For this assignment, you will have to read a transcript from an in-depth interview about orange juice with one consumer. In this research study, a packaged goods company wanted to find out what adults think of when they consider/purchase/consume orange juice. Please submit your answers as a Word Document to Blackboard Module 1 Qualitative Data Analysis.

1. Read the transcript uploaded to Blackboard at the link above. The interviewing technique used in this study was ZMET, discussed in Chapter 4. For the interview, the respondents had to bring pictures that would represent how they feel about orange juice. As you read the transcript, underline the values (attributes, consequences, and end-states) that you identify in the transcript (see an illustration of how to go about identifying the values in the transcript on the next page).
2. As you underline the values, start building your customer value map (its okay to draw the map by hand and then scan it). Use the illustration of the CV map on the last page as an example, as well as to build on it.

Tips:

• You see that I sometimes use summary codes for the names of the values to capture the essence of what the respondent said in fewer words instead of using the interviewees own words. These summary codes should be broad enough to allow meaningful summation of product characteristics, but not so broad that distinct meaning from the interview is lost. For example, instead of using all of the words mentioned in the interview, such as energizing, alive, vibrant, refreshing, etc, I captured their meaning in two values (at the consequence level): energizing and refreshing. They are similar, but different enough to keep them separate.
• Other times, you can create a new code if using the interviewees words is not descriptive enough. For example, the code more productive is used as an end-state for the values implied by you feel more alive. You can do more. You can accomplish more.
• You only need to create one customer value map for the entire transcript, which will look similar to the shampoo map from the video for Chapter 3. In the map, draw the connections between different values, as they are stated (explicitly or implicitly) in the transcript.

3. On the map, you will end up having multiple values and multiple links from attributes to consequences, and to end-states. Choose one of the links (a single one!) from the map that would allow a hypothetical brand to differentiate itself from others.

3.1. Explain why you think that link has high potential for brand differentiation.

3.2. For that link, discuss possible marketing actions related to:

3.2.1. Product development/modification.

3.2.2. Positioning

• What value from the map would you use to position the brand in peoples minds? Would it be an attribute, consequence, or end-state? Why?
• Create a positioning statement to support the positioning idea chosen for this hypothetical brand (remember the elements of a positioning statement; if you need a refresher on that, please see Chapter 3)
• Create a positioning slogan to support the positioning above