHODS OF CONTEXTUAL RESEARCH
Secondary Research (continued)
CITATIONS
Gaudio, R. P. (2003). Coffeetalk: StarbucksTM and the Commer-
cialization of
Casual Conversation. Language in Society, 32(5), 659-691. Re-
trieved February 6,
2018, from http://www.jstor.org/stable/4169298
Brown, Nick. (March 27, 2017). 2017 US Coffee Drinking
Trends Include More Gourmet, More Youth. Daily Coffee
News. Retrieved on February 7, 2018, https://dailycof-
feenews.com/2017/03/27/2017-us-coffee-drinking-trends-
include-more-gourmet-more-youth/
O’Farrell, Renee. Who Is Starbucks’ Target Audience? Small Busi-
ness. Retrieved on February 7, 2018. http://smallbusiness.chron.
com/starbucks-target-audience-10553.html
McKinney, Paul. Independent Retailer: Definition & Over-
view. Study. Retrieved on February 7, 2018. https://study.
com/academy/lesson/independent-retailer-definition-
lesson-quiz.html
GROUP
02
Findings
• “The focus of analysis is the middle-class sociolinguistic practice of “coffeetalk” - a term borrowed from U.S. popular culture to signal the naturalized conflation of conversation with the commercialized consump-
tion of coffee, space, and other commodities “
• “A systematic investigation of the material and social dimensions of seemingly ordinary conversational practices demonstrates that these are inextricably implicated in the political, economic, and cultural-ideologi-
cal processes of global capitalism, as symbolized by the increasingly ubiquitous Starbucks Coffee Company. (Conversation, social interaction, political economy, space, coffeehouses)”
• “The portrayal of Starbucks as a “Third Place” and “an extension of the front porch” represents a shift in the company’s marketing strategy that occurred in the mid-1990s. Until that time, Starbucks stores were
designed to recall Italian coffee bars, where customers take their coffee standing up and leave as soon as they are finished drinking”
• “In his response to criticisms about Starbucks’ competitive business tactics, Schultz’s claim about enhancing consumer choice in the “coffee category” draws on a neoliberal ideology that, like Habermas’s theory
of the public sphere, constructs society as a collection of private individuals who are equally empowered to choose and direct the course of their own actions”
• “’Equality’ is a sacred (and elusive) political value and “casualness” refers to an intentional mode of social action that is materialized and commodified in speech, dress, eating, drinking, interior design and other practice.”
• “Recent (and not so recent) social movements, however, have inspired many people to question the fairness and desirability of a political-economic system that finds its supreme expression in the socially sani-
tized shopping mall, where cultural diversity is reduced to aesthetic commodity and political debate is actively suppressed.”
The dominant trend in 2017 is toward increased consumption among coffee drinkers of all ages
Daily consumption of ‘gourmet’ coffee beverages generally saw much higher rates of increase in 2017:
• Ages 13-18: 29 percent
• Ages 18-24: 39 percent, up 3 percent from last year
• Ages 25-39: 50 percent, up 9 percent from last year
• Ages 40-59: 39 percent, up 15 percent from last year
• Ages 60+: 34 percent, up 10 percent from last year
Frequency: This refers to consumers who reported having consumed a coffee beverage within the past day:
• Ages 13-18: 37 percent, up 6 percent from last year
• Ages 18-24: 50 percent, up 2 percent from last year
• Ages 25-39: 63 percent, up 3 percent from last year
• Ages 40-59: 64 percent, up 11 percent from last year
• Ages 60+: 68 percent, up 4 percent from last year
Starbucks’ primary target market is men and women aged 25 to 40. They account for almost half (49 percent) of its total business. Starbucks’ appeal to this consumer age group through hip,
contemporary design that is consistent in its advertising and decor, and working to keep its products current as status symbols. Customers tend to be urbanites with relatively high income,
professional careers and a focus on social welfare. This target audience grows at a rate of 3 percent annually.
Specialty coffee drinks account for around 75 percent of Starbucks’ sales, but an increasing amount of its business is centered on selling whole bean coffees and merchandise. Starbucks has
made its coffees available for direct order online
An independent retailer is someone who is completely responsible for his or her own business. The retailer owns or has bought an independent store and has built the business from the ground
up by assessing all needs of the store, which can include staffing, marketing, merchandising, sales, etc.
INDUSTRIAL DESIGN 711 | CONTEXTUAL RESEARCH PROJECT
Foundational Elements: Inquiry, Focus, Opportunity Statement, Umbrella and Sub Questions
AREA OF INQUIRY:
Coffee Shops
FOCUS AREA:
The differences between independent coffee shops and large
corporate owned coffee shops, like Starbucks, with a specific
emphasis on efficiency and local cultures.
PROBLEM STATEMENT:
With the rise of the corporate owned coffee shops and cus-
tomer’s desires for streamlined processes, how can indepen-
dent coffee shops be successful while maintaining their local
status among current customers.
OPPORTUNITY STATEMENT:
There is an opportunity to help independent coffee shops
continue to resonate with local customers while modernizing
processes enabling them to financially compete with large
corporate owned coffee shops, like Starbucks.
UMBRELLA QUESTION:
How might we use design thinking to help independent
coffee shops processes while celebrating local culture within
communities.
SUB-QUESTIONS
1. How will “design thinking” be defined and what
methods could be used for this study?
2. What characteristics define an independent coffee shop?
3. Which functions of a coffee shop business should be
studied?
4. How will local culture of communities be defined?
GROUP
02
TEAM REFLECTIONS, FINDINGS, AND INSIGHTS VENN DIAGRAM
Our team began with observational research. Each of us vis-
ited a Starbucks and then visited an independent coffee shop
within our communities.
We all found that Starbucks was extremely consistent in ex- Design Thinking
perience and taste. They are obviously a well-oiled machine.
Our visits to independent coffee shops were unique to our
communities but consistent in their negative amount of issues
and positive amount of cultural charm.
Secondary research confirmed we were on the right path
when we found that Starbucks is more concerned with inde-
pendent coffee shop competition then they are chains.
STRATEGY
We also confirmed through secondary research and observa-
tional research that independent coffee shop customers have
a breaking point where they feel their independent shop has
become corporate and they move on. Independent Culture of
Coffee Shop Local Communities
This difficult balance between professional and colloquial
became the focus of our study.
CITATIONS:
Independent coffee shops are perking up. (2017). Fast Company. Retrieved from https://www.fastcompany.com/40481122/
independent-coffee-shops-are-perking-up-says-foursquare-data
Taylor, Kate. Starbucks’ biggest competition isn’t Dunkin’ Donuts — it’s your neighborhood hipster coffee shop. 2017
Business Insider. Retrieved from http://www.businessinsider.com/starbucks-competition-independent-coffee-
shops-2017-3
INDUSTRIAL DESIGN 711 | METHODS OF CONTEXTUAL RESEARCH
GROUP

02

Research What kind

What
research
When do
we need to What will What

Matrix
What do Why do of data will Where can methods Who can get a hold we learn might
we need to we need to answer this we find should we contact of this from this we be
know? know it? question? the data? we use? for access? data? data? missing?

UMBRELLA QUESTION: 1. How will A definitive defini- To narrow the Qualitative Secondary research Methodological Access online Prior to conducting Options within de- This question will
“design think- tion of “design methods to be literature review of research field research sign thinking that need to be ad-
How might we use design thinking to ing” be thinking” and used and confirm current definitions could be used for dressed through-
help independent coffee shop’s defined and which method(s) to understanding of of design thinking future solutions to out the research
processes while celebrating local what methods consider for use in design thinking our problem state- process
could be used finding solutions ment
culture within communities.
for this study?

1a. What design We need to know if This information Quantitative Secondary research Statistical literature Access online Prior to conducting We will learn suc- If we can find
strategies could there existing suc- would help us to reviews of cof- research field research cessful strategies reliable quantitative
be used to help cessful strategies create new strate- fee shop business that already exist research
local coffee that independent gies strategies therefore leaving
shops succeed coffee shops have these out of our
in a Starbucks used to compete studies
world? with larger chains.

2. What charac- What is the ac- To select which Qualitative Secondary research Literature review of Online research Prior to conducting We will learn the The attitudes of
teristics define cepted industry type of coffee independent coffee field research most accepted customers as
an independent definition of an shops to include in shop website and definition of inde- they dispute the
coffee shop? independent coffee our research publications. pendent coffee definition of inde-
shop shop, be able to set pendent; bias of
perimeters to our information found
study

2a. What are We need to know This information Qualitative Secondary research Literature review of Online research At the beginning of We will learn addi- We might be miss-
independent if the indepen- could be a good coffee shop busi- field research tional opportunities ing interviewing
coffee shops’s dent coffee shop starting point for ness articles online to capitalize in later coffee shop cus-
advantages com- has any intrinsic further research. stages tomers owners for
paring to large advantages to its their opinions
corporate owned independent status.
coffee shops?

2b. Does a We need to know if This information Qualitative Primary research Interviews of coffee Coffee shop owner At the beginning of We will learn the We might be miss-
coffee shop’s location influences could be a good shop customers. field research attitudes of coffee ing that location
location influence a coffee shops starting point for shop customers has nothing to do
their ability to reputation of inde- further research and industry as with independence
be considered pendence. and will help us pertaining to loca- but everything to
independent? narrow our study. tion do with perception
which will be hard
to measure

3. Which We need to know We need to set a Qualitative Secondary research Literature review Online research Prior to conducting Ability to set Will this end up
functions of a what aspect of cof- perimeter of the of coffee shop field research perimeters for the being an artificially
coffee shop fee shop business study business trends study set perimeter.
business should we will study
be studied?

4. How will the We need to know Defining local cul- Qualitative Primary research Interviews and sur- Coffee shop Prior to conducting We will learn how Interview questions
local culture of how we are going ture will help in the vey’s of local coffee owners field research. audience perceives must be care-
communities be to define “local future to measure drinkers; online sur- a coffee shop that fully planned and
defined? culture” the success of sug- vey through social Social media plat- exemplifies the tracked of such a
gested solutions media platforms form administrators culture of a subjective subject
community

4a. Could de- We need to know if This information Qualitative Primary research Interviews and sur- Online social media Prior to conducting We will learn if Will we be able to
mographic and there is a consis- could help us de- vey’s of local coffee platform surveys field research there are cultural receive enough
psychographic tent culture to fine universal cul- drinkers; online sur- characteristics that feedback to make
information of frequent indepen- tural expectations vey through social Coffee shop are universal to this determination
independent dent coffee shop at independent media platforms owners independent coffee
coffee shop cus- customers. coffee shops. shop customers that
tomers help to Online search we can use to define
define culture? culture from our um-
brella statement
INDUSTRIAL DESIGN 711 | METHODS OF CONTEXTUAL RESEARCH
GROUP

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Research Matrix (Questions answered through secondary research)

Findings through Secondary Research

Question 1. • Design thinking will be defined as matching people’s needs with a business’ strategic opportunities. The focus will be solution-based to produce constructive future results
How will “design thinking” be defined and • Two of the seven stages will be implemented— define and research
what methods could be used for this study? • All of design thinking method’s common traits will all be utilized—creativity, ambidextrous thinking, teamwork, user-centeredness (empathy), curiosity and optimism
• The methods for design thinking will include interviewing, creating user profiles, looking at other existing solutions, asking questions like the five whys, and situational analysis

Question 2 . Based on research of the definition of “Independent Business” we will define for this study an independent coffee shop as:
What characteristics define an independent • Owned and operated by a majority of local residents
coffee shop? • 1-3 locations
• Roasts its own coffee beans and sells them under its own brand name or buys from a local bean roaster
• Free to make their decisions regarding advertising, operational, and legal decisions
• Purchases food from local vendors or makes their own food
• Supports and participates positively in its local community

Question 3. Based on secondary research the largest advantages that independent coffee shops have over Starbucks are customer service, ability to offer customers locally sourced foods and flexibility the to offer customer’s local favorite drink reci-
Which functions of a coffee shop pes. From this information we will be focusing on customer service and experience.
business should be studied?
INDUSTRIAL DESIGN 711 | CONTEXTUAL RESEARCH PROJECT GROUP

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PART 2:
Research Protocol
INDUSTRIAL DESIGN 711 | CONTEXTUAL RESEARCH PROJECT GROUP

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Research Protocol
METHODOLOGY
Contextual qualitative primary research through on-site observations, interview questionnaires and online surveys

RESEARCH TRIANGULATION INTERVIEW QUESTIONNAIRES

DATA: John, Siqi, Sam, Kathleen
• Paper • SITES: Exemplify the definition of independent coffee shop that will
• Online be used for the study.
• Audio • Zebra House Cafe, San Clemente, CA
• Octance, Atlanta, GA
INVESTIGATOR:
• BankHouse, Tarrytown, NY
• Siqi- US Southern state
• Small World Coffee, Princetone, NJ
• John - US East coast
• GATEKEEPERS: Owner of coffee shops will need to be contacted
• Kathleen - US West coast
• QUANTITY: 5 at each location for a total of 20. Saturation levels will
• Sam - US East Coast
be monitored.
• DATA COLLECTION: Paper questionnaires, note taking and recorded
METHODOLOGY:
audio
• On-site observations
• In person interviews
ONLINE SURVEY
• Online surveys Kathleen
• SITES: Online sites that will have followers who are within our
participant target audience
• Coffee Roasters Forum
• I Love Coffee
• Barista Hustle
• GATEKEEPERS: Administrator of online site
• QUANTITY: 10. Saturation levels will be monitored.
• DATA COLLECTION: Online data collection through Google Survey
INDUSTRIAL DESIGN 711 | CONTEXTUAL RESEARCH PROJECT GROUP

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Consent Form
RESEARCHER CONSENT FORM

(PRINT PARTICIPANT’S NAME) has been asked to participate in a research study about independent coffee shops. The
participant was selected because they frequented an independent coffee shop or Starbucks within the designated research area
or replied to a request for participants one of the online coffee groups: Coffee Roasters Forum, I Love Coffee and Barista Hustle.
Please read the consent form, sign and date to participate in the study. A copy of this consent form will be provided to you.

Title of Study Withdrawal Statement

Independent Coffee Shops
Researcher Name(s) and Institution(s)
The study will be conducted by John Colon, Siqi Hu, Kathleen
Kaiser, and Sam Teyhen—Master’s in Fine Art students at
Savannah College of Art and Design (SCAD).
Study description and Purpose
The purpose of this study is to gather information about inde-
pendent coffee shop processes and culture as compared to
corporate owned coffee shops.
At any time should the participant wish to decline or redraw
their participation from the study, they can do so without any
prejudice or consequence.
Risk Statement
There are no anticipated risks to this study that could cause
discomfort or adverse effects.
Benefits Statement
The benefit to participants could be the increase in an enjoy-
able experience at independent coffee shops.

Research method type and data collected Confidentiality/Anonymity Statement

Participants will be interviewed in person. Audio recordings and All information will remain confidential and be used for the
written notes will be used during interviews. A survey portion of sole purpose of this study. All participants will remain anony-
the study will be conducted online. A link to the survey will be mous. Results of the survey will be made available to partici-
provided to participants. All audio is for note taking only. pants on request.

Study Requirements Compensation

In person, 30-minute, interviews will take place at predeter-
mined coffee shops. Questionnaire surveys will be conducted
online by participants on a desktop computer. It is required
that participants have access to a desktop computer with
internet access to complete the online surveys.
There is no compensation associated with this study.
Contact Details
Please direct any questions or concerns to Kathleen Kaiser at
kkaise21@student.scad.edu

How data will be collected, stored, and used Your signature indicates that you will participate in the re-
Data will be collected through recorded in-person interviews search study, that you are over 18 years of age and that you
and online questionnaire surveys. Notes may be taken at in- have read and understood the consent form.
terviews. The audio data will be stored on password protect-
ed cloud storage accounts. The online surveys will be stored
on password protected Google Surveys.

Signature _______________________________________________________________________ Date __________________

Witness _________________________________________________________________________ Date __________________

INDUSTRIAL DESIGN 711 | CONTEXTUAL RESEARCH PROJECT GROUP

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Screener
REQUIRED CUSTOMER PARTICIPANT’S CHARACTERISTICS SCREEN FORM
Based on research of coffee shop customers our participants will be limited to:
• Equally men and women 1. Gender (please circle): 7. Which of these restaurants have you visited in the
Male last 7 days? (Circle all that apply)
• 25 to 40 years old
Female Starbucks
• Enjoy coffee
7-11
• Visit a coffee shop 4-7 times a week spending a minimum of $3.00. 2. What is your age?
Dunkin’ Donuts
• Annual income above 50,000 a year Under 18
McDonalds
18-24
• Some college education. None of the above
25-40
• The participant should be familiar with Starbucks
Over 40 8. Which of these types of restaurants have you visited
• They should not work in the marketing or food service industry.
in the last 7 days? (Circle all that apply)
3. What is your annual income:
Fast food
Less than $25,000
Independent coffee shop
$25,000-49,999
Convenience Store
$50,000-99,999
Chain restaurant
Above $100,000
None of the above
4. What is the highest grade or level of school complet-
9. How often do you purchase a coffee drink each
ed or the highest degree received?
week?
High School
0-1 drinks
Some Undergraduate
2-3 drinks
Undergraduate Degree
4-5 drinks
Masters and above
6-7 or more drinks
5. Which best describes the industry you work in?
10. How often do you spend time in a coffee
Food service
shop each week?
Creative/Marketing/advertising
0-1 days
Agriculture
2-3 days
Healthcare
4-5 days
Financial Services
6-7 days
Retail
Law/Judicial/Government
Other_________________________

6. How many miles do you live from this location?

1-5 mile
6-10 miles
More than 10 miles
INDUSTRIAL DESIGN 711 | CONTEXTUAL RESEARCH PROJECT
Discussion Guide
INTRODUCTIONS
• FOCUS AREA: The differences between independent coffee shops
and large corporate owned coffee shops, like Starbucks, with a spe-
cific emphasis on efficiency and local cultures.
• Screeners and Consent Form
GETTING TO KNOW YOUR PARTICIPANT
• Typical, casual questions to warm up Q&A process
• Aim to build up a rapport
• Listen to interesting facts to guide later questions
• Ask participant to describe a typical weekday and weekend day
MORE FOCUSED QUESTIONS
• PROBLEM STATEMENT: With the rise of the corporate owned coffee
shops and customer’s desires for streamlined processes, how can
independent coffee shops be successful while maintaining their local
status among current customers?
• OPPORTUNITY STATEMENT: There is an opportunity to help inde-
pendent coffee shops continue to resonate with local customers
while modernizing processes enabling them to financially compete
with large corporate owned coffee shops, like Starbucks.
DETAILED QUESTIONS
• Dig into context (location, setting, etc.)
• How the business is going
• Consumer vs. employee behaviors
• Independent vs. chain behaviors
• Perceived problems vs. solutions
• Opinions/use of coffee and other products sold (including food and
drinks)
• Affordability, customer experience, beverage quality, travelling, size,
loyalty, consistency, environment, inventory system
GROUP
02
EXERCISES
• CULTURAL PROBES: “provocative instruments given to participants
to inspire new forms of self-understanding and communication about
their lives, environments, thoughts, and interactions” (Martin, Haning-
ton, 2012, p. 54).
• DIARY STUDIES: “guiding artifacts that allow people to conveniently
and expressively convey personal details about their daily life and
events to design teams” (Martin, Hanington, 2012, p. 66).
• DIRECTED STORYTELLING: “allows designers to easily gather rich
stories of lived experiences from participants, using thoughtful
prompts and guiding and framing questions in conversation” (Martin,
Hanington, 2012, p. 68).
• EXPLORATORY RESEARCH: “user and product studies, intended to
forge an empathic knowledge base” (Martin, Hanington, 2012, p. 84).
• Help participants think more deeply about their own decisions and
preferences.
• Keep an open mindset and observe both the decisions that partici-
pants make and the processes that got them to their decision
WRAP UP
• Give participant a chance to ask any questions
• Thank them for their time and explain what happens next
• Leave contact details with them in case they have questions
SOURCE
Martin, B., & Hanington, B. M. (2012). Universal methods of design: 100
ways to research complex problems, develop innovative ideas, and de-
sign effective solutions. Beverly, MA: Rockport.
 INDUSTRIALDESIGN
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CONTEXTUALRESEARCH
RESEARCHPROJECT
PROJECT Gender: m / f (circle one) GROUP
GROUP

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02

Questionnaire: coffee consumers - independently owned coffee shop

part 1/2

Questions: Answer: write answers in coordinating boxes

How often do you come to this coffee shop?

Do you go to another coffee shop more than here? If so, where?

What makes you go to your most visited coffee shop?

What would make you come to this location more?

Where is your favorite coffee drink? Can you get it here?
Is there somewhere that makes it better? If so, where?
What is your favorite part of coming to this coffee shop?

What is your least favorite part of coming to this coffee shop?

How often do you go out for coffee on a weekly basis?

What about this coffee shop could be improved?

Do you get coffee on weekends and weekdays?

Do you work close by this location?
Or, is it on your commute to work?
Do you come here because it is not a starbucks?

How often to you find yourself at a starbucks?

Do you visit only starbucks coffees in other cities?

 INDUSTRIALDESIGN
INDUSTRIAL DESIGN711
711| |CONTEXTUAL
CONTEXTUALRESEARCH
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PROJECT GROUP
GROUP

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02

Questionnaire: coffee consumers - independently owned coffee shop

part 2/2

Questions: Answer: write answers in coordinating boxes

What is your profession?

What is your typical average salary?

What is your highest level of education?

How many degrees do you have?

How long have you been drinking coffee?

Where do you live?

If you have any other comments, thoughts or input - please feel free to write below:
 INDUSTRIALDESIGN
INDUSTRIAL DESIGN711
711| |CONTEXTUAL
CONTEXTUALRESEARCH
RESEARCHPROJECT
PROJECT Gender: m / f (circle one) GROUP
GROUP

02
02

Questionnaire: coffee consumers - starbucks

part 1/2

Questions: Answer: write answers in coordinating boxes

How often do you come to this starbucks?

Do you go to another coffee shop more than here? If so, where?

Where do you find yourself getting coffee the most?

What would make you come to this location more?

Where is your favorite coffee drink? Can you get it here?
Is there somewhere that makes it better? If so, where?
What is your favorite part of coming to this starbucks?

What is your least favorite part of coming to this starbucks?

How often do you go out for coffee on a weekly basis?

What about this starbucks could be improved?

Do you get coffee on weekends and weekdays?

Do you work close by this location?
Or, is it on your commute to work?
Do you come here because it is a starbucks?

How often to you find yourself at a starbucks?

Do you visit only starbucks coffees in other cities?

 INDUSTRIALDESIGN
INDUSTRIAL DESIGN711
711| |CONTEXTUAL
CONTEXTUALRESEARCH
RESEARCHPROJECT
PROJECT GROUP
GROUP

02
02

Questionnaire: coffee consumers - starbucks

part 2/2

Questions: Answer: write answers in coordinating boxes

What is your profession?

What is your typical average salary?

What is your highest level of education?

How many degrees do you have?

How long have you been drinking coffee?

Where do you live?

If you have any other comments, thoughts or input - please feel free to write below:
 INDUSTRIAL
INDUSTRIAL DESIGN
DESIGN 711 |711 | CONTEXTUAL
CONTEXTUAL RESEARCH
RESEARCH PROJECT
PROJECT GROUP
GROUP

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Survey: coffee shop/starbucks employee

Please circle what best describes/fits you:

Which best describes your shop? independently owned starbucks

Where is your store located? downtown historic urban pioneer (up-and-coming) destination ethnic suburban rural lesirure (golf/retirement)

Which of these best descirbes your

students professionals un-employed or retired
most typical customer?

What is the busiest time of day? >9am 9-noon noon-5pm <5pm

What percentage of your customers do >25% 25-50% <50% none

you see on a reoccuring basis?

Where do you purchase your coffee? my coffee shop another coffee shop at home i don’t drink coffee

What aspect of your coffee shop do you

cost taste accessibility environment
think draws people in the most?
EXPLORATION B | PART 5 REVEAL GROUP

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TH
AN
KS