PF Baking Report d9 Optimized KB

Thoughts and
Feelings about
Baking &
Pepperidge Farm
Baked Goods
938 Penn Avenue

Suite 800
Pittsburgh, PA 15222
412-288-9790
www.olsonzaltman.com
August 2009
ZMET study for
Pepperidge Farm
Report Outline
Research Background and Design
The Deep Metaphors™
The Consensus Map
The Story of Baking & Pepperidge Farm Baked Goods
Baking at Home
Pepperidge Farm Baked Goods
Summary and Implications
Appendix
Thoughts and Feelings About Baking & Pepperidge Farm Baked 2

Research Objectives
Pepperidge Farm is interested in further understanding women’s baking

experiences at the rational, emotional, social, and sensory levels.
• Seeking insights into how purchasing or serving baked goods intersects with the
emotionality around baking.
• Uncovering opportunities to meet women’s core emotional needs associated with
baking, in other words matching insights about baking with insights about
Pepperidge Farm.

Zaltman Metaphor Elicitation Technique (ZMET)
A patented technique designed

to
“dig deep” into people’s minds
Developed by Harvard Business

School
professor, Dr. Gerald Zaltman
Draws from diverse fields, such

as
Sociology, Psychology,
Cognitive
Science and Anthropology

Research Design
24 ZMET® Interviews conducted in Tarrytown, NY and Atlanta, GA, July 2009
All participants were:
• Female
• Ages 35-64
• A mix of incomes
• A mix with and without children
• Responsible for household grocery shopping
• Regular Pepperidge Farm buyers (2+ times per year)
• Regular bakers (4+ times per year)
• Individuals who bake because they love it, it’s a creative outlet, it’s
relaxing/therapeutic, and/or to share with friends and family

Research Design
Participants were divided into 2 segments (12 Bakers and 12 PF Buyers) and
given different ZMET assignments.
Baker Segment ZMET Assignment:
“Please collect 6-8 pictures that express your thoughts and feelings
about baking and the role it plays in your life.”
PF Buyer Segment ZMET Assignment:
“Please collect 6-8 pictures that express your thoughts and feelings
about baked goods from Pepperidge Farm and the role they play in your
life.”

The ZMET Technique
Overview
• Each ZMET interview is a one-on-one discussion approximately two hours

long
• In preparation for the interview, participants are asked to collect pictures

that represent their thoughts and feelings about the research topic
• This helps participants arrive for their in-depth interview at an advanced

stage of thinking, ready to discuss their thoughts and feelings

ZMET Interview Process
Digital Image
Missing
Pictures
Storytelli
ng
Expan Vignette
d Sensory
Frame Explorations
Definition of a Deep Metaphor
Technical definition
A fundamental orienting structure of
thought that operates automatically
and unconsciously
Working definition
A viewing lens; a basic but powerful
way of seeing the world
Deep Metaphors are…

biological reactions to events or circumstance
unconscious and precede conscious thoughts and

feelings
hard wired or instinctual
few in number and universal

Some Common Deep Metaphors
Connection
Transformation
Balance
Container
Control
Resource Journey

Three levels of metaphor in ZMET®
… ‘til the end of our

… every step of the way …
lives … Surface
5%
Expressions
… going through life together … and Metaphors
Mental Themes &

Psychological
Frames
Express the specific
meaning of Deep
Metaphors
… romance needs to be celebrated all along the MARKETING
way … STRATEGY IS
FORMULATED HERE
ZMET® Deep
Metaphors™
95% JOURNEY CONNECTIO
N The broad viewing
lens of the mind
Thoughts and Feelings About Baking & Pepperidge Farm Baked

… ‘til the end of our

… every step of the way …
lives … Surface
Expressions
… going through life together … and Metaphors
Mental Themes &

Psychological
Frames
Express the specific
meaning of Deep
Metaphors
… romance needs to be celebrated all along the MARKETING
way … STRATEGY IS
FORMULATED HERE
ZMET® Deep
JOURNEY CONNECTIO
Metaphors™
… romance needs to be celebrated all along N
the The broad viewing
way …
lens of the mind
ZMET® Deep
JOURNEY CONNECTIO
Metaphors™
N
… marker
‘til the of
end of our
every
… I’m step of the
a caveman way ……
provider
lives …
milestones … Surface
Expressions
… symbol
going through
of long-term
life together … and Metaphors
commitment …
After All Mental Themes &

AFTER THE DANCE Psychological
AFTER THE CAKE
AFTER TODAY
Frames
AFTER TOMORROW Express the specific
A TIFFANY DIAMOND RING
TIMELESS PREFECTION
meaning of Deep
FOREVER AFTER Metaphors
MARKETING
STRATEGY IS
FORMULATED HERE
…… romance
growing needs
bond withtopartner
be celebrated allone’s
is part of alongoverall
the
way …
status in life …
ZMET® Deep
JOURNEY CONNECTIO
Metaphors ™
N
Deep Metaphors: Connection
General Definition
References to being a part of something or

not being isolated; liking or loving someone
or something; getting in touch with yourself
or others; feelings of belonging or
exclusion.
Theme
Life is busy, hectic, and stressful, and

consumers describe this in terms of being
out of balance. Swirl bread transforms
consumers to a more balanced state,
feeling relaxed, energized, and able to
focus.
researcher’s image

Deep Metaphors: Balance
General Definition
Balance (imbalance) includes the ideas of

equilibrium, adjusting, maintaining or
offsetting forces, and things as they should
be. It has many flavors, including physical
balance, moral balance, social balance, and
aesthetic and psychological balance.
Theme
Life is busy, hectic, and stressful, and

consumers describe this in terms of being
out of balance. Baking and Pepperidge
Farm baked goods help consumers get to a
more balanced state, feeling relaxed,
energized, and able to focus.
researcher’s image

Emotional pathways for “giving diamonds”
Human
Satisfied with experien
Feel proud, life, happy ce
good self- Giver
esteem experien
ce
Feel valued
Diamond
Feel like a
No worries, at Give, receive attributes and
provider, experience
peace love
nurturer
Financial Shows
security commitment to
I am making a our relationship
sacrifice
Good Celebrates Sincere

investment milestones in expression of
relationship feelings
Concerned,
uncertain Diamonds are
Diamonds are Diamonds are
long-lasting
expensive transparent

What are
Using Consensus Maps
Consensus maps represent bundles of thought, or constructs, that many

consumers share
regarding a specific subject
• A particular thought never stands alone…individual thoughts bundle

together in the mind and work in partnership with behavior
• Consensus maps are strategic playing fields for managers
• The construct associations illustrated in a consensus map represent

how consumers currently think about a topic
• The map thus captures the socially shared, connected constructs that
are most prominent in their minds
• In this sense, a consensus map serves as the “anatomy” of the mind of

the market

Using Consensus Maps
When working with consensus maps, managers must ask themselves several
questions:
• How would I like this map to change?

• What new constructs or connections do I want to insert? Reinforce?
Delete?
• Which constructs should we analyze further?
• What do we currently convey to consumers relative to each construct?
• Do we activate these constructs in negative ways at certain consumer
touch points?
• How do we “score” on each of these constructs compared to our
competitors?
The answers to these questions can help managers evaluate their current
marketing plans relative to consumer thinking and target areas of existing
marketing strategy
Thoughtsto
andreexamine
Feelings About Baking & Pepperidge Farm Baked 18
A key emotional pathway:
Diamonds celebrate the journey of my relationship
Satisfied with
Feel proud, life, happy
good self-
esteem
Feel valued
Feel like a
No worries, at Give, receive
provider,
peace love
nurturer
Financial Shows
security commitment to
I am making a our relationship
sacrifice
Good Celebrates Sincere

investment milestones in expression of
relationship feelings
Concerned,
uncertain Diamonds are
Diamonds are Diamonds are
long-lasting
expensive transparent

Turning key Deep Metaphors™ & emotional pathways into
strategy
• In 2006, The Diamond Trading
Company created a new jewelry
design called “Journey.”
• “Journey” designs consist of a piece

of jewelry with at least four diamonds
arranged from smallest to largest.
• “Journey” jewelry is intended to

symbolize how a couple’s love grows
stronger and more intense over time.
“Just as engagement rings have

become synonymous with wedding
nuptials, [Diamond Trading
Company] wants to make Journey
‘a cultural imperative.’ It hopes
women will ask themselves, ‘You
have been married 10 years and
you don’t have a Journey piece?’”
Source: The Wall St. Journal

Maps
•Show slides building consensus maps

here

Discovering the right archetype for the baker
An archetype is…
• The original source of a person, ideal or entity of which all others are copied patterns
• Universal across all cultures
• Present in both human and brand personalities alike
Archetype Helps People Brand

Example
Creator Craft something Williams-
new Sonoma
Caregiver Care for others AT&T
Ruler Exert control American
Express
Jester Have a good Miller Lite
time
Everyman Be OK as they Wendy’s
are
Lover Find and give Hallmark
love
Hero Act courageously Nike
Outlaw Break the rules Harley-
Davidson
Magician Affect Calgon
transformation
Innocent Retain or renew Ivory
faith
Explorer Maintain Levi’s
Independence
Sage Understand their Oprah’s Book
world Club “The Hero and The Outlaw” by Margaret Mark & Carol
S. Pearson
The baker is best described by the creator archetype
The Creator archetype:
• Often is an artist, of any discipline, whose passion is self-expression
• Their goal is to create something new and of enduring value (including memories,
tradition, etc.)
• Creations and purchases are a reflection of themselves and their values
• They strive for perfection and fear creating something that is mediocre
• They don’t tolerate things that are mass-produced, lack imagination, or quality
*researcher images
“The Hero and The Outlaw” by Margaret Mark & Carol
S. Pearson
Baking is an art
When you bake you have This is a woman playing Making things from
the freedom to be the piano. When I bake it scratch is more like a
creative …It’s a form of is a release, a getaway, creation, a piece of art.
self-expression. 2 calming. 3 28
It’s like an art that you’re

performing at home. 21
You can put your design on a

baked good. You’re the
creator. You’re the artiste. 5
I have the ability to be

creative. It’s weird to think It’s like playing the piano.
I played the violin in high school.
of food as art but…baking is You’re creating a masterpiece in
[It required] perfection,
was a way of finding an the oven. 8
precision. I strive for
perfection when I bake. 7 artistic outlet. 18
Like art, baking requires heart & soul
Nice
title! Not so sure
about this quote
I like to make things for him that I know
now that the slide
that he will enjoy. And a lot of times it's
has moved
something that – will no one else in the
maybe
family will enjoy but it’s a way that I
go back to
show him my love for him 28 [couple
transcript to see
image]
if could tie in
better
I put love into it. It’s TLC! It really is! I love to bake,
so I just like put my heart and soul into it…I enjoy
making other people happy 04 It’s more caring. It’s
things that they like, you know, you’re not just—it’s
thoughtful, I think 04
I saw the heart and I thought you know all the love
and care and effort and you know that goes into
it and the sharing that we do as a family. 14 [heart
image]

Baking is difficult yet rewarding
people that don’t bake or cook are just missing
out of life I think. (What are they missing out on
people that don’t bake?) Well just knowing
you can accomplish it…you never know what
you can do if you don’t try and I like a challenge
so that would have been a good one. And some
people as they get older they don’t want to try
new things and I think that’s just giving in and
giving up. 22
the challenge is when I know I want to make something

and I’ve never done it before and I’m going to try to do
it. When you have a challenge it depends on what the
challenge is you don’t [always] have full control. I
don’t know how do you know if it’s a new recipe if its
going to come out good. 07
If it’s really good and it came out of a box and you did
nothing, you can’t say, “Yeah, way to go.” But if you
make it yourself and people like it then you get that
satisfaction. It just feels good to be appreciated... a
nod at womanhood or something (18)

I strive for perfection & fear anything less than the best
I’m baking for a party and people are going to enjoy what I’m
baking. It’s nerve wracking. because you don’t know if
people are going to like what you’re baking. It’s
nervousness. It’s scary until afterwards and you still don’t know if
you’re successful at it. I’d rather bake for somebody that I know as
opposed to baking for strangers. (10)
if I’m not happy with the end result of my recipe it

goes in the garbage…I’d take it off the table. If
someone said, Mags, this doesn’t taste like you –
off the table. I’m not going to present it if it doesn’t
taste good. I’m proud. I’m known to be an
excellent cook…if it comes out good it’s an
accomplishment and I take a lot of pride and I take
a lot of fault in what I’m doing anything. So if it’s
not there then my pride is stripped and I’ll just move
on. I’m a perfectionist. 07
It’s supposed to be nice and fluffy like a cloud, so it
didn’t come out that way first, I did it all over again. I
just wanted it perfect for her because it was her
birthday. I also didn’t want to be embarrassed in
front of her friends…you want to make it as perfect
as humanly possible. (2)

My art is central to my identity
Well it just kind of gives you a

sense of what your role is in
the family and that role seems to
I think my role in it would probably change. Like the older I get, the
be -- and I guess I’m just going to older everybody else gets, and so
use this symbol -- like, the baker of I get more responsibilities. So just
the family. (15) that transition in the family of --
my grandmother used to be the
one that made everything, but
It’s nice to be known as now it’s kind of transitioning down
someone that can bake and be to you know the next generations
known for that and have a function. of being in charge are having a
When they have an event they’ll call responsibility for getting
me and ask me to do that. So that everything together and
makes me feel very special. (19) planning and feeding of all the
mouths. (18)
Need researcher images
I take a lot of pride in it because I’m

known to be an excellent cook.
(7) It makes me feel important. It really does because
then you feel like they really like what I do and they’re
enjoying it, so I’m going to do it…Well, it makes me
feel important because that’s like my claim to fame.
Everybody has a specialty in life; I guess that was
always mine. 04

The Story of Baking & Pepperidge Farm Baked Goods
Consumers are
TRANSFORMED and
their lives are
BALANCED
to SELF to OTHERS to ROOTS

• Creativity • Sharing • Tradition
• Mental Escape • Bonding • Nostalgia
Baking at home,
homemade baked goods
CONNECTI Pepperidge Farm
baked goods
ON

Just playing w/ this b/c it might make the summary slides
easier to format – thoughts?
I haven’t updated the
Baking at home, model throughout the
homemade baked report but will
goods
to SELF
• Creativity
CONNECTI • Mental Escape
Consumers
to OTHERS are
• Sharing TRANSFORME
• Bonding
Pepperidge D and their
Farm lives are
baked goods
ON
to ROOTS BALANCED
• Tradition
• Nostalgia

Baking connects me…

Baking at home,
CONNECTI
ON

Connection to self

Baking at home,
CONNECTI
ON

32
Baking is an escape from the busy, hectic world
When I bake, it’s sort of like a release, like a You don’t have to think, it’s just you’re in a
getaway sometimes, so this reminded me of a different zone when you’re baking… you can
releasing feeling, calming. The way it was just relax…So you could be refreshed, just
blowing, and relaxing, playing the piano start it all again tomorrow. 12
outside, it gave me a feeling of niceness. 3
The kitchen is my haven where I do a lot of daydreaming and thinking. If you came to me and said
[you were having trouble] I would tell you to go home, take off your clothes, take a nice hot bubble
bath, get out, put on something thin, maybe throw in a bottle of wine in the refrigerator and let that
Make
chill, and start baking audio Get
something. clipyour
for cookbook
this quote
out and just flip through the pages, [find]
something that you might think that you might like, and just start putting stuff together, and all that
you’re feeling and going through will be lifted off of you, and it will give you that high that you
probably just never experienced before. I don’t want no TV, no news on, I don’t want anything on. I
don’t want to hear nothing that’s going on. Let’s turn on such and such, let that play, let that smooth
music play and hit us. (15)
I express myself through my baking
there is the ability to improvise..I could change it up a
little here and there…it gives me a little bit of a
creative outlet….I like to be able to add my own little
twist.. I thought his beret and his little sneer made him
look like an artist, like he was creative…The ability to
be creative, like I said earlier, to add ingredients that
aren’t necessarily in the recipe… it was a way of finding
that kind of like an artistic outlet 18 [beret cartoon
image]
I think that's an incredibly creative bouquet of fruit.

That's actually tasty and very pretty and I think that's
one of the things about baking is you take something
that you designed on your own. It can be very
creative, very tasty and so you can kind of
experiment 28 [fruit image]
the woman dancing represents freedom, when you bake you
have a freedom to be creative, even if you use pre-made
ingredients, like say, if you get some cookie dough, you could
always add your creative edge to it…I like the freedom to do it
in that sense because I’m in control, and obviously, if I could
create a recipe myself, or modify a recipe. If you can’t make it
from scratch I often use products that are premixed – I’d rather
do that then just buy cookies that are already made because you
still have the feeling that you have control [or] some input
into the outcome. (2)
When I bake, I am in control
I played the violin when I was a kid in high When you bake you have the freedom to be
school. If you don’t have your fingers creative. Even if you get cookie dough you
properly placed you are going to get a could always add your creative edge to it, add
different tone. When you are doing a recipe other ingredients, decorate it, any type of
you have to think and properly measure
toppings, whatever. I like the freedom because
your ingredients or it’s not going to come I’m in control. You have some input into the
out right. I strive for perfection. I know if outcome. I like to be in control. (2)
I’m in control it’s going to be done
right. Maybe I have a control issue. (7)
I prefer baking from scratch because it gives me
more control over how it turns out. I [am] able to
have ownership of it. (18)

Consumers are transformed into a calm, relaxed state
Consumers are
TRANSFORMED and
their lives are
BALANCED

Balance
provides:
•Sense of
identity
•Relaxation
•Pride

Connection to others

Baking at home,
CONNECTI
ON

37
Baking with my family brings me closer to them
Audio slide
If she’s having a rough day or she just wants to do

something around the house, she’ll say mom can we bake?
And so we’ll kind of plan out what we want to bake. We’ll go
to the store, get the ingredients if we don’t have them. And
we’ll talk while we’re doing it, about school stuff, friends,
what she wants to be when she grows up and so we kind of
intermingle. Just an hour spent together doing something
that we both enjoy. We try and do math with it, fractions
things like that if we’re doubling a recipe or halving a recipe.
So we just kind of use it as a teaching tool and just a way to
keep the lines of communication open. That’s a time
where she is comfortable and will say you know Mackenzie
was mean to me today and she’ll open up, just you and her
without a million and one distractions.

The aroma makes it feel like home
I wanted to show an image of the nose, the smell first,

the state of the aromas, the feeling that I get, like
especially brownie, brownie brings that smell in the
house, that certain smell. You know and I love it
because the family comes home and they’re like
“oh, what are you cooking? You know it smells
so good.” [nose image]
I love the smell of the house when you bake. It just makes
-- like, you just know that someone’s baking, it just has that
sweet smell…it just puts you in a good place. 03
the kids are playing and I have something in the oven…they

smell like oh that is really good, that smell of those brownies um
we will have some after. I don’t know it gives it a homey
feeling...It just makes it feel like a home, not a house…I think
it is really important because you don’t want to have a house
where no kids want to come to your house…It gives me a chance
to cook and be around them because when they are older they
don’t want the parents around 08 [kids playing image]

Sharing baked goods creates enduring memories & bonds
My priest is from Nigeria and he always missed his mother’s

cooking, so I’d make him bread and brought it over to the parish.
It took me maybe 10 minutes to get there, it’s all wrapped in foil
and a thick towel around and put it in a zippered container to keep
it hot and I’d get it there to him and it’s steaming and he’d say,
thank you. That was a reminder of his childhood, too, of his
mom making fresh bread and then putting butter on it. So it was
just nice to share those similarities in our upbringing. It’s like a
bond between us. (2)
It’s a little bit more personal for Need images

me when I make stuff that I know
they like…For my little nephew’s
birthday, my niece called up and
said Aunt Deb, can you make me a I live in a complex of 14 units a small
banana-cream trifle, I said, of complex and basically all single people
course. And I heard my little six- there and there’s a couple of single fellas that
year-old nephew say, “And can you one lives next door and another fella lives two
make me a chocolate cake?” He’ll doors down and two doors down he’s got a
always remember that, I’m sure, for wife who is very ill. They know when Mags
the rest of his life. He will has family over they all get goody bags.
remember me bringing him that My neighbor next door Joe [asks], “[Are] the
big cupcake or that chocolate cake I kids are coming over today? Oh that means
did this year. He was thrilled! It I’ll get food on Sunday.” And they do
shows that you care and that you because I make enough so I can share and
took the time out. (4) give to my neighbor. He’s single, divorced
and I love him to death he’s like a son. I just
like to give. (7)
I feel validated when my family enjoys my work
Baking is a labor of love because there is a great deal of effort and time put into each
creation, but it’s worth it to bring happiness to others
I like the look on their faces when they like eat my

cakes or the food that I baked. I like them to enjoy
and ask for more. I feel very special when they do
that and that I definitely have a place somewhere with
them. I feel like I’m useful and functioning. I
think ultimately deep down everyone wants to feel
special; everyone wants to feel needed and wanted
and that you have a function and that, for me, that
I’ve done something for somebody else 19
if I bake for somebody’s birthday at work, I know

they’re going to enjoy it. (Is it important that they
enjoy it?) Yes, because that’s what I enjoy doing. If
not, I wouldn’t make it…Wonderful because they all
came and they call said oh my God, it’s so good,
can you bake me brownies next week? And I did
whatever they wanted, I made it for them. 04
It’s a good feeling wow I can actually make them feel

better. (So what happens when you feel uplifted in this
kind of situation?) Wow what can I try tomorrow…I am
getting good success, positive reinforcement might
as well lets do it again. 08

Connection to others transforms and
Lovedeepens
the “deepens”
relationships relationships – I am
still not totally
Consumers are happy (sorry!)
TRANSFORMED and about “transforms”
their lives are – in what way?
BALANCED Strengthen and
deepen? Basically,
I’d rather not see
the word transform
to SELF to OTHERS in the title tobutROOTS
the
• Creativity • Sharing specific expression
• Tradition
• Mental Escape • Bonding of it… does that
• Nostalgia
make sense? Feel
free to call and
Balance discuss
James – I don’t love these provides:
slides as a summary for •Sense of
each type of connection. I belonging
think you’re on to •Feel
something w/ using the appreciated
map. I’ll work on this •Pride
tomorrow

42
Connection to my roots

Baking at home,
CONNECTI
ON

43
Baking is a tradition in my family
I look back on it and it was something fun that

we used to do…so I’m kind of also teaching
my daughter how to do that as well…I’m
really glad that my Mom did that because
what happens is a lot of gets lost between
second, third, fourth generation…it
makes me happy that she’s able to you know
some of the background of where she—you
know her parents and grandparents come
from… I think it’s just because it gives them
that history, it just gives them the background
of where it all comes from. 14
(Those regional and ethnic differences, why are those,

why is that important that we keep those going?)
Because that’s who we are, those things that have
passed on through generations, that’s who we
are, that makes us us, the way we’re brought up, it’s
part of our personality, that’s who we are. 02

When I bake, the memories make me feel like a kid again
Here it’s a beautiful sunflower and a nice pretty blue sky,

the sun’s beaming in on it, it’s a form of happiness, the
tradition…It keeps me balanced because it helps me
remember my childhood, the love I felt for my parents
and my grandparents, just keeps you – and it keeps you
grounded…so you don’t overreact to things in life, you
can always go to a happy place where – you know –
things can be frustrating especially at work when you’re
working, you have timelines, you have deadlines, and it’s
very frustrating sometimes. But those things when you go
back to simplistic pleasures, keeps you from losing
your mind. That’s what I mean by keeping you
grounded. 02
I think that the daisies are kind of an old fashioned

flower…like simpler times, slower times, like less
hectic…baking from scratch…makes you feel like a
kid again and it makes you kind of go back I guess….
It just makes you feel youthful. It makes you feel more
alive. It makes you feel you know very energetic 28

Baking reminds me of who I am
it’s a form of expressional love in the family members,

it’s a reason to get together, it’s just a happy time,
something that we do to stay close and connected,
and also keep in touch with our southern
culture…It’s a connection, it’s a connection with a
pleasurable, fun loving time. My grandmother’s no
longer alive and neither is my mother or my
father, so it keeps us connected to those nice
memories 02
When [my son] was about 10 we had a few boys come over and we
made cookies and cupcakes. I let them make it themselves. I had fun
doing it. I did it with my grandmother and my mother. It’s tradition. (Why
are traditions like that important?) My grandmother’s no longer alive and
neither is my mother or my father, so it keeps us connected to those
nice memories. It keeps me balanced because it helps me remember
my childhood, the love I felt for my parents and my grandparents. That’s
who we are, those things that have passed on through generations. That
makes us, us. (2)

Passing along the tradition keeps memories alive
Audio slide
It’s just fun to be in the kitchen with your kids, or now

my granddaughter, I can’t wait to bake with her. In
fact, I have a little niece and nephew that I bake with.
It feels like you’re passing on a tradition, which to
me makes me feel like it’s our culture. So it makes
me feel like I’m keeping my grandmother alive,
basically, and keeping the family traditions going. My
grandmother’s house was a very warm and very
loving. When I make her cookies and her cakes, I feel
like she’s there and she’s part of me. Like I’m
taking over for her. (4)

Connection to roots keeps me grounded
Consumers are
TRANSFORMED and Nice!
their lives are
BALANCED

Balance
provides:
•Sense of
belonging
•Sense of
identity

48
The Story of Baking
Consumers are
TRANSFORMED and
their lives are
BALANCED

Baking at home,
CONNECTI
ON

Baking Consensus Map
Free, Proud of
In Enjoy Myself
Control Life
Fulfill Fun
My Relaxed, I Feel
Role No Appreciat
I Feel
worries Creativ ed
Belongi e
ng
Menta
Customiza l
Teach ble Escap
Life e
Skills Use amoebas to highlight connection
Please areas Reward,
on map Other
s G
Indulgen
Wholeso ce
me, ood
Traditio Healthy Tast
n/ e
Nostalg Good
ia Presentati
on Save
Sharin Time
Baking g with
with Others
Others Effor
t Commer
cial
Baking
Speci
Everyd
al Baking at ay
Event Home Events
s

The Story of Pepperidge Farm Baked Goods
Consumers are
TRANSFORMED and
their lives are
BALANCED


baked goods
ON

51
Pepperidge Farm Buyers are aficionados
There is a great appreciation for the quality ingredients and care that go into Pepperidge
Farm products. They see it as a premium brand with a long heritage which is a
reflection of their values.
Grandma’s house was like a real treat it was sort of regal
Nickgoing
is looking
to her house, because not only did she have all
for quotes thatgoods, but she also had the Pepperidge Farm…I
those baked
equate Pepperidge Farm with royalty, or a little bit of
show PF reflects
affluence…it kind of makes me feel like queen for a day. It
their values to like I’m, you know, giving myself something
makes me feel
nice. 17
support this idea
I look at Pepperidge Farm as

being the more high quality,
premium product that’s out
there like how a Mercedes is
on the upper end. 23

It is the best alternative to homemade
Pepperidge Farm uses high quality ingredients that could be found in one’s home.
There is a sense of satisfaction when you made something yourself, but you need to have the time to do
that…the best next alternative is to put out something that’s going to be nice , wholesome and good. (3)
Well, they’re replacing our scratch, so it’s got be a

good cookie. You can’t just replace your scratch
with anything. (13)
It’s still a dessert and it still feels like homemade, even though you
bought the cake yourself or you can use the cake in making one of the
truffles. It didn’t take a lot of effort, but it still looks homemade. It’s like
you put some effort into it. [But] I just associate homemade with being
that taste better. It’s just the memories. (21)

Pepperidge Farm made the effort so I don’t have to
She could be having a party that night, she could have people
coming over, and she’s just relaxing, because she’s going
to serve the Pepperidge Farm, and it’s going to be nice and
easy for her. No stress, worry-free. (And what’s worry-free again,
about Pepperidge Farm?) It’s simple, it’s -- doesn’t take a lot of
time. It’s quality. It’s good, you’re getting a good product for the
amount of time you’re putting into -- it doesn’t take much to go
into the freezer, pull out a cake, and defrost it. It doesn’t take
much to take the turnovers and stick them in the oven and put
the oven on. You could be doing a million and one other
things. 11
I feel like if I’m going to serve something that’s not

home-baked, I want to present something that I know is
at least good quality, and something that, you know,
they took the time to put them together and put the
good ingredients in. 17

Even though the process is automated, the origin is
genuine
If you make it from home, it’s usually more thought involved and
more caring that you’re expressing. It’s like an art that you’re performing
at home. Mass production, because everything is so automated
nowadays, there’s very little involvement of people…[It] is just a machine
just pumping out product. (21)
When it comes to manufacturing it, making it, I’m sure they have all these
big huge machines that do all the work, so it’s not actually hand-held
love like I would make a chocolate chip cookie for you. However, the
origins of the cookie, to me, came from a place of love and
creativity. So that’s the similarity.(24)
Well, the difference is that Pepperidge Farm is very consistent. You know
that you’re going to have the same flavor every time you open the bag or
cut the piece of coconut cake or something. They’re more consistent in
their product, than I would be baking it… No one makes their cookies all
the same size. (21)
It’s different when your grandmother makes a pie crust and get all the
ingredients and makes it and makes it for your enjoyment. She’s not being
paid by anyone; she just does it because she wants people to enjoy what
she’s making. Maybe it started out that way when Pepperidge Farm
originated but now Pepperidge Farm is a factory where people work and
they’re being paid to produce these items so I mean it’s not negative,
it’s just different. (23)
A homemade cake just tastes different. I don’t know if it’s better or worse,
but it’s identifiable. You’re making huge quantities of the same thing. It
goes back to consistency. You know you’re always going to get the same
thing. (21)

Connection to self


baked goods
ON

56
Pepperidge Farm treats are a luxurious mini getaway
This is a lady getting a massage

at a spa…their products to me
are sort of indulgent. [with]
I want to be sitting down and I want to enjoy my Pepperidge Farm I didn’t have
indulgence. I don’t want to be rushed. I don’t want to to work to make the item so I
be distracted and not be able to slowly savor my can just go and grab it and
cookie. I think that it allows you to enjoy it more. You take a quiet moment and sit
don’t just rush through it, and you can actually taste back and enjoy it…if I made it
it and enjoy it. You don’t have so many distractions and I’d feel like it’s really not quite as
different things pulling you in a million directions. And indulgent as something that I
that’s why I kind of save those snacks for at night, bought for like a special occasion
because I don’t want to do it at work when I’m doing 23
paperwork and stuff like that. I want to enjoy it. (6)
You take a bite and you’re like, oh my God you want to savor it. You can honesty sit down and eat one
Audio clip
and it’s just so satisfying. An Oreo…just shove it in your mouth and chow down. A Milano, you take a
bite, drink your coffee or your hot cocoa or whatever you’re doing and take another bite. You savor that
one cookie because you know there might be 12 in the pack, those are going to last you like 12 days
because every day you’re going to go “Boy, yeah yeah.” Kind of like a Calgon bath. Take me away!
I’m enjoying this and nothing bothers you. You’re just kind of everything else is in your periphery at
that moment. (24) Thoughts and Feelings About Baking & Pepperidge Farm Baked 57
I can still be creative but not as much as when I bake
I always keep like Cool Whip and strawberries,

Pepperidge Farm is kind of prefab.
especially this season, so that’s an easy topper for
It’s a little more cookie cutter-ish.
something that’s store-bought, but you can add to it
When you’re baking something it’s a
and make it frilly, or even like the cans of sliced
little bit more creative, a little more
pineapple. I’ll put the cream on it and put that on top
free. It feels good to be able to get
of the pound cake…It just makes it a little fancier,
out of the box. If you buy a bag of
and it adds your own little personal touch on it…I
Pepperidge Farm cookies you’re
enjoy putting my own spin on things sometimes. It’s
pretty much going to get that
like why you take out the better china when
cookie, which is great, but it’s a
somebody comes over. It makes a nicer presentation.
little less creative. You’re a little
03 not always in the box, I guess, so maybe that to me is -- it feels good, you
I’m less free to get exactly what you
know, to be able to get outside the box…You can make it whatever -- want. make (17)
it yours. If you buy a Pepperidge Farm bag of cookies, let’s say, you’re
pretty much going to get that cookie, which is great, but I would say that’s the
difference. A little less creative, a little less free, maybe, to get exactly what
you want. 17
A signature item is something that you’re known

for. So like my ice cream sundaes, I’m always known
for sticking that little piece of Milano in the back. I’m
not giving them a whole one. I cut it in half and just
stick it in the back so it’s just kind of my signature
item. I didn’t make the ice cream and I didn’t make
the cookies yet they’re happy that I’m serving it to
them and they know that I’m doing it with love.
I’m putting this in there and I love you enough to give
you something that’s quality. (24)

Connection to self transforms me to a relaxed state of
mind
Consumers are
TRANSFORMED and
their lives are
BALANCED

Balance
provides:
•Relaxation

Connection to others


baked goods
ON

60
I serve my family Pepperidge Farm because I care
Pepperidge Farm makes me think of home -- makes

me feel at home, and serving Pepperidge Farm
hopefully makes others feel at home. It makes me
feel like I’m giving someone something really good. I
care enough about them that I went out and got
them [something] good..so it kind of says, I took
the time and the money to purchase these and
have these for you. It’s like giving a little gift or
like a little treat. 17
Audio slide
Family is the root….Like picture the root of a plant
and it holds you in place. That’s where you start
and then as you grow, the leaves are like all the
different turns you take in life and then as you get
older, you blossom and then that’s your tree, that’s
your flower. So I think your family starts you in
the beginning. I think your family gives you your
values…I think when you snack, everybody comes
around. That’s just the way it is in our family. Snacks
come out, everybody’s around whether it’s older,
whether it’s younger, whether it’s the kids. You put
something out and everybody comes around.
Everybody talks, everybody’s laughing, everybody’s
yelling. (11)
I am confident when serving other people Pepperidge
Farm
There are some situations when putting forth an effort isn’t worthwhile. There may not
be enough time, a deep enough connection, or simply the desire to bake in these
instances.
Nick is looking for I’ve come to this conclusion most people are not foody’s
like I am. They’re nowhere near as critical as I am about
confident quotes to things to eat and the peach pound cake or the
back this up Pepperidge Farm coconut cake, you know most people
are –like oh you brought dessert unless there’s
somebody that I know that really likes you know
this particular cake. To most people I don’t think it is
as big a deal as it is to me. (20)
when I’m working I don’t have the

time, I don’t want to put forth the effort. It’s fast. It’s easy. It’s – there is not a connection with
Occasionally I will make something, but
the people that are eating them doesn’t matter to me.
it’s usually not a baked good. You know It’s just 30 ten year olds or whatever so you just do
I’ll make something from scratch and it from that standpoint….if you don’t have the
bring it in to share with my coworkers,
connection then it seems okay to hand them
but I’m more likely to get something
store bought 28
store bought because I don’t have
the time or the desire. I mean if they
don’t like it we can throw it out at the
end. You know I don’t care as much
what they think 18
Connection to others transforms relationships & creates
closeness
Consumers are
Same here,
TRANSFORMED and
how does it
their lives are
transform
BALANCED

Balance
provides:
•Sense of
belonging
•Feel
appreciated
•Pride

63
Connection to roots


baked goods
ON

64
Connection to America’s roots
So you think American, Mom, apple pie. So it’s just an

All-American, good old food; just standard food… It’s
just something that everybody can relate to… It’s juts
stuff we grew up with, and it’s just things that they
make you feel home. 25 [flag image]
Nice!
So just a classic American family that would

use the product. 16 [family image]
Its part of…the thread of America or something. You know I mean

it’s just like again a cultural kind of thing. You know it’s just part of
like—I don’t know baseball and apple pie…it’s just a common—you
know a common thread that most people know about…makes me
think that you know I’m not the only one that likes it you know. So
you know in order to keep the brand around you know it helps if it’s
popular. 20

Brings back memories
I usually buy the Pepperidge Farm and I think that’s

probably just because I think that’s what my mom
always bought. Sort of makes me think of family.
Just traditions, togetherness, coming together to
enjoy something that someone has made. My mom
worked a lot and didn’t have a lot of time to make
things from scratch but that was okay I mean
because pulling the Pepperidge Farm cake out of
the freezer was a nice little treat. Everybody
loved it and we sat at the table and ate it. I’m
really big on tradition and I just think it’s
important to pass things down from generation to
generation and not just with that product but with
anything. (23)
James – this slide seem very similar to the next

one. Should they really be split into 2?
Agree (Katja)

Takes me back to a simpler time in my life
the whole sweet thing goes way back to Grandma’s

house, and she was always baking, and she always had Pepperidge Farm makes you feel like a
Pepperidge Farm, too. So to me, it was love. It was just kid again, makes you forget your
such a great time, being a kid and going to her house, worries, brings you back to your
and she always had cookies, cakes, brownies and lots of family…you’re satisfied, you’re
Pepperidge Farm stuff. I remember those little Milano content, you’re carefree…It was simple.
cookie from when I was a young age. And when I eat it 11
now, it makes me think about that time, of being a
kid, and it just sort of brings you back. 17
Milanos were more of my parents’ thing, they brought them into the house for themselves, but I also ate
them. That memory reminds me more of my mom. Goldfish were more my thing so I feel like that’s more
a kid centric thing. My fiancé makes fun of me when I eat Goldfish now, because he says, “What
are you, a five-year-old,” but I don’t care, it’s okay. (How does it make you feel when you eat
them?) Like a kid, alive. I’m sure I’ll be feeding my kids and their play dates, Goldfish, in twenty years
and hopefully they’ll have good memories…it’s a great feeling to feel alive, to feel satisfied, to feel
content, to feel like life is good. You’re alive; you’ve got the energy. You’re not worrying about
everything. You’re not bogged down with the everyday problems of the world. You’re happy. You’re
letting it go. (6)
Keeps my family memories alive and closer to me
My grandmother purchased Pepperidge Farm,

I think it was rye bread when we were growing up.
(So going back again briefly to this idea that
Pepperidge Farm was your grandmother’s brand,
why does that matter to you?) Because my
grandmother mattered to me. Her opinions and her
values and just her wisdom and knowledge
mattered to me. I was around her a lot and I can
say she never led me wrong. So trusting in her
opinion, it goes deeper to values in my system and
my foundation. It was proven loyal. It’s a
comfortable laid back relaxing feeling like my
grandmother’s here. Like she’s putting her arms
around me and giving me a big hug because we
used to do this together. (24)
I was first introduced to Pepperidge Farm as a very

young kid, from my parents, and really my mom had
an obsession with Mint Milanos, and really it was
passed along to me, so I always just like remember
that cookie was always in our house. I just equate
that with my childhood and it brings warm
feelings… She lives in California, so it’s a little
connection every time I eat one, and I still eat it
the same way I did when I was five. (6)

Connection to past transforms my current experience
How does it
Consumers are
transform
TRANSFORMED and
current
their lives are
experience?
BALANCED

Balance
provides:
•Sense of
belonging
•Sense of
identity

69
Consumers are
TRANSFORMED and
their lives are
BALANCED

Baking at home,
baked goods
ON

70
Pepperidge Farm Consensus Map
Trust
Produ
Relaxed, ct
No
worries Traditio
Speci
n/
al
Nostalg
event
Belongi ia
s
ng Bakin
Enjo
Wholeso g at
y Effor
me, Hom
Life t
Healthy e
G
Ment Sharin ood
al g with Please Tast
Esca Save Other Other e
pe Time s s
PF Quality
Busy, Herita Premiu
Hectic ge m
Life
Fun
Try
Somethi
Variety ng New
of PF
Reward, Product
Indulgen PF Baked s
ce Goods Everyd
ay
Events

Consumers are
TRANSFORMED and
their lives are
BALANCED

Baking at home,
baked goods
ON

72
Summarize differences b/n baking & PF – maybe a table
Baking = time w/ others, learning/teaching, self reflection
PF = lesser connections, convenience, reliable

Show combined maps

PF Associations + Personification
Insert slides about PF Associations (royalty + americana)

and PF Personification from card sort + vignette
All of this I feel should

go into the PF section –
why is it separate?

Pepperidge Farm is Americana

Pepperidge Farm is a royal treat
How about somebody serving them
on a tray, such as, I don't know that
Regal king queen kind of character…he’s got on you they’ve provided a chef to come in and
know something similar to these curtains but in help, and a server, and they would be
velvet, you know and he’s got long robes and cord serving me my crackers, cheese, and
ties you know around his middle and it’s very ornate wine so I didn’t have to get up. That’s
and he has a crown. You know kind of real person an image that I see, a luxurious image
looking king, not too animated and he might have a to have somebody waiting on you
tray, a silver tray with dessert on it… the product is like that. (What’s that character like?)
worthy of you know again worthy of something really Sort of in a butler’s outfit, formal
good. You know and it’s something that you would— even though the setting is not, but a
would be fit for a king. You know and you’re treating formal service. (How does that
your guests like they’re royalty. [more on this in card character interact with you?) Making
sort] 20 sure that all of my wants are taken care
of as far as eating and drinking. 16
Mint Milanos, those are my favorite, as little

luxuries, so the thought of a silver platter as a
nice dessert, a little luxury…I’m very happy
and I’ve been waiting for it all day, so that is
why in my mind, they are presented on silver
platters because it’s like the crowning moment
of my day, so I’m absolutely looking forward to
those kinds of things 06
Implications

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Thoughts and

938 Penn Avenue

ZMET study for

Research Background and Design

The Deep Metaphors™

The Consensus Map

The Story of Baking & Pepperidge Farm Baked Goods

Summary and Implications

Thoughts and Feelings About Baking & Pepperidge Farm Baked 2

Pepperidge Farm is interested in further understanding women’s baking

Thoughts and Feelings About Baking & Pepperidge Farm Baked 3

A patented technique designed

Developed by Harvard Business

Draws from diverse fields, such

Thoughts and Feelings About Baking & Pepperidge Farm Baked 4

24 ZMET® Interviews conducted in Tarrytown, NY and Atlanta, GA, July 2009

All participants were:

Thoughts and Feelings About Baking & Pepperidge Farm Baked 5

Baker Segment ZMET Assignment:

PF Buyer Segment ZMET Assignment:

Thoughts and Feelings About Baking & Pepperidge Farm Baked 6

• Each ZMET interview is a one-on-one discussion approximately two hours

• In preparation for the interview, participants are asked to collect pictures

• This helps participants arrive for their in-depth interview at an advanced

Thoughts and Feelings About Baking & Pepperidge Farm Baked 7

Deep Metaphors are…

unconscious and precede conscious thoughts and

hard wired or instinctual

few in number and universal

Thoughts and Feelings About Baking & Pepperidge Farm Baked 9

Thoughts and Feelings About Baking & Pepperidge Farm Baked 10

… ‘til the end of our

Mental Themes &

Thoughts and Feelings About Baking & Pepperidge Farm Baked

… ‘til the end of our

Mental Themes &

After All Mental Themes &

References to being a part of something or

Life is busy, hectic, and stressful, and

Thoughts and Feelings About Baking & Pepperidge Farm Baked 14

Balance (imbalance) includes the ideas of

Life is busy, hectic, and stressful, and

Thoughts and Feelings About Baking & Pepperidge Farm Baked 15

Good Celebrates Sincere

Thoughts and Feelings About Baking & Pepperidge Farm Baked 16

Consensus maps represent bundles of thought, or constructs, that many

• A particular thought never stands alone…individual thoughts bundle

• Consensus maps are strategic playing fields for managers

• The construct associations illustrated in a consensus map represent

• In this sense, a consensus map serves as the “anatomy” of the mind of

Thoughts and Feelings About Baking & Pepperidge Farm Baked 17

• How would I like this map to change?

Good Celebrates Sincere

Thoughts and Feelings About Baking & Pepperidge Farm Baked 19

• “Journey” designs consist of a piece

• “Journey” jewelry is intended to

“Just as engagement rings have