assignment

IBM Research

Assignment #11

1. When selecting Oolong tea, what comes to mind that is most important to you?

a. Cost

b. Taste

c. Smell

d. Health

2. This tea is from Taiwan, how important is the country of origin to you when purchasing tea?

a. Highly important

b. Moderately important

c. Low importance

d. Not at all important

3. This tea is sold online, what would give you assurance that you would pay a high price for a brand unknown? (Circle all that apply)

a. Luxurious taste and experience

b. Rare product, in limited quantities

c. High quality overall

d. Prompt and secure shipping

4. What do you particularly like about Oolong tea in terms of health? (Circle all that apply)

a. Full of antioxidants

b. Fights cancer and inflammation

c. Improves brain and heart health

d. Boosts metabolism and improves gut flora

5. What do you consider to be premium Oolong tea in the terms of taste?

a. Toasted and Nutty flavor

b. Rich and Sweet

c. Fresh and Floral

d. Robust and Complex

6. What do you consider to be premium Oolong tea in the terms of fragrance?

a. Floral aroma

b. Earthy aroma

c. Fruit aroma

d. Smoky aroma

7. What kind of aspects of the loose leaf tea do you enjoy? (Circle all that apply)

a. Longer brew time

b. Less bitter

c. Full flavor

d. Freshness

8. What aspect of packaging helps you determine that the tea is premium? (Circle all that apply)

a. Color and design

b. Keywords (such as “high-quality”)

c. Approval stamps (FDA, Organic)

d. Ingredients List (No additives)

9. This tea is hand harvested and produced in limited quantities in a high mountain area, unlike many other teas that are mass manufactured in a warehouse. Do you believe the method and process of producing determines if a tea is truly a high premium tea?

a. Strongly Agree

b. Agree

c. Disagree

d. Strongly Disagree

10. The high altitude of harvesting this tea makes it naturally insect-free, unlike many other teas that claim to be organic when they are only required to be 80% organic. How attractive is natural organicness?

a. Highly attractive

b. Moderately attractive

c. Low attractiveness

d. Not at all attractive

Mai’s Part: 10 Oolong drinkers

1.) When selecting Oolong tea, what comes to mind that is most important to you?

A.) Cost—— 20%

B.) Taste—— 40%

C.) Smell—— 0%

D.) Health—— 40%

The results from this particular question was that all participants could only choose one of the above and I found that 4 people selected taste, 4 people selected health, while two selected cost, so not one regarded the most important thing to them as smell. So long as the tea mainly tastes good and provides benefits, most would consider that important.

2.) This tea is from Taiwan, how important is the country of origin to you when purchasing tea?

A.) Highly important—— 0%

B.) Moderately important—— 60%

C.) Low importance—— 10%

D.) Not at all important —— 30%

The results from this particular question was that all participants could only choose one of the above and I found that 6 people selected “Moderately Important”, 1 person selected “Low importance”, and 3 selected “Not at all important.” This one was surprising to me because i believed more people would care where it would come from, but many consider it, but it is not of great importance to them.

3.) This tea is sold online, what would give you assurance that you would pay a high price for a brand unknown? (Circle all that apply)

A.) Luxurious taste and experience—— 100%

B.) Rare product, in limited quantities —— 80%

C.) High quality overall—— 90%

D.) Prompt and secure shipping—— 40%

The results from this particular question was that all participants could choose multiple options that represent how they feel and I found that all 10 people selected luxurious taste and experience, 8 people selected rare products, 9 selected high quality, and 4 selected prompt shipping. Most people choose options that fall along the lines of being a luxurious product in regards to rarity and quality as well. Most did not care for fast shipping or not.

4.) What do you particularly like about Oolong tea in terms of health? (Circle all that apply)

A.) Full of antioxidants —— 100%

B.) Fights cancer and inflammation—— 100%

C.) Improves brain and heart health—— 90%

D.) Boosts metabolism and improves gut flora—— 80%

The results from this particular question was that all participants could choose multiple options that represent how they feel and I found that all 10 people selected antioxidants, 10 people selected fights cancer, 9 selected Brain and heart health, and 8 selected boosting metabolism. It’s understandable why nearly all or if all selected every option because these options provide excellent benefits and most people would want to experience them all.

5.) What do you consider to be premium Oolong tea in the terms of taste?

A.) Toasted and Nutty flavor—— 20%

B.) Rich and Sweet—— 30%

C.) Fresh and Floral—— 40%

D.) Robust and Complex—— 10%

The results from this particular question was that all participants could only choose one of the above and I found that 2 people selected toasted and nutty, 3 people selected rich and sweet, 4 selected fresh and floral, and 1 selected robust and complex. The results show that in just 10 people, most of them have varying flavor palettes and prefer different flavors that can be given by oxidation and longer or shorter roasting.

6.) What do you consider to be premium Oolong tea in the terms of fragrance?

A.) Floral aroma—— 60%

B.) Earthy aroma—— 10%

C.) Fruit aroma—— 30%

D.) Smoky aroma—— 0%

The results from this particular question was that all participants could only choose one of the above and I found that 6 people selected Floral aroma, 1 person selected Earthy aroma, and 3 selected Fruity aroma. This one was surprising to me because I believed more people would pick earthy or smoky aroma, but my assumption is that people associate teas more with a floral or fruity aroma because both may be more pleasant than a smoky or earthy one.

7.) What kind of aspects of the loose leaf tea do you enjoy? (Circle all that apply)

A.) Longer brew time—— 70%

B.) Less bitter—— 50%

C.) Full flavor—— 90%

D.) Freshness—— 60%

The results from this particular question was that all participants could choose multiple options that represent how they feel and I found that all 7 people selected longer brew time, 5 people selected less bitter, 9 selected full flavor, and 6 selected freshness. Some people only selected one or two, and not others because people varied in why they particularly liked loose leaves.

8.) What aspect of packaging helps you determine that the tea is premium? (Circle all that apply)

A.) Color and design—— 30%

B.) Keywords (such as “high-quality”)—— 50%

C.) Approval stamps (FDA, Organic)—— 70%

D.) Ingredients List (No additives)—— 40%

The results from this particular question was that all participants could choose multiple options that represent how they feel and I found that all 3 people selected color and design, 5 people selected keywords, 7 selected approval stamps, and 4 selected ingredients. Once again, some people only selected one or two because all the choices do not appeal to them and I was surprised because I believed that more people would choose more options since this part pertains to presentation of the tea.

9.) This tea is hand harvested and produced in limited quantities in a high mountain area, unlike many other teas that are mass manufactured in a warehouse. Do you believe the method and process of producing determines if a tea is truly a high premium tea?

A.) Strongly Agree—— 70%

B.) Agree—— 20%

C.) Disagree—— 10%

D.) Strongly Disagree—— 0%

The results from this particular question was that all participants could only choose one of the above and 7 people selected strongly agree, 2 people selected agree, and one selected disagree. I was expecting everyone to agree, but I assume that one person believes that the processing of the tea does not matter at all, so long as the outcome is good.

10.) The high altitude of harvesting this tea makes it naturally insect-free, unlike many other teas that claim to be organic when they are only required to be 80% organic. How attractive is natural organicness?

A.) Highly attractive—— 60%

B.) Moderately attractive—— 20%

C.) Low attractiveness—— 20%

D.) Not at all attractive—— 0%

The results from this particular question was that all participants could only choose one of the above and 6 people selected highly attractive, 2 people selected moderately attractive, and 2 selected low attractiveness. Most people want luxurious tea but half only fully agreed. So maybe fully organic is appealing, but most do not seem to be fazed by full organicness or not.

The overall results were really interesting to learn because we sometimes expect people to answer in a particular way, but they do not and all this information will be helpful in determining how to best promote, sell, and research tea products to be more effective.

Tian’s Part

1.) When selecting Oolong tea, what comes to mind that is most important to you?

a.) Cost —— 80%

b.) Taste —— 0

c.) Smell ——— 20%

d.) Health ——— 0

Among the 10 answers I received. 8 people chose the taste, 2 people chose the smell. Among these 8 people, I asked them why they chose the taste, and their answers were similar, because the taste of oolong tea is stronger than that of green tea and it has high nutrition,and the taste will be better.

2.) This tea is from Taiwan, how important is the country of origin to you when purchasing tea?

a.) Highly important ———— 20%

b.) Moderately important ————50%

c.) Low importance ———— 0%

d.) Not at all important ———— 30%

Among the 10 answers I received. 5 people chose moderately important, 2 people chose highly important, and 3 people chose not important at all. For those who love oolong tea, they will definitely pay attention to the importance of the country of origin. The taste of oolong tea produced in each country will be different.

3.) This tea is sold online, what would give you assurance that you would pay a high price for a brand unknown? (Circle all that apply)

a.) Luxurious taste and experience ———— 0

b.) Rare product, in limited quantities ———— 0

c.) High quality overall ————100%

d.) Prompt and secure shipping ———— 0

Among the 10 answers I received. The 10 individual choices are all high-quality overall. Because according to their answers, they will not spend high prices on the Internet to buy tea, but rather go to the store to buy it. Why choose high-quality overall is because high-quality is raw materials, quality standards, process control standards are relatively high, and it is more confident that it will be good.

4.) What do you particularly like about Oolong tea in terms of health? (Circle all that apply)

a.) Full of antioxidants ———— 40%

b.) Fights cancer and inflammation ———— 0%

c.) Improves brain and heart health ———— 40%

d.) Boosts metabolism and improves gut flora ———— 20%

Among the 10 answers I received. There are 4 ladies, and they all chose Full of antioxidants. Of the remaining 6 men, 2 chose metabolism and improves gut flora, 4 chose Improve brain and heart health Boosts.

5.) What do you consider to be premium Oolong tea in the terms of taste?

a.) Toasted and Nutty flavor ———— 0

b.) Rich and Sweet ————40%

c.) Fresh and Floral ———— 60%

d.) Robust and Complex ———— 0

Among the 10 answers I received. Six people chose Fresh and Floral, and four people chose Rich and Sweet. They choose Fresh and Floral because they prefer a refreshing taste and they will not let the tea steep for too long. For Rich and Sweet, they usually let the oolong tea soak for a longer time to make the taste stronger.

6.) What do you consider to be premium Oolong tea in the terms of fragrance?

a.) Floral aroma ————30%

b.) Earthy aroma ———— 0

c.) Fruit aroma ———— 50%

d.) Smoky aroma ———— 20%

Among the 10 answers I received. Two people answered Smoky aroma, and three people answered Floral aroma. 5 people answered Fruit aroma.

7.) What kind of aspects of the loose leaf tea do you enjoy? (Circle all that apply)

a.) Longer brew time ———— 40%

b.) Less bitter ———— 0

c.) Full flavor ———— 20%

d.) Freshness ———— 40%

Among the 10 answers I received. 4 people chose Longer brew time. Two people chose Full flavor and four chose Freshness. It can be seen from the results that there are still many who like fresh

8.) What aspect of packaging helps you determine that the tea is premium? (Circle all that apply)

a.) Color and design ———— 0

b.) Keywords (such as “high-quality”) ———— 0

c.) Approval stamps (FDA, Organic) ———— 40%

d.) Ingredients List (No additives) ———— 60%

Among the 10 answers I received. 6 selected Ingredients List (No additives). 4 people chose Approval stamps (FDA, Organic). Everyone pays much attention to products without additives and organic verification, and will not buy them for design and good-looking packaging。

9.) This tea is hand harvested and produced in limited quantities in a high mountain area, unlike many other teas that are mass manufactured in a warehouse. Do you believe the method and process of producing determines if a tea is truly a high premium tea?

a.) Strongly Agree ———— 40%

b.) Agree ———— 20%

c.) Disagree ———— 40%

d.) Strongly Disagree ———— 0

Among the 10 answers I received. 4 people will choose to strongly agree, 2 choose to agree, and 4 choose to disagree. According to their answers, those who strongly agree with them all like to drink tea, and will choose some high-quality tea. The two who agree with it will have some doubts, but they are willing to try. The last four choices do not agree because they can't accept the price of high-quality tea.

10.) The high altitude of harvesting this tea makes it naturally insect-free, unlike many other teas that claim to be organic when they are only required to be 80% organic. How attractive is natural organicness?

a.) Highly attractive ———— 40%

b.) Moderately attractive ———— 60%

c.) Low attractiveness ———— 0

d.) Not at all attractive ———— 0

Among the 10 answers I received. 4 people chose Highly attractive. Six people chose Moderately attractive. Based on the results and the information they gave me, first, everyone will give priority to organic tea, and it is pollution-free. The tea cultivated at high altitude is rare among the rare, and the price will not be low. But everyone is willing to pay for it.

han’s Part：

1. When selecting Oolong tea, what comes to mind that is most important to you?

a. Cost —— 0%

b. Taste —— 40%

c. Smell —— 20%

d. Health —— 40%

In this question, 4 people chose option b (b. Taste), 4 people chose option d (d.Health), and 2 people chose option c (c. Smell). It can be seen that they drink oolong tea Most of the people are more concerned about its taste and the health benefits it can bring.

2. This tea is from Taiwan, how important is the country of origin to you when purchasing tea?

a. Highly important —— 0%

b. Moderately important —— 10%

c. Low importance —— 50%

d. Not at all important —— 40%

In this question, 4 people chose option d (d. Not at all important), 5 people chose option c (c. Low importanc), and 1 person chose option b (b. Moderately important). It can be seen that most people who drink oolong tea do not care where the tea comes from.

3. This tea is sold online, what would give you assurance that you would pay a high price for a brand unknown? (Circle all that apply)

a. Luxurious taste and experience —— 50%

b. Rare product, in limited quantities —— 10%

c. High quality overall —— 40%

d. Prompt and secure shipping —— 0%

In this question, 5 people chose option a (a. Luxurious taste and experience), 4 people chose option c (c. High quality overall), and 1 person chose option b (b. Rare product, in limited quantities), it can be seen that most people who drink oolong tea for a long time pay more attention to the taste of the tea itself and the experience it brings.

4. What do you particularly like about Oolong tea in terms of health? (Circle all that apply)

a. Full of antioxidants —— 10%

b. Fights cancer and inflammation —— 30%

c. Improves brain and heart health —— 50%

d. Boosts metabolism and improves gut flora —— 10%

In this question, 5 people chose the c option (c. Improves brain and heart health), 3 people chose the b option (b Fights cancer and inflammation), and 1 person chose the d option (d. Boosts metabolism and improves). gut flora), one person chose option a (a. Full of antioxidants), we can clearly see that people still have a good understanding of the health problems that oolong tea can solve, and this perception is very accurate.

5. What do you consider to be premium Oolong tea in the terms of taste?

a. Toasted and Nutty flavor —— 40%

b. Rich and Sweet —— 0%

c. Fresh and Floral —— 50%

d. Robust and Complex —— 10%

In this question, 5 people chose c option (c. Fresh and Floral), 4 people chose a (a. Toasted and Nutty flavor), and 1 person chose d (d. Robust and Complex). We can clearly see that people love oolong tea differently.

6. What do you consider to be premium Oolong tea in the terms of fragrance?

a. Floral aroma —— 40%

b. Earthy aroma —— 40%

c. Fruit aroma —— 0%

d. Smoky aroma —— 20%

In the options for this question, 4 people chose option a (a. Floral aroma), 4 people chose option b (b. Earthy aroma), and 2 people chose option d (d. Smoky aroma), you can see that people When choosing the oolong tea that you like, you have your own favorite smell.

7. What kind of aspects of the loose leaf tea do you enjoy? (Circle all that apply)

a. Longer brew time —— 10%

b. Less bitter —— 40%

c. Full flavor —— 30%

d. Freshness —— 20%

In this question, 4 people chose option b (b. Less bitter), 3 people chose option c (c. Full flavor), 2 people chose option d (d. Freshness), and 1 person chose a ( a. Longer brew time, you can see from this option that many people like loose leaf tea, and they also think they have their own benefits.

8. What aspect of packaging helps you determine that the tea is premium? (Circle all that apply)

a. Color and design —— 10%

b. Keywords (such as “high-quality”) —— 0%

c. Approval stamps (FDA, Organic) —— 60%

d. Ingredients List (No additives) —— 30%

In this question, 6 people chose option c (c. Approval stamps (FDA, Organic)), 3 people chose option d (d. Ingredients List (No additives)), and 1 person chose option a (a Color and design), you can see from this option what people will pay more attention to when choosing the oolong tea they want.

9. This tea is hand harvested and produced in limited quantities in a high mountain area, unlike many other teas that are mass manufactured in a warehouse. Do you believe the method and process of producing determines if a tea is truly a high premium tea?

a. Strongly Agree —— 70%

b. Agree —— 20%

c. Disagree —— 10%

d. Strongly Disagree —— 0%

Among the options in this question, 7 people chose option a (a. Strongly Agree), 2 people chose option b (b. Agree), and 1 person chose option c (c. Disagree), which shows that most of the consumption The author still agrees with this view.

10. The high altitude of harvesting this tea makes it naturally insect-free, unlike many other teas that claim to be organic when they are only required to be 80% organic. How attractive is natural organicness?

a. Highly attractive —— 60%

b. Moderately attractive —— 30%

c. Low attractiveness —— 10%

d. Not at all attractive —— 0%

Among the options for this question, 6 people chose option a (a. Highly attractive), 3 people chose option b (b. Moderately attractive), and 1 person chose option c (c. Low attractiveness). It can be seen that Some consumers still agree that natural organicness is very attractive.