POWER BANK/ACCUMULATORE

To accomplish our final objective, we cumulated all our recorded data and research, to design the FSC campaign. The main methods to do so included trend analysis of the consumer survey data, revision of interview notes, and review of past campaign report analyses. In this section, all the results from our previous research objectives were cross-examined to help create our final product.

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From our consumer survey data, we used Qualtrics analysis software to create a report of all the responses. By using the Qualtrics report, we could easily analyze the data, looking for trends that would influence our campaign strategy. The data was output in bar charts for each question, showing the range of answers. When looking for trends, our team reviewed the extremes and averages for each question response. The software also gave us the ability to compare the data through cross tables.

In all the interviews our group held, one member always took notes, while the other three members actively asked questions of the interviewee. We reviewed the interview coding results as a team, to help inform our design process.

We reviewed reports about conservation campaigns, mentioned in Objective 4, and output a collection of analyses outlining how the campaigns worked. This data was then reviewed when designing our campaign to either decide to model certain aspects based on successful components of these campaigns, or to refrain from implementing components that failed to elicit the desired response.

The information gathered from the Qualtrics survey, interviews, and campaign analyses were used to inform different aspects of each research objective. Objective 1 assessed people's current understanding of FSC, which explained how much information about FSC is common knowledge and what concepts people need to be educated about through the campaign. Objective 2 assessed people's motivations and barriers to buying FSC products, so anything that tended to be particularly motivating could be highlighted by the campaign and any common barriers could be directly addressed. Objective 3 assessed how FSC messages were already implemented at the Zoo, which set a foundation for the campaign and which could be integrated with the campaign or even improved by it. Objective 4 assessed what the most effective methods are for a campaign to educate people about FSC, and directly gave us ideas on what should be included and what should be avoided in the campaign.

Campaign Design

To begin the design process, our group members individually brainstormed ideas using the 6-3-5 brainstorming technique, referenced in Chapter 2.6. However, because our group

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consists of four members, we adjusted this method and named it the 4-3-3 brainstorming technique, since we have four members that each came up with three ideas, that were passed around to each of the three-other people.

Each idea was drawn as a sketch and described in a paragraph on the same sheet of paper. We decided this method was the most effective, since it allowed us to take our time and explore our ideas deeply as we sketched, since we had to wait for everyone in the group to complete their ideas, before passing them along. This method also avoided bias by using drawings and written explanations, since often people choose the easiest idea to talk about as their final solution (Markman, 2017). We used this brainstorming method for each general component area that we wanted to incorporate into our campaign. General component areas were identified from the categorized interview notes and survey responses.

After these initial ideas were expanded upon and compiled into one document, our team reached out to our sponsor and colleagues at the Zoo to get feedback on these ideas, avoiding groupthink, before moving on with the design process. Our group reviewed the feedback from these various sources, taking all suggestions into account in the next phase of the design process.

Next, our group came together to discuss our proposals with the new feedback from our outside resources. Any changes we wanted to make to our initial proposals were made before moving on. The following methodology was performed separately for each aspect we wanted in our campaign. To begin, we placed the sketches onto a wall and each member individually voted upon the top three ideas they wanted to see incorporated, by writing their ranking onto the sketches. Their first-choice vote was worth three points, second choice was two points, and third choice was worth one point. After each member voted, the points for each sketch were tallied and the top three designs entered an impact-effort matrix, as depicted by Figure 8

below. This matrix, is often used to prioritize different ideas by rationalizing how impactful a proposal is to how much effort is required to carry it through (Andersen et Al, 2010). Wellington Zoo was looking for a campaign that is simple, yet has a strong influence on people’s purchasing decisions. As a group we conversed and decided where each of the three ideas would land

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within the matrix. We selected designs with ratings of low effort and high impact for each aspect of the campaign, each contributing to form our FSC community campaign.

Figure 8. Matrix comparing impact vs. effort (Andersen et Al, 2010)

3.6 On-site Schedule

Our team followed the seven-week schedule represented by the Gantt chart below. The first two weeks of our project in Wellington consisted of surveying Wellington Zoo visitors and interviewing Zoo staff. During this time frame, we also visited grocery stores around Wellington Zoo and completed a market analysis to understand the popular toilet paper and tissue product brands, prices, and certifications in the Wellington Region. Starting on week three, we began to assess the Wellington community members regarding their knowledge and actions pertaining to FSC-certified products through electronic surveys distributed in the Wellington Central Business District. We also reviewed past campaign reports and prior survey data beginning on week three. Once all our data was gathered and analyzed, we brainstormed effective tools to encourage FSC purchases and finally proposed our design for Wellington Zoo’s FSC community campaign.

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