List two members that could have been included in the multidisciplinary team that would have been used by Impossible Foods to develop the Impossible Burger.

Outline how physio-pleasure was considered in the development of the Impossible Burger.

The development cycle requires considerable consumer testing. Outline why iterative design is a feature of a pioneering strategy.

Explain why designers would have used personae and secondary personae in their user research to develop the Impossible Burger.

Explain how the creators of the Impossible Burger are using product, place and promotion from the marketing mix to make it appeal to meat eaters.

designers (graphic / product / packaging);

psychologists;

nutritionists;

chefs;

marketing professionals;

lawyers;

ergonomists;

anthropologists / ethnographers;

potential consumers (meat lovers / vegetarians / vegans);

restaurant (representatives);

scientists/chemists;

manufacturers;

food Standards Agencies;

food specialist;

Award [1] for listing each member that could have been included in the multidisciplinary team up to [2 max].

the taste / smell / texture / looks (cooks and bleeds) of the Impossible Burger;

gives consumers the physical satisfaction (enjoyment) of eating real meat (beef) / means meat eaters will feel like they do not have to ‘give up’ their physical enjoyment of eating meat;

Award [1] for identifying a way how physio-pleasure was considered in the development of the Impossible Burger and [1] for a development up to [2 max].

a pioneering strategy is being first to market with a new innovation / is risky / keeps a company ahead of competitors;

therefore an iterative design improves product acceptance / strengthens research and development / refines designs based on feedback / complies with UCD principles / shows empathy / responds to food trends;

Award [1] for identifying why iterative design is a feature of a pioneering strategy and [1] for a development up to [2 max].

persona is a profile of the primary target audience for the Impossible Burger / refers to meat lovers / meat lovers who choose to eat less/cut meat / meat lovers who cannot afford real meat;

secondary persona is a profile of those who are not the primary target audience, but whose needs the Impossible Burger should meet / refers to vegetarians / vegans / innovators;

both aid the designers' understanding of the users' needs (wants);

to create scenarios / add a layer of real-world consideration to the discussions of the design team / stimulate user experiences;

and help determine the burger's ingredients / taste / price;

Award [1] for identifying why designers would have used personae and secondary personae in their user research to develop the Impossible Burger and [1] for each development up to [5 max].

Product:

the Impossible Burger is a meat substitute / imitates a real meat burger/ resembles a traditional (standard) burger;

juicy / flavourful / pink middle / convincing texture and smell / cooks and “bleeds” like beef / fits in a burger bun (size);

provides security / comfort / reassurance / increase sales / maintain sales / triggers consumers to purchase fries and soft drinks;

Place:

refers to how and where to distribute and sell a product;

Impossible Foods partnered with well-recognized restaurants/marketed at the point of sale;

so, customers may try it without changing where they would normally eat / to target the intended consumer directly / to tempt an impromptu/impulse purchase;

Promotion:

refers to the various communication/advertising methods undertaken to inform consumers about this burger / to launch this burger;

Impossible Foods partnered with well-recognized restaurants;

who place it on their menus / who already have customer loyalty / who market a non-meat product to meat eaters / to associate the Impossible Burger with well-known brands/products (such as Burger King / the Whooper);

Award [1] for identifying a reason how the creators of the Impossible Burger are using product to make it appeal to meat eaters and [1] for each development up to [3 max].

Award [1] for identifying a reason how the creators of the Impossible Burger are using place to make it appeal to meat eaters and [1] for each development up to [3 max].

Award [1] for identifying a reason how the creators of the Impossible Burger are using promotion to make it appeal to meat eaters and [1] for each development up to [3 max].

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

Listing two members in the multidisciplinary team that would have been used to develop the Impossible Burger was the most accessible question in this paper. Most popular responses included chef, food specialists and marketing professionals.

The majority of candidates gained at least one mark by correctly identifying that 'physio-pleasure' is derived from the taste / smell / texture / looks of the Impossible Burger. Fewer gained the second mark by outlining how meat eaters did not have to 'give up' the physio-pleasure derived from meat-based burgers when selecting this meatless option.

The majority of candidates demonstrated a good understanding of how a 'pioneering strategy' means being first-to-market, is risky and/or ahead of the competition. Yet, fewer candidates were able to correctly connect it to 'iterative design'. Most popular responses included improving product acceptance and refining designs based on feedback.

Only a few well-prepared candidates attained a full mark in this question. Less able candidates mistakenly explained how 'personae' and 'secondary personae' aid in testing the Impossible burgers. It was clear that some candidates did not read the question's stem carefully. This led them to wrongly assume that the main target market were vegans and vegetarians instead of meat lovers.

The majority of candidates achieved a good level in this question especially those who structured their responses based on the information provided in the question's stem.