Hypothesis Part 1

Opportunity:  Natural alternative to caffeine/ coffee to wake you up in the morning

Many people throughout the United States of America wake up every morning and have to make a cup of coffee or resort to drinking an energy drink like Monster and face caffeine addiction.

Who: Caffeine consumers throughout the USA and/or world.

What: High consumption of caffeine throughout the United States  

Why: The need to be attentive and aware throughout the day at work or at school

Hypothesis: If there are alternatives to caffeinated beverages for young adults who work or go to school early in the day, then they will use this alternative to get over a caffeine addiction/ explore a new avenue for their wellbeing.   

Boundaries: Those that are loyal to their sources of energy such as coffee or energy drinks.

            Not everyone will have the same response to a natural, healthier alternative to caffeine

            Along with the range that there are many energy drinks on the market

Interviews:

1      This interview consisted of a heavy caffeine drinker at Starbucks on Archer Road that has at least three cups of coffee a day. This individual agrees that there is a large quantity of people that drink coffee and other caffeinated beverages daily and to excess. This gives attention to the what in my opportunity and that it is acknowledged by other people. Along with the acknowledgement of a need to be on your “A game” at the library, in class, or at work. However, the boundaries to my hypothesis were tested and refuted by this individual because they are a fan of Starbucks coffee and visits Starbucks every day and would not seek an alternative to Starbucks coffee due to skepticism and brand loyalty.

a.     I learned that there is a significant lapse and understatement towards how individuals would react to a healthy, all natural alternative to caffeine due to brand loyalty and love for the taste of their favorite caffeinated drinks.

2      For the second interview, an individual was examined at Krishna Lunch about my opportunity. Though this person was a casual caffeine drinker they enjoyed their occasional cup of coffee from various locations in order to focus on homework. They did agree that there was a lot of people on campus that drink coffee to perform at their best and some people that drink it so much they cannot operate without having caffeine in their system giving credence to caffeine addiction. This could be the pressure of being at this university and the difficulty of some classes and the man hours it takes to study for some classes in order to get a decent grade on exams. I tested the boundaries by asserting the alternative to classic caffeinated drinks like coffee and the subject said they would be open to a new non-caffeinated energy drink that would be organic.

a.     From this experience I learned that people who enjoy healthy food, for the most part, would be open to a holistic alternative to classic caffeinated beverages to try to better their lives and well-being at the university.

3      For the third interview, I visited the Dunkin’ Donuts location on University Avenue to see if I was able to interview another coffee drinker. I was able to meet an individual who drinks coffee every day that they are on campus so that they can “focus on their school work and classes so they have time to enjoy weekend activities”. It was recognized that caffeine was a big part of university life and was predicted that the use of caffeine was even more prevalent in the workplace. Despite this recognition for the subject and their friends and family, they would not be open to an alternative to caffeine due to disbelief and feeling that they would not be able to focus on their work as effectively with my opportunity.

a.     I observed that maybe my opportunity would not be the best to introduce because another oversight of other coffee company’s supporters.

4      For the fourth interview, it was conducted in Marston Science Library with someone that was beginning to study for their finance exam. This individual had a Mountain Dew Kickstarter so that they could give their undivided attention to their Study Edge packet. This person is not addicted to caffeine in the slightest but only uses it to study to get the most out of their notes for preparations for big exams. This person is not as aware of the caffeine reliance of fellow classmates but realizes that most people do use caffeine to get through studying for exams or doing strenuous homework. Even though the particular caffeine addiction was not outright identified there was still evidence that caffeine use was needed to get through classes.

a.     I gained knowledge about how casual caffeine users would be open to an alternative if it was tasty enough to replace their flavored energy drinks and/ or coffee.

5      For the final interview, I was able to ask questions to an individual that never drinks caffeinated beverages and never uses any form of caffeine supplement such as caffeine pills. The reason they do not use any form of caffeine is because they realize that there is an “epidemic” for those that are addicted to caffeine to need caffeine to function on a daily basis. This made me aware of a group of people that refrain from using caffeine in order to make sure they do not become dependent on it. Along with putting a hole in my why section of my opportunity due to not everyone uses caffeine to focus in on classes here at the university. This individual was open to the boundaries of my opportunity by enjoying the idea of a non-caffeinated beverage that will wake you up and makes you able to be attentive in class or at work. Also, they are not brand loyal to any energy/ caffeine brand.

a.     I learned of this group of people that would be willing to try something other than caffeine in order to get a jumpstart to their day.