positioning map

Personas

Cheese toasty: The 2nd year time passer
- relaxed, slow, comfortable, familiar
- make space for me, feed me, comfort me, familiarize me, include me, socialise with me

Clark is a extroverted uni student who is used to the tussck enviroment yet still feels out of place due to the cluttered feel of the room. He is like to be surounded by people but values quite time does not expect tussock to be quite. 

clark need a space to kill some time before his afternoon lectures. He orders a coffee and a cheese toasty and joins some friends on the random couches. He 

space
takl
relax
social
atmosphere


 enjoyable hat though is really looking forward to his food which is pretty sure just walked past him. once again he has to wave the waiter down for his food. with the toasty nicely sitting in his belly and chewing on a melted marshmallow he enjoys the bustle allowing him to have a decent conversation. the late afternoon lul of customers meaning there is no one really to disturb. particularly on a Monday. though the club house music is a bit out of place. 2.15 clocks by and the group pick up and head of to class in a bubble of talk.

BLT sandwich: the 1st year on the way to the 9am studio wanting a quick coffee
- quick, easy, stress free, traditional

Sam is a 1st year student in her 2nd week at university.She is stressed and frazzled with the change from her small high school in Westport. Overwhelmed with the work she has been assigned Sam decides to get a coffee and before her morning class to try calm her nerves.She approaches the long line and awkwardly stands out of anyones way avoiding the oldies. She can't see the board so she makes her rushed choice at the register. She looks around hoping she may see someone from class but has no luck so sits awkwardly at an empty table infrount of the bar to wait. Her drink is called and she struggles through the passerby's, happy to finally be able to leave with her flat white. Which is cold. leaving her no less stressed.

Club Sandwich - the mature student who has brought there own lunch.
- clean, organised, comfortable, organised.
- seat me, include me, care for me, protect me, warm, me.
Its started raining again and Karyn just wants somewhere to sit with the girls so they can have a chat and eat there pre-packed lunches. they duck into tussock just as it starts to pour and luckily snag a table in the corner near the window which beside having a few crumbs and one of the brown paper bags on it is clean enough. Karyn a bit upset she was really keen on sitting on the couches last time she found the seat so hard. but those dam teenagers are always occupying the space. the girls get their lunches out and Karyn pulls out her club sandwiches proudly, she made them for her dinner party last night and had left overs. they girls chatter and do a bit of people watching as they wait for there food to settle and the rain to calm before heading of to class or home in Karyns case.

Burger: the 3rd year studier
- content, concentrate, confident, occupied, sturdy
care for me, feed me, inspire me, motivate me, 

Alex has forgotten lunch again so decides to grab a bite to eat while revising before the lecture on diaphragms in an hour. Not having enough time to make it to the cafe down the road, that does a great deal on eggs heads to Tussock only to be greeted by a long line. Alex then has a group of students push in front resulting in a grumble of displeasure. Being on a budget and seeing they have a meal of the day the decision is easy, and Alex loves lasagna. But there is only two left and by the time Alex is at the front they are all gone, instead Alex orders a burger remembering the winning $10 scratchy from earlier. Retreating to one of the free chairs Alex pulls out their books for a quick study session while the burger is prepared. Alex settles in easily and comfortably even if that background choice of music is a bit off at least its quiet enough to ignore today. After some study and the  burger happy dissolving in Alex's pear-shaped enlargement of the alimentary canal linking the esophagus and the small intestine (stomach) . Alex heads to class content, ready to learn and catch up with all the other nurses. 


Croissant:  the external old couple come in for a bite. 
- exotic, original, uncommon, fancy, 
- feed me, include me, seat me, comfort me, separate me, respect me, relax me, energize me

Colin and Shirley have just arrived at tussock cafe, having passed through here before they knew not to come after 12 so have come for a early lunch after exploring the lovely exhibition in the old museum. Colin who swears he hates chocolate orders a coffee and a chocolate topped caramel slice, Shirley gets chips for them to share and a hot chocolate. the couple easily find a seat before the midday rush and settle themselves in by the window and watch the students pass by. Shirley loves the self serve water with actual glasses, none of those plastic cups that are used once and thrown way. As the students and lectures start to fill the space the couple enjoy the sudden increase in energy the cafe takes on, the couple wait for it to settle before winding there way out from the maze of bags and people to the next place on the to do list today.  

Interview responses

Interview responses

Tuesday afternoon

1st-
Rebecca is a 1st year student at Massey University,she is sitting alone but she expresses she feels comfortable with in the space of tussock.She feels stressed about her work that needs to be done so she has come to this space to study.Rebecca has been her 2 times in the 2 weeks she has been at Massey and she has enjoyed both of those visits.She wishes there was fiction book offered at the library as this is an interest of hers.She describes to us the atmosphere of tussock of blue and off white.Rebecca says she is both like an elephant at tussock as well as at home.

Observations or insights: A little while after the interview she went and joined another girl at the table having friendly conversation.


2nd-
Maria is part of the faculty staff,she is based in Palmerston north but lectures here on Tuesdays.Maria uses Tussock as a transition space,as she does have an office space to go to between her classes.She wishes there was was more variety and she is sometimes let down that what was available last week is now sold out by the time she gets there.She would also prefer the coke to be sold in Glass or cans.Some thoughts she has before coming to tussock are will there be enough space for her in the rush hour.But compared to Massey university in Palmerston north she feels like there is a real good vibe around the Wellington Massey University and this space could be a really good hub for Massey.She describes the atmosphere as green and purple.Maria describes herself as a dog both at home and at tussock but feels like a social dog at Massey where she liked her own company at home.

Observations or Insights: She seemed quite reserved before we approached her, but she was very talkative and had a lot to say about our project once we started asking her questions.

3rd-
Sam Is a 3rd year student taking different level papers as she changed from fine arts to photography.Sam is using this space as she had a chance to grab a coffee in the middle of her class,she also grabbed something to eat for a late lunch, and felt comfortable in the space but liked being interviewed as she didn't mind the company.She didn't have any bad experiences but would like things such as bigger bin because they always seem to be overflowing.She says its quite a social space as your bound to see someone you know as its the only cafe at the university.Colours to describe the atmosphere were Yellow-happy vib and White-not creepy/bright.She describes herself as a cat at home and a dog in the cafe as she is hungry.

Observations or Insights:She seemed happy to come to the space by herself,she sent her food back to be reheated but wasn't bothered by it.

4th-
Sarah is a 2nd year Communications student at Massey, she feels comfortable being with her friends within tussock.She is using the space as a place to meet her friends before class.She has has majority of good experiences in tussock and  she loves the spring rolls and things there is a great selection of food at a good affordable price.Colours to describe the atmosphere is warm brown and gold-cosy.Sarah says she is a lemur both at Tussock and at home.

observations or insights:

Continuation of interviews Friday afternoon  

5th
Rach, Maddy and holly are all 2nd year communication students studying at Massey.
This group of girls seemed as though they were close friends and having a social coffee and quick bite to eat to fill in the gap between their classes.They all strongly agreed that they wish that they had stronger coffee at tussock but over all feels like a big well equipped.They have had experiences where food has been forgotten in the rush hour a couple of times.They describe the atmosphere as orange,blue and brown,you don't feel out of place.
Rach describes herself as a deadly snake at home,Maddy is a rooster,and holly is a cat.But at tussock they are all dolphins-very chilled out.

observations or insights:Surprisingly comfortable in the space,loud

6th
Kelly is a 3rd year fashion student,sitting with a friend who is observing people in tussock so he can draw them.They found it hard to find a table in the lunch time rush so they sat at the end of the table where there was someone sitting at the other end.Kelly said she would prefer more couches.She finds it awkward in the space as some times there is a lot of waiting around, its hard to see the food from the back of the line even though she's so tall.Kelly uses the space to lay out her work on the high tables if it is not busy eg: in the afternoon.Kelly describes the atmosphere as earthy tones,such as browns and oranges (dated atmosphere).Kelly describes herself as always feeling like a giraffe, the ceilings in Tussock make her feel like a cadged giraffe.

Observations or insights:Different sized people feel different in the space.

User profiles

User profiles

Studying sam

Sam is a 1st year student in her 2nd week at university.She is stressed and frazzled with the change from her small high school in Westport.Overwhelmed with the work she has been assigned Sam decides to get a coffee and a bite to eat while she tries to get ahead of her study.She approaches the long line and awkwardly stands out of anyones way because she doesn't want to be talked about by the 1st years.She can't see what food they are selling so she makes rushed choice when she gets to the top of the line.Sam then looks for a free table the only one she can find is one with a old paper bag on it so she lugs her bags down and gets out her books.She looks around hoping she may see someone from class but has no luck so she sips on her coffee and eats her pie she didn't really crave to try calm her 2 week nerves.

Fran

Fran is filling in time before she needs to head off to teach her next class.She has forgotten her lunch she made in her morning rush out the door so she decides to grab a bite to eat.She is pressed for time and is feeling sluggish so she can't make it to her normal cafe down the road that does a great deal on eggs.So she rushes to Tussock only to be greeted by a long line.Fran then has a group of students push in front of her so she grumbles to herself.She sees they have a meal of the day and with Fran being on a budget she chooses to get in,but there is only two left,by the time she gets close to the front of the line they are all gone so she picks up a sandwich in her frustration.Fran is now annoyed  that she forgot her lunch and now they didn't have what she wanted.She sits around the corner to try and get away from all the noise so she can have a break from the constant chatter she will get from her 1st year class she has to teach at 1.

Tom

Tom is on his way to his next lecture,his kid was sick at school so he had to rush off to pick him up and drop him home.Tom is frazzled and feels pressed for time to get to his Class of 3rd years.He passes through Tussock as this is the quickest way to get to class but because he is so rushed he tries to make his way through the long lunch line but trips and drops his coffee he made at home.Some students help to clean it up and even offer to buy him a coffee he thanks them but he never finds there coffee to be strong enough.He walks off looking down at the floor avoiding eye contact as he is embarrassed but also feels grateful for the help from the students.

    

Tussock Talk

Macro Trends

Macro Trends

Transparency

With reviews becoming more popular,and social media being a tool for exposing peoples opinions of their brand, It is important that companies are honest and show what they are about eg: show their processes, otherwise people will find out.

Transparency also applies to customers engaging at a higher level with restaurants to create their meals. Think of a ramen bowl, prepared in front of a diner while they choose the ingredients.

localism 

Consumers exhibit a growing preference for artisanal food and beverage that is prepared from scratch onsite; they perceive these items to offer enhanced taste, quality and even healthfulness.

Implication: All mealparts are fair game for handmade items—from sausage ground on-premise to sodas made in-house to desserts made from scratch. Housemade items may also garner higher price thresholds.

Cravability

Innovation in the form of unexpected ingredients, mash-ups that combine familiar items in new ways, and the use of traditional flavors at atypical times piques consumers’ interest and demand for variety and new experiences.

Implication: Consumers are responding to the application of breakfast and dessert flavors across the menu; updated nostalgic desserts; and all-day gourmet burgers and sides with a “wow” factor.

Consumers are increasingly interested in trying new flavors, often in the form of a fusion of two familiar flavor notes—such as sweet and spicy.

Implication: Flavor pairing is relevant across all dayparts and mealparts, from breakfast to beverages to dessert; consumers say that sweet notes pair well with the greatest variety of flavors.

With the rise of snacking, the idea of segmented dayparts has faded, and consumers are more apt to purchase an item that fits their needs regardless of daypart or menu part.

Implication: Operators and suppliers can take advantage of daypart and mealpart blurring by cross-promoting items for a variety of dayparts and mealparts, rather than designating certain items as breakfast, appetizers, sides or dessert

Interview Questions

The interview questions we went with are as follows:

1. What year are you and what do you study? do you find this space comfortable?

2.What is your main purpose for this space today/generally?

3. What do you want from this space or from the university? Was there anything you feel is missing?

4. Can you describe a experience you have had in Tussock? 

5. Describe Tussocks atmosphere in 2 colours? Why? 

6. What animal do you see your self as at home? Is that any different in Tussock? Same?- are you younger/older, any differences? 

Audience and persona inituals

Demographics - Who they cater for now vs who in the future? How to address the needs of all the users

• Personality
• Student/lecturer/external
• Age/gender
• Action

Handout

Mobile Ethnography

Brand Research

Product

Tussock is focused on supplying food for the customers. They hold occasional events and hire the space out for weddings and other private functions. The space offers an experience that is limited to revolving around food, though could be expanded to encompass the use of the space for socialising, meeting, studying and as a time bridge, therefore making the customer the product. The space needs to be aware of the fact it is a passageway within the uni.

Place

Tussock is located at the centre of Massey campus as a hub of where people meet. It is prominent in location within a recognisable building. Being a central walkway and the only cafe on campus Tussock benefits from being obvious, handy and well known even amongst first years.

Price

Tussock is valued within the uni as a place where people can sit and reala in a cafe environment with no pressure to buy something, the space is free to use and open to anyone. The price positioned within competition is low-cost, although appears costly to uni students on a limited budget.

Promotion

Tussock does not spend money on advertizing in public though appears on many websites such as Food Finder and Zumato. They have there own website dedicated to private events under the name creative hospitality.co.nz. Tussock for general business rely on location and convenience for campus users such as students. Tussocks main “advertising” throughout the uni is word of mouth and student run/MWASA events such as Toga party.

Competition

Jack's bakery

City

Macdonalds

Museum cafe

Deliveries

Food trucks

Macro trends

Service oriented

Technological

comfort/quality for loyalty

Fresh food/veggies/local

organic / health food/

Variety - change in meunes, space, events

Tussock

Noun

A small area of grass that is thicker or longer than the grass growing around it

Competition

Preservatorium Cafe & cannery

• Cost $45 for 2 people
• Web street close to uni, so within walking distance
• offers Italian cuisine along with fresh cafe style food
• offers a cannery with homemade jams,pickles and relishes
• indoor and outdoor seating
• Weekly deals
• peoples coffee- local NZ fair trade brand
• Menu food and cabinet

Mt Cook Cafe

• Cost $45 for 2 people
• Wallace street Mt cook, Walking distance from Massey and mt cook is well populated with students
• large outdoor garden area, and homely indoor space with a couple of separate Seating rooms.
• offers wines and craft beer
• Havana Coffee
• Sells art work on walls 
• menu food and cabinet

Salvation Coffee

• Cost $40 for 2 people
• Wine and beer
• Adelaide road,walking distance from Massey
• Indoor and outdoor seating
• Zany Zeus organic milk
• Salvation coffee-roaster,tony Gibbs makes a blend of "1 part organic,2 parts fair trade and 2 parts top secret"
• menu food and cabinet  

Havana lounge

• $25 for 2 people
• Tory street,close walking distance from Massey
• Roast onsite -Havana coffee
• Fair trade
• Cabinet food
• No alcohol