GOAL: To provide research that was necessary to allow Savannah Tech students to design a transportation solution for farmers at the Farmers' Market who have to go through an arduous process to load, carry and haul products from their farms to the many farmers' markets where they sell their products.
OPPORTUNITY: Initially, this project contemplated the idea of creating a farm cart (much like a food truck), but through the insights that we collected on our research project, the solution shifted.
METHODOLOGIES: SECONDARY RESEARCH
METHODOLOGIES: PRIMARY RESEARCH
SECONDARY RESEARCH: FINDINGS
The Trend Matrix allowed us to understand how transportation vessels have looked and operated previously, while giving insight into how these vessels have adapted to technology through recent trends in specific industries. The Trend Matrix also provides a thorough approach to defining a specific direction in which to take our research and ultimately the final product.
The Offering-Activity-Culture Map allows for various levels of exploration as well as a deeper understanding of how our product will be used within its cultural boundaries. This will also foster the inquisitive nature of the research team to develop a stronger sense of understanding what is needed for the final product to be successful.
The Trend Convergence Map is visually appealing, making a plethora of information easy to look at right away. This Map is similar to the Trend Matrix in its ability to show trends and relationships. For our research, however, we want to use it to spot missing intersections, not just overlapping trends.
Analogous Models: This method of studying and distilling the innovation strategies of veteran players in the market will help the team draw inspiration from existing models to find patterns of success and learn from failures. The visualization of business strategy breakdown will help the team measure its own model using existing ones as yardsticks.
The interviews were conducted using scripts that allowed for fluctuations in questions as the interview progressed. We chose our interviewees by developing relationships with each of them for several weeks prior to the interview, allowing for the development of rapport that helped to ease the process of probing during the interview.
The interview questions were developed by using the knowledge gained from our secondary research, observations, and pertinent information regarding the project’s final deliverable.
We used shadowing as a method of observing individuals within our target groups so that we may better understand their traditions, rituals, and methods while conducting their loading and unloading operations.
Shadowing allowed us to document observations and dialogue regarding pain-points, happy-points, commonly-used tools,and the divergent systems for each individual that was shadowed. We accomplished this by traveling to the proper destination of the event we wished to observe and recording our target individuals while they went through their weekly process within their normal environment.
We interviewed, shadowed and observed these user groups based on Small and Large scale Offerings that ranged from work archetypes of Hobbyist to Full-time Professional.
VALUE ENABLER MODEL: FORSYTH FARMERS' MARKET CULTURE