A qualitative research diving into the motivation of craft brewers.
Understand the passion found in beer brewing and starting a brewery to find insights for design opportunities.
We chose individuals who have started their own brewery and/or are supporting these individuals directly. Both categories of people needed to have a strong affinity toward beer.
As four person team, we each rotated through the role of interviewer, documentarian, photographer, and filmer for six interview cycles.
Arrange these pictures in a order that make sense to you.
Find out how these people dealt with challenges to their passion. What struggles and victories have they faced?
Take us through a day in your life, indicating your feelings.
Find out what motivates these individuals. Why are they brewing?
Choose two cards that represent you the most.
Find out how these people see themselves. How have they changed through the experience of starting a brewery?
Mind Mapping & Analysis
After all the interviews, we started our analysis phase by using KJ method and mind mapped everything we learned.
These exercises helped us to analyze the findings through different lenses.
- POEMS Framework
- User Experience Framework
- Ethnographer’s Questions
- User Experience Journey Map
- Social Order Questions
- PNSTIO Framework
Insights & Opportunities
Not Enough Money
Need money, but don’t want to chase them and loose track.
Love focusing on experimenting but it reduces efficiency.
Lean on their adaptability to niche tools and equipment.
Fluctuations in Customers
Customers don’t come all the time due to priorities.
Beer’s Freshness Date
Goes bad in 1 month. Brewers rank quality over profit.
Against the Big Threes
Unique recipes are a way to stand out. Uniqueness creates strong affinity.
Reaching Wider Audience
The “Story” of a beer is an important factor to pair with taste.
Validation Comes Slowly
Hard to see the big picture, which leads to stress.
Cleaning Takes Time
Tend to over clean because cleanliness affects product directly.
To Lovers of craft beer, and to those who brew, we say thank you, and cheers!
In an attempt to maintain a level of integrity built from their beginnings, brewer’s work within limitations, and power through these challenges with fortitude, and celebrate experimentation to create roots and legacy for their beer brewing business.
Very Special Thanks to:
[team Craft Brewer]
- Martin F.
- Hiroshi S.
- Sean W.
- Katherine B.
- Wil D.
- Stephen K.
- Scott L.
- Eric M.
- Jonathan P.
- Jason S.
for Interviews, Advice, and Support.