l haute chateau du

1
half full research towards a better wine
recommendation system
2004 l haute chateau du kriss-kakehi-almeida-davi
doff
2
factors affecting purchase

• price
• rating
• recommendation
• education/understanding
• curiosity
• label
• description

l haute chateau du kriss-kakehi-almeida-davidoff
3
users mental model

• wine requires education
• not a walk-up-and-use product
• all users described a period where they learned
  at least a few basic facts that then evolved
  slowly

l haute chateau du kriss-kakehi-almeida-davidoff
4
users mental model

• wine is still a product
• despite this time-investment, users still treat
  wine like a normal commodity product
• they develop a small list of favorites
• they exhibit loyalty within that space
• curtail experimentation

l haute chateau du kriss-kakehi-almeida-davidoff
5
users mental model

• stepwise, methodical experimentation
• rich variety of wine causes particular sampling
  pattern
• users take what they know and vary one (usually)
  factor
• example
• user knows bourdeaux, so buys haute medoc variety
  of bordeaux to learn about that region

l haute chateau du kriss-kakehi-almeida-davidoff
6
users mental model

• packaging is both seductive and informative
• encodes a rich variety of information that might
  be hidden to the uninitiated
• users associate a fantasy with the labels
  aesthetic
• labels are a strong cue to future recollection

l haute chateau du kriss-kakehi-almeida-davidoff
7
brick-and-mortar

• users have low self-esteem
• every user self-reported low domain knowledge
• purchasing is social
• we did not see any solo shoppers
• shops target lower-end market
• very few wines gt15

l haute chateau du kriss-kakehi-almeida-davidoff
8
competition

• http//wineAndCo.com
• very interesting
• classification system
• uses more tangible
• and memorable
• metrics to identify
• wines

l haute chateau du kriss-kakehi-almeida-davidoff