Team Cornetto

Hey girls before I forget this is what we discussed for 'initial context' and 'research' to be getting on with for this week/ by the end of next week would be great!!!: MON, 22, 04 

Primary Research:
1) Questionnaire on sensory expériences/ memories ice cream brings <I will write this in the next few days :)>

2) In store design layout and shopping research e.g take pictures of how Cornetto is displayed, advertising around it, location in the shop... and also how other things are displayed if you find it interesting/its relevant <everyone can do a bit of this when you go for your weekly shop>

3) We discussed that are BIG IDEA so far is trying to create an experience that reflects nostalgic feelings e.g when you were a kid eating an ice cream on a beach etc. So we are going to ask some kiddies to draw a picture of an experience/event they had where they were eating ice cream <Katie's sister is a primary school teacher, but if anyone has younger siblings ASK :)>

4)We want to ask people on the streets "If you were a flavour what ice cream would you be" - possibly help with consumer profiles and also playing on the fact that we want the experience to be fun, so playing with wording etc...
<maybe if we meet Thursday after the seminar to go around for an hour and do this, have people hold up signs saying their flavour/white boards>

5) Have a focus group - 6 people, three will be blindfolded and put in a smelly room, dark environment in silence, three people will be in a nice smelling, bright room with music on... they will eat a Cornetto each and at every section of the ice cream describe how they feel/how the ice cream is with one word (research tells us that the people who have a more sensory experience will describe more positively)
<if we each find a friend to do this on. So if Myself, Katie and Emma do the one where the person is in darkness and Kaylea, Harriet and Eileen do the other one>

SECONDARY RESEARCH:

1)Competitor Analysis on Sensory branding and shopping experiences:
- M & M's <Nicole>
- Huggindus <Harriet>
- Millies Cookies <Eileen>
- Magnum <Emma>
- Ben And Jerry's <Katie>
- Snog <Kaylea>

Also If we do some research on these experiences:
1) Disneyland <Emma, Kaylea> 
2) Legoland <Eileen, Harriet>
3) Arcades/ gamification <all of us/who ever wants to can go down to the one in Notts and do some primary research on this one>

Stats and Quotes:
Mintel: why people buy ice creams...anything to do with sensory experiences etc <Katie>/ anyone else who wants to have a look!

(Contributed discussion today by everyone on a plan of action!)
Typed by Nicole