After some primary research out in the streets we have both attained some new valuable information as well as confirmed some of our assumptions.

Do they consider themselves healthy?

The vast majority of interviewees considered themselves healthy in terms of what they drank on a regular basis being limited to a yes/no answer. We were not stunned by this number, but it doesn’t really give us much information. However, we interpret this result as youth being considerate of what they are consuming in terms of beverages.

What do they consider as a healthy beverage?

Juices (a lot also added that they had to be natural) and water were the most common answers by far, but we also heard tea (green) and smoothies.

No one said milk (which was surprising) sports drinks or energy drinks.

This also proved an assumption that we had. Many mentioned that the juices had to be natural, but many juices claim to be natural. However, not many of them drank a lot juices. Juices were just something they found to be healthy. As juices are not as healthy as people want them to be, we must here either make a really healthy juice or make another type of beverage without all sugars added and make people realize that OUR options, is the BEST option.

Would they consider to become more healthy in regards to beverages?

If so, how?

3/4 of the people we spoke would  become more healthy. Most did not say what they were doing “wrong” now, but their solution was to drink more juices and eat more vegetables, fruits, etc. Of those who admitted “wrongs”, they said that they probably would/should cut down on sodas.

We see that everyone crave something now and then. We must think of a way how to be that “treat” as well as offering health benefits. Many think there has to be a trade-off between “treat” and healthy. Here we must prove other.


What we wanted to do in this first round was to establish what people found to be healthy drinks, and not so much on the branding as that is a very delicate and hard topic to discuss for many. It is hard to define what a cool brand/image is in a few words as we wanted to do the interviews short and brief to attract more people.

In terms of the actual findings we were actually surprised by the number of people who said water, which really isn’t something we have been focusing on. Water does not really supply any vitamins, minerals, image or taste sensation.

You can see the interview montage here 

(we talked to roughly 25 people, but few allowed us to film it)

One thought on “Primary Research & Interviews

  1. this is a good start, but I would try and use the 5 why’s more. For example, when people say that water and juice are healthy, ask why they think these are healthy. Remember, one leap of faith is understanding people’s concepts of healthy. Is it low calories? Is it natural? One respondent says that he takes vitamins, for example. You should ask follow-up questions to these. How do vitamins help you? What are the benefits of being more healthy? Another example is when you ask people if they want to be more healthy, ask them why and what it means for them (lose weight, have more energy, be better at sports, etc.)

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