Biodynamic Wine Labeling and Marketing

Objective: Determine why biodynamic wine makers do not promote their agricultural practices more.

Methods: Existing product survey and analysis. Card sorting to determine peoples’ preferences and preconceived ideas about wine. Word/concept association. Cultural probe/diary study. Affinity diagrams to identify connections.

Concept and Construction: By interviewing vintners and consumers, the importance of agricultural practices in wine making was explored and related to marketing. Utilizing card sorting, word/concept association, cultural probe/diary study and affinity diagrams with wine enthusiasts to explore the topic and hypothesis at a level deeper than if only traditional observational methods were employeed.

Outcome: I was able to gain a clearer understanding of the personal nature of wine drinking and how marketing and design feeds into it. View process and observation booklets.