Target participants
5 to 8 adults of legal drinking age who buy alcohol at least monthly
The problem
Buyers worry about spurious or tampered alcohol, especially for imported brands and in unfamiliar shops. They look at seals and labels, but most people don't know what a genuine label should look like.
This challenge asks you to understand how buyers judge authenticity today and what information they would trust.
Research question
How do buyers decide whether a bottle of alcohol is genuine, and where do they get it wrong?
Suggested methods
User interviewsContextual inquiry