1. Team 7: Stephanie Brown, Kishore Kollipara, Marcela Rosado, Nishant Samuel, Rachel Zhang

2. To assess the market opportunity of a line of deliverable lunch meals
Research Objectives 1 2 3
Exploratory Research
Survey
Conjoint Analysis
A. Online text analysis
B. Focus Group
Customer attitudes and habits
Utility of lunch product
To assess the market opportunity of a line of deliverable lunch meals

3. Insights from Qualitative Research
Usage Occasions
Users
Competitors
Benefits
Scepticism
Possible Modifications
Alternative to current lunch options
Workers
Students
Delivery
Local restaurants
Cafeteria
Convenience
Healthy options
Make same day delivery - Would be a whole different service. Don't believe Blue Apron would be willing to implement this.
Cook overnight and bring leftovers
Price sensitive consumer
Health conscious consumer
In home cooking
Hello Fresh
Internet Kitchen
Potential savings
Healthy eating
Enjoy cooking
Would have to cook on the night before and some may not be willing to do it.
Some do not like repeating meals. Can be tiring.
Consider the possibility of add-ons (ie. two different sauce) to make meals different on each day.
Quick bite to eat (to fit 1-hour lunch)
Time constrained consumer
Why not just buy it?
Not willing to put time in the preparation.
Microwavable or cold meals.
Same day delivery.
Cook and eat lunch at home
lunch maker who have time to go home for lunch
local grocery store
new recipes and new ingredients
why bother with shipping food i can just buy at the store?
shipped food will be fresh disposable packaging for eco-conscious

4. Insights from Quantitative Research1
There is significant difference with making lunch seen as significantly having more nutritional content to buying lunch. 2
Focus on young professional with >$100,000 annual income 3
Lunch buyers demonstrated more interest in subscribing to Blue Apron 4
Preferred option by both Makers and Buyers were prepared, hot meals at the lowest cost ($6)

5. Research Limitation 1
Statistical Significance: Survey sample size: n=123 2
Skewed Results: Focused on traditional work and school environments 3
Skewed Results: 78% of respondents were between the ages 25-34

6. Do not launch – Further research required
Recommendations 1
Preference for prepared lunch boxes, 3 meals a week and have high price sensitivity 2
Key attributes to differentiate is on value, convenience and nutritional content 3
The preferred features do not align with Blue Apron’s operational expertise as prepared lunch boxes require kitchen operations
Do not launch – Further research required