Startup as a Diploma: Audience Research and Hypotheses Testing in Order to Create Digital Product for Ordering Soft Drinks for the HoReCa Market

Student: Erokhin Viktor

Educational Programme: Digital Product Management (Master)

Final Grade: 8

Year of Graduation: 2024

This paper shows how, using design thinking tools, to conduct audience research - from drawing up a research plan and putting forward the first hypotheses, to forming points of view, with the goal of creating “customer-centric” products. While exploring the experience of purchasing soft drinks on the HoReCa market, a number of problems and unmet customer needs were discovered in familiar and unfamiliar scenarios. On the basis of which points of view were drawn up as a starting point for the subsequent stage of idea generation and product development.

Full text (added May 17, 2024)

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