Multisensory Product design-Workshop

Claudia Martínez, Sebastián Posada, Catalina Quintero, Gabriela Hoyos, Gina Vanessa
Morales and Alejandro Triana.

Objective
Coca-Cola proposes to evaluate a new product to be launched on the Latin market and
seeks to know if it communicates in an adequate and effective way, if the product is able to
attract the consumer's attention by calling them to try it, if they recognize both flavors when they
see it and if it is different from other products in the same category.

Participants
In order to evaluate whether the website communicates what Coca-Cola is looking for,
we will take a sample of 3,000 people between 18 and 50 years of age(men and women),
distributed in the different main cities of the country, so that we can have a broad view of the
perspective of Colombian consumers.
People that will be part of this must be people that already consume Coca-Cola
products, and people that like energizers. We will focus on an upper middle class market niche
in which there are people with long working or study hours and also for people who do not like
hot drinks such as coffee and who want to get energy in their day to day, and people who like
sweet drinks and who do not have cardiovascular problems. It is also aimed mainly at young
people.
We will recruit people through events (university fairs, festivals) in which Coca-Cola as a
company, asking people to participate in a quick survey in a place near the event, and show
them the web page along with the new product and, in order to encourage the consumer to
respond they will be given an incentive once they actively participate in the experiment.
It is important to keep in mind that people who are over 50 years of age, pregnant
women, people who are sensitive to caffeine, people who do not consume caffeine regularly and
people who take certain medications, as well as any risk that caffeine may have on people with
certain conditions such as those mentioned above, among others, cannot take part in these
surveys or questionnaires or allow them to give answers about the perspective of the product,
since they are outside the segment that Coca-Cola is focused on.

Instruments
Two kinds of experiments will take place, first an Eye tracking experiment, in which we
will be using the Tobii Pro Fusion which is a device that includes a two camera sensors, that can
sample up to 250 Hz and has an intern software that process data and gives a complete
summary of pupil activity, so it can be analyzed and complete the data for the investigation,
which produce a high impact into completing the objective because it focuses on which is the
customer attention focus going on the web page.
The second test will be a Word Association Test, that will take place via Mentimeter, in
order to see how the website design may affect people's expectations regarding the products
and its flavors.

Procedures
For the Eye tracking experiment the consumers selected for the experiment will be lead
to a warehouse in which there will be about 15 Tobii Pro Fusion devices with 15 computers, and
will be ask to sit down and interact with the web page so the eye tracker would start recopilation
of the data, so the experts can start the analysis. After this, they would be changing the tab and
would start the next test.
For the Word Association Test, Mentimeter will be used. In this platform we will show a
screenshot of the website, and ask each consumer what product they think the website is
advertising. The answer should be between one and two words. This platform will group the
different answers depending on how many times they are repeated, and give a specific size to
the word according to its frequency. The most repeated word will be the biggest, and that will
help us determine what type of product people think we are selling.
This study will be done in a period of two weeks, and each participant must have at least
20 minutes to be part of the experiment. After each participant takes part in these experiments,
Coca-Cola will give them a free sample of the product that has been advertised.
The analysis would be lead by a group of experts which would evaluate the data that the
eye tracker register and will match it with the word association test words to see which parts of
the page are more used or have more interaction while people were on the test, so they can
solve issues, make the page so the goal is accomplish and see if the product illustrates what
they want.