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DESIGNING INTELLIGENT FOOD PACKAGING CONCEPTS FOR THE CONSUMER END OF THE FOOD

SUPPLY CHAIN

A CONSUMER ORIENTED DESIGN APPROACH FOR THE DUTCH FOOD PACKAGING MARKET

Ellen Landman

DES IGNING INTELL IGENT FOODPACKAGINGCONCEPTS FOR THE

CONSUMERENDOF THE FOODSUPPLY CHA IN

A CONSUMER OR IENTED DES IGN APPROACHFOR THE DUTCH FOODPACKAGING MARKET

Thetoolsandsoftwareusedfortypesettingthedocumentandcreatingfiguresare:MicrosoftWord,MicrosoftExcelandAdobeIllustrator.

EllenLandman

ExtendedMasterThesis

IntegratedFoodStudiesAalborgUniversity

Supervisor:BentEgbergMikkelsen

Copies:2

PageNumbers:98

Numberofappendices:17

ECTS:45

DateofCompletion:June7th,2017

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ABSTRACT

Background:Thebasicfunctionoffoodpackagingistoholdandprotectthefoodinside.Newopportunities lie in innovativeadvancedpackaging technologies that canextendshelf life, increase food safety, inform and perform intelligent functions. Intelligentpackagingisincreasinglyimplemented,andbothchallengesandopportunitiesarisefromtheCONSUMERENDOFTHEFOODSUPPLYCHAIN.

Objective:TheaimofthisresearchistofindouthowintelligentpackagingconceptsfortheCONSUMERENDOFTHEFOODSUPPLYCHAINcanbedevelopedbyusingaCONSUMERORIENTED

APPROACH.

Methods: An understanding of the consumers’ perspective is created by analysingconsumerbehaviour ina supermarketand their thoughtson intelligentpackaging;bycreatingURBANSONGLINESandconductingaFOCUSGROUP.Theresultswillbeusedtodevelopnewconceptsbycombiningseveraldesignmethods,thatincreasecreativethinkingandinnovationdevelopment,intoaconceptdevelopmentprocess.

Results:TheresultsshowthatDUTCHCONSUMERSaged25-30areinterestedinintelligentpackaging if it is something that benefits them in their lives. They are interested inintelligentpackagingthatcanincreaseconvenienceandinformthemaboutthefoodthepackagingholds.Thepriceofintelligentpackagingshouldnotbetoohigh,additionally,thereshouldbenoaddedpackagingwaste.Theconceptdevelopmentphaseshowedthatnew intelligent packaging concepts can be developed by using a CONSUMER ORIENTED

APPROACHandacombinationofdesignmethodscanbeused.

Conclusion:Asaresult,threeintelligentpackagingconceptshavebeendevelopedthatcanbeimplementedintheCONSUMERENDOFTHEFOODSUPPLYCHAIN.Thefunctionsofthesesystemsaddconvenienceandinformtheusersaboutthefoodinside.

Key words: Intelligent packaging, intelligent systems, packaging technologies, innovation,conceptdevelopment,consumerendofthefoodsupplychain

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DELIMITATIONS

The followingsectionwill giveanexplanationonhowandwhy ithasbeenchosen tonarrowdown certain areasof the research field.Additionally, this chapter contains awordandabbreviationlistexplainingsomeofthetermsusedinthisreport.

CONSUMERORIENTEDAPPROACH

Duringthisresearch,aCONSUMERORIENTEDAPPROACHisusedanddescribestheorientationof the research.Consumeroriented thinking in conceptdevelopmentmeans that theconsumerneedstobeunderstoodbeforestartingtheconceptdevelopmentphase.Theoutcomederivesfromanunderstandingofthetargetgroup,themarketandthesubject(Cagan&Vogel,2008).

DUTCHCONSUMERS

ThisresearchlimitsitselfbyfocussingonlyonDUTCHCONSUMERS.ThemainreasonisthatthedatacollectionhasbeenconductedwithDutchparticipants.

HEADPURCHASER

TheparticipantsneededtobetheHEADPURCHASERoftheirhousehold,whichisdefinedinthisresearchasthepersonwhoisthemainpersontomakeapurchase.

25-30YEAROLDPARTICIPANTS

Theresearchfocussesonconsumersinthe25-30yearoldagegroup.Thisagegroupisexpectedtohaveanopenmindtowardsnewtechnology,iswellinformedandtolerant(Lobo,2014).

WORDSANDABBRIVIATIONS

COCD

CentrumvoordeOntwikkelingvanhetCreatiefDenken;CentrefortheDevelopmentofCreativethinking

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CONSUMERENDOFTHEFOODSUPPLYCHAIN

Thefoodsupplychainreferstotheprocessofhowfoodtravelsfromfarmtotable.Theprocessincludesdifferentstepsinthefoodsupplychain.Forasimplefoodsupplychainmodel the steps are: farmer; processor; distributor, retailer and finally the consumer(Harvard,NoDate).TheCONSUMERENDOFTHEFOODSUPPLYCHAINdescribesthefinalstepinthechain.

FIFO

FirstInFirstOut

FOODSCAPE

ThetermFOODSCAPE isusedduringtheURBANSONGLINEStorepresentthetemporaryfoodworldinwhichtheparticipantstravel.FOODSCAPEScanbeusedtounderstandandexplaintheinteractionofdifferentactorsinanenvironmentanditseffects(Mikkelsen,2011).

FOCUSGROUP

Themethod of a FOCUS GROUP is used in this research to understand the opinions ofintelligentpackagingofDUTCHCONSUMERS.Thismethodwillbefurtherexplainedinchapter5.3FOCUSGROUPinterviews.

KISS

KeepItSimpleStupid

PMO

Plus,MinenOntwikkelen;Plus,MinusandDevelop

THEINTERNETOFTHINGS

THE INTERNET OF THINGS is the concept in which home appliances and devices areinterconnectedwitheachotherandcancommunicatereciprocally(Morgan,2014).

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SPATIOTEMPORALPERSPECTIVE

TheURBANSONGLINEShavebeencreatedwithaSPATIOTEMPORALPERSPECTIVE.Meaningthatthedatathatisprocessedisorganisedbytimeandspace.Timebeingthemomentfromstartingthewalkthroughuntilitfinishedandspace,thatshowedtheroadtheparticipantstravelled.

TOUCHPOINTS

TOUCHPOINTSaredefinedinthisreportasapointofinteractionbetweentheparticipantanditssurroundings.

URBANSONGLINES

ThemethodofURBANSONGLINES isusedinthisresearchtounderstandtheparticipants’temporaryworld.Thismethodwillbefurtherexplainedinchapter5.2UrbanSonglines.

4WHE

FourW-questions(where,why,who,what),Howandevaluate.

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ACKNOWLEDGEMENTS

This master thesis could not have been completed without the valuable support,inspiration, expertise, andparticipation from several people, towhom Iwould like toexpressmygratitude.

Firstly,IwouldliketothankBentEgbergMikkelsenforhissupervision.Hisexpertiseandcommentsfromthesidelinehavebeensovaluableduringmyresearch.IwouldalsoliketothankJanLandmanforgivingsuggestionsonlanguageandgrammarinthisreportandTennaDoktorOlsenTvedebrink forherhelpwithpreparingtheconceptdevelopmentphase.

Inaddition,specialrecognitiontoJobSichterman;theelectricalengineerthattookthetimeforsparringanddiscussingtheideasandhelpedmescorethemonfeasibilityandinnovation. Your expertise has helped me get an understanding of technology thatotherwisewouldhavebeenverydifficulttoachieve.

Lastly,thankyoutoalltheparticipantsfromtheURBANSONGLINESandtheparticipantsfromtheFOCUSGROUP.Thankyouforlettingmefollowyouduringyourshoppingtrip,takingthetimetoanswerallmyquestionsandbeingsoopeninsharingyourthoughts.

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TableofContents

Abstract......................................................................................................................................3

Delimitations..............................................................................................................................4

Wordsandabbriviations.......................................................................................................4

Acknowledgements....................................................................................................................7

Figures......................................................................................................................................10

Tables.......................................................................................................................................11

1.Introduction.........................................................................................................................12

2.Problemstatement..............................................................................................................14

3.Stateoftheart.....................................................................................................................15

4.Theoreticalandconceptualframework..............................................................................17

4.1Consumerbehaviour.....................................................................................................17

4.2HermeneuticsandConstructivism................................................................................20

4.3CreativeThinking&sensemaking.................................................................................21

5.Methodology........................................................................................................................25

5.1Literaturesearch...........................................................................................................25

5.1.1Literaturereview....................................................................................................25

5.1.2Intelligentpackaging..............................................................................................26

5.1.3Theintelligentpackagingmarket..........................................................................30

5.1.4Concernsforintelligentpackagingandsolutions.................................................32

5.1.5Futuretrendsinintelligentpackaging...................................................................33

5.1.6IntelligentPackagingrulesandregulations...........................................................35

5.2UrbanSonglines.............................................................................................................37

5.3Focusgroupinterviews.................................................................................................39

5.4Conceptdevelopment...................................................................................................40

5.4.1Designmethodsstart-upphase.............................................................................41

5.4.2Designmethodsdivergingphase...........................................................................42

5.4.3Designmethodsconvergingphase........................................................................42

6.Results..................................................................................................................................46

6.1Flowoftheresearch......................................................................................................46

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6.2Urbansonglines.............................................................................................................46

6.2.1Findingparticipants...............................................................................................46

6.2.2Creatinganurbansongline....................................................................................47

6.2.3Thematiccontentanalysis.....................................................................................48

6.2.4Results....................................................................................................................49

6.3Focusgroup...................................................................................................................54

6.3.1Recruitingparticipants...........................................................................................54

6.3.2Focusgroupquestions...........................................................................................56

6.3.3Conductingthefocusgroup..................................................................................58

6.3.4Analysingthedata..................................................................................................59

6.3.5Results....................................................................................................................59

6.4Conceptdevelopment...................................................................................................65

6.4.1Start-upphase........................................................................................................65

6.4.2Divergingphase......................................................................................................65

6.4.3Convergingphase...................................................................................................73

6.4.4Concepts.................................................................................................................77

7.Discussion.............................................................................................................................81

7.1Discussionofcontext.....................................................................................................81

7.2Discussionofmethods..................................................................................................83

7.2.1Datacollectionmethods........................................................................................83

7.2.2Designmethods.....................................................................................................85

7.3Discussionofresults......................................................................................................86

8.Conclusion............................................................................................................................89

9.Recommendations...............................................................................................................91

ReferenceList...........................................................................................................................93

Appendices...............................................................................................................................98

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FIGURES

Figure1BasicrepresentationofthebuyingprocessaspresentedbyFoxall(1980)(Landman,2017).......................................................................................................................................19

Figure2VisualisationoffuturepossibleintelligentpackagingsystemsbasedontheresearchbyVanderroostetal.(Landman,2017)......................................................................................35

Figure3COCD-box(vandenBoomen,NoDate)...........................................................................43

Figure4Lookingforparticipantsforafocusgroup(Landman,2017)..........................................55

Figure5Preconceptionscolourcoded(Landman,2017)..............................................................67

Figure6Luckyshotsassociations(Landman,2017)......................................................................72

Figure7CODCboxintelligentpackagingideas(Landman,2017).................................................74

Figure8Intelligentrecommendationsystem&database(landman,2017)................................78

Figure9Learnaboutfood(Landman,2017).................................................................................79

Figure10No-Labelpackaging(Landman,2017)............................................................................80

Figure11Thediffusionofinnovationtheory(Galoppin,2010)....................................................92

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TABLES

Table1Examplesofdifferentintelligentpackagingsystems........................................................29

Table2Examplesofintelligentfoodpackagingonthemarket....................................................31

Table3Inclusionandexclusioncriteria,urbansongline...............................................................47

Table4Colourcodedcategoriessonglines....................................................................................48

Table5Colorcodedcategoriessonglines......................................................................................53

Table6Inclusionandexclusioncriteria,focusgroup....................................................................54

Table7Summarisedresponsesfocusgroup.................................................................................63

Table8Thefirstround,ideas.........................................................................................................65

Table9Preconceptions..................................................................................................................68

Table10Ideasfrompreconceptionsmethod................................................................................68

Table11Luckyshotideas...............................................................................................................73

Table12PREFerscores...................................................................................................................74

Table13PMOmethodideasintelligentpackaging.......................................................................75

Table14Intelligentrecommendationsystem&databaseconcept.............................................77

Table15Learnaboutfoodconcept...............................................................................................78

Table16Nolabelpackaging...........................................................................................................79

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1.INTRODUCTION

Foodpackagingisanessentialaspectofthefoodindustry.99,7%offoodproductsarepackagedduringtransportation,handling,storageand/oruse(Restuccia,etal.,2010).In2003,Ahvenainen(2003)predictedthatthepackagingindustrywillgrowinvolumeandrelevance fromanalreadysizableamountof2%of theGrossNationalProductof thedevelopedcountries,valuedataround345milliondollarsworldwide,ofwhichthefoodpackagingindustrymadeup50%.

The basic function of packaging is to protect the food it holds from the outerenvironment.However,foodpackagingismuchmorethancoveringoftheproductalone;itiscreatedtobeconvenientfortheenduser,aswellasacommunicationtooltoportraymessagesabouttheproduct,theingredientsandthenutrientswithin(Wells,etal.,2007;Han,2013).Foodpackaging isamajor influence factor foraconsumertochooseandpurchaseafoodproduct(Foxall,1980).Itisthereforenotsurprisinglythatagreatdealofenergy is put into the field of packaging design to create new packaging to get theconsumertochoosetheirproduct(Ahvenainen,2003).

Thisledtoahighdemandfornewinnovativepackagingsolutionsthatisnotmetbythetraditional packaging sector. Therefore, advanced packaging technologies are beingdeveloped tomeet theseneeds (Ahvenainen,2003;Dainelli, etal.,2008;Han,2013).Advancedpackagingtechnologies,otherwiseknownasintelligentpackagingsystemsaresystems with technological improvements added to traditional food packaging toimprove shelf life, food safety, quality and perform communicative and informativetasks(Yam,etal.,2005;Otles&Yalcin,2008;Yam&Lee,2012;Han,2013).Asidefrompassive functions, intelligent food packaging has an active role in protecting andenhancing the food (Ahvenainen, 2003). The benefits of added technology that canextendshelflife,helpimprovefoodchoicesorsimplybenefittheconsumerinanyway,canaddvaluetothefoodproduct.

Intelligentpackaginginnovationhasbeenexpanding,reflectingtheneedfornewwaystosolve food packaging issues in the food supply chain (Vanderroost, et al., 2014).Intelligent packaging could benefit the consumer as well by adding a new factor ofconvenience toapackaging (Han,2013). The fieldof intelligentpackaging is growing,since new technology in radio frequency and scan-code electronics are available

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(Restuccia,etal.,2010).However,foodpackaginginnovationshouldnotonlybefocussedon the technological possibilities, but contribute to a more sustainable world, thedemandof the food industry and the regulatory requirements. Foodproducers, foodprocessors, logisticoperators, retailers and consumers aredemandingnewpackagingdevelopmentthatcanguaranteefoodsafety,foodqualityandtraceabilityofproducts(Vanderroost,etal.,2014).Severalstudieshavebeendevotedtointelligentpackaging.And the rapid increase in research since2009, compared tobefore, showsa trend inemerging intelligent foodpackagingsystems (Vanderroost,etal.,2014).However,THECONSUMERENDOFTHEFOODSUPPLYCHAINhasnotbeenfullybenefittedcomparedtoothersegmentsofthefoodsupplychain(Restuccia,etal.,2010).

TherearesomereasonsfornotfullyimplementingnewintelligentpackagingsystemsonTHE CONSUMER END OF THE FOOD SUPPLY CHAIN. Such as high costs, regulation issues andunknownacceptancebyconsumers.Consumersmightnotbereadytopaytheextracostsofintelligentpackaging,sincetheyneedtobeconvincedofthebenefitsfirst.Andmanyconsumersmightthinkthattraditionalpackagingalreadymeetstheirneeds.However,the latest Actipack project showed that European consumers are open to intelligentpackagingsystemsaslongasthematerialissafeandallinformationregardingthesystemistransparentfortheconsumer(Restuccia,etal.,2010).

Mostresearchdoneinthisareafocussesontheusageofintelligentpackagingtoday.Itisevidentthat,whilethereisalotofproductsandtechnologydevelopedtocreatebetterpackagingsolutionsforfooduntilitreachesthesupermarket,therearestillmanynewideastobedevelopedtocreateintelligentpackagingthatbenefittheconsumers’needs.

ThisstudywillresearchhownewintelligentpackagingsystemscanbedevelopedfortheCONSUMERENDOFTHEFOODSUPPLYCHAINthatwillbeacceptedbyDUTCHCONSUMERS.

To meet the challenges that, researchers must think of other ways to develop thistechnology further, by thinking outside the box and using non-traditional packagingapproaches(Yam&Lee,2012).Thisincreasesthefocusonadesignprocess,andhowitcouldbeappliedintheareaofintelligentpackagingdevelopment.Designthinkingandconcept development has been an important innovation tool and the conceptdevelopment process is something that can be applied in research aswell as design(McElheron&PilgaardHarsaae,2015).

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2.PROBLEMSTATEMENT

Intelligentpackagingisemergingfurtherintothefoodsupplychain.Itisusedtocreatebetterfoodsafetyandextendshelflifeoffoodproducts.ThereisanopportunityforthefoodindustrytodevelopnewintelligentpackagingconceptsforTHECONSUMERENDOFTHE

FOOD SUPPLY CHAIN. However, it is necessary to research what kind of intelligentimplementationswouldbeusedbyconsumersandareseenasusefulorhelpfulbeforeimplementingthesenewsystems.Thisstudywillthereforefocusonthequestion:

“Howcan intelligent foodpackagingconceptsbedeveloped,witha CONSUMERORIENTED

APPROACH,fortheCONSUMERENDOFTHEFOODSUPPLYCHAIN?”.

Thestudywillfirstfocusonunderstandingtheintelligentpackagingmarketbyansweringthe questions: “What is intelligent packaging?”; “What kinds of intelligent packagingpossibilities areon themarket?”; “What are the concerns for intelligentpackaging?”;“What are the future trends in intelligent packaging?” and; “What are the rules andregulationsregardingintelligentpackaging?”.ThisunderstandingofintelligentpackagingwillbethestartingpointforaCONSUMERORIENTEDAPPROACHindevelopingnewintelligentpackagingconcepts.Theconsumers’pointofviewonnewintelligentimplementationsforpackagingwillberesearchedbycreatingmapsoftheirtemporaryFOODSCAPES fromsupermarket to kitchenandconductinga FOCUSGROUP toanswer thequestion: “Whatdoestheconsumerwanttosee/useregardingintelligentpackaging?”.Theunderstandingofthesubjectofintelligentpackagingandtheconsumerwillbethebaseofaconceptdevelopmentprocess.

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3.STATEOFTHEART

Therehavebeenseveralstudiesandbooksdevotedtointelligentfoodpackagingandtheuseoftechnologytochangethefoodsupplychain.

TheresearchbyYametal.(2005)concludedthatintelligentpackagingisanewwayofusingpackagingtoenhancefoodsafety,qualityandconvenience.Theresearchsuggeststhatinterdisciplinaryresearchistheanswertodevelopbreakthroughtechnologythatcanbeaddedtopackaging(Yam,etal.,2005).Theresearchintroducesintelligentpackagingasaframeworkthatcanbeusedindevelopingnewintelligentpackagingsystems.

Vanderoostetal. (2014)havestudiedtheemergingtechnologicalsystems inthefoodpackagingindustry.Fromthisstudy,itisconcludedthatnewtechnologyisemergingthatcouldmeet the needs of the food supply chain. However, new technologies are stillimmature and the next generation of intelligent food packaging systemswill help tofurtherimproveallfactorsofthefoodsupplychain(Vanderroost,etal.,2014).

In last few years intelligent packaging has been integrated in packagingmaterials toimprove foodpackaging.Bijietal. (2015) researchshowedreasons for improvingandaddingsmarttechnologytofoodpackaging:toextendshelflifeoffoodproducts;improvefoodquality;foodsafetyand;togivetheusermoreinformationabouttheproductinside.AccordingtotheresearchofBijietal. (2015)thefutureopportunities lie inconsumerbenefits and convenience and more research on the subject will led to furtherimprovementofintelligentpackaging.

Thepackagingindustryhasbeenfocussedonresearchingnewwaysofpackagingfood,eithertoensurebetterfoodquality,toextendshelflife,createbettercontroloverthefood chain or tomake packagingmore convenient to its consumers. New innovativesolutions,suchasintelligentpackaging,showagreatpotentialtoimproveareasinthefoodsupplychain.Brodyetal.(2008)concludedthatmostintelligentpackagingconceptshavebeendevelopedbasedonchangingconsumerpreferences.

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Thereasonwhymostintelligentpackaginghasbeendevelopedistoimprovethefoodsupply chain, though intelligent systems are lacking technological developments thatdirectlybenefitsconsumers.Areasonforthiscould,accordingtoAhvenainen(2003),bethatthereislessknowledgeconcerningconsumeracceptance,theeconomicaspectsandtheenvironmentalimpactofintelligentpackagingtechnologies(Ahvenainen,2003).

Yam(2000)suggestedawaytointegrateintelligentpackagingintoasmartkitchen.Inhisproposal,foodpackaginghadanactiveroleofcommunicatingandsendingmessagestotheappliancesinthekitchen,containinginformationaboutfoodandpreparation.Theresearch used an integrated approach to food science, packaging technology andinformationtechnologytocreateasmartkitchen.Theprimaryuseofthesmartkitchenisfoodpreparation;however,itcouldbeusedtomonitorfoodinventory,onlinegroceryshoppingandusetheinternetforavarietyofthings.ThisapproachisalsoknownasTHEINTERNETOFTHINGS.Theproblems thataroseduring thecasestudy,were thatdifferentfoodshaddifferentcookingtimes,aswellasovensandmicrowaveshavedifferencesintheir heating abilities. The systemwas found to bemost helpful to people that havetroublereadingthepreparationprintedonfoodpackaging(Yam,2000).

TheActipackproject researched ifEuropeanconsumerswereopen tonew intelligentpackaging systems bymeasuring their attitude towards new innovations in the foodpackagingindustry.TheresultsshowedthatmostEuropeanconsumersareopentowardsinnovations if the materials used for the intelligent packaging systems are safe andinformationaboutthesystemisexplicit.Europeanconsumersalsohaveinterestinfoodpackagingmaterialsthatarerecyclableandbiodegradable(Restuccia,etal.,2010).

TheresearchbyDobruckaandCierpiszewski(2014)concludesthatchangesinconsumerpreferencesarethereasonsfordevelopingnewinnovativepackagingtechnology.Itisadynamicindustrywhichiscreatingtechnologythatcanimprovethequalityofhumanlife.Overall the implementation of intelligent packagingwill simultaneously improve foodquality,foodsafetyandsecurity,andtheimprovedpackagingwilllowerthenumberofconsumercomplaints(Dobrucka&Cierpiszewski,2014).

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4.THEORETICALANDCONCEPTUALFRAMEWORK

In this chapter, the overall theories and concepts used throughout the research arepresentedandelaboratedon.

Firstly, the theory behind consumer behaviour is presented. This theory is used tounderstand the reasoningbehindwhya consumeractsa certainwayandhow this isapplicabletothisstudy.Secondly,hermeneuticsandthephilosophyofconstructivismarepresented,which isusedto interprettheconsumers’ languageandactionsduringtheURBAN SONGLINES and the FOCUS GROUP. Lastly, creative thinking and sensemaking areintroducedtoexplainthetheorybehindinnovationandconceptdevelopment.

4.1CONSUMERBEHAVIOUR

Consumer behaviour is the theory behind why a consumer chooses or behaves in acertainway.Behaviourcanbeinfluencedbymanyinteractingforcesanditischallengingto attempt to understand the factors behind it. However, the understanding of itscomplexityisthereasonwhyconsumerresearchersknowthatthereisnotjustonemajorfactorthatdetermineschoice,butawiderangeofstimulusandresponds(Foxall,1980).Itisnecessarytounderstandthatthebehaviourofaconsumerisnotinfluencedbyonesinglefactor,butmanydifferentstimuliwhenmakingachoice.Inthisresearchconsumerbehaviourisoneofthemainelementsinunderstandingtheconsumer.

Thewiderangeofstimulusandresponsesthatdetermineconsumerbehaviourisstudiedwidely across different fields. It derives from the field of psychology but has beenincorporatedintonumerousmarketingstudiesaswell.Theconceptsandtechniquesthatarefrequentlyusedinconsumerbehaviourare:

• Theperceptionincludingabsolutethreshold;whichisthebaselinearesponsecanbedetected.

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• Theperceptualdefence;whereaconsumerblocksoutstimulithattheyperceiveas threatening from the environment, even though exposure has alreadyoccurred.

• Cognitivedissonance;whenapersonchangesitsperceptionorattitudetowardssomethingtoavoiddissonanceofitsattitudesandbeliefs.

• Learningincludingreinforcement;whereasubjectlearnsfromtrialanderror.• Stochasticmodels;inwhichthevalueoftherangeofstimuliismeasured

(Foxall,1980;McLeod,2008;Noronha,2009;Businessdictionary,2016).

However, this list isnot complete traits, social class, attitudeandmotivationarealsoconsideredtobevariablesofconsumerchoice(Foxall,1980).

Thecomplexityofconsumerbehaviourhasledsomeresearcherstoconstructmodelsofthe buying process, which indicate stages a consumer goes through from the firststimulustothetimeofpurchase,insomecasesincludingtheevaluationprocess.Suchmodelsshowthesocialandpsychologicalactionsabuyerhasinthatstageoftheprocess(Foxall,1980).

Thebasicrepresentationmodelofthebuyingprocesscanbeseeninthefigurebelow(Figure1).Thefirststage,thedevelopmentandperceptionofawantorneed,isthestagewhere the consumer becomes aware of theirwant or need. Stage two refers to theplanningandchoosingofacertainproductandthereasonsbehindthat.Thethirdstageisthepurchaseactitself.Thisstagedefinestheactionsaconsumergoesthroughwhenpurchasingaproductorservice.The laststagereferstothepost-purchasebehaviour,andcanbeseenasanevaluation.Thisstagemayleadtorepeatbuying(Foxall,1980).

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FIGURE1BASICREPRESENTATIONOFTHEBUYINGPROCESSASPRESENTEDBYFOXALL(1980)(LANDMAN,2017)

Consumer behaviour is driven by individual needs, taste, attitude and situation. Thereasonsforpurchasingorconsumingisnotjustonefactor,butisacombinationofmanydifferent factors that motivate the consumer into buying. Since every action can bederived from personal motivation, motivated behaviour is directed to achieve anobjectiveapersonhas.Twoimportantaspectsofmotivationarethattheremustbeagoal,andthatthereisareasonwhyamotivatedpersonwouldact(e.g.asocialneedoraphysiologicaldrive).Identificationofthesereasonsisdifficult,becausetheyderivefromseveralinfluences,andpeoplemaynotbeawareoftheirreasonformotivationormightnotwanttopresenttheprecisereasonstoaninterviewer.Therefore,behaviourismostlystudiedbyobservation,since,itcomesfromanexternalgoalandthedrivethatstimulatesaconsumertoact(Foxall,1980).

Attitudeisaninternalhumantraitevaluatingideas,objects,peopleoreventsandcanbepositive, negative or neutral. It is a psychological tendency that is expressed by anindividual(Foxall,1980;Eagly,1992;Eagly&Chaiken,1993).Attitudeisoneofthemostimportant factors of consumer behaviour and gives an understanding in the processwhen a consumer behaves in a certain way (Foxall, 1980). It is a key factor inunderstandingtheattitudeofaconsumerhastowardsdifferenttypeofproducts,andwhycertainchoicesaremadebyconsumers.

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Responsescanbedistinguishedindifferentways (Eagly,1992),however,accordingtoFoxall, attitude responses can be divided into three dimensions: cognitive (knowing),conative(impulse)andaffective(emotion)(Foxall,1980).Attitudeisrelatedtolikingandpreference.Bothlikingandpreferenceareverycloselyrelated.Likingisastateoffeelingthat occurs within an immediate situation and as a reflection of a stimuli after thesituationoccurred. The immediate situation inwhich a feelingoccurs is linked to thecontextandtimeframe.Thereflectionofafeelingis,however,linkedtosituation,otherattitudes,beliefsandexpectations.Theseevaluationsarenotalwayssimilar(Mela,2000).Preference ismoreaconsiderationbetweendifferentstimuli.Aproductmightnotbelikedbutispreferredoveranother.Thiscanalsomeanthatevenwhenaproductislikedless, other reasons can occur for a consumer to prefer another product, i.e. healthreasons,lowerinpriceorpackaging(Rozin&Vollmecke,1986;Mela,2000).Preferenceissometimesusedtocoverliking,togetherwithchoiceofaproduct,butpreferenceisalways based on an evaluation of alternatives. Liking can be a factor that influencespreference,butpreferenceisnotalwaysthesameasliking(Rozin&Vollmecke,1986).

4.2HERMENEUTICSANDCONSTRUCTIVISM

For this research, the philosophy of hermeneutics and constructivism are used tointerpreted the results from THE URBAN SONGLINES and the FOCUS GROUP. Dahlager andFredslund (2008) define the concept of hermeneutics as the pre-understanding andunderstandingofasubject.

During the research, the researcher develops knowledge about the subject, asunderstandingisdevelopedthroughouttheprocessofcreation.Thisleadstoadeeperunderstandingofthetopicthatisinvestigated(Dahlager&Fredslund,2008).Theconceptofhermeneuticsisoftenusedinliterarytexts.However,itcanbeusedforinterpretinghumanactionsandlanguageaswell,whichhappenmostlyunconscious(Mantzavinos,2016).Itiscrucialthattheresearcherremainsobjectiveintheinterpretationandanalysisof theURBANSONGLINESandtheFOCUSGROUP.Thestories thatarecollectedthroughthemethodsmustbedetachedfromtheresearchersunderstandingofthetopic.

According to the philosophy of constructivism there are different truths, shaped bypersonalviewsoftheworld.Theconductedinterviewsfocusonhowtheparticipantsees

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theirownrealityandhowitisconstructed.Constructivistsbelievethattherearemultiplerealities.Eachreality issubjectiveand iscreatedbysocialandcultural influencesthatsurround the individual. meaning that there is no true right or wrong, and it is theparticipants’viewofhowtheworldisconstructedthatneedstobeunderstood(Nygaard,2011).Anunderstandingofhermeneuticsandconstructivismwillhelptheresearcherbeawaretodetachtheirowntruthandunderstandingfromtheparticipants’answersandactionsandtocorrectlyinterpretthem.

4.3CREATIVETHINKING&SENSEMAKING

Inthisresearch,creativethinkingandsensemakingareusedtodevelopinnovativenewconceptsbyusingdifferentdesigntechniquestounderstandproblems,createideasanddevelopnewconcepts.Theconceptofcreativethinkingisaboutformingnewthoughtpatternswhenbeingfacedwithanoccurrence.Thetheorybehindsensemakingcanbeappliedtothecreativeprocessandinvolvesinterpretingthewholeandmakingsenseofchaos.

ByttebierandvanBlokland(2002)definethinkingasthewaytoprocesstheinformationandstimuliapersonfaces.Ourbrainfacesmanydifferentstimuliandweobserveandprogressallthis informationinsomeway.There isadifferencebetweensimpletasks;looking at the weather and deciding what to wear, and complex tasks; solve amathematical problem. The thought process can process new stimuli quickly byrecognising,combiningand,sometimes,changingoldthoughtpatterns(Byttebier&vanBlokland,2002).

Thoughtpatternsareclustersofinformationthatourbrainstored,becauseitleadstoasuccessfulresult.Ifthebrainrecognisesasimilarsituation,itcanusethesepatternsandapplythistothecurrentsituation.Thoughtpatternsarehabitsofthinking,andexplainwhysomesituationsaresimple;tasksthathaverepeatedlybeendonebeforeandothersaremorecomplex.Thoughtpatternsareconnections inthebrainthatarestoredandreused in similar situations. Every time a thought pattern is successfully reused theconnection becomes stronger until it becomes a habit; actions that the brain doesautomatically(Byttebier&vanBlokland,2002).‘Habitus’isaformof‘modusoperandi’.Itisanabstractterm,whichinaverybasicwaystructuresoursocialorientation.Habitus

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containssocialelementsandourindividualvalues,anditsetsaframeworkforpeoples’opinion,standards,interpretationsandactions(Bourdieu,1984).Ahabitisawaypeoplebehaveandthinkandmakesiteasytorespondincomfortablesituations(Byttebier&vanBlokland,2002).

Thisefficientwayofthinkingisquickandthebraintriestocreatethoughtpatternsandhabitsforallsituations.However,adownsideisthatthoughtpatternsarehardtobreak,and creative thinking is precisely the opposite of habitual thinking. The emphasis ofcreativethinkingiscreatingnewsolutionsbymakingoriginalconnections.Withdifferenttechniques,creativeandthoughtpatternbreakingthinkingcanbelearned(Byttebier&vanBlokland,2002).

ThereareafewcreativeskillsthatarepresentedbyByttebierandvanBlokland(2002),thatcanbeadoptedtostrengthencreativethinking;

Creativeobservationisoneofthem.Itexplainsthathowweseetheworld,andisshapedbyourownobservationandourthoughtsaredirectlyshapedbyit.Creativeobservationisrecognizingtheprevailingvisionsthatyouandothershaveoftheworldanddetachingyourselffromit(Byttebier&vanBlokland,2002).

Newideashavetheproblemthattheydonotfitexistingthoughtpatterns.Ittakestimeforanewthoughtpatternorconnectiontoappear,andthisisareasonfornewideastoberejectedbeforetheyareunderstoodandhavethespacetobedevelopedinanotherpersons’thoughtpattern.Itisimportanttobeawareofthiswhenformingnewideasandpresenting them to others. Deferral of judgement is an important part of creativethinking;theideaneedstogetaopportunitytoformandthethoughtpatternsneedachancetoconnectandbeunderstoodbeforejudginganidea(Byttebier&vanBlokland,2002).

The brain is constantly connecting thoughts. Therefore, association sometimes goesautomatically.Itisanimpulsethatcantake1000differentroutes,butsomeconnectionsaremore dominant than others (Milk - Cow orMilk -White). Connectionswill growstrongerwhentheyaremademoreoftenandcancreateaquickandefficientwayofthinking,however,thiscreatesasmallerchanceforanotherassociationtohappeninthefuture. Dissociation and re-association are two ways to create new associations and

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patternsbyescapingathoughtpatternbydissociationorbycreatinganewconnectiontowardsthethoughtpatternbyre-association.

Thebrainwilltrytofindasolutiontosolveanoccurringproblem,andstopsafterfindinganacceptableone.However,thisstopsthecreativethinkingprocess.Divergingisawaytogobeyondthe first solutionor ideaandthinkaboutotherways thatcansolve theproblem.Thefirstsolutionorideaisnotalwaystheonlysolutionorthebest(Byttebier&vanBlokland,2002).

Creativethinkingisusedtodevelopnewideasandcreateinnovativeconcepts.Thedesignprocess organizes complexity and chaos. Sensemaking is a way for designers tounderstand data by organisation, pruning and filtering. Eventually information andknowledgeisproducedastheendresult.Sensemakingisaprocessthatisdoneprivately.Theoutcomecanbeseenonpaperbuttheprocessis,unlikeotherdesignaspects,notvisual.Itisnotalwaysunderstood,sinceitishiddenfromview.AsJonKolkomentions:

“Typically, a designerwill observe four or fiveusers as those individuals conduct theirwork.Thedesignerwillaskquestionsofeachuserabouttheirjobsandrecorddetailsoftheir responses.Thedesignermightalso take screenshotsorphotographsof the toolsbeingused,andprobefordetailsabouteachitem.Thedesignerwillthenreturntothedesignstudio.Intheprivacyofhisorhernaturalworkplace,thedesignerwillattempttomakesenseofwhatheorshehaslearned”(Kolko,2010).

The designerwill try to find relationships or themes between the collected data and‘makesense’ofthedata.Thiscanbedonebyusingdifferentdesignmethods,thoughtsandideaschangefrommesstounderstanding.Anewcomertotheprocessmightnotbeabletoseethis.Yet,theprocessofsensemakingcanbedocumented,itisjustalackofunderstandablematerial.Synthesisissometimesseenasaninformalandunimportantstepintheprocessofdesign,sincethebenefitsofgoingthroughthedesignprocessissometimes unclear to the outsider; outsiders see no visible relationship betweenresearchanddesignideas.Theabductionprocessofsynthesisisinawaythelogicofwhatmightbe,theargumentforthebestexplanation.Whatmakesmostsensewhenlookingattheobservedsubject.Whendesigningabductivethinkingisusedasintuitionandlogic.Byusingsynthesisandnamingitinthedesignprocessofaresearch,theimportanceofitbecomesclearer(Kolko,2010).

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Sensemakingisfluid,itisawayto‘makesense’ofaproblemandeventuallyunderstandthedata.Theprocessismadeupbydifferentmethodsandtechniquesthatadesignercanusetodevelopideas.Designisabridgebetweenscienceandart.Thereisno‘magic’tothedesignprocess,andwhatoccursduringthedesignstages.Synthesiscanbebetterunderstood and made visible. The process of design is a way to draw connectionsbetweenhiddenandseeminglyunrelatedideas.Synthesiscanbeusedtocommunicatethefluidprocessofsensemaking(Kolko,2007).

Itispossibletodistinguishbetweeneachotherinwritingandtounderstandthetheorybehindeachskill.However, inpractise, creativeandsensemakingskillsare integratedwitheachotherandfluidthroughoutthedesignprocess(Byttebier&vanBlokland,2002).

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5.METHODOLOGY

In the following chapter the methods used to answer the research questions arepresented.

First,aliteraturesearchwasdonetogainabetterknowledgeaboutintelligentpackaging.Secondly,theURBANSONGLINEmethodispresented,thismethodisusedtocreateabetterunderstandingofhowDUTCHCONSUMERSactandthinkwhilegroceryshopping.Thirdly,theFOCUS GROUP method is presented. The FOCUS GROUP method is used to get a betterunderstanding of how DUTCH CONSUMERS view intelligent packaging. Lastly, conceptdevelopment is presented as a framework of differentmethods that can be used todevelopnewintelligentpackagingconcepts.

5.1LITERATURESEARCH

Theliteraturesearchwillanswerthefollowingresearchquestions:

Whatisintelligentpackaging?

Whatkindsofintelligentpackagingpossibilitiesareonthemarket?

Whataretheconcernsforintelligentpackaging?

Whatarethefuturetrendsinintelligentpackaging?

Whataretherulesandregulationsregardingintelligentpackaging?

5.1.1LITERATUREREVIEW

For this project, a literature search was conducted to find relevant literature andinformationaboutintelligentpackaginganditsuses.Theliteraturethatwasusedwerearticles and books that could answer the research questions. All articles regardingintelligentpackagingcouldbeused;theywerescreenedonlanguageandrelevancebyreading the titles and abstracts. Articles and books regarding rules, regulations,acceptanceandtrendshadtoberecentandhaveaEuropeanperspective.

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TheAAUonlinelibrarywasusedfortheinitialsearchofdocuments.Areadinglistwasmadeaftersearchingforthekeywords:intelligentpackaging,smartpackaging,intelligentfood packaging, trends in intelligent food packaging, packaging industry, Intelligentpackagingconsumerperspective,trendsintelligentfoodpackaging,THEINTERNETOFTHINGS,intelligentpackagingconsumerbenefitsandintelligentpackagingconsumeracceptance.OnseveraldatabasesincludingElsevier,PubMed,Scopus,GoogleScholarandtheAAUonline library. Additionally, references from the collectedmaterial were used to findmoreresearchinthefieldofintelligentpackaging.

Furthermore,booksonthesubjecthavebeenfoundthroughGooglescholar,theAAUlibraryandtheDanishlibrarysystem.

Theconceptdevelopmentphaseuseddifferentmethodstodevelopintelligentpackagingconcepts.Themethodsusedforthisphasehavebeenfoundbyusingliteratureprovidedduring themaster course Integrated Food Studies at AalborgUniversity (DK) and thebachelorcourseFoodDesign&InnovationatHASUniversityofAppliedSciencesinDenBosch(NL).

5.1.2INTELLIGENTPACKAGING

Food packaging was traditionally used to make the distribution of food easier; thedevelopmentof foodpackaginghas led tomore tasks, suchasprotectionof food,aninformative function and proper convenience (Ahvenainen, 2003). Because of thegrowing needs for more safety and information about food products, novel foodpackagingtechniqueswithactiverolesinfulfillingthesefunctionsaredeveloped(Yam,2000; Han, 2013). Food packaging with these advanced packaging technologies arecollectivelycalledsmartpackaging.Smartpackagingisacollectivenameforbothactiveandintelligentpackaging.

There are many definitions for intelligent packaging and it has a broad spectrum oftechnologythatfallsintotheintelligentpackagingcategory.Intelligentpackagingisthescienceand technologybehind communicative functions that areadded topackaging

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(Yam&Lee,2012).Thesystemsareaddedorprintedtothepackagingmaterialandcanperformintelligentactiontoimproveshelflife,foodsafety,quality,andtoinform(Yam,et al., 2005; Otles & Yalcin, 2008; Han, 2013). Intelligent packaging can do this bymonitoringthefooditeminternallyandexternallyandcommunicatethecollecteddatatoanexternalprogram(DeJong,etal.,2005).Thesystemcouldbecapabletosense,detect,trace,recordand/orcommunicateinformationaboutthefoodproduct(Otles&Yalcin,2008).Theaddedtechnologythatcancommunicateandinformtheconsumer,manufacturer and retailer about the food inside is a key part in defining intelligentpackaging, and it is the part that differentiates itself from traditional packaging(Restuccia,etal.,2010).Intelligentpackagingsystemscanbeembeddedinthepackagingaslabels,orbeincorporatedinorprintedontothefoodpackaging(Dainelli,etal.,2008).Byaddingatypeoftechnologytoapackaginginanywayprovidestheuserwithreliableandcorrectinformationaboutthefoodproduct.Informingtheconsumeraboutthefoodhasalwaysbeenafunctionofpackaging,whichcanbeexpandedevenmorebycreatingintelligentpackaging(Vanderroost,etal.,2014).

Asmentionedearlier in this chapter, intelligent packaging falls under the categoryofsmartpackaging.Thereisadifferencebetweenintelligentandactivepackaging.Activepackagingisdescribedasanextensionoftheprotectionfunctionoftraditionalpackagingandisamaterialorcomponentaddedtoafoodproducttoimproveshelflife,safetyorthe food itself. The added component releases or absorbs substances in or out thepackaged food or the environment surrounding it to protect the food product(Ahvenainen,2003;Han,2013;Vanderroost,etal.,2014).Intelligentpackagingandactivepackagingdonothavetobeexclusivefromeachother,itispossibletoimplementbothsystemsintoonefoodpackaging(Vanderroost,etal.,2014).

Theuseof intelligent packaging started in Japan, in the1970s, andwaspickedup inEurope and the United states around mid 1990. Since then the global market forintelligent packaging has grown and it is predicted that the demand for intelligentpackagingintheUnitedStatesalonewillgrowwith3.5millionUSdollarsin2017(Han,2013; Lingle, 2014). Especially in intelligent packaging new and affordable types oftechnologiesarebeingdeveloped.Someexamplesofintelligentpackagingare:

• Tamperingevidenceand/orapackagingdiscontinuity

• Openedpackaging

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• Qualityindicators

• Time-temperatureindicators

• Microbiologicalindicators

• Traceabilitydevices

• Gassensingdevices

• Radiofrequencyidentification(RFID)

• Chips/tags

• Productauthenticity

• Holographicimages,suchaslogosorhiddendesignelements

(Otles&Yalcin,2008;Han,2013)

Thegreatestmarketforintelligentpackagingisthefoodandbeverageindustryanditispredictedthatfuturedevelopmentforintelligentpackagingwillfocusevenmoreonthecommercial usage of intelligent packaging (Han, 2013; Lingle, 2014). The continuinggrowthinthisindustryisbecauseofthecurrentglobaltrends.Theconsumerwantstoknowabouthealthandfoodsafetyandiswillingtospendmoreonit.Thereisalsoagreatconsumeracceptancefornewlyaddedtechnologiesinfoodpackaging(Han,2013).

Intelligentpackagingcanbedividedbetweenexternaland internaluse.Onesystemiscreated tomeasure theconditionof thepackaging from theoutside,while theothermeasures thequalityof the fooddirectly from inside thepackaging.When intelligentpackagingsystemsmeasurethefoodfrominsidethepackaging,theremightbedirectcontact with the food or the headspace (Ahvenainen, 2003; Restuccia, et al., 2010).Intelligent packaging can further be divided, depending on the different types oftechnologyused;indicators,sensorsordatacarriers.Indicatorsshowtheenvironment,andpossiblechangesofit,insidethepackagingthroughavisualchangeontheoutsideofthefoodpackaging.Sensorscommunicatethroughcomputerisedchipsembeddedinthepackagingtoareceiverthattranslatethemessage.Datacarriersstoreinformationaboutaproduct,sometimes in the formof lettersand/ornumbersorembedded inachip,whichcanbereadbyanexternaldeviceandtranslatedintoamessage(Han,2013;Vanderroost,etal.,2014).Themostcommontypesofthesedifferentsystemsandtheirfunctionsarefurtherexplainedinthetable(Table1).Mostintelligentpackagingisusedto monitor food safety, storage conditions, package leaks or to monitor the

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microbiologicalqualityoffood.Additionally,intelligentfoodpackagingtechnologiescanbe used to provide information about the origin of the food product, authenticity,contents,useconsumption-dateexpirationandtrackaproductthroughthesupplychain(Ahvenainen,2003).Thedifferencebetweenthethreesystemsarenot justhardware,thepossibleusagesdifferfromeachother.Thereismajorgrowthinthedevelopmentand interest in these systems to develop, implement, commercialise and standardisethesenewtechnologies(Vanderroost,etal.,2014).

TABLE1EXAMPLESOFDIFFERENTINTELLIGENTPACKAGINGSYSTEMS

Intelligentpackagingsystems

Possibleusagesofintelligentpackagingsystems

Explanationofintelligentpackagingsystems

Indicators Time

temperatureThebestbeforedateonfoodpackagingisanindicationwhenafoodwillexpire,howeveratimetemperatureindicatorcantakepossiblechangesintemperatureintoaccountandgiveinformationonhowthevariationintemperatureaffectedthefood.Thistypeofindicatorismostlyusedintransportationandstorage(Otles&Yalcin,2008;PereiradeAbreu,etal.,2012)

Sealandleak Withinthepackagingthereispossibilitythatthegascompositionchanges,thiscouldbebecauseofleaks,changesinthefood,thepackagematerial,oritssurroundings.Asealandleakindicatorisusedtogiveinformationifleakageoccurred(Otles&Yalcin,2008;PereiradeAbreu,etal.,2012)

Freshnessand/orripening

Freshnessand/orripeningindicatorsareusedtoidentifythefreshnessofapackagedfood.Thisdonebymeasuringthemicrobialqualityoftheproductbyreactingtometabolites(suchas;diacetyl,amines,carbondioxide,ammoniaandhydrogen)(Otles&Yalcin,2008;PereiradeAbreu,etal.,2012)

Sensors Biosensors Biosensorsarecompactdevicesabletodetect,

recordandtransmitanyinformationitmeasuresaboutthebiologicalreactions(Otles&Yalcin,2008;PereiradeAbreu,etal.,2012;Yam&Lee,2012)

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Gassensors Gassensorsrespondtoanychangeswithinthepropertiesofagaseousanalyteinsidethepackaging(Otles&Yalcin,2008)

Datacarriers

RFID RFIDtagsusewirelessconnectiontechnologytostoredataandcantransferitdatatoitsreader.RFIDtagscanbepassive;asimpleshortrangetagthatispoweredbythereader,oractive;along-rangetag,withitsownbattery.Thelattercanstoremoreinformation(Otles&Yalcin,2008;Yam&Lee,2012)

Barcode Barcodesarelessexpensive,andmostused.Thebarcodewasintroducedinthe1970sandisusedingrocerystoresforinventory,reorderingandcheckout.Anydevicewithafunctiontoreadbarcodescanbeusedtoscanbarcodes(Yam&Lee,2012;SankaraNarayanan,2012)

QRCode QRcodeshavebeendevelopedtoanswerthedemandforbarcodestostoremoreinformation.QRcodesare2Dandhavethepossibilitytostoremoreinformation.QRcodesarestackedbarcodes(SankaraNarayanan,2012)

5.1.3THEINTELLIGENTPACKAGINGMARKET

Thereareonlyafewdifferentsystemsusedinintelligentfoodpackagingonthemarket.Evenwithactiveresearchdevotedtothe intelligentpackagingarea,suchsystemsaremostlylimitedtosealandleakindicatorsandtimetemperatureindicators.Thesesystemsare implemented in foodpackaging on the Japanese, Australian andUSmarket. As aresult of the European regulations for food contactmaterials, notmany systems areimplementedonEuropeanfoodpackagingyet.Furthermore,reasonscanbehighcostsandtheacceptanceoftechnologyinfoodpackaging(Ahvenainen,2003;Dainelli,etal.,2008). However, the globalmarket is experiencing a continuous growth in intelligentpackaging,duetoanincreasingawarenessinhealthknowledgeandimprovedconsumeracceptance.Consumersarealsomorewillingtospendmoneyonproductsthataresafer,healthierandbetter for themandtheenvironment (Han,2013).Asmentioned in theprevious chapter, there are many possible ways to implement technology into food

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packaging.Thefollowingcasesareexamplesofintelligentfoodpackagingonthemarket(Table2).

TABLE2EXAMPLESOFINTELLIGENTFOODPACKAGINGONTHEMARKET

Intelligentpackaging ExplanationofthesystemRFIDtagsforrestaurants

Thereisapilotforfastfoodrestaurants,suchasMcDonalds,totryRFIDbasedpackaging.RFIDtechnologyisoftenusedinitemssuchasfreshproduceandpharmaceuticals.TheNorwegiancompany,TAGSensors,createdanRFIDprintablethatcanbeusedbyrestaurantstoseeweretheproductsarelocatedandseethetemperaturesthefoodhasbeenexposedto(RFIDJournal,2016).

Izon3Dfilm

DuPontAdvancedPrintingannouncedanewanti-counterfeitfilmforpackaging.The3Dsecurityfilmcanbedirectlyprintedontothepackagingand,unlikeholographicfilms,aredifficulttocopy.Itcanbeusedtocreateanimagethatcanonlybeseenfromacertainangle(Dupont.com,2016).

Thinfilm

Thinfilmisacompanythatprintslowcost,smallelectroniclabelsforpackagingandproducts.Theirprintablescanbeusedinfoodpackaging,forexampleincraftbeers.InthiscasethinfilmusedNFCtagsprintedoncraftbeertoconnectwiththeconsumersthroughtheirsmartphones.TheNFCtagsmadeitpossibleforcraftbeerbrandstosharetheirauthenticitywiththeirconsumers(Thinfilm,2016).

InTact

AnotherexampleofNFCprintablesismadebyAmcorCapsules,inthiscasethecompanyusedNFCprintablestocreateacapsulethatcanbefittedoveracorkedbottle.TheNFCprintablestoresauniqueIDnumber,andthatcanbeusedtoensureauthenticityofthewine,andprooftherehasnotbeentamperedwith.Andadditionalappcanbeusedtopromotethewine,getinformationabouttheproductandconfirmthatthebottlehasnotyetbeenopened(Aipia,2016).

AmazonGo RecentlyAmazonannouncedthatanewkindofsupermarketwillopenin2017inSeattle.Thesupermarketwillhavenocheckoutandcustomerscandirectlyputtheirgroceriesintheirbagandleave.Consumersuseanapptoenterthestoreand

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differenttechnologyinsidethestorerecognisestheproductstheconsumertakesanddirectlychargestheiraccountwhentheyleavetheAmazonGosupermarket(Amazon.com,2016).AmazonisplanningtoopenAmazonGostoresintheUKandtheEuropeanUnion(Wokke,2017).

5.1.4CONCERNSFORINTELLIGENTPACKAGINGANDSOLUTIONS

There are some concerns regarding the acceptance of added components to foodpackaging,eventhoughtherehasbeenanincreaseinintelligentpackaginginEurope,itdidnotmatchtheexpectedgrowth.Thefood industry isreluctantto investmoney insmartpackagingconcepts(Dainelli,etal.,2008).Reasonscouldbehighcosts,legislationissuesandeffectivenessof thepackaging systems (Ahvenainen,2003;De Jong,etal.,2005).

Theevaluationof newmaterial is costly and complex, not just the implementation iscostly;therecouldberisksinthematerialsthatareencounteringfood.(Restuccia,etal.,2010).Theusageofintelligentmaterialswilladdtothepriceoftheproduct.Normallypackaging costs will hardly go over 10% of the cost of the product, while intelligentmaterials could (Dainelli, et al., 2008).ThemostencounteredproblemsandconcernsaccordingtoAhvenainenare:

“Consumerattitude,doubtsaboutperformance,increasedpackagingcostsandafalsesenseofsecurity,ignoranceofdatemarkings”(Ahvenainen,2003)

It is unclear if consumers see the benefit in intelligent packaging. For example, theconsumer often perceives productswith a short shelf life as fresh, andmight not beinterestedinmaterialsthatcanextendaproductsexpirationdate(Dainelli,etal.,2008).Theseproblemsaresomethingthatneedstobesolvedbeforeintelligentpackagingwillbeacceptedbyconsumers,andtoitsfullpotentialimplementedbythefoodpackagingindustry. This canbeachievedby researching the consumers’ acceptance towardsanintelligent packaging component, and educate or inform the consumer if necessary(Ahvenainen,2003).Sincethereisalackofaclearregulationthereisanotherconcernfromthefoodindustryto implementtechnology intheirpackaging.Additionally,tests

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needtobedoneonallnewlyaddedcomponentsbeforeimplementationtoensurethattheaddedtechnologyworksproperly(Ahvenainen,2003;Dainelli,etal.,2008).

Finally, it is necessary to keep in mind that there is need for reduction of theenvironmental impact of food distribution (carbon footprint) especially in the foodindustry.Sincesupermarketsandretailersshouldtrytofindmorelocallyproducedfood,theremightnotbeaneedtodeveloptechnologyforlongtransportoffood(Dainelli,etal.,2008).

Nevertheless,therearegreatpotentialsforthefoodindustryto implement intelligentpackagingforreadytoeatmeals,toincreaseconvenienceorcreateknowledgeabouttheproduct(Dainelli,etal.,2008).DeJongetal.(2005)mentionthatbecauseofthepotentialforabettercontrolofthefoodproductionchainandatransparentcommunicationwiththeconsumerstheproblemsconcerningintelligentpackagingwillbeovercome.Thehighpotentialofintelligentpackagingweighsoutthehurdles.Ahvenainen(2003)predictsthatinthefuture,intelligentpackagingwillbesoadvancedthatfoodproductsdonotneedanyadditivesandthetechnologywillprotectthefoodproductcompletely;itwillguideitselfthroughthesupplychainandcommunicateproductquality,usageandpropertiesofthefood.

5.1.5FUTURETRENDSININTELLIGENTPACKAGING

At this moment, most intelligent packaging components are measuring time andtemperatureinsidefoodpackaging,itisexpectedthatfuturedevelopmentswillensurethat more information about the food inside can be communicated through addedcomponents.Thiscanbe in the formofnewprinting technologyandadvancedchips.Thesetagscangiveinformationaboutuseandthehealthofthefoodproduct,thatcanbeofconveniencefortheenduser(Ahvenainen,2003).Researchanddevelopmentinthepackagingindustryisdevelopingtogetherwithagrowingdemandforenvironmentfriendlypackagingsolutionsaswell(Dainelli,etal.,2008).

Intelligent packaging technology and development will be focussed on ensuring thefreshnessandsafetyoffoodproducts,increasetraceabilityoffoodproductsthroughthefoodchain,monitorcriticalpointsinthesupplychaintocreatebetterproductqualityand

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will be developed to answer the demands from the consumer (Ahvenainen, 2003;Dainelli, et al., 2008). An opportunity for the smart packaging market is to improveconsumer convenience with intelligent packaging, because packaging is not justprotectionforthefoodproductanymore.Communicationandconvenienceareequallyimportant.Andnewpackaging technology to improveproduction, traceability,displayqualitieseasyopeningandeasierpreparationmethodsshouldbedeveloped(Han,2013).

Whilst lookingat thedevelopmentofpackaging solutions therearea few things thatshowthedirectionthatintelligentpackagingwilltakeinthefuture.DuringtheEuropeanFootball championships, for example. Unilever used a visual recognition system forHeartbrand (frisko). It made it possible to scan the product with an app and gaveHeartbrandtheopportunitytocommunicatewiththeirconsumers(PUB,2017).AnotheremergingconceptisTHEINTERNETOFTHINGS. It isexpectedthatpackagingwillplayakeyroleinsmartkitchensforhouseholdsthathaveincorporatedTHEINTERNETOFTHINGS.TheEcolePolytechniquefédéraledelausannehavecreatedadevicethatcanspeedupthecommunicationbetweenappliances(Verpakkingsprofs.,2017).Furtheropportunitiesforintelligentpackagingistheuseofaugmentedreality.Augmentedrealityisatechnologythatmakesitpossibletoplacedigitalimagesin3Dmodelsandprojectthemintothe‘realworld’byusingasmartphone,tablet,PCorvirtualglasses.Augmentedrealitycanbeusedto integrate text and images, and add new dimensions to food packaging(Verpakkingsprofs.,2016).

Theintelligentpackagingsectorisexpectedtohavethebiggestgrowth,comparedtheactivepackaging sector,mainlybecauseof theuseof temperature indicators, andbyusingintelligentpackagingfortraceabilityoffood,inexpensiveinteractivefeaturesandto make a product more unique to the consumers (Han, 2013). Indicators may bereplacedbysensors,andarepromisingandasgame-changingtechnologyforintelligentpackaging systems (Vanderroost, et al., 2014). Technological research developmentwouldalsobeinthefieldofnanotechnology,creatingsensors,indicatorsandevendatacarriersonamuchsmallerscale(Dainelli,etal.,2008).Datacarriers,intheformofRFIDtags, are expected to grow as well, especially for flexible and printed electronics(Vanderroost,etal.,2014).

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FIGURE 2 VISUALISATION OF FUTURE POSSIBLE INTELLIGENT PACKAGING SYSTEMS BASED ON THERESEARCHBYVANDERROOSTETAL.(LANDMAN,2017)

Vanderroostetal.(2014)consideredthepossibilitiesandtechnologythatisexpectedtoappear on the market in the future. This shows the possible directions intelligentpackagingcouldtake.Vanderroost(2014)predictionshavebeenvisualisedinFigure2.ThetechnologicalpossibilitiesdescribedbyVanderroostarefuturepredictions,basedonresearchanddevelopmentaroundintelligentpackaging.

5.1.6INTELLIGENTPACKAGINGRULESANDREGULATIONS

Intelligentpackaginghasmaterialsaddedinsideoronfoodpackaging.Theseintelligentsystemsinteractwiththefoodinside.Thiscanleadtopossiblemigrationofsubstancesintothefood.Therefore,anynewmaterialusedinintelligentsystemsmightbeunsafe,andneedstobetestedandevaluatedbeforeitispossibletoknowhowitaffectsfood.Intelligentpackagingcouldalsobewronglylabelledorused,makingitineffective.Asaresult;many countries are creating rules and regulations for addedmaterial to food

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packaging(Dainelli,etal.,2008;Han,2013).InEurope,theimplementationofintelligentpackaging has been limited, especially compared to Japan, the United States andAustralia.ThemainreasonforintelligentpackagingtohaveaslowerriseontheEuropeanmarketisblameduponlessflexibleandinadequateregulationsthatcouldnotkeepupwiththetechnologicalpossibilitiesand inventionsfor intelligentpackagingsystems. In2004, the regulation in Europe changed with a new FCM Framework Regulation(1935/2004).FurtherreasonsforaslowerimplementationontheEuropeanmarketarebecauseofunknownconsumerandindustryacceptanceregardingintelligentpackaging(Dainelli,etal.,2008).

Japanhasbeenoneofthefirstcountriesthatstartedcreatingsmartpackagingover50yearsago.InJapan,newmaterialaddedtopackagingshouldbeapprovedandlistedbythe ministry of health and welfare. New components, not yet listed, must first beregistered as chemicals according to the guidelines for screening toxicity testing ofchemicals(Ahvenainen,2003).AustraliafollowsitsA12foodstandardscodewhichsetsamaximumlevelofmetal,monomersandadditivesfromfoodpackagingforexternallyadded components. Internally added components need to follow the A13 standardscode, which contains regulations about materials that can be in contact with food(Ahvenainen, 2003). In the United States of America, the legislation for addingcomponentstopackagingcontainingfoodstatesthatanymaterialdirectlyaddedtofoodis a food additive. This means that all internally added components need to betoxicologicallytestedbeforeuse.Externallyaddedcomponentsshouldfollowthesamelegislationsformigrationofmonomersandpolymercomponents(Ahvenainen,2003).

There is a fundamental difference between the legislation in Europe and the UnitedStates.TheEuropeanlegislationisbasedontheprinciplethatallmaterialsmustbesafe,whiletheUnitedStateslegislationstatesthatwhenthereisonlylittleexposurefromthematerial to the food, there isnoneed for toxicology reports (Restuccia, et al., 2010).Consequently,evenifanintelligentmaterialisapprovedinanothercountry,itmightnotbe approved by the European Union (Han, 2013). The European Union has specificlegislations for food contact materials, included in these legislations are the use ofintelligent packaging components. Intelligent components internally and externallyaddedtoapackagingareauthorisedif itcanbeshownthatthiscomponentenhancessafety,qualityorshelflifeofthefood.Additionally,allcomponentsaresubjecttoalreadyexistingregulationsaboutfoodandpackagingandnewcomponentsandmaterialsneedtobeapprovedbytheEuropeanFoodSafetyAuthority(DeJong,etal.,2005).

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Tobeapprovedon theEuropeanmarket, each intelligentpackaging systemneeds tocomply with the current EU legislation. All materials that are inactive fall under theFramework Regulation (EC 1935/2004). This regulation has directives for differentmaterialsusedinpackaging,suchastheplasticdirective,however,mostmaterialsusedforintelligentpackagingarenotmadefromplastic,anddonotfallunderanydirective,andshould thereforecomply to the regulation itself.Somecountries in theEuropeanUnionhavespecificregulationsforallmaterialsthatdonotfallundertheplasticdirective,andareapprovedinanyothercountryintheEuropeanUnion(Dainelli,etal.,2008).Theintelligent component of intelligent packaging systems also fall under the FrameworkRegulation.Article3,4and15ofthisregulationareimportantforintelligentcomponents.Article3statesthatallfoodcontactmaterialshouldnottransferontofoodinquantitiesthatcan:endangerhumanhealth,changethecompositionofthefood,orchangethecharacteristics of the food. Article 4 states the special requirements for intelligentmaterial. The intelligent technology cannot mislead the consumer by giving falseinformation about the food, and it should be clear which parts are inedible and/orintelligent.Article15statesthattheconsumershouldbeinformedabouthowtousetheintelligent packaging appropriately (Dainelli, et al., 2008). New intelligent packagingrequirements have been added in the new regulation (450/2009/EC). This regulationstatesthatthereshouldbenopossiblewayforintelligentpackagingsystemstoreleasechemicals into the food. Intelligent packaging can be added to the outside of thepackagingandseparatedbyafunctionalbarrier(Restuccia,etal.,2010).

Restucciaetal. (2010)havecreateda frameworkthatshowsallEuropeanregulationsaroundactiveandintelligentpackaging.Thisframeworkcanbeseenintheappendices(Appendix1.).

5.2URBANSONGLINES

ThesonglinesmethodcreatedbyMarlingwillbeusedtocollectqualitativedatafromtheexperienceofordinarypeople.Thismethodisusedtomapandvisualisetheexperiencesofordinarypeopleintheirdaytodaylife,andmakesitpossiblefortheresearchertostepoutside of the expert role and understand the world from the point of view of theparticipant(Marling,2012).

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The URBAN SONGLINEmethod of GitteMarling is inspired by the book “The Songlines”writtenbyBruceChatwin.Thebookstudiednomadstravelingthroughtheirdaytodaylivesintheformofdreamlines.Thesonglinesinthissenseareaguide,butareinrealitymuchmorethanthat.TheAboriginalideaofasonglineisthemusicalroadleftbehindbytheirancestors,singingsongs,attachingstoriesandgivingnamesto importantplaces.Some of these songlines have been visualised by the Aboriginals into maps and art(Chatwin,1990).ModernURBANSONGLINEStaketheir inspirationfromtheAboriginalsaswellastheapproachofKevinLynch.‘Thesenseofthewhole’isamethodthatshowstherelationshipbetweendifferentelementsandbringthecitiessensetolife.AdifferenceinthemethodofKevinLynchandGitteMarlingisthediversityoftheparticipantsandthatURBANSONGLINESsetaframeworkforpeoples’actions,experiencesandvalues(Marling,2012).

URBANSONGLINESshowthemovementinadailylife,socialbehaviour,mentalmemoriesandtheirconnections.Theyarecreatedbymapping,photosafaris,interviewsandvisitingtheplacesofmeaningwiththeparticipants.Theresultsarecollectedandanalysedtodevelopanunderstandingoftherespondents’lifestyleandvalues.Themethodhasbeenused to design new meeting places and public domains, understand where socialexchangetakesplace,butalsotoshowurbanliveinadifferentcontext.Thismethodhasbeenusedtostudytemporaryplacesaswell, inthecaseoftheRoskildefestivalstudy(Marling,2012).

Thepurposeforthismethodinthisresearchistomapatemporaryworld,theFOODSCAPEofasupermarket.Themethod,developedbyGitteMarling,followsdailymovementfromone place of meaning to the next. The method will be adapted slightly to show atemporaryworld, the experiences and point of view from supermarket to kitchen, atemporaryfoodscape.Thismethodisusedtounderstandtheconnectionsandtheworldoftheparticipant(Marling,2012).Theresultswillgivetheresearchertheoptiontoviewthe experiences and TOUCHPOINTS in a supermarket FOODSCAPE and can be used tounderstandtheconsumers’perspectiveattheendofthefoodsupplychain.

During this research, threedifferentpeoplewillbegivenavoiceandwillbe followedthrough theirown local supermarket; their temporary FOODSCAPE. Theparticipantswillpresenttheiraccustomedapproachtofindingfoodbydocumentingtheirwaythroughtheir FOODSCAPE, while pointing out, photographing and documenting moments and

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places that havemeaning to them. All participantswill be interviewed afterwards todiscussthejourney.

TheURBANSONGLINESiscreatedwiththeRamblrapplication.TheRamblrapplicationisamobilesoftwarethatcanbeusedonasmartphone.Itisnormallyusedtotraceoutdooradventuresandsharethestorybehinditwithmorethanjustonepicture.TheRamblrapplicationletsthecreatorseetherouteonamap,togetherwithgeotaggedphotosandnotes(BientusInc.,2011).

5.3FOCUSGROUPINTERVIEWS

AFOCUSGROUPisasmallgroupofpeoplethatcomestogethertohaveafocuseddiscussion.Someofthecharacteristicsoftheparticipantscouldbesimilar,buttheiropinionscreateadetailedunderstandingofthetopic(Krueger&Casey,2015).

FOCUSGROUPdiscussionsareusedinmanymarketingandtherapeuticstudies.However,socialscientistshaveadaptedthismethodaswell,mostly,sincethismethodismorecosteffectivecomparedtoothermethods,andadaptabletodifferentresearchapproaches,such as: patient/consumer satisfaction and education but also the development ofpromotionalmaterials and sensitive issues (Parker & Tritter, 2006; Krueger & Casey,2015). The purpose of a FOCUS GROUP can be anything from suggesting ideas,recommendations, a decision-makingprocess tomeasuring reactions tonew ideas.Aclearpurpose,aswellasagoodprocessarethemostimportantfactorsforagoodFOCUSGROUP(Krueger&Casey,2015).

Nevertheless,notonlyaclearpurposeandagoodprocessarereasonsthataFOCUSGROUPwillwork.Theparticipantsneedtobecomfortableenoughtosharetheirhonestandrealopinionswithoutbeingjudged(Krueger&Casey,2015).Self-disclosingcreatessynergyand in an ideal situation, all participants share their opinions and contribute to thediscussion (Parker&Tritter,2006).Somepeoplearemorepronetoself-disclosethanothers but there have been several studies done to help create synergy betweenparticipants.Mostpeoplearemorelikelytosharewhentheyperceivethattheyarealikeinsomeway;age,gender,occupation,socialstatusorwhentheyholdthesameopiniononthetopic(Krueger&Casey,2015).Alternatively,participantscanbeprobedbythe

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moderatorbyencouragingtheparticipanttofullyexplaintheiranswer(Duke,2005).Themoderator isresponsibleforthediscussionandshouldmakesurethatallparticipantshaveachancetosharetheiropinion(Krueger&Casey,2015).

AFOCUSGROUPisacomposedgroupoffivetoeightpeople(Krueger&Casey,2015).Smallenoughsothatallparticipantshaveachancetosharetheiropinion,andnottoolarge,sincesomeparticipantsmightbeleftoutinasizeablegroup(Duke,2005).ParticipantsareinvitedtoparticipateinaFOCUSGROUPdiscussion.Therearedifferentkindofmethodstorecruitparticipants;nomination,randomselection,allmembersofthesamegroup,samerole/jobtitleorvolunteering.Itdependsonthepurposeofthestudywhatthemostfeasiblerecruitmentmethodis(Duke,2005;Krueger&Casey,2015).Inthecaseofthisresearch, the selection criteria are broad enough to use the volunteering method;participantsarerecruitedthroughdigitalflyers.

Inthisresearch,theFOCUSGROUP isusedtocollectinformationonintelligentpackagingandtheopinionofconsumers.Itisaneedsassessment,andtheresearcherwillcollectenough opinions and answers to discover the need for intelligent packaging. Needsassessmentisacomplextask,howeverFOCUSGROUPShavebeenproventobeahelpfultool,beingthatitenablesparticipantstoreflectandlistentoexperiencesofothers,whichhelpspeopletocomparetheirpersonalrealitywithothers(Krueger&Casey,2015).

5.4CONCEPTDEVELOPMENT

Creativethinkingandconceptdevelopmentisawellknowterminthecreativearts.Yet,creative thinking can be applied in other fields of research as well (Lawson, 2006).Conceptdevelopmentisacreativeprocessmadeupbydifferentmethodstocreateaninnovativeresult.Thesemethodshelptounderstandrealityandthoughtsthataretoocomplexatthebeginningoftheprocess(Byttebier&vanBlokland,2002;Kolko,2010).Thecreativeprocessofconceptdevelopmentcanbedividedintothreeparts;thestart-upphase,thedivergingphaseandtheconvergingphase(Byttebier&vanBlokland,2002;Lawson,2006).

Thestart-upphaseisthemomentthecreativeprocessstarts.Thiscanbebecauseofaproblem,orbecausethereisneedforchange.Solvingproblemsisoftenassociatedwith

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thecreativeprocess,however,insomecasesthereisanopportunityforchange,withoutadefinedproblem.Thisisdefinedastheproblemofnoproblem;withoutdiscontent,thetendencytochangeisverysmall(Byttebier&vanBlokland,2002).Duringthedivergingphase,manynewideasaregenerated.Themethodsusedduringthisphase,helptobreaktraditional thoughtpatterns, increase imaginationand trust intuition (Byttebier&vanBlokland,2002).Theconvergingphaseisnecessarytogofromanabundanceofideas,towardsafinalconcept.Convergingmethodshelpthecreativeprocesstogofrommanysolutionsandideastothebestoneandthevisualisationofit(Byttebier&vanBlokland,2002).

5.4.1DESIGNMETHODSSTART-UPPHASE

It is important that the problem area is understood and defined before starting thecreativeprocess.Thiscanbedonebycreatinganexplorationcircle,thiscircledefinesthesubjectfromthreedifferentsides;thefeeling,thinkingandwantingsides(Byttebier&vanBlokland,2002).

The feeling towards a subject is an important factor of the creative process that issometimesforgotten.Itisabouttherelationshipbetweentheresearcherandthesubject.Ifthereisadisinterest,itisnotagoodtimetostartacreativeprocess.Thethinkingsideofthecircledefineswhatisknownaboutthesubjectitselfbyanalysingthesubject.Thewantingsideshowsthedesiredresultoftheconceptdevelopmentprocess(Byttebier&vanBlokland,2002).

Thestart-upphaseisfinishedwhenthedesignareacanbedefinedinonesentence.Thissentencedefinestheendgoalofthecreativeprocesswithaconcretefocus.

Thestart-upfocuswillbevisualised intoamoodboard.Moodboardsarevisualisationscreated by a collection of images that visualise the atmosphere of the subject. Theprocessisdividedintothreesteps.Thefirststepisimagebrowsing,whichistheprocessoffindingimagesthathelpvisualizethestory.Thesecondstepiscalledimagepiling;theprocess of categorising the images and creating an overview. The third step is calledbuildingmoodboards.Thisistheprocessofcreatingthemoodboardfromthedifferentimagesandcategories(Byttebier&vanBlokland,2002;Lucero,etal.,2007).

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5.4.2DESIGNMETHODSDIVERGINGPHASE

Thedivergingphasestartswhenthestart-upphaseisfinished.ThefirstmethodiscalledFirstround.Itisimportanttogetridofalreadyexistingideas,sincetheseideastendtobetheobvioussolutionstoaproblem.Themindtendstofallbackonexistingideasandthoughtpatterns,andsimplyignoringthemblocksthecreativeprocess.Thismethodiscarriedoutbywritingdownallideasthatcometomind(Byttebier&vanBlokland,2002).

The diverging process continues with the next method, called Preconceptions.Preconceptionsarethoughtpatterns.Thismethodisusedtofindthevisibleandinvisiblepreconceptionsaroundthesubject.By identifyingtheexistingpreconceptionsthere ismorepossibilityfornewassociations.Thismethodisperformedbyusingtheideasfromthe first round and identifying their common features. Every one of these commonfeaturesareturnedaroundormadeinvalid(Byttebier&vanBlokland,2002).

ThenextmethodiscalledthePersonalanalogy.Thismethodisoriginatedfromtheideathat a designer is so close to the subject they can imagine the personality of it. Theresearcher to imagine themselves as theobject from the start-upphase and imaginethemselvesinvarioussituations.Fromthisperspective,theresearchermustre-associatebacktoanidea(Byttebier&vanBlokland,2002).

Thelastmethodisaboutlettingcoincidencetakeover.ThismethodiscalledLuckyshots.Themethodisoriginatedfromthebeliefthateverythingcanbeassociatedwithanythinganditispossibletoassociatefromanyrandombeginningbacktotheproblemarea.Firsttheresearcherpicksarandomwordandassociatesbacktotheproblem(Byttebier&vanBlokland,2002).

5.4.3DESIGNMETHODSCONVERGINGPHASE

Thisphase isdivided intothreeseparateparts;choosing,developingandactivating. Itstartsbyfindingthefocusofthecreativeprocessagain.Importantfactorstokeepinmindareratioandfeeling;newideasneedtopossessbothrationalaspectsandneedto‘feel

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right’.Itisimportanttobeabletoletgoofcertainideasaswell(Byttebier&vanBlokland,2002).

TheCOCD-boxmethod iscreatedbyMarkRaisonfortheBelgiancompanyCOCD.TheCOCD-box is developed to help the researcher label and choose concepts to developfurther.Thismethodhelpstheresearchertoavoidrelyingonoldthoughtpatternsandchoosing ideas that are obvious (Byttebier & van Blokland, 2002; COCD, 2017). Themethodhelpssorttheideasandgradethemoninnovationstrengthandfeasibility.Basedon the criteria the conceptswill be assessed into a three-squaredmodel. The figure(Figure 3) shows an example of the COCD-box model and its corresponding colours(Byttebier&vanBlokland,2002).

FIGURE3COCD-BOX(VANDENBOOMEN,NODATE)

Thebluecolourrepresentsordinaryideasthatarefeasible.Thesearetheconceptsthatmanypeoplewillthinkof,mightalreadyexistsandareeasytoachieveinashortamountoftime.Theredideasarethemostinteresting,redideasarebothinnovativeandfeasible.Theyellow ideasareconceptsthatarevery innovative,yettheyarenot feasiblerightnow.Yellowideasareideasforthefutureandarenotreadytobeimplemented(Byttebier&vanBlokland,2002;COCD,2017).Theideaswillbesortedintothedifferentcategoriesbytheresearcherandanelectricalengineer.Theelectricalengineerhasknowledgeof

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the technological possibilities for intelligent packaging systems andwill help sort theideasintotheCOCD-boxmodel.

Aftersortingtheideas,theresearcherwillbeabletochoosethemostpromisingideasandcontinuetodeveloptheideasintheconvergingphase.TheV3-circleisamethodthatcanfurtherdevelopanideaintoaconcept.Thethreestepsarevisualising,verdictandenrich. The first step; visualising, helps to create stronger image (Byttebier & vanBlokland,2002).Inthisresearch,theideaformmethodwillbeusedtofurtherdevelopthe idea, additionally the ideaswill be visualized into a cartoon. The firstmethod ofvisualisationisrelatedtostorytelling.Storiesaretoldeveryday,tocommunicateortoinspire or persuade. They are part of human evolution. Stories are important tounderstandamessage(Fog,etal.,2005).Theideaformusesstorytellingtodescribetheideas and give structure to their diversity. The cartoon helps built an image andstrengthentheidea(Byttebier&vanBlokland,2002).

Thesecondstepistheverdict.Theverdictisanimportantanddifficultpartinthedesignprocess and the PREFer method is used to include different factors to help makedecisions.Ideasarescoredinthefourdifferentfactors;Potential,Risk,EffortandFeeling.Allideasgetscoredrangingfrom1to10.With10beingthehighestand1thelowest.Theaverageofthisscorewillbethefinalscoreoftheideasandwillshowtheideaswiththebestpotential(Byttebier&vanBlokland,2002).

Thelastpartofthe3V-circleistheenrichpart,thatstrengthenstheideas.Someideasmightturnoutstrongerthanothers.Intheendthestrongideasaretheonesthatcanbeimplementedintosociety(Byttebier&vanBlokland,2002).Itisimportanttokeepideassimple,byusing theKISS-principle. It iseasy toenhance ideas into something far toocomplex (Tvedebrink,2015).Themethod toenhance ideas,withoutadding toomuchcomplexitytothem,iscalledthePMO-methodanditisaquickwaytojudgeideasanddevelopideasbychangingthenegativepartsabouttheideaintosomethingpositive.Foreachideaoneortwopositivepointsandthreeorfournegativepointsarewrittendown.Eachideathengetsfiveminuteswheretheresearchermustthinkofawaytostrengthenthe idea by changing the negative points into something positive (Byttebier & vanBlokland,2002).

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Thelaststepintheconvergingphaseistocombine,chooseandformtheideasintoaconceptthatanswersthefocusdefinedinthestart-upphase(Byttebier&vanBlokland,2002).

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6.RESULTS

6.1FLOWOFTHERESEARCH

This research was conducted to develop intelligent packaging concepts from aconsumers’ perspective. To do so different steps have been taken. Firstly, intelligentpackagingneededtoberesearchedbyconductingaliteraturesearchanddevelopinganunderstanding in the fieldof intelligentpackaging.Afterwards the researchcontinuedwith a focus on understanding the consumer. This was done by conducting URBANSONGLINESandaFOCUSGROUP.Thisdata,togetherwiththeexistingknowledgeonintelligentpackaging,defined the frame for the conceptdevelopmentphaseof theproject. Theconceptdevelopmentphaseexistsofdifferentmethodsandtoolstodefinetheproblem,develop ideas and create an innovative result. This study has been visualised in aflowchartthatcanbeseenintheappendices(Appendix2.)

6.2URBANSONGLINES

URBANSONGLINEShavebeencreatedtodevelopabetterunderstandingoftheconsumerandtheirTOUCHPOINTSwithfood,productsandpackagingfromsupermarkettokitchen.The maps have been created from a SPATIO TEMPORAL PERSPECTIVE, together with theparticipants, while asking about different points that have meaning, value or areproblematicfortheparticipant.AfterwardsadescriptiveinterviewhasbeenmadewiththeparticipantsabouttheTOUCHPOINTS.Thevisualizationofthismethodcanbeseenintheappendices(Appendix3.).

6.2.1FINDINGPARTICIPANTS

ThefirststepwastofindparticipantstocreateanURBANSONGLINEwith.DUTCHCONSUMERS

aged25-30withdifferentsocialsituations(single,relationship,livingtogether,married)could be asked to participate. The participants had to be the HEAD PURCHASER in theirhousehold.Theparticipantsneededtobefollowedanddocumentedonausualgrocery

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shoptripattheplacetheynormallydogroceries.DUTCHCONSUMERSwereaskedifitwaspossibletofollowthemfromhometosupermarkettotheirkitchen.Thedocumentationended when the participant was finished with grocery shopping. The inclusion andexclusion criteria arepresented inTable3.Participantswere foundbydirectly askingDUTCHCONSUMERSiftheywantedtobefollowedandinterviewed.Threeparticipantswereinterviewed.

TABLE3INCLUSIONANDEXCLUSIONCRITERIA,URBANSONGLINE

Inclusioncriteria ExclusioncriteriaPeople(aged25-30years) UnabletoprovideconsentDUTCHCONSUMERS Unwillingtobefollowedthroughthe

supermarketHEADPURCHASERSoftheirhousehold Unwillingtogiveaninterview

6.2.2CREATINGANURBANSONGLINE

The researchermet theparticipants in frontof their homeor inside their home. Theparticipant was followed to the supermarket and all points of interest werephotographedbytheresearcherwiththeRamblrapp.Theparticipantwaspartofthephotographyprocessandcouldcheckifthepictureshowedwhattheyexperienced.Thewalkthrough finishedwhen theparticipant had stored away their groceries how theywouldnormallydoit.Anycommentsmadeduringthewalkthroughwheresavedbyusingthe Ramblr application and brought up again during the interview in addition to thephotographs.Theinterviewwasheldimmediatelyafterthewalkthroughtoensurethattheparticipantstillrememberedallthedetailsofthetrip.TheURBANSONGLINEwascreatedwith the Ramblr app. Even though the app does not show the roads inside thesupermarket,theRamblrappwasstillbeneficialtoremembertheorderofthepicturesandwhenitoccurred.

AfterwardstheparticipantswereinterviewedbyusingthephotographsfromtheRamblrapp. The interview was set up in a descriptive way. The first question asked theparticipantabouttheirusualsupermarkethabitsandtherestofthequestionswerebuiltuponthephotographsofthewalkthroughandtheanswerstheparticipantsgave.Theparticipantwasfreetoshareanythingtheywantedtotell.Thefocusoftheinterviewwas

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tounderstandtheconsumerandtheirexperienceinsidethesupermarket.AlltheURBANSONGLINEShavebeenvisualised(Appendix6.)toshowtheexperienceoftheparticipant.

6.2.3THEMATICCONTENTANALYSIS

Theresponsesfromtheinterviewwereanalysed.ThefirststepwastranscribingthedataandtranslatingtheinterviewsfromDutchintoEnglish.Thiscanbeseeninappendix4.Thetranscribeddatawasthencleanedofnonessentialwordsandthequoteswerecolourcoded into different categories. The categories were defined after all data wastranscribedtobeabletogetasenseofthecommentsthathavebeenmade.Code-basedanalysingwasusedtoreducethetextdata.Nosoftwarehasbeenusedtoanalysetheresponses.Additionalcategoriescouldbeaddedifnecessaryaftertheresponseswerecoded(Weber,1990;SAGE,2013).Theresponseswerecheckediftheywereallplacedinto the right category. The different categories are visible in Table 4. Afterwards allcategorieswherearrangedfromthelargestgrouptothesmallestgroup,thiscanbeseenintheappendix(Appendix5.)

TABLE4COLOURCODEDCATEGORIESSONGLINES

Category Responses

Habit 37QuotesFoodChoice 21QuotesFood/productknowledge 18QuotesConvenience 17QuotesObstacles 13QuotesDiscount 11QuotesPlacement 11QuotesWaste 4Quotes

Additionally,mapshavebeencreatedtovisualisetheURBANSONGLINESoftheparticipants.Themapscanbeseeninappendix6.ThemapshavebeencreatedwithAdobeIllustratorCC.AdobeillustratorCC isavectorgraphicssoftwareusedtocreatedigitalvisualsforvarioustypesofmedia(Adobe,2017).

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6.2.4RESULTS

Fromthedefinedcategories,habitwasthebiggestonewith37responses.Manyoftheactionsfromtheparticipantsaredefinedbyhabit,whichislogical,sincegroceryshoppingisarecurringeventandmanyoftheactionsaresimilartotheirpreviousexperiences.Responses suchas: “I always take this kindofbread. It is cheapand, I donotbotherlookingforanyotherkindifitisinstock.”,“[EventhoughIcookitrightawayIstillputitawayfirst]”,and“Igo[tothebreadaisleonSunday]togetsomenicebread,butduringtheweekImakemyown.Ineverbuybread.”showveryhabitualbehaviour,justinafewcasestheparticipantsbroketheirhabits;“Ifoundasnack.Thesaltysticks.[buying]itwasveryspontaneous.”.

Insomecases,thehabitualbehaviouroftheparticipantswasthereasonforanegativeexperience;“Ithinka[personalstashwithfoodathome]isgood,theFIFOmethodisnotreallygoodbutwedoitanyway.”,“Theorderof[mygrocerylist]isbasedonthedishesthatIwanttomake,sotheyarelistedbydishandnothowIwouldencountertheminthesupermarket.ThatisprobablythereasonwhyIlookedatitsooften,becausetheyarenotinalogicalorder.ThatishowIdogroceries,IstartwithtakingfruitsandthenIgotovegetables”,“Idonot[checkexpirationdates].Ihadabellpepperoncethathadmoldonitthough,butIjustwentback[tothestore]…toexchangeit.”.

The secondbiggest category is called food choice, the responseswithin this categoryshowreasonsforchoosing,ornotchoosingafoodproduct.Inmanycasesacheappricewasabig factor influencingtheparticipants’choice;“Ineeded[coconutmilk] for twodifferent recipesand itwascheaper thanbuying twocans”,“I thought that [thesaltysticks] were very, very cheap!”, “[I chose this type of carrots] because they werecheaper.”,and“Ilovemozzarella!This[typeofmozzarella]isprettycheapcomparedtonormalmozzarella,andyouget150%more!”.

However,liking,appearanceandpreferencewereinfluentialfactorsfortheparticipantstochooseaproduct;“IdislikegreenteaandIlikespicedteathemost.Ithinkherbalteaisverybland.Imeanthediversitydidnotgoupthatmuch,but[thenewflavoursare]stilldifferent.”,“Iconsideredtakingadifferenttypeofbeanaswell,itwasnotonthelist,butIthoughtitwouldbeagoodaddition.”,“YesIhadtocheckif[thecilantro]lookedhealthyenoughforaweekandifitwasnotsquashedbeforebuyingit.”,“[IgotUHTmilk]because

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whenyoumakelasagneyoudonotneedanentirelitreofmilk.So,wemakechocolatemilkwithitthenextdaysornormalmilk,andwithfreshmilkIthinkthatyoulosethefreshflavourreallysoon,andUHTmilkalreadytastesbad,sothenitdoesnotmatter.Andforlasagnetheflavourdoesnotmatter.”,“Itrynottotakeabig[courgette],becauseacourgettelastsfortwodaysforus.SoeventhoughtheyareallthesamepriceItakeasmall one.And I donot takeanugly lookingone.… Iwould like them [tobe soldbyweight]”

Thecategoryfood/productknowledgeshowedthattheparticipantswereunsureoftheproductsintheirhome,whentheywereinsidethegrocerystore;“Iwasputtingawaythecannedcorn,andIsawthatIstillhadtwocans,andIboughtthreemore.IthoughtIdidnothaveanyleft,soIdidnotcheckandintheendIstillhadsome.…Itwouldbeeasierifyoucouldcheckwhatyoustillhavewhenyouareinthestore.ButIcouldhavecheckeditwhenIwasmakingthelist.”,“[Iwas]gettingmilk,butthenlaterIwentback[totakeonemoremilk],afteralreadytakingotherproducts.…Iwasnotsurehowmuchmilkwehad,butIknewwestillhadmuesli.AndIliketoeatthat.Irememberedthatwedidstillhaveacartonofmilk,butthatitwasexpired.Itwasactuallystillgoodtodrink,IcheckedwhenIcamehome.AndIwilleatittomorrowmorning.”,and“WhenIgothomeInoticedthatthe[brandofmuesli]Icurrentlyhaveisadifferentbrand.…Ihavetotry[themuesli]beforeIknow[ifIfinditannoying].”.

Theparticipantsexpressedthattheyhaveagoodknowledgeofproductsthatarefamiliartothem;“IhaveworkedatthissupermarketwhenIwasastudent,andIknowthatthis[Littlethumblabel]isthetruth.Ihavenotseenonethatisnottrue.”,“[Idonotlookatlabels]withchocolate,butIknowthatsomeofthechocolatebarsIbuyarefairtrade”,and“Ilookedatthefreshnessofthetwigs[ofthegrapes],Isawavideoaboutthat.[Thegrapes]lookedfine.”.

The convenience category showed that participants cared about convenience duringtheirgrocerytrip.Theparticipantsfamiliarwiththeself-scanoptionexpressedthatthisoptionwas easier; “[The self-scanner] allows you to scan the products yourself. It isusuallyeasierandquickerthangoingthroughacashiers’stand.”,“[Theself-scanner]isquickerandeasier,becauseyouscantheproductswhileyouplacetheminyourcard.Andifyouarenotpickedasarandomcheck,youalreadyhaveeverythinginyourbasketandyoucanpayrightawayandputitaway.”,and“Ithink[theself-checkout]makesmy

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shoppingtripeasier.Maybeitislesssocial,becauseyoudonothaveanyinteractionwithacashier,butforme,someonethatisnotthattalkative,itmakesitabetterexperience.”.

Insomecases,conveniencewasthereasonfortakingacertainproduct;“This[brandofbreadmix]ischeapandgood,youcanalsotakeanotherbrand,theyareevencheaper,butthisoneistasty.Itisalsoeasytotakewithme.”,“Idonotreallythinkabout[thetypeofmilk],Ijustseemilkandtakeit.IknowwhereIcanfindtheothermilk,inthisshop,butIdonotthinkaboutit.”,and“[ThecomfitureItook]wastheclosesttomyreach.…Not really a reason to take [the comfiture].”. For storing the foodproducts after thesupermarkettrip,conveniencewasimportantaswell;“Iputeverythinginthefridge.…Becauseitiseasier.Itisbettertostoretheminthefridge.”,and“Iguesstheteaneedstobeopenedinputintoateabox,butIdidnotthinkitwouldfitsoIjustleftitnexttoit.”.

The category obstacles defined the experiences of the participants while theyencounteredsomethingthathinderedtheirprocess.Theobstaclesthatoccurredwerediverse,someofthemoccurredwiththeself-scanner“[Shoppingwiththeself-scanner]mightbemoredifficult,becauseyoudonothaveenoughhands,becauseyouneedthree[hands]toholdthelist,theself-scannerandthepen.”,and“Mostofthevegetablesarescannablewiththeself-scan,becausetheyaresoldbypiece.IdidnotexpectthebroccolitobesoldbyweightsoIwaslookingforthebarcode.Apparently,Ihadtoweighthemmyself,likethebananas,andprintoutabarcode.[Ihadtofindasupermarketemployeetohelpme].”,whileotheroccurredduringthecashiers’checkout;“Thepersoninfrontofmedidnotputthedividerafterputtingthegroceriesontheband,andIalwayshavetodothat.Ifindthatreallyannoying.Andthentheyjustlookatyou,andlookbackatthegroceriesandjustignoreit.Anditisnotthatmuchtroubletoputthelittledividerthere,Ifindthatannoying.”,and“Ihadtopackandpaybutthepersoninfrontofmewasnotquick,soallthestuffwasstillthereandthatwasannoying.Normally Iamveryfast!”.Someof theobstacles occurredbecause theparticipants forgot to take a product; “IrealisedIforgottotakesweetpotatoes,theyareplacedattheentrancenearthefruitsowehadtowalkback.”,and“IthoughtIwasfinished,butthenIrememberedthatIneededtogetmeattoppingsformypartner.”.

Noneof theparticipants actively lookedat thediscountsbeforeentering thegrocerystore;“[IlookatthediscountswhenIaminthestore],butnotbefore,somymealswerenotdeterminedonthediscounts.Iwouldswitchifavegetable[wascheaperifit]issimilar

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totheoneIneeded.”,“Idonotthinkitwouldhavebeeninfluencedbyanydiscounts”,and“Itdepends[ifIgetconvincedbydiscounts],ifthereisareallygoodone,butwhenIalreadytookotherstuffIdonotwanttoswitchdinner[plans].”.

Eventhoughtheparticipantswerenotawareofthediscountsbefore,allofthemboughtitemswithadiscount;“Ialreadywantedtogettea,butthediscountconvincedmetogetanotherone.”,“Inoticedthetoiletcleanerhadadiscount,whichremindedmetobuyit.”.Oneoftheparticipantsmentionedthatthediscountswouldbedifficulttoremember;”[Knowingthediscountsbefore]wouldhelp,butitwouldbehardtorememberallof[thediscounts]”,whileanotherparticipantexpressedforgettingaboutdiscounts;“NormallyIgoallthewaytothebacktotakecourgettes,andIalreadydecidedIwantedcourgetteformylasagne,andthenIsawthatthecourgettehadadiscount,soItookthatone....Imusthavemissed [that thecourgettehadadiscount], I lookedthrough[thediscountmagazine]quickly.ButIactuallyknew[thecourgette]hadadiscount,becauseIsaw[thediscount]onSundayalready.”.

Theplacementcategoryshowsthattheparticipantshadtroubleswithfindingproductsinthesupermarket;“Iwaslookingforacertaintype[ofrice],butIcouldnotfindit,soIpickedanotherone.…Iamfamiliarwith[theothertypeofrice],andIkindalikeit.”,“Ifound[thesweetpotatoes]afteralotoftime.…Thereisonlyalittledisplayofpotatoesand the colour is the same as theother potato bags, so I thought theywerenormalpotatoes.”,and“[Theothertypeofbeanswasnoteasytofind],Iwaslookingforacanofwhitebeans,butIonlyfoundthemwithtomatosauce.ButIfoundtheminaglassjar,alittlehigherontheshelfsoItookthose.”.

The placement of products in the supermarketwas not always in linewithwhat theparticipantswanted;“Ireallywantedtohavethatkindoftomato.…Buttheyareveryhighupontheshelf.”,and“Ithinkpotatoesaremorevegetablesthanfruits.Sotheyareplaced wrong in the supermarket. In mymind.”. However, the placement of certainproductswereafactorinpurchasingnewitems;“[TheEasterdisplay]wasnew…,Ihavenotseenitbefore.IisalmostEaster,becausevalentine'sdayisover,sothenitisEastertime.…[ThedisplaywasthereasontobuyEasterchocolatefromadifferent,cheaperbrandthandisplayed]Iwantedtogetchocolate,whenIsawtheEasterdisplay,IdecidedIwantedthem.”.

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Thesmallestcategorywaswaste.Theparticipantsdidnotwanttopurchaseunnecessaryproductswhentheexpirydatewasshort;“Forfoodthatcanspoilquickly,ifIdonotneedit I do not look at [discounts].”, and “I know [the biggermeat packaging] are a littlecheaper,butitisawaste.Idonotthrowitawayoranything,butIdonotfinishit.”.Thismatteredlessfortheparticipantsforproductswithalongerexpirationdate;“Wehave20potsofpastasauce,andtheyareonlygoodforhalfayear.”

Thetable(Table5)showsthecategoriesfollowedbyaparagraphthatexplainsthekeypointsfromeachcategory.

TABLE5COLORCODEDCATEGORIESSONGLINES

Habit Manyoftheactivitiesperformedduringagrocerytriparehabitualbehaviourfromtheparticipants.Alltheparticipantshavehadmomentwheretheyexpressedthemselvesnegativelyaboutasituationthathadoccurredbecauseoftheirownhabits.

FoodChoice Theparticipantshaddifferentreasonsforchoosingornotchoosingdifferentproducts.Inmanycasesthepricewasthedeterminingfactor,butliking,appearanceandpreferencewereallreasonswhytheparticipantchoosecertainproducts.

Food/productknowledge

Inmostcasestheparticipantsshowedthattheydidnotcompletelyrememberedwhatwasleftintheirkitchen,thisresultedinthempurchasingunnecessaryproductsoradifferenttype.Theparticipantsalsoshowedthattheyweresureoftheirownknowledgeofthefoodproductsfamiliartothem.

Convenience Conveniencehasabigroleintheparticipants’grocerytrip.Theparticipantwhowasfamiliarwiththeself-scanoptionpreferredthemethodbecauseitwasaquickerandeasierwaytogroceryshop.Someoftheproductswerechosenbecauseofconvenience.Additionally,conveniencewasimportantwhenstoringthefoodintheparticipants’kitchen.

Obstacles Alloftheparticipantshadobstaclesduringtheirgrocerytrip.Someoftheobstaclesoccurredwiththeself-scanner,andotherswiththecashiers’checkout.Someoftheparticipantsforgottheyneededcertainfoodproducts.

Discount Noneoftheparticipantwereawareorlookedatthediscountsbeforeenteringthegrocerystore.Somesaidthatthediscountswouldnotinfluencetheirchoices,however,alltheparticipantspurchasedaproductthathadsomesortofdiscount.Oneoftheparticipantsmentionedthatitwouldbehardtorememberallthediscounts.

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Placement Theparticipantsmentionedthatsomeoftheproductswerehardtofind,orplaced‘wrong’intheirmind.Theydidnotalwaysknowwheretofindcertainproducts.Theplacementwassometimesafactorinpurchasingnewitems.

Waste Wastewasafactorthattheparticipantsthoughtaboutwhenmakingdecisions.Someparticipantsdidnotwanttolookatproductsthathadashortexpirationdateiftheydidnotneedit.Forproductswithalongexpirydatethismatteredless.

6.3FOCUSGROUP

6.3.1RECRUITINGPARTICIPANTS

Fortheconvenienceoftheparticipants,onlypeoplelivinginandaroundEindhoven(TheNetherlands)wereaskedto jointheFOCUSGROUP.Theparticipantswererecruitedwiththevolunteeringmethod.Theselectioncriteriawerebroad, theparticipantscouldberecruited with the help of electronic flyers. The selection criteria were that; theparticipants had to be interested in cooking or food, the participants needed to bebetween25and30yearsoldandtheparticipantsneededtobetheHEADPURCHASERoftheirhousehold.Thetable (Table6)showsthe inclusionandexclusioncriteria for theFOCUSGROUP.

TABLE6INCLUSIONANDEXCLUSIONCRITERIA,FOCUSGROUP

Inclusioncriteria ExclusioncriteriaPeople(aged25-30years) UnwillingtoprovideconsentDUTCHCONSUMERS UnwillingtoparticipateinagroupdiscussionHEADPURCHASERSoftheirhousehold Unwillingtobevoicerecorded

Unabletoparticipateonplanneddateandtime

UnwillingtoparticipateinDutch

ParticipantswerefoundbyusingFacebook.BypostingingroupsthataremostlyusedbystudentsandyoungadultsandaskingfortheirparticipationinaFOCUSGROUPaboutnewpackagingtechnology.

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Themessageposted(translatedfromDutch:

“Doyouliketocookandtalkaboutwhatyoumisswhenyouaredoinggroceries,orcooking?ThenIamlookingforyou!Iamlookingforpeople(25-30yold)tojoinaFOCUSGROUPon:Thursday9thmarchfrom20:00-22:00InEindhoven

Iwanttotalkwithyouaboutnewfoodpackagingtechnologiesthatcouldchangethewayyougotothesupermarket,thewayyoucook,orevensomethingcompletelydifferent!Ipromisethattherewillbetastycake,andteaandcoffee!Andyouwillgetachancetoshareyouropiniononthesubject!Justwriteonthispostthatyouareinterested,orsendmeaprivatemessageandIwillgetbacktoyou.Itwouldhelpmeoutalot,sothankyousomuch!”

Itwasfollowedbyafigure(Figure4)tomakethepoststandoutmoreandgiveavisualrepresentationoftheevent.

FIGURE4LOOKINGFORPARTICIPANTSFORAFOCUSGROUP(LANDMAN,2017)

Theparticipantswerescreened,tocheckiftheyfitintotheselectioncriteria.Ittheydid,they got an email with a link to a Facebook event, where the participants got thisinformation(translatedfromDutch):

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“Helloeverybody!

ThankyouforyourwillingnesstoparticipateandIamlookingforwardtohearingyouropinionsaboutsmartfoodpackagingandtechnologythatcouldimproveyourshoppingandkitchenexperiences.

Youwillbeinagrouptogetherwith6otherparticipants,andyourresponsestothequestionswillbekeptanonymous.

IhaveafewsubjectsthatIwouldliketohearyouropinionaboutandIwillpresentthesubjectsduringthemeeting.

Pleasearrivebefore20:00”

Asanincentive,theparticipantswereofferedtea,coffeeandcakeduringtheevent.Theparticipantformcontainingtheirdetailscanbeseen inAppendix7.Thenamesoftheparticipantsarereplacedbycodestoensureanonymity.

6.3.2FOCUSGROUPQUESTIONS

TheFOCUSGROUPhadeightdifferentquestionsthatwillbediscussed.Eightquestionsaretheideallengthforanygroup(Duke,2005).Itisimportantthatthequestionsareshort,focussedononedimension,unambiguously,open-endedandnotembarrassingfortheparticipants.ItisimportanttodefinethequestionsbeforehandandtheparticipantswillnotseethequestionsbeforetheFOCUSGROUPstarts.Thereareengagementquestions,explorationquestionsandexitquestions.Theengagementquestionsaretheretomakethe participants more comfortable with the topic and to open the discussion. Theexplorationquestionsaretheretogettoexplorethemaintopic,inthiscase;intelligentpackaging. The exit question is in place tomake sure nothingwasmissed during thediscussion(Duke,2005).

Thedifferenttopicsofdiscussionarebasedonfourdifferentfactors;foodwaste,foodchoice,convenienceandhealth.Thequestions fortheFOCUSGROUPhavebeendefinedandarelistedhere:

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Engagementquestions:

1. Whatdoyoualreadyknowaboutintelligentpackaging?

Afterthisroundtheparticipantsgetabriefingonwhatintelligentpackagingis.Thiswillbeexplainedbytheresearcher.

2. How can intelligent packaging help you when it comes to food, groceryshoppingandcooking?

Explorationquestions:

3. Howdoyouthinkintelligentpackagingcanhelpagainstfoodwaste?4. Howcanintelligentpackaginginfluenceyourchoiceofproducts?5. In what way, do you think, can intelligent packaging make your life more

convenient?6. Whatdoyouthinkintelligentpackagingcandotohelppeopleeathealthier?7. Whatkindofintelligentpackagingsolutionwouldyouliketosee?

Exitquestion:

8. Isthereanythingelseyouwouldliketosayaboutintelligentpackagingandiftheycouldimproveyourlife?

After the first questions the participants get more information about intelligentpackaging:

“Intelligent packaging is normal food packaging, but with added technology toimprovetheproductortheenvironmentaroundit.Sohowdoesthatwork?

Inmanycases,intelligentpackagingisusedtoimprovetheshelflifeofaproductbeforeitreachesthesupermarketortomeasuretheenvironmentinsidethefoodpackaging tomake sure it is not spoiled.However, intelligent packaging can beusedafterthefoodreachesthesupermarketandinyourkitchenstoo.

ThinkforexampleaboutasimpleQRcode,thatcanbeaddedtoapackaging.Thiswayyoucanscantheproductandgetmoreinformationaboutpreparation,recipesor the product itself. You can also add a little chip to food packaging that canmeasuretemperatureandthischipcantellyoursmartphoneorlaptopwhenyourfoodisabouttospoil.Thislittlechipcanbeusedtoscanalltheproductsinyourfridge or pantry, so you can check your supply, while you are not home, forexample when you are in the supermarket. Another option is to use artificial

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intelligence; it knows theproductsyouarenormallybuying,and it cangiveyourecommendationsofnewproductstheartificialintelligencethinksyoumightlike.

Therearemanydifferentoptionsforintelligentpackaging.Ofcourse,Iwouldliketo invite you to give your opinion and share experiences, but also not to judgeotheropinions.”

6.3.3CONDUCTINGTHEFOCUSGROUP

Theresearcherwillalsotakeuptheroleasmoderator.AccordingtotheGuidelinesforConductingaFOCUSGROUP(Duke,2005)anidealFOCUSGROUPmonitor:

“Canlistenattentivelywithsensitivityandempathy

Canlistenandthinkatthesametime

Believesthatallgroupparticipantshavesomethingtooffernomatterwhattheireducation,experience,orbackground

Hasadequateknowledgeofthetopic

Cankeeppersonalviewsandegooutofthefacilitation

Issomeonethegroupcanrelatetobutalsogiveauthorityto

Canappropriatelymanagechallenginggroupdynamics”(Duke,2005).

Themoderatorhadthetaskofmakingsureallparticipantsfeltcomfortablesharingtheiropinion,making sure thatall participantsareparticipating in the FOCUSGROUP and thedirectionofthetopicwasnotdivertedtomuch.Afterenteringtheroomallparticipantsfilledoutaconsentform.Thisformcanbeseenintheappendices(Appendix8.).Generalinformation about the participants (age, name, gender, occupation) was alreadycollectedduringtheselectionofparticipants.

Thescriptusedbythemoderatorisplacedinappendix9.Thescriptmadesurethatallinformationwastoldtotheparticipants.ThescriptalsoallowedthemoderatorthetelltheparticipantsaboutthegroundrulesoftheFOCUSGROUP.Afterthegroundruleswere

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explained,theFOCUSGROUPbegan.Tomakesurethatalltheparticipantsfeltcomfortablewitheachotherandicebreakerquestionwasaskedbeforestartingthedocumentation:

“Whatcountrywouldyouliketotraveltoandwhy?”.

6.3.4ANALYSINGTHEDATA

Tounderstandtheopinionsoftheparticipantstheresultsneedtobeanalysed.First,thedatawas transcribedand translated toEnglish. This canbe seen in appendix10. Thetranscribeddatawascleanedofnonessentialwords.

Thedatawas compiled intoaMicrosoftExcel file.Responseswere labelledper FOCUSGROUP question. Analysing the data was done by looking for common categories orthemes.Foreachquestion,differentcategorieswerechosen.Allresponsesweresortedintothecategories,andresponsesthatdidnotseemtomatchthecategoryweresortedagain.Thiscanbeseeninappendix11.

6.3.5RESULTS

The first two questions were engagement questions about the subject of intelligentpackaging.Theparticipantswere firstaskedwhat theyalreadyknewabout intelligentpackaging. Most of the participants were unsure and did not know what intelligentpackagingwere;“Ihaveneverseenone.”,“Arenottheythosethingswithspeciallabelsandcodes?”,and“Butwouldnotintelligentpackagingalsobethelabelsonpackaging”.However,theparticipantshadideasaboutintelligentpackaging;“Whataboutthosefruitstickersthatchangecolourwhenripe...forpeoplewhodonotknowwhenitisripe?”,“Ediblebarcodes,whichslowlydegradewhenthetemperatureistoohigh,sowhenyouhaveyourproduct,thatshouldbeintherefrigerator,andithasnotformorethan10hours,thenthebarcodedegradesandcannotbereadanymore”,and“Imeanyoucanput a label on the packaging, but I would like a packaging that already knows theingredientsareinside,andyoucouldcheckthesethingswithaphone!”.

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Eveniftheparticipantswerenotsurewhatintelligentpackagingwere,itwasunderstoodsome sort of technologywas involved; “I amassuming that all thepackages that aresimply,andnothingelse,packagingwithoutanythingadded,thatthesearenotintelligentpackaging”,and“Thetechnologydoesnotnecessarilyhavetobeaphone,maybeyouhavearefrigeratorthatknowwhatproductsareinside”.

Thesecondquestionexplorediftheparticipantsthoughtintelligentpackagingcouldhelptheminsomeway.Manyparticipantswantedadatabasethathelpedthemrememberwhattheyhadtobuyandwhattheyhadathome;“Adatabaseathomewouldbeuseful”,and“Combinedwithsomethingthatknowswhatyouwouldnormallyhaveathomeanddidnotbuy.ItcantellmethatIforgottobuybutter,thatalwayshappens”.However,someparticipantsdidnotthinkadatabasewouldbeusefulforthem;“Butwhydonotyoujustmakealist?”,and“Ifeelthatmanyofthesesolutionsareverycomplicated,andyouwill have to insert chips anduse apps just to remember to buy something”. Theparticipantsalsothoughtthatthesupermarketcouldbenefitfromanimproveddatabase;“Iwouldseeitmoreasadatabasethatthesupermarketcanuseitself,sotheycanknowhowmuchtostockandperhapsbuyless?”.Oneoftheparticipantsmentionedthatsomeconsumersmightnotwanttosharetheirdatabasesonlineorwantitstoredwereotherpeoplecanaccessit;“Butthenyoucollectinformationandthesepeopleneedtoagreewiththat,thatseemsdifficult”.

Anotherideafromtheparticipantswasasystemthathelpedthemremembertheexpirydateofproducts;“Forme, itwouldbeveryuseful tobeable toknowwhat Ihaveathome, and to knowwhen it is about to expire. It happens too often that I cleanmyrefrigeratoraftertwoweeksandthenIseeallkindsofproductsthatexpiredandIhavetothrowthemaway”,and“WhenyoucodetheexpirationdateintotheQRcode,youcancreateasystemthat,knowswhatyouhaveandwhattheexpirydateis”.Oneparticipantdisagreed;“Personally,Iwouldnotliketogetmessagesfrommyphoneeverytimemyfoodisabouttoexpire…IdonotwantthethingsthatIbuytobestoredonline,Ifindthatunnecessary”. One participant was concerned about adding extra material to thepackaging;“Ithinkthatthereisalreadysomuchwasteproduced,shouldweaddmoreplastic?Andthemetalinachipdoesnotseemverygoodfortheearth?”.

The following five questions were exploratory about intelligent packaging. The thirdquestionaskedtheparticipantsiftheythoughtintelligentpackagingcouldhelpagainstfoodwaste.Someoftheparticipantsbelievedthatsomesortofalarmcouldhelpthem

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remembertoconsumeitemsclosetotheexpirydate;“FormeitwouldhelpifIgetanalertwhenmyfoodisabouttheexpire”,and“Analarmbellwhenfoodisalmostexpired”.Oneparticipantpointedoutthattheexpirationdatecouldbemeasuredmoreprecisewhen using intelligent packaging; “[Expiration dates] can be measured much moreaccuratelywithintelligentpackaging...,insteadofhavingtogoandsmellyourmilk”.

Theparticipantsalsomentionedthatsupermarketscoulduseanewsystemtolowertheirfoodwaste;“Ithinkthatifasupermarketknowwhatyouhaveinyourkitchen,itwouldbeeasierforthemtoestimatewhatyouaregoingtobuy.Butyouwouldhavetogivepermission”,and“Normally thecashregisteronlyscanstheproduct,but itcouldalsoscan the expiration date. Then the supermarket will know that the milk left in thesupermarkethasashorterexpirydate”.

Theparticipantsaremostinterestedinknowingmoreabouttheproductstheyarebuyingand creating awareness about this. For example, oneparticipantmentioned; “What Ithinkwouldbeuseful is that I could get additional information about theproducts. Iwouldliketoknowifaproductissustainable,andwhataretheconditionsforaproducttobesustainable.Youmightnotwanttoputallofthatinformationonthepackaging,andwithintelligentpackagingyouwillstillgetthedetail”.

Theparticipants thought thatcreatingawarenesswasagoodwayof influencing theirchoiceofproducts;“Youcancheckwhethersomethingisfairtrade,andimmediatelyseewhatthatmeans”,“Ithinkitwouldhelptoshowhowmanyanimalsyouhaveeatenthatweek[tolowermeatintake]”,and“Iwouldliketogetbacktothelabels,becausesomeofthemarepaid,andmightnotbesogoodforyouafterall,Iwouldliketoknowmoreaboutthataswell”.However,somepeopledidnotthinkmakingyourbuyinghabitspublicwouldhelp; “I amnot sure if [showinghowmanyanimals youhaveeaten]works foreverybody,youmightgetcollectorsthatwanttobeatahighscore”,and“Idonotthink[publicly showing the score]willwork. Youneed tohave amorepositive approach. Iwouldconsiderabonussystem,andwhenyouhaveshoppedverygreen,yougetalittlegift.Thatwouldbemorepleasantandyouwillgetmorepeopletojoin”.

Thenextquestionaskedtheparticipantsif intelligentpackagingcouldmaketheirlivesmoreconvenient.Someoftheparticipantsbelievethatrecyclabilitycouldimprovetheirconvenience;“IwouldfinditconvenientthatIgetmoreinformationaboutthepackaging

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andhowtorecycleit.Isometimesreusepackagingaswell,butsometimesIamnotsureifitisthatgood…Itwouldmakemylifeeasier…Itwouldhelpmetoknowmoreaboutthis”, and “I would also like to know more about the environmental impact of thepackagingitself”.

The visible expiration date on packaging could also be improved according to theparticipants; “I do think it is a good idea to have a better best before date on thepackaging”,and“Orinsteadofadate,haveacounter”.Oneparticipantmentionedthatintelligentpackagingcouldperhapshelphimtoconsumeless;“Iwouldlikeapackagingthatmotivatesmetoeatless”.

When asked if the participants thought intelligent packaging could help them eathealthier,someparticipantsthoughtfeedbackcouldbeagoodwaytomotivatethem;“IwouldnotmindapackagingthatgivesfeedbackwhenIhaveeatenunhealthyagain”,and“Iwouldprefer,…healthyrecommendationsandrecipes,andtellmewhatvegetablesIcanadd”.Oneoftheparticipantsthoughtadatabasewouldhelp;“Iwouldlikethesmartrefrigeratorthen,thatknowwhatyouhaveathome”,however,otherparticipantsdidnot think a database alone would help; “I would simply start to hide the unhealthyproductsfrommyfridge,ordonotputtheminthesystem”

The following question asked the participantswhat kind of intelligent packaging theywould use. Many of the participants would like to get more information about theproductinsomeway;“IthinkthethingthatIwouldwanttousearethelabelsandtheinformationbehindit.Iwouldreallypayattentiontothem.Orstickersthatchangecolourwhenfruitsandvegetablesareripe”,and“Myself Iwould liketobeabletogetmoreinformationabouttheproduct,thatisnotnormallyprintedonthepackaging.Iwanttoeatgoodandmakewellinformedchoices,butmostlabelsareunclear”.

A system that helps consumers remember what they have at home and help themremember it, is something some of the participants would like to use, althoughparticipantsarenotopentosharepersonal informationabout theireatinghabitsandstorage; “I think I would use the databasemyself, but understand the feeling aboutsharingthisinformationonline.Ialsoforgettobuycertainproductsortocheckathome,anditwouldbenicetohavesomesortofapptellmeaboutthis,ortohavetheabilitytocheckwhatIstillhaveathome.Idonotwanttosharethiswithotherpeople”.

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Reducingfoodwasteisanotherreasontouseintelligentpackaging,recipesuggestionsforfoodproductsaresomethingparticipantswoulduse;“FormeitwouldhelpifIknewwhatis inmyfridge.AndthatIgetrecipesuggestionsforwhatIbuyandwhenIhavesome leftover produce. In many cases I do not know what to do with it”, anotherparticipantwouldliketobemotivatedtotakeproductswithashortershelflife;“Iactuallyalwaystakeproductswiththelongestshelflife,itwouldmotivatemenottodothatiftherewasadiscountontheotherones”.

Thelastquestionwantedtoknowiftheparticipantshadanylastcomments.Mostoftheparticipantswouldliketoseesomesortofreturnabledepositonpackagingthatincludeschips,andwouldfeelthatthiswouldmakeintelligentpackagingmoresustainable;“Anditwouldbesowastefulifpeoplejustthrewawaychips,IthinkiftherewasareturnabledepositIwouldliketousethechips”,and“Thatthereissomesortofreturnabledeposit”.OneparticipantmentionedthatthedesignaspectofbarcodesandQRcodescouldbeimproved andwould like to see this; “Designing barcodes, but they do not look likebarcodes.Inthatwayyoucancreatebeautifuldesigns,whileit isstillpossibletoscanthem.Ithinkthatisbeautiful”.

The categories were written up into small heading titles and the responses weresummarisedintooneparagraphpertitle.ThiscanbeseeninTable7.

TABLE7SUMMARISEDRESPONSESFOCUSGROUP

Knowledgeofintelligentpackaging

Mostoftheparticipantswerenotcertainwhatintelligentpackagingare.However,theparticipantshadseveralideasofwhatintelligentpackagingcouldbeordoforthem.Itwasalsomentionedbysomeoftheparticipantsthataddedtechnologywaspartofintelligentpackaging,andthatthisdidnotnecessarilyhadtobefromasmartphone.

Benefitsofintelligentpackaging

Someoftheparticipantswantedawaytocheckwhattheyhadathomewhiletheywereinthesupermarket,orevenaprogramthatremindedthemtobuyproducts.However,someoftheparticipantsopposedthisidea.Theparticipantsthoughtsupermarketscouldbenefitfromanimproveddatabaseaswell.Asystemthathelpsconsumersremembertheexpirationdateoffoodwasanotherideathatparticipantsthoughtthatcouldbenefitthem,howeveroneoftheparticipantsdidnotwanttoreceive

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notificationsiftheirfoodwasabouttoexpire.Oneparticipantsexpressedconcernsabouttheuseofchipsandmetalinpackaging.

Intelligentpackagingandfoodwaste

Theparticipantsthoughtanalarmwhentheirownfoodwasabouttoexpirecouldhelpthemreducefoodwaste,andexpressedthatthemeasurementoffoodcouldbemoreprecisewithintelligentpackaging.Theparticipantsbelievedthatsupermarketscouldreducefoodwasteaswellwithhelpofintelligentpackaging.

Intelligentpackagingandfoodchoice

Theparticipantsaremostinterestedingettingmoreinformationabouttheproduct,andcreatingabetterawarenessoftheproductstheypurchase.Whilesomeparticipantsmentionhighscoreswhenpurchasingfoodproducts,oneparticipantthinksthatarewardsystemwouldbebetter.Theparticipantsthinkthatscannersandscreensinthesupermarketwouldbethemostconvenient,andoneparticipantsuggestedscreensinsteadofalabel.Soundwasmentionedaswell,howeverscannableproductsarepreferredbymostpeople.

Intelligentpackagingandconvenience

Theparticipantsthinkthatrecyclingandtheimpactapackaginghaswouldhelpthem.Anotherconveniencementionedbytheparticipantistohaveaclearerbestbeforedateonthepackaging,oracounter.Oneparticipantexpressesthatintelligentpackagingcanhelpwithconsuminglessfood.

Intelligentpackagingandhealth

Theparticipantsagreethatintelligentpackagingcouldhelpthemeathealthier.Someoftheparticipantswouldliketohavefeedbackandtipsontheirhabits.Oneparticipantthinksthatadatabasewouldhelpthemeatlessunhealthy,however,someotherparticipantsdisagreethatthiswouldwork.

Usableintelligentpackaging

Theparticipantswoulduseintelligentpackagingiftheyarebeneficialtothem.Mostoftheparticipantsareinterestedingettingmoreknowledgeabouttheproducts.Someoftheparticipantsareinterestedinadatabaseandknowingwhattheyhaveathome,however,theyareunsureifthisisinformationtheywouldwanttoshareonline.Recipesuggestionsaresomethingparticipantswouldbeinterestedinandoneparticipantsmentionsthattheywouldliketobemotivatedtotakepackagingwithashortershelflife.

Othercomments

Someoftheparticipant’sbeliefthatthereshouldbeasortofreturnabledepositonintelligentpackaging,thatuseschips,andtheyfeelthatwouldbemoresustainable.OneparticipantmentionsthedesignaspectofbarcodesandQRcodesandwouldliketoseemoreofthat.

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6.4CONCEPTDEVELOPMENT

Todevelopnewconceptsaconceptdevelopmentprocesswasshapedbycombiningdifferentmethodsthathavebeendevelopedtohelpthecreativethinkingprocessandinnovationbuilding.Thevisualisationofthemethodsintheconceptdevelopmentprocesscanbeseeninappendix12.

6.4.1START-UPPHASE

Theproblemareaneededtobedefinedbycreatinganexplorationcircle.Thecirclewascreatedbycollectingtheinformationfromtheinterviewsandtheliteraturesearch.Theexplorationcircleisvisualisedinappendix13.Amoodboardwascreatedaswellandcanbeseeninappendix14.Aftercreatingtheexplorationcircleandthemoodboardthefocusforthecreativeprocesshasbeendefinedtothefollowingsentence:

Designintelligentfoodpackagingconcepts,tobeimplementedinTHECONSUMERENDOF

THEFOODSUPPLYCHAIN,thatDUTCHCONSUMERSwouldwanttouseandhasaddedvalueforthem.

Thissentencewillbethestartingpointoftheconceptdevelopmentprocess.

6.4.2DIVERGINGPHASE

Thedivergingphasestartedbywritingdownall initial ideas.Thetable(Table8)belowcontainsallideasthatoriginatedfromthefirst-roundmethod.

TABLE8THEFIRSTROUND,IDEAS

Idea ExplanationIntelligentrecommendationsystem

Asystemthatrecognisesyourpurchasinghabitsandgivesrecommendationsforproductsthatyoucanbuyinthesupermarket.Itcantellyouwhenproductsyoumightbe

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interestedin,haveadiscountorrecommendproductsthatfityourbuyingstyle.

Scanallthefoodyoubuy

Somethingthatsimplyscanstheproductsyoubuyandremembersthebestbeforedate.Youwillgetnotificationswhentheproductsareabouttheexpiretorememberthatyouneedtoconsumethem.Youwillalsobeabletomanuallyaddproductsanddeletethemafteryouhaveusedthem.

Colourchangingpackaging

Packagingthatchangesitscolourthemomentsomethinghappenstothefooditholdsortheenvironmentthatsurroundsit.

Screensinsteadoflabels

Starttousesmallfoldablescreensinsteadoflabelsonpackaging.Thismeansmoreinteractionandpossibilitiesonthepackagingitself.

Knowwhatyouhaveathome

Scanyourfoodpackaging,andknowwhatyoustillhaveathomefromanotherlocation.

Chipontheshelvesofthesupermarket

Placeameasurementchipontheshelvesofthesupermarkettomeasuretheenvironmenttoseeiftheexpirationdatecanbeprolonged.Thischipcanstayinplace,andcommunicatewithacomputer.

Foodmiles Givepeopleinsightinthefoodmilestheirproductshavetravelled;willthatchangetheirpurchasinghabits?

Smartlogos ThelabelsthatcontaininformationabouttheproductaredesignedQRcodes.Theylooklikeapicturebutarescannableandshowtheinformationaboutthelabel.Eitherwithscannablesoftwareinthesupermarketorasmartphone.

Expirationdatelabels

Createlabelsthatcansomehowchangetheexpirydateonthepackaging.

Backgroundinformationscanner

Addanelementtothefoodpackagingthatmakesitpossibletobescanned.Includebackgroundinformationaboutthefood.

Allergy/dietchecker Includeanelementsothepersonwhopicksupthefoodpackagingcancheckifthisfoodfitsintotheirdietwithouthavingtolookattheingredientlistandfindingitthemselves.

Non-packagingscanner

Createascannerthatcanunderstandwhataproductiswithouthavingtoaddanythingtothepackaging.Userecognitionsoftwaresothereisnoneedforpackagingwaste,orextraprinting.

Recipesuggestions Addadatabasebehinddifferentfoodpackagingthatcontainsdifferentrecipesthatcouldbecreatedwiththefoodthatwasjustscanned.

Self-heatingpackaging

Packagingthatcontainsanelementthatcanbeusedtoheatthefoodinside.Couldbeusedforreadytoeatmealsmostly.

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Self-coolingpackaging

Addaself-coolingelementtothepackaging.Canbeusedforreadytoeatmeals,ortoensurebetterfoodsafetyforfoodthatneedstostaycold.

Givetheconsumermoretransparency

Addanelementthatconsumerscanusetofindoutmoreaboutthefoodtheywouldliketoconsume.

Novelfoodhelp Thepackagingofnovelfoodcancontainasystemthatisscannableandbringstheconsumertoaplacewithmorebackgroundinformation.E.g.aboutthefood,preparationmethods,recipes.

Supermarketinventory

Helpthesupermarketgetabetterunderstandingoftheproductsandtheirbestbeforedatesinthesupermarket,andhelpthembattlefoodwaste.

Thedivergingprocesscontinueswiththepreconceptionsmethod.Allideasfromthefirstroundhavebeenusedandcommonfeaturesbetweenthemhavebeenidentified.ThisisvisibleinFigure5.Thepreconceptionsthathavebeenidentifiedarepresentedinthetablebelow(Table9).

FIGURE5PRECONCEPTIONSCOLOURCODED(LANDMAN,2017)

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TABLE9PRECONCEPTIONS

Preconceptions TurnedaroundTheconsumerhastouseitactively Theconsumerdoesnotneedtodo

anythingforthesystemtoworkAnadditionaldeviceneedstobeusedtounderstand

Noadditionaldeviceisneededtounderstand/usetheintelligentpackagingsystem

Thesystemsarevisiblebythenakedeye

Thesystemshavetobeinvisibletothenakedeye

Consumerswillhavetogoandpurchasetheproductsthemselves

Consumersdonothavetopurchasetheproductthemselves

Thepackagingneedstobescanned Thepackagingdoesnotneedtobescanned

Allthepreconceptionsweremadeinvalidandnewideasdevelopedfromthisprocess.Theprocessisvisualisedinappendix15.Allnewideasaredescribedinthetablebelow(Table10).

TABLE10IDEASFROMPRECONCEPTIONSMETHOD

Idea ExplanationLightsup Packagingthatlightsupwhenyouneedit.Couldbeusedinthe

supermarketwhensearchingforaproductColour Packagingthatchangescolourwhensomethinghappenstoit.

Eachcolourcouldrepresentadifferentthing(e.g.expired,opened,almostempty)

Soundeffects Soundseffectscouldbeembeddedinpackagingtocreateanextradimensionofinterestfortheconsumer.Couldbeusedformarketingpurposes

Expirationdatetalks

Thepackagingcouldsimplytellyouwhenitisabouttoexpire

Facerecognition Supermarketscouldusefaceandproductrecognitionsoftware.Theconsumerdoesnotneedtopayatcheckoutinthetraditionalsense,becausethesystemalreadyknowswhotookwhatproductfromtheshelf

Testifthefoodisforyou

Packagingcouldtestiftheproductishealthyforyourbodyandgiveservingsizerecommendationsaccordingly(male/female/kidorlookatdiseases/allergies/diets)

Kitchenofthings Thekitchenofthings(internetofthings)canuseintelligentpackagingtocreateasmarthomefortheuser

Smarttrash Thetrashknowswhichfoodpackagesarethrownaway,andaddsthemtothegrocerylist

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Screens Theapplianceshavescreensandtheconsumercanusethekitchenofthingswithouttablet,laptopofsmartphoneaswell

What’sathome Youwillalwaysknowwhatyouhaveathomebecauseyourkitchenscannedalltheproductsandyoucanaccessthisdatabase

Automatedbuyingsystem

Thefoodpackagingcommunicateswiththekitchenthatitisalmostempty.Theproductisaddedtothelistandgroceriesareorderedautomatically

Screensaspackaging

Traditionalpackagingisreplacedbydigitalscreensthatshowtheinformationofthefooditholds.Itcanshowmoreinformationorplaymovies

Touchscreen Thetraditionalpackagingisreplacedbyatouchscreen,whentheconsumerwantstoknowmoreaboutaspecificthinghecanusethetouchscreentogofurtherintothelabel(e.g.clickontheingredientlistoraspecificingredient,clickonthelabels,nameoftheproduct)

Temperaturesensor

Temperaturesensorsareaddedtosupermarketshelvesandmeasuretheenvironmentandcontrolittoextendshelflifeforthefoodontheshelves.

Shelveswithintelligentpackagingsystems

Theshelvesinthesupermarketcanbeequippedwithintelligentpackagingsystems,andcommunicatewiththesupermarketabouttheproductstheyhold

Measuresandregulatesthetemperature

Foodpackagingthatmeasuresandregulatesthetemperatureofthefoodinside,containingacoolingsystemifnecessarytocooltheproducttokeeptheproductfreshlonger

Mapoftheproduct

Thefoodpackagingcancontainholographicimages,hiddenfromdirectviewthatshowsadditionalinformationabouttheproduct

Backgroundmovie

Consumerscangetaccesstoexclusivebackgroundmoviesabouttheproductstheypurchased.Canbeusedformarketingpurposes

Designedcodes NomoretraditionalbarcodesorQRcodes.Thenewcodescouldbeembeddedintothepackagingdesign.Byusingarecognitionsoftware.

Supermarketmap Useaugmentedrealitytoshowtheconsumerhowtowalkthroughthesupermarket.Itwillbesimilartoashoppinglist,butbyscanningtheareayoucanseewheretogoandfindtheproductsyouneed.

Game Useanaugmentedrealitygametomakegroceryshoppingmorefun

Learnaboutfood Byusingasmartphonetocreateanaugmentedviewoftheproduct,itshowsmoreinformationabouttheproductandvisualizesthisinaugmentedrealityfortheconsumer

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Floatingveggies Byscanningtheproduct,theaugmentedrealitywilladdrecipesandsuggestionswhatcouldfitwiththechosenproduct

Cookbooks Thepackagingwillhavemorerecipesuggestionsembeddedinthemtheycouldcomefromadatabaseofpeoplethathavecookedthisproductbefore

Expirationdatealarm&menusuggestions

Afewdaysbeforeafooditemisabouttoexpire,itwillgiveasuggestionandalarmtohelpconsumersbattlefoodwaste

Scale Thefoodpackagingcanbeequippedwithaninternalscalethatmeasureshowmuchoftheproducthasbeenusedandisnecessary(portionsize).Couldbeusedforproductssuchasrice,sotheconsumerknowshowmuchricetocook.

Makepackagingmoreusable

Addsomethingtothepackagingtomakeitusableafterthefoodhasbeenconsumed

No-labelpackaging

Thepackagingdoesnotneedtohavelabelsanymore,justasmallchip/scannableandalltheinformationcanbereadonsmartphoneoronscreensinthesupermarket.Thiswaythereisnoneedforsomuchpackagingmaterialanymore

Automaticconnection

Yoursmartphonecouldmakeautomaticconnectionstofoodnearby,lookinthedatabaseifyouneedsomethingandyoucanseewhereitis

Useaugmentedrealitytoshowprice/labels

Insteadofprintinglabelsorpricetagsaugmentedrealitycanbeusedtoshowthiswhenlookingthroughasmartphoneattheproduct

Thefollowingmethodinthedivergingphasewasthepersonalanalogy.Theobjectfromthestart-upsentenceisfoodpackagingandhasbeenimagedinthreedifferentsituations.The first situation is that the food inside thepackaging isabout thespoil, the secondsituationisthattheconsumerdidnot likethefoodinsidethefoodpackagingandthethirdsituationisthatthepackagingwouldliketohelptheconsumermore.Thefollowingboxesshowthepersonalanalogymethodfromsituationtoidea.

ThefoodthatIamholdingisabouttospoil

Ohno!Iamstartingtofeelspoiledandgross.Myinsidesdonotfeelgoodanymore!

IfeelsosickifIdonotgetpickedupsoonImightthrowupandneedtobethrownaway.

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IneedtomakesurethisdoesnothappenbymakingsureIgetrecognisedandletpeopleknowtoeatmefast!Iamturninggreenalreadysotheymusthurry.

Greenpackaging

Thefoodpackaginginthesupermarketturnsgreenwhenitisabouttoexpire,thiswaytheconsumersknowthattheyshouldbuythisproductandeatitfast.Thegreencolourmeansthatthereisadiscountonthisproduct.

TheconsumerdoesnotlikethefoodIhave

Itmakesmesosad,Ihavetravelledsofartogetthistotheconsumer,andnowheisdisappointed.

IwishtheconsumerknewIwasnottherightchoicebeforebuying,andthatitwillnothappenagain.Iwouldliketowarntheconsumeraboutthefoodhemightdislikeorisallergicto.Maybethenthiswillneverhappenagain.

Personalprofile

Use food packaging to create personal flavour/product/preference profiles whichshowspreferences,productsthataresimilarinflavourorgoodtocombineandknowswhenaconsumerdoesnotlike,wantto,orisallergictosomething.

Iwouldliketohelptheconsumerbetter

I am so frustrated! I cannot let the consumer know enough, they have so manyquestionsformeandIknowtheanswer,butIcannotcommunicateit.

Iknowsomuch,ImeanIhavetravelledwiththisfoodforalongtime,andIwanttosharethis.

Journeydatabase

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Afooddatabasecouldcontaininformationaboutthejourneyofthefood,hasitbeenhandledwellandhowfardidittravel.

Thelastdivergingmethodiscalledluckyshots.Differentwordshavebeenchosenandassociatedbacktothewordintelligentpackaging.Thewordswererandomlygeneratedbyusingtheonlinewordgeneratortool.Thistoolcanbeusedtogeneratewordsandusedforbrainstorming(TextFixer,NoDate).Fivewordshavebeengenerated:Folding,Gasmask,Humble,PieceandZombie.TheLuckyshotsassociationsmethodisvisualisedinFigure6.

FIGURE6LUCKYSHOTSASSOCIATIONS(LANDMAN,2017)

New ideas have been formed by using the association words from the lucky shotsmethod.Theseideascanbeseeninthetable(Table11).

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TABLE11LUCKYSHOTIDEAS

Idea ExplanationSocialpackaging

Byscanningthepackaging,youcangetintouchwithotherpeoplewholikethesameproductandmeetnewpeoplewholikethesamefoodasyou

Eatwithfriends

Adatabasethatyousharewithfriends/roommatesthatshowswhoboughtwhatproductforaneventorjustforthismonth

Intelligentgame

Scanthepackagingandopenasecretgame.Therecouldbeagamethatcanbeplayedonasmartphonethatisinthemewiththefoodpackagingthatisscanned

6.4.3CONVERGINGPHASE

TheconvergingphasestartedbydividingallideasgeneratedwiththemethodsfromthedivergingphaseintotheCOCD-box.All ideashavebeenscoredoninnovationstrengthand feasibility, by the researcher together with an electrical engineer, who hasknowledgeofthepossibilitiesfornewtechnologicalsystems.Thescoringoftheideascanbeseeninappendix16.Afterwardstheresearcherandtheelectricalengineerbothchose10ideasthatsoundedthemostinteresting,theideaschosenweresortedintotheCOCD-boxandcanbeseeninthefigurebelow(Figure7).

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FIGURE7CODCBOXINTELLIGENTPACKAGINGIDEAS(LANDMAN,2017)

TheCOCD-boxmethodnarrowedtheideasdowntofifteen.Theseideaswerevisualisedin an ideaformand cartoon. The fifteen ideaforms and cartoons can be found in theappendices(Appendix17.).Thevisualisationoftheideashelpedtofurtherdevelopthem,whichwasnecessaryforthenextstepoftheconvergingphase;theverdict.Theideashavebeenscoredonpotential,risk,effortandfeeling(Table12).Thescoresrangingfrom1to10(1lowestand10highest).Theideanumbersinthetablearecorrespondingtotheideanumbersintheideaform(Appendix17.)

TABLE12PREFERSCORES

Ideanumber 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15Potential 7 5 8 6 9 6 9 8 8 8 9 7 9 6 9Risk 9 5 6 2 2 4 7 8 8 4 6 2 7 7 3Effort 6 9 2 3 2 3 5 6 5 4 6 4 5 3 5Feeling 3 6 7 6 8 5 8 7 7 8 8 5 9 5 9Total 25 25 23 17 21 18 29 29 28 24 29 18 30 21 26

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ThePREFermethodshowsthattheideawiththemostpotentialis:learnaboutfood.Thisis followedcloselybythe intelligentrecommendationsystem;knowwhatyouhaveathomeand;thesupermarketmap.Thesixideaswiththemostpotentialare:

• (7)Intelligentrecommendationsystem• (8)Knowwhatyouhaveathome• (9)Temperaturesensor• (11)Supermarketmap• (13)Learnaboutfood• (15)No-labelpackaging

AndwerechosentobeenrichedwiththePMO-method, the laststepof theV3-circle(Table13).

TABLE13PMOMETHODIDEASINTELLIGENTPACKAGING

7.IntelligentrecommendationsystemPro • Moreinspiration

• Convenience• Knowledgeinthepurchasinghabitsofconsumers

Con • Onlyforsmartphoneusers• Systemdoesnotknowiftheconsumerlikestheproduct• Consumermightnotwanttosharepersonalpurchasingbehaviour

withtheprogramEnrich • Addaratingsystemsoconsumerscansendfeedbackonhowthey

likedtheproducts,whichisgoodforcompaniesaswell,sincetheywillgetconsumerfeedbackabouttheirproducts.ThiswillgetthemtoprintaQRcode/scannableontheirpackaging.

• Givepersonalrewardstopeople,suchasapersonaldiscountforproductstheconsumerswilllike.

• Createanonlineversionforlaptopssonon-smartphoneuserscouldusetheprogramaswell.

8.KnowwhatyouhaveathomePro • Convenience

• Battlehouseholdfoodwastebyhelpingconsumersnottopurchasetoomuch

Con • Allpackagingneedsbeincludedforthistowork.• Theconsumermightnotwanttosharepersonaldatainadatabase.• Needasmartphone.

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Enrich • Feedbackfromtheconsumer,whobuystheproduct,isabenefitforthefoodindustryandcanconvincethemtoimplementtheintelligentpackagingsystem.

• Giveconsumersarewardforsharingtheirfeedback,andaskiftheywantprivatesettings.

• Incorporatetheintelligentsystemwiththecheckout,useapersonalprofilewhenpaying.

9.TemperaturesensorPro • Helpsextendsshelflife

• EasiertemperatureregulationmanagementforsupermarketsCon • Notimportantfordryfood

• Productswithadifferentpreferredstoringtemperaturecannotbeonthesameshelf

• NeedstobetestedtoseeifitmakesadifferenceinshelflifeEnrich • Onlyimplementthesystemonproductsthatneedsuchasystem.

• Reorganisetheshelvesinthesupermarket.• Pilottestthesystemtoseeifthereisadifferenceinshelflifeforthe

products. 11.Supermarketmap

Pro • Convenience• Easyshoppingexperience• Marketingtoolforsupermarkets

Con • Thesupermarketneedstoimplementthissystem• Allsupermarketshaveadifferentlay-out• Sometimesproductsandshelvesaremovedaroundforpromotions

Enrich • Greatmarketingtool,asupermarketwouldwanttoinvestmoneytogetmorecustomersintheirsupermarket.

• UseGPStrackingtofindtheproductsintheshelves.• Pilotonesupermarketandseeiftherearerealresultsbeforeadding

moresupermarkets. 13.Learnaboutfood

Pro • Increasecommunicationwiththeconsumer• Lowertheamountofpackagingmaterialnecessarytoinformthe

consumerCon • Consumersneedsasmartphone

• Locationbound• Mostlyvisuals,nottoomuchtextpossibilities

Enrich • Createself-scannerswithaugmentedrealityprogramsembeddedinthemtoscantheproducts.

• Createascannablesystem,thatisnotlocationboundandtheproductcanbescannedatalltimes(evenathome).

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• Addclickablelinkstoawebpagewithmoreinformationandtextfortheconsumertoread.

15.No-LabelpackagingPro • Decreasepackagingwaste

• MorepossiblewaysofcommunicatingthroughdigitalmediaCon • Whenconsumersdonothaveasmartphoneandhavepurchasedthe

productitisnotpossibletoreadtheinformationagainwithoutgoingtothescreensinthesupermarket

• Hardtocatchconsumersinterestbeforescanning• Difficulttofindtheproduct

Enrich • Stillusesimpletraditionalpackagingdesign,eitherontheshelforonthepackagingitself,dependingontheproduct.

• Databaseofexternaldigitalinformationisaccessiblethroughsmartphone,tablet,laptopandscreensinthesupermarket.

The last step was to combine and choose from the six ideas and create intelligentpackagingconcepts.Firstly, ideaseven(intelligentrecommendationsystem)andeight(knowwhatyouhaveathome)caneasilybecombinedintooneconcept,sincebothideasuse a database of products to work. Idea nine (temperature sensor) and eleven(supermarketmap) need to be tested thoroughly before knowing if the benefits areworththerisksbeforeimplementingthesystems.Ideathirteen(learnaboutfood)andfifteen (no-label packaging) have a higher success factor, since there is a lowerimplementationrisk

6.4.4CONCEPTS

Differentconceptshavebeendevelopedthatcouldbeimplementedintotheintelligentpackagingsector.Thethreeconceptschosenfromtheconvergingphaseare;intelligentrecommendationsystem&database(Table14),learnaboutfood(Table15),andno-labelpackaging(table16).

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TABLE14INTELLIGENTRECOMMENDATIONSYSTEM&DATABASECONCEPT

Intelligentrecommendationsystem&databaseThefoodpackaginghasascannablesystemembeddedinthepackagingdesign.Thiscanbescannedbytheconsumers’smartphone,throughanapp,and/ordirectlyatcheckout.Theinformationissendtoadatabasethatcanbecheckedbytheconsumeratanytime.Theconsumercanreceivenotificationsofproductstheymightlikeandpersonaldiscounts.Theconsumershaveanoptiontosharefeedbackabouttheproducts,tokeeptheirrecommendationsascurrentaspossible,andthereisanoptiontosendthisdatabacktothemanufactureroftheproductaswell.Theprogramcanbeusedwithasmartphoneandtablet,andcanalsobeaccessedwithalaptoporcomputer(Figure8).

FIGURE8INTELLIGENTRECOMMENDATIONSYSTEM&DATABASE(LANDMAN,2017)

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TABLE15LEARNABOUTFOODCONCEPT

LearnaboutfoodByusingaself-scannerorasmartphone,theconsumercanscanaproductandsee,onthescreen,thedigitalworldaroundthefoodpackaging.Usingaugmentedreality,theproductcanbeenhancedwithdigitalvisualsandlinksfortheconsumertoclickandgainmoreknowledgeaboutthefoodinside(Figure9).

FIGURE9LEARNABOUTFOOD(LANDMAN,2017)

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TABLE16NOLABELPACKAGING

No-LabelpackagingFoodpackagingisembeddedwithasmallchip,alltheinformationthatisnormallyprintedonpackagingcanbereaddigitallywithasmartphone,oronscreensinthesupermarket.Packagingdesigncanbekeptsimpleanditisnotnecessarytoprintasmuchonthefoodpackaging.Insomecases,packagingwouldnotbenecessaryeg.fruitandvegetables(Figure10).

FIGURE10NO-LABELPACKAGING(LANDMAN,2017)

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7.DISCUSSION

The aim of this research is to understand in which way intelligent food packagingconceptscanbedevelopedwithaCONSUMERORIENTEDAPPROACHforTHECONSUMERENDOFTHE

FOOD SUPPLY CHAIN. Intelligent food packaging systems have been emerging on theEuropeanmarketsincethelegislationchangein2004andmanyresearchershavesaidthattherearebothchallengesandopportunitiesfordevelopingfoodpackagingsystemsforTHECONSUMERENDOFTHEFOODSUPPLYCHAIN.ACONSUMERORIENTEDAPPROACHandoutoftheboxthinkingcanhelptheresearcherdevelopnewconceptsthathaveahigherconsumeracceptancethaninnovationscreatedfromatechnologicalpointofdeparture.Thisstudywasmadetoanswerthequestion

“Howcan intelligent foodpackagingconceptsbedeveloped,withaCONSUMERORIENTED

APPROACH,forTHECONSUMERENDOFTHEFOODSUPPLYCHAIN?”.

TheresearchertriedtounderstandtheworldofDUTCHCONSUMERSbeforedesigninganddevelopingnewintelligentfoodpackagingconcepts.Theroleoftheresearcher inthisstudyisimportant,sincemanyofthechoicesmadearedonebecauseoftheresearcherspre-understandingandunderstandingofthesubject. Itwas importanttohaveagoodunderstandingoftheDUTCHCONSUMERSbeforestartingtheconceptdevelopmentphase,to ensure that the concepts were not developed by the researchers’ preferences ofintelligentpackagingsystems.However,everyonehastheirownviewoftheworld,itcanbequestioned ifunderstanding theconsumers isenough.By introducinganelectricalengineer, with a different world view on the subject, it has hopefully given a morenuancedinputintheconceptdevelopmentphase.Theresearcherwillalwayshaveahighinfluenceinaconceptdevelopmentstudy.

7.1DISCUSSIONOFCONTEXT

Several studies have been dedicated to the field of intelligent packaging and newdevelopments in the foodsupplychain.Manyexisting intelligent foodpackaginghavebeencreated toextendshelf lifeand improve foodsafety (Vanderroost,etal.,2014).

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Researchsuggeststhatthereareopportunities inconsumerbenefitsandconvenience(Brody,etal.,2008;Biji,etal.,2015).

TheURBAN SONGLINES showed the consumers’ behaviour during their supermarket trip.Conveniencewasoneoftheimportantdeterminingfactorsforaconsumertochooseaproduct. However, price, liking, appearance and preference played a role in theparticipants’behaviouraswell.Thiscouldmeanthatevenifafoodismoreconvenient,itmightstillnotbepreferred,thepriceofthepackagedfoodproductshouldnotbemuchhigherthanthealternative.TheparticipantsfromtheFOCUSGROUPexpressedinterestinbeing better informed about the food they purchase, increased convenience whileshoppingandaninterestinaddedtechnology.Thesebenefitscanbedeterminingfactorsforaconsumertopreferaproductoveranother.

TherehasnotbeenmuchdevelopmentofintelligentpackagingsystemsintheCONSUMER

ENDOFTHEFOODSUPPLYCHAINinEurope.OneofthereasonsisaccordingtoAhvenainenanunknownconsumeracceptanceofintelligentpackaging(Ahvenainen,2003).Itcouldbethatthereasonforanunknownconsumeracceptanceisthatconsumersarenotyetsurewhatintelligentpackagingis.DuringtheFOCUSGROUPdiscussion,theparticipantsofthisstudywerenotsureaboutthedefinitionof intelligentpackaging.Therewasageneralidea that technology was added. During the FOCUS GROUP interview the participantsmentionedthattheywoulduseintelligentpackagingiftheintelligentpackagingsystemsaddedsomethingtheyareinterestedin;addedconvenienceormoreinformationabouttheproductinside.TheActipackprojectresearchedconsumeracceptancetowardsnewinnovations in the food packaging industry. The project concluded that Europeanconsumerswhereopentowardsnewintelligentinnovationsifthematerialusedwassafe.Thisresearchshowedthatconsumerspreferfoodpackagingmaterialstoberecyclableand biodegradable (Restuccia, et al., 2010). The participants from the URBAN SONGLINEfoundit importantnottocreatemuchfoodwaste,anditwasoneofthedeterminingfactorswhenmakingdecisions.DuringtheFOCUSGROUPtheparticipantsmentionedthatabenefitofintelligentpackagingcouldbeknowledgeofproductsathome,programsthathelpedthemrememberwhattheyhadtopurchase,oranexpirydatealarmtohelpthemreducetheirownwaste.Someparticipantsdislikedtheideaofaddedpackagingwaste,such as chips and metal, that might be added to some of the intelligent packagingsystems. The participants would be more interested in using intelligent packagingsystems when there is a returnable deposit on intelligent packaging, so they can bereused,orbyusingdatacarriersthatdonotrequireextrawaste.

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Most reasons for changes in the food packaging industry are linked to consumerpreferences,whichiswhy,accordingtotheresearchofDobruckaandCieszewski(2014),the implementation of novel packaging systems should be done from a consumerperspective to ensure the enduserwill use it. The participants from the FOCUSGROUPexpressedthattheymostlywantedtobeinformedaboutthefood,butwantedtobeabletoscanthepackagingthemselves,andusethe intelligentpackagingsystemwheneverthey wanted to. Additionally, the participants from the FOCUS GROUP found thatsupermarkets could benefit from an invention that could battle foodwaste by usingintelligentpackaging.

7.2DISCUSSIONOFMETHODS

7.2.1DATACOLLECTIONMETHODS

TheunderstandingofDUTCHCONSUMERSpriortostartingtheconceptdevelopmentphasecame from three URBAN SONGLINES and a FOCUS GROUP. Consumer behaviour is mostlystudied by observation (Foxall, 1980). The URBAN SONGLINE method created a betterunderstandingofDUTCHCONSUMERSandtheirbehaviourfromsupermarkettokitchen.Thisisanalternatemethodtopersonas,amethodfrequentlyusedinconceptdevelopment.Personas are fictional characters, created by the researcher, that can be used tounderstand the reality and assumptions of a target group (Grudin & Pruitt, 2002).However,theURBANSONGLINESmethodgivesamoredetailedunderstanding,italsoshowsplacesofmeaningandtheroadthatistravelledbytheparticipants.TheURBANSONGLINEmethodderivesfromthefieldofarchitectureandurbancityplanning.Inthiscase,ithasbeenusedtocreateatemporaryworldandisseeninthisresearchasamethodthatcanbeusedtounderstandhowpeopletravelthroughFOODSCAPES,insteadoflandscapes.Thesonglineinthisresearchislessaboutthephysicalroadtheparticipantstook,itisaboutunderstanding the moments of meaning, disturbances and experiences that theparticipantshadasaDutchconsumer.

TocreatetheURBANSONGLINEStheresearcherwasresponsibletotakephotographsandconductingadescriptiveinterview.Duringtheinterviewthequestionswerebasedupon

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thephotographsandcommentsthatweremadeduringthetrip.Anotheroptionwouldhavebeentoconductsemistructuredinterviews,withkeypointstogiveallinterviewsacoherentdirection.However,theuseofasemistructuremighthavepreventedanswersthattheresearcherdidnotaccountfor.Itcouldalsohavebeenpossibletouseadifferentcollectionmethodwhile conducting theURBANSONGLINES. TheRamblrappwasused tocollectdata,andwhilethisappisfeasibletomaplongdistancetracks,itwasnotpossibletocreateareal-lifemapofasupermarket,sincetheRamblrmapsdonotincludeindoorroads.Thismeant theGPS functionwas insignificant.Other technologycouldmake itpossible for the participants to create anURBAN SONGLINE without having a researcherpresent.Onetoolcouldbetheebutton.Theebuttonisawearablecomputerthattheparticipantcanpinontheirchest.Theebuttonisprogrammedtotakepicturesevery1to5seconds(Sun,etal.,2012).Theparticipantdoesnotneedtobeaccompaniedbytheresearcher,resultinginlesstimespendondatacollection.However,thereisadifferencebetweenmanualandautomaticphotographs.Onlythephotographsthatshowpointsofinterestfromtheparticipantsareneededforthedescriptiveinterviews,andtheebuttontakesautomaticpicturesevery1to5seconds.ThepossibilitiesoftheebuttonneedstobestudiedbeforeitispossibletodrawaconclusioniftheebuttonisasufficienttooltocreateURBANSONGLINES.

The FOCUS GROUP was conducted to understand the thoughts and interests of DUTCHCONSUMERSonintelligentpackaging.NormallywhenFOCUSGROUPSareconductedtherewillbetwoorthreeFOCUSGROUPSwithdifferentparticipants,tomakesurethattheanswersfromtheparticipantsarenot influencedby theotherpeople in thegroup.One FOCUSGROUPmight not be enough to reach a conclusion on how theDUTCH CONSUMERSviewintelligentpackaging.Additionally,FOCUSGROUPSarechallengingtomanage,sincethereareseveralfactorsthatcanchangetheoutcome.Participantsmightmakeupanswerswhen theydonotwant to share theirhonestopinionordominantparticipants couldinfluence other participants (Krueger & Casey, 2015). As a safeguard, the researcherfulfilled the role ofmoderator, ensuring that the participants felt safe to share theirthoughts.Furthermore,theanswersfromthisFOCUSGROUPwereusedasastartingpointoftheconceptdevelopmentphase,asaFOCUSGROUPisagreatmethodtoexplorenewideas anddiscuss themes. The results of the FOCUSGROUP cannot beused later in theconceptdevelopmentprocesstomakedesigndecisions.TheFOCUSGROUPhasbeenheldoveralimitedperiod,andthemoderatorwasresponsibleforintroducingthethemesandquestionswhenthediscussionhadfounditssaturationpoint.InsteadofaFOCUSGROUPdiscussion,allparticipantscouldhavebeeninterviewedseparately.However,byusinga

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FOCUSGROUP theparticipantsgotachancetocommentonotherparticipants’answers,expandingorexpressingadifferenceofopinion.

7.2.2DESIGNMETHODS

By using several designmethods three new concepts have been developed. If othermethodswouldhavebeenused the resultsof theconceptdevelopmentphasemighthavebeendifferent.Likewise,ifanotherresearchercarriedouttheconceptdevelopmentprocess.Thiscanbeexplainedbythepersonalcomponentofconceptdevelopment,andwhyfeelingisanimportantpartofthestart-upphase,aswellastheconvergingphase.

Theexplorationcircleandamoodboardhavebeenusedduringthestart-upphase.Thegoalofbothmethodsisto introducethesubjectandgivetheresearcherthesenseofstarting(Byttebier&vanBlokland,2002).Itisanimportantpart,sincefocusisnecessaryto get good results. Additionally, the moodboard gives the researcher a visualunderstandingofthesubject.Botharemethodsareusedtostartthecreativeprocessandacquiretherightmind-set.Othermethodscouldalsohavebeenusedforthestartupphase.Thestartsentenceisthebasisoftheconceptdevelopmentsession.Thestart-upsentenceshowsthedirectionoftheconceptdevelopmentprocessandthefocus.Ifthestart-upsentencewasdifferent,thefocusandtheresultwouldhavebeendifferent.

Thedivergingphaseisusedtodevelopmanynewideasbyusingacollectionofdifferentmethods.Thepreassociationmethodletstheresearcherthinkabouttheirownthoughtpatterns.Thismightbedifficultatfirst,butasaresultmanynewideashavebeencreated.Thismethodismostlydonebyanindividual,andnotinagroupsetting.Iftheresearchwouldberepeatedwithmorepersons,itmightbebettertouseadifferentmethodthatworksbetterwithmultiplepeople.Thepersonalanalogyaskstheresearchertousetheirimagination.Thismethodmightnotworkforeverybody,sinceitneedsagreatdealofimaginationtowork.However,itisawaytobreaktraditionalthinkingstyles.Theluckyshotsmethodisagoodmethodtofinishthedivergingphase,sinceitisaquickmethodtofindandcreatemoreideas.Theconceptsthateventuallyhavebeenchosen,haveallbeendevelopedwiththepreassociationmethod.Asaresult,itmightseemthatonlythismethodisnecessarytodevelopnewideas.However,theprocessofsensemakingandcreativethinkingisintegratedandfluid.Therefore,acombinationofdifferentmethodsisbestforthecreativeprocess.

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Theconvergingphase startedbyusing theCOCD-boxmethod to sortandchoose theideas.Thiswasexecutedbytheresearcherincollaborationwithanelectricalengineerthathasknowledgeaboutthetechnologicalpossibilitiesoftheideas.Thismethodwassuitabletosortandchoosetheideasandworkedwellwithtwopeople.Whenworkingwithabiggergroup,othermethodsforchoosingideascouldwork,however,theCOCD-boxmethodsortedtheideassimultaneously,otherpossiblemethodsdonot.TheideasthatwerechosenfromtheCOCD-boxwerevisualisedwithacartoonandshaped intoideaforms.Amoodboardcouldhavebeenanalternativevisualisationmethod,however,a moodboard portrays the feeling of an idea, while a cartoon, accompanied by anideaform,givesabetterunderstandingoftheidea.Additionally,ithelpsshapetheideaswhileworkingonthem.Duringthedivergingphase,mostideasaresentencesandwords,andhavenotbeenformedcompletelyyet(Byttebier&vanBlokland,2002).Anadditionalmethodthatcouldhavebeenusedisthemirror.Thismethodisusedbyaresearchertodeveloptheideafurtherbytalkingtoanotherperson,whilethispersonaskshowandwhyquestions(Byttebier&vanBlokland,2002).Themirrorcouldbeagoodexpansiontofurtherdeveloptheideas,whenworkingwithmultiplepeople.

ThePREFermethodwasusedtoscoreandchooseideas.Othermethodscouldhavebeenused,butmostscoringmethodsareonlysuccessful ingroupsettings,whentherearemorepeoplethatcangivescorestotheideas.ThePREFermethoddividesthescoringindifferentsubsections,consequentlythereisnobiasedresult(Byttebier&vanBlokland,2002).ThePMO-methodhasbeenusedtoenrichthe ideas.Therearemanydifferentmethodsthatcanbeusedtocompleteaconceptdevelopmentprocessanditdependsonthecircumstanceswhichmethodsarebest.ThePMO-methodfitwellwiththetimelimit of 5 minutes and the KISS-principle, which is the reason why this method wasdeemed the most appropriate. The results from using this combination of designmethods are three intelligent packaging concepts that could be implemented in theDutchmarket,anditisthereforerecommendedtousethesemethodsagainwhenthistypeofresearchdevelopmentisrepeated.

7.3DISCUSSIONOFRESULTS

Asaresult,threedifferentintelligentpackagingconceptshavebeendevelopedthatcouldbeimplementedintothetraditionalfoodpackagingindustryontheDutchmarket.These

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conceptsare;‘theintelligentrecommendationsystem&database”,“learnaboutfood”and“no-labelpackaging”.

Thefirstconceptistheintelligentrecommendationsystem&database.Thissystemfallsunder the category of data carriers. And the implementationof the systemdoes notrequire added packaging waste since it can be printed on the packaging by themanufacturer. Themain purpose of this systemwould be added convenience to theconsumerbysendingnotificationstotheconsumeraboutfoodthatisinterestingtothemandbycreatingadatabaseofthefoodtheconsumerhasthatcanbechecked.TheneedforadatabasecanbeseenintheresultsfromtheURBANSONGLINESandtheFOCUSGROUP.Theparticipantsmentionbeinginterestedinadatabaseandmostarewillingtouseit.Problems that can arise is that consumers might not be open towards sharing theirpersonalinformationonline.ThiswasmentionedintheFOCUSGROUPaswell.Byaddingarewardsystem,suchaspersonaldiscountsandrecommendationconsumersmightbemore prone to sharing their food choices. An important factor should be that theconsumersknowwhohasaccesstotheirdatabase,thustheinformationthatissendistransparent to them.This systemcanbe implementedbya supermarketandall foodpackagingcanbeaddedtothedatabase.Foodproducerscanbeconvincedofaddingascannabletotheirfoodpackagingbecausetheywillreceivefeedbackontheirproducts,whichisassumedvaluabletothem.

The second concept is the learn about food system. This intelligent food packagingsystemusesaugmentedrealitytoaddanewdimensiontofoodpackaging.Theconceptfallsunderthecategoryofdatacarriers,thecostsofimplementingascannablesystemonthepackagingislow,howeverthedevelopmentofaugmentedrealitypackagingwouldrequireeffortfromthefoodindustry.Themainfunctionofthissystemistoinformtheconsumer about the food and to use new technology to let the food industrycommunicatewiththeirconsumers.Theimplementationofthissystemcancomefromthefoodproducersandthissystemcanbeusedasamarketingtooltochangeconsumerpreferences.

Thethirdconceptiscalledtheno-labelpackaging.ThissystemfallsunderthecategoryofdatacarriersandworksbyaddinganRFIDchipstothepackaging.Thesystemcouldbeused to lowerpackagingwastebyeither replacing theneed forprintedpackagingoncertainfoodproducts;suchasvegetablesandfruit,orloweringtheamountofprintedmaterial that is necessary on packaging. Furthermore, it could also be used in

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supermarkets that offer bulk products to replace labels. The implementation of thisproductcanbedonethroughthesupermarkettolowertheirpackagingwasteorthroughthefoodmanufacturers.Forthissystemtofullyreplacepackaging,itwouldbenecessaryto have all scannable information available to all consumers. A solution can be thatscreens,thatcanscanthepackaging,areplacedinthesupermarket,forpeoplewithoutasmartphone.

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8.CONCLUSION

Prior research shows that intelligent packaging systems are emerging in the foodpackagingindustry.Therearemultipleusesforintelligentsystemsimplementedonfoodpackaging,andthereisanopportunitytocreateintelligentpackagingconceptsforfoodpackagingforTHECONSUMERENDOFTHEFOODSUPPLYCHAIN.However,challengesemerge,asisisunknownhowtheconsumerwillreacttothesenewtechnologies.Therefore,ithasbeen researched how intelligent food packaging concepts can be developed, with aCONSUMERORIENTEDAPPROACH,forTHECONSUMERENDOFTHEFOODSUPPLYCHAIN.

One of the major challenges for intelligent packaging is that it is unknown whatconsumerswilluse,whichiswhy,tofurtherdevelopintelligentsystemsinTHECONSUMER

ENDOFTHEFOODSUPPLYCHAIN,newapproachesmustbeusedtothinkoutsidethebox.Anincreaseddesignfocuscanbetheanswertodevelopnewintelligentpackagingsystems.Thisresearchhastakenthedeparturepointtocreatenewconceptsfromaconsumers’perspective by using different qualitative methods to understand the consumers’thoughts on intelligent packaging. From this data, and the knowledge from otherresearchdoneinthefieldofintelligentpackaging,newconceptshavebeendevelopedby combining concept development methods into three separate phases (start-up,diverging,converging).TheresultsshowedthatbyusingaCONSUMERORIENTEDAPPROACHanddesignthinking, it ispossible tocreate intelligentpackagingconcepts thatcanbeimplementedinTHECONSUMERENDOFTHEFOODSUPPLYCHAIN.

Theresultsshowedthatdesignthinkingcanbecombinedwithotherfieldsofresearchtocreatenewpossibilities.TheresultsfromtheFOCUSGROUPandURBANSONGLINEScreatedaprofileofDutch25-30yearoldconsumersandshowedthatforintelligentpackagingtheyweremostlyinterestedinbeinginformedandaddedconvenience,anddidnotwanttoincreasepackagingwaste.Thisisrepresentedinthethreeintelligentpackagingconceptsthathavebeendeveloped.

Acombinationofconsumerorientedresearchandconceptdevelopmentmethodshavebeenused todevelop threedifferent intelligent foodpackaging concepts that canbeimplementedintheendofthefoodsupplychain.Thethreeconceptsaretheintelligentrecommendationsystem&database,learnaboutfoodandno-labelpackaging.Thisstudyshowsthatdesignthinkingcanbecombinedwithotherfieldsofsciencetodevelopnew

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ideas and concepts. Furthermore, a combination of qualitative methods and designthinkingcanbeusedtosolveconsumerbasedchallengesinthefoodpackagingindustry.

It is recommended that the strength of the three intelligent packaging concepts areresearch further before implementing them, as will be elaborated on in chapter 9.Recommendations.

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9.RECOMMENDATIONS

Followingtheconclusionof thisstudythreeconceptswereselectedandthequestionthatarisesis:Whathappensnow?

TheconceptsthataredevelopedinthisstudyarerecommendedtobetestedbyDUTCHCONSUMERS,beforebeingfurtherdevelopedintoactualintelligentsystemsusedonfoodpackaging.Tocontrol thisproject, it is recommendedthataprojectproposal ismadebasedon the4WHEquestionapproach.Theprojectproposalwill include the fourW-questions(where,why,who,what),ahowquestionandanevaluationproposalthatteststheimpactisthechange(Mikkelsen,2016).

The strengthof the concepts could thenbe assessedbyDUTCHCONSUMERS through anassumptiontest.Thisexperimentusesquestionstoresearchifaconceptaddsvalue,ifconsumerswillappreciate itandtheeconomicpossibilities.By involvingconsumers inthisstudythereisasenseofco-creationthatisdevelopedbyinvolvingconsumers.Finally,atraillaunchonthemarketplacecouldtestiftheconceptworksandwillbeusedbytheconsumers(McElheron&PilgaardHarsaae,2015).

During the testing phase, it is important to keep in mind how new innovations areacceptedbythepublic.Thiscanbepredictedbyusingthediffusionofinnovationtheory(Figure11).This theoryexplainsthesciencebehindhowan idea(orconcept)diffusesthroughsocialsystemsandpopulationsanddividesthepublicintofiveseparateadopterstages: innovators, early adopters, earlymajority, latemajority and laggards (Rogers,2005).

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FIGURE11THEDIFFUSIONOFINNOVATIONTHEORY(GALOPPIN,2010)

An additional recommendation is that the combination of methods used during theconcept development phase can be used as a guide for further implementing designthinking in the fieldofscience. Itwouldalsobepossible to recreate thisstudywithadifferent target group or conduct a cross cultural study by repeating this studywithdifferentnationalities.

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APPENDICES