Outline why the development of edible cutlery required the use of a usability testing session.

Outline how edible cutlery meets the need for ideo-pleasure.

List two ways how pressure groups such as Greenpeace influence consumer preferences.

Explain how the use of market research strategies would have led to the development of edible cutlery.

Explain three ways in which Futuretensils is meeting Datschefski’s principles of sustainable design.

Gain feedback (how it tastes, how easy it is to use, how it reacts with different food, ergonomics, its strength);

leading to improved design;

Award [1] for identifying why the development of the edible cutlery required the use of a usability testing session and [1] for a brief explanation.

Ideo-pleasure is derived from being consistent with personal values / morals / tastes / aspirations;

Futuretensils' edible cutlery appeals to consumers who value ethical consumerism/ environmentally friendly choices / sustainable choices / who aim to reduce their single use plastic consumption / Futuretensils' edible cutlery satisfies certain dietary lifestyles (as it is contains no preservatives, chemicals, additives or dairy products);

Award [1] for identifying how edible cutlery meets the need for ideo-pleasure and [1] for a brief explanation.

Raising public awareness / providing consumers with information / suggesting greener alternatives;

Educating consumers;

Attracting support using the media (including social media);

Providing companies with negative or positive publicity;

Supporting or undermining the development of (specific) technologies;

Lobbying governments (to change laws/issue legislations);

Pressuring organizations (to opt for more sustainable practices);

Award [1] for listing each way pressure groups such as Greenpeace influence consumer preferences.

Market research strategies would have helped Futuretensils collect information/data;

related to the need to solve the problems associated with single-use plastic cutlery;

and evaluate existing solutions (trends) in the market / identify user preferences/needs;

to determine what attributes the cutlery should have (such as being edible, its flavors, its size, design, cost, price);

For example, through literature search / expert appraisal / user trial / user research (interviews, surveys, questionnaires, focus groups) / perceptual mapping / environmental scanning / field research / observation;

Award [1] for each of five distinct points in an explanation of how the use of market research strategies would have led to the development of edible cutlery.

Cyclic;
edible / will easily biodegrade in a few days if uneaten;
closed loop system / compost / creates zero waste / less carbon emissions;

Safe;
the edible cutlery is non-toxic (not harmful / in use and disposal);
as it contains no preservatives, chemicals or additives;

Social;
founded in response to the 120 billion pieces of disposable plastic cutlery used in India each year / trying to disrupt the single-use plastic market;
its manufacture and use supports the (human) right to a clean environment / supports human well-being;

Efficient;
edible / biodegradable;
therefore a reduction in the energy required for disposal;

Solar:
the cutlery is manufactured from various flours;
that use the sun's energy to grow / are renewable;

Award [1] for each of three distinct points in an explanation of the ways in which Futuretensils is meeting Datschefski’s principles of sustainable design.

Mark as [3] + [3] + [3].

Even though a very high percentage of candidates obtained one mark for 'gaining feedback', surprisingly, only a small percentage of them were able to score a full mark by relating usability testing to improving designs.

Well-prepared candidates correctly identified ideo-pleasure as being consistent to personal values/morals/tastes/aspirations. Many were able to gain the second mark by relating this to Bakey's edible cutlery as a sustainable/environmentally friendly choice.

Majority of candidates were able to list at least on way how pressure groups such as Greenpeace influence consumer preferences. Most popular responses were educating consumers and raising public awareness.

This was seen as one of the paper's more challenging questions with a limited number of candidates obtaining a full mark. The majority of candidates gained marks by identifying a relevant market research strategy and identifying user preferences or the need to evaluate existing solutions in the market. Stronger candidates explained how the findings of market research led to the development of the edible cutlery by helping determine what attributes it should have. Less able candidates fell in the trap of simply listing/outlining market research strategies without directly answering this question.

In comparison to previous 9-mark questions, this was by far one of the most accessible. A good percentage of candidates pleasantly attained 7, 8 and even a full mark. Well-prepared candidates structured their responses into three distinct paragraphs and made use of the information provided in the stem. Weaker candidates were able to gain marks by simply listing any three of Datschefski's principles of sustainable design. Unfortunately, some candidates went off course and discussed Triple Bottom Line Sustainability (TBL) or sustainability in general. Moreover, those who did not directly relate the points to their correct principles and/or mixed up relevant points from different principles lost marks.