Over Consumption of Alcohol

Amongst Young People

Visual Research Report
Danielle Fender
Product Design with Professional Experience
Product Research 1: DP161
Dr Eddy Elton

Contents
Introduction
Methodology
Market Assessment
Market Summary
Competitor Analysis
Observations
Key Insights
Interview Findings
Persona
Image Board
Mind Map
User Requirement Specification

1
2
3
5
6
9
10
11
12
13
14
15

Introduction
Therefore this report will focus on the
younger generation of 18-22 year olds
consuming alcohol at an unhealthy level,
with the aim of finding a way of helping
them in controlling their drinking to a
safer level.

The consummation of alcohol amongst

young people (18-24 year olds) is an
increasing problem within the UK.
In recent years there have been many media
reports on this increasing issue and how it is
leading to more serious problems.

40%
agree
(1)

Primary research methods such as

questionnaires, interviews, observations,
and secondary methods such as internet
research, books, government statistics
and newspapers will be used to gather
information allowing progression to later
stages of the design process.

60%
disagree

All the findings found from research will

be visually presented as a mind map,
persona, image board and user
requirement specification. All research
will aid the development of a product that
is suitable to the users needs.

I really enjoy going

out to get drunk

There is a large focus on alcoholics of an

older age, however it seems as though
people from the younger generation are in
fact putting their health at very high and
serious risks, without even knowing it.

Hunt Statement: To observe how

people consume alcohol and to see
how this effects their behaviour, in
order to help develop a product to
keep them safe when drinking.

Methodology
Market Assessment was carried out in order to discover recent and current trends within
the market, and to see which area offered the biggest gap in the market as it is pointless to
design a product with no market for it. As the product is going to be based on the over
consumption of alcohol, there was not a market as such at this early stage, however it was still
important to carry out to find out trends amongst young people and alcohol.

Competitor Analysis was carried out to give an understanding on the current market and
to see the strengths and weaknesses of competitors. Looking not only at products, but also
campaigns and group support sessions in order to help keep a wide view on the problem. Ideas
were focused on that which helped combat the over consumption of alcohol and the products
that allow people to measure alcohol volumes. Deductive content analysis was used to analyse
the data.

Observation observations at 5 different places were carried out which consisted of; a club,
a pub, a bar, pre-drinks and a house party. The observations allowed an understanding of what
people really want, in a natural environment it was visible what problems they had as they
carried out tasks giving the opportunity to see what they really need. Both overt and covert
observations were carried out to gain information from both aspects using both natural
observation and playing a participant and also carried out both structured and semi-structured
observations.

Interview an interview was produced and used to gather information on the subject area

from 5 people. The interview was focused on allowing to find out peoples drinking habits and the
knowledge of the effects of alcohol these people had. The interview was 20 minutes long and
included a range of different questions in a semi-structured format. It took a fairly informal
approach to allow the gain of unexpected knowledge. The interview allowed the understanding
of the current problems for young people, their attitudes towards them and experiences they
have had. The interview also allowed me to listen to their needs and how they thought the
problem could be improved.

Market Assessment
Alcohol Consumption
Average weekly alcohol consumption
(units), by age: 20052010

In the current market, there are not

many products available to help
people know how much alcohol
they are drinking. The products and
ideas shown in the competitor
analysis reflect what is already
available in the current market.
Average alcohol consumption has
gradually fallen in many OECD
countries between 1980 and 2009
with an average overall decrease
of 9%. The United Kingdom
however, has seen an increase of
over 9% in these three decades.

Age

2005

2006

2008

2009

2010

16-24

16.9

14.9

13.1

12.5

11.1

25-44

15.1

14.6

12.9

12.3

12.2

45-65

16.0

15.0

13.6

13.6

13.1

65+

8.7

8.7

8.5

8.2

8.1

Total

14.3

13.5

12.2

11.9

11.5

Source: Office for National Statistics [ONS] (March 2012), Drinking

Tables, in 'General Lifestyle Survey, 2010', Table 2.1

9%

Maximum daily amount above the recommended

daily guidelines, 2005 2011

The 18% of 16 to 24 year-old women

who drank at least twice the
recommended number of units in a
session in the last week represented
the highest proportion of binge
drinkers of any female age group.

2005

2006

2007

2008

2009

2010

2011

% of men drank more than 4 units on at least one day (above

guidelines limit)
16-2
4

46

42

44

42

36

34

32

% of men drank more than 8 units on at least one day (heavy

episodic drinking)
16-2
4

32

30

32

30

24

24

22

% of women drank more than 3 units on at least one day (above

guidelines limit)
(2)

16-2
4

41

30

40

36

37

31

31

% of women drank more than 6 units on at least one day (heavy

episodic drinking)
16-2
4

27

25

24

24

24

17

Source: ONS, Drinking [Chapter 2], in 'GLS, 2011', Table 2.2

18

Market Assessment
Alcohol Consumption & Hospital Admission
Average weekly consumption of different types
of drink, by gender and age, 2009
Drink

% of Men

% of Women

Strong beer,
lager, cider

24

11

Normal strength
beer, lager, cider

45

12

Spirits

19

37

ForMed Wine

Wine

22

Alcopops

16

The data shows that normal strength beer/

lager/cider is without a doubt the favourite of
men's drink, and for women it was quite
clearly spirits. Women are said to be the
heaviest binge drinkers, this may be linked
with the results from this data showing that
they drink spirits, which may effect the
strength of their drink by over measuring shots.

ACCIDENTS DUE TO
ALCOHOL ARE THE LEADING
CAUSE OF DEATH AMONGST
16-24 YEAR OLDS
(3)

Source: ONS, Drinking: Adults' behaviour and knowledge in 2009,

Table 2.9, in Statistics on Alcohol 2012 (May 2012)

Number of alcohol-related hospital admissions in

England, 15 to 24 years of age, 20022010

193 males and 121 females between 15 and

34 years of age died from alcohol-related
causes in 2011 in the UK. The number of
alcohol-related deaths among females in this
age group was at its highest point for at least
20 years in 2011. (4)

35000
30000
25000
20000

Female

15000

Male

FEMALE INCREASED
BY 76%

10000

MALE INCREASED
BY 57%

5000
0
2002 2003 2004 2005 2006 2007 2008 2009 2010
Source: North West Public Health Observatory [NWPHO]

Market Assessment
Alcohol is 45%
more
affordable
than it was in
1980 (5).

100,000
drink drive
convictions
each year

Alcohol misuse costs

England approximately
21bn per year in
healthcare, crime and lost
productivity costs. (6)

1.2 MILLION HOSPITAL

ADMISSIONS IN UK IN
2011/2012

(7)

ENOUGH TO
TAKE YOU OVER
TO THE NEXT
MORNING

+ 135% SINCE 2002/2003

51% drivers unaware

they have drunk
(7) drove morning after

(7)

Market Summary
In 2012 there
were 8,367
alcohol-related
deaths in the UK

The average consumption of alcohol in the UK has increased by 9% in the last 3 decades so
it is an increasing market.
Alcohol misuse is a big problem as it is costing England billions each year.
There are a lack of products to help younger people monitor their drinking to a safe amount,
leaving them at health and safety risks.
The highest percentage of binge drinkers fell within the 15-24 year old women's category.
There are noticeable areas of worry within the alcohol market these are; over consumption
in terms of both health effects and safety, the purchase and consumption of fake alcohol,
and alcoholic drinks being spiked.
Drink driving is a very serious issue that seems to be hard for drivers to control as there is a
lack of devices for them to calculate their BAC.

Competitor Analysis
Competitors were discovered with the use of various websites, books and shops. The competitor analysis was focused
on ideas already in action which are aiming to control alcohol consumption, not just products but also campaigns and
support groups.

Breathalyzers
A breathalyzer is a device for estimating blood alcohol content (BAC) from a breath sample. They can be used
independently or are often used by police to calculate the level of alcohol consumed to see whether drivers are over the
legal limit.
Where: Can be used anywhere as it is portable.
Strengths: Breathalyzers are very accurate which is important when using the device to see whether or not you can

legally and safely drive. They are also portable so can be used whenever and wherever. They also have a long life term.
Weaknesses: Breathalyzers are fairly expensive for people to buy, which may make them less likely to purchase them.
They can also be sensitive to some other factors which can affect the final reading.

Drinkaware Calculator

The drinkaware calculator allows users to calculate the amount of alcohol units they have consumed by selecting the
drinks they have consumed, and how many calories this equal too. The readings are then displayed in how many burgers
the calories equal to, and what sort of drinker you are i.e high risk. They then compare this to what the lower risk drinking
guidelines are.
Where: Need access to internet as it is an online website.
Strengths: The drinkaware calculator is very accurate in calculating how many units you have consumed and makes it
easy and relatable to users by transferring the calorie intake into burgers. It is very easy and simple for users to use and
gives them an indication as to what their drinking pattern would be described as.
Weaknesses: The drinkaware calculator is weak in terms of access as people do not always have access to the
internet when they would want to carry out this calculation. It is not transportable and easily accessible to a wide range of
people.

Alcohol Labeling

Labeling on alcohol includes a number of different facts, often these are; the main body of information, unit alcohol
content (per serving and per containers chief medical officers guidelines drink responsibly statement, a pregnancy
warning, drinkaware.co.uk
Where: On mostly all alcohol packaging.
Strengths: Labeling each alcoholic drink is a very good idea as it gives everyone the opportunity of finding out
how much they should drink to stay within the suggested amounts. The labeling is also fairly clear and easy for
people to understand. The information includes everything a consumer would need to know.
Weaknesses: The likelihood of consumers reading these labels and following the advice on them is fairly unlikely.
Although they are easily accessible, some consumers may chose not to read them.

Date rape drug nail varnish detector

Students developed a nail varnish that supposedly has the ability to detect date rape drugs within alcoholic drinks.
The nail varnish is said to change colour when the drug is detected to alert people that they have been spiked.
Where: Can be worn by anyone although aimed at women so can be used wherever.
Strengths: The product is relatable and easy to use without much effort being required by the user.
Weaknesses: The idea has had a lot of bad reviews saying it would not actually work, disregarding this it would
also only be useful to the female market and not male.

Competitor Analysis
Drinkaware Campaigns

There are several campaigns and conferences held by drinkaware and other
organisations to inform the risks of drinking and aim to reduce this anti-social
behaviour. Wouldnt Shouldnt is a campaign held to reduce cases of sexual
harassment on nights out as research showed this was becoming a serious
problem.
Where: Campaigns are held at various places and venues throughout the
country.
Strengths: Campaigns provide support to people and allow people suffering
from the same problem to join together to fight against it.
Weaknesses: Not all suffers may feel confident enough to attends
campaigns as they may not be ready to confront their problem, or may not
even know they have one. The campaigns only really help people that have
accepted their problem.

AA group

Alcoholic anonymous are group sessions which are free for members to hear
alcoholics talking about their problems and what drinking did to their lives and
personalities, what actions they took to help themselves, and how they are
now living their lives.
Where: Held all over the country at fairly easy access to most people.
Strengths: Similarly to the campaigns groups of people can gather together
and talk about their problems and fight together.
Weaknesses: Again, this requires people to have admitted they have a
problem, which is often the hardest part, and then want to receive help and
get better.

Blood Test

Blood tests are currently the most accurate form of measuring BAC. A blood
sample is taken from the subjects vein and can then be analysed to discover
the BAC.
Where: Has to be prescribed to people who doctors believe would benefit
from it.
Strengths: They are very accurate and reliable and give a detailed results
unlike other methods.
Weaknesses: They are not always convenient, they must be done by a
medical professional normally in a hospital which is time consuming and
invasive.

Competitor Analysis
A range of competitors would be people that create measurement glasses for alcohol as they are allowing
people to measurement the amount of drink they are consuming, however they dont indicate the units.

Shot glass

A shot glass is designed to measure sprits or liquor, which are then either drunk straight from
the glass or poured into a cocktail. Shots in the uk sold on premises must contain either 25ml
or 35ml (defined in the Weights and Measures Act of 1985. In 2001 a double shot of 70ml was
allowed.
Where: Used at home, in pubs, bars, clubs etc. portable so can be used anywhere.
Strengths: Allows an accurate measurement of spirits so people can work out how much
they are drinking and if they are within the recommended amounts.
Weaknesses: Shot glasses are often used excessively to consume alcohol due to deals in
many clubs etc., so the purpose of being able to measure units is not taken advantage of.

Wine glass

Wine glasses mostly have 3 different line measurements on the glass of 125ml, 175ml and
250ml. These give people an idea of how many units they are drinking, however this
obviously depends on the strength of the wine.
Where: Used at home, in pubs, bars, clubs etc. portable so can be used anywhere.
Strengths: Daily alcohol consumptions are often fairly well known in terms of wine glasses,
many knowing a large glass of wine is all that should be drunk each day.
Weaknesses: some people do not know how much these measurements are equivalent to
in terms of units, and therefore they are again not used to their advantage.

Pint Glass

Pint glasses are used to measure beer, Guinness and lager. Recently the crown stamp has
been introduced to ensure that the pint glass has been checked by an agency of the Crown.
Pint glasses are available in different shapes usually specific to different brands of alcohol.
Where: Used at home, in pubs, bars, clubs etc. portable so can be used anywhere.
Strengths: These glasses are an easy measurements to understand. They are widely used
in all pubs and bars.
Weaknesses: Although the measurement is fairly simple, again most people do not
understand how to translate the measurement of drink into units so still do not understand
how many units they are consuming.

Observations

Observations were taken from 5 different places, each over the space of an hour each. The
environments from which the observations were taken were; a nightclub, a bar, a pub, a house
party and pre-drinks.
Hunt Statement: To observe how people consume alcohol and to see how this effects
their behaviour, in order to help develop a product to keep them safe when drinking.
ACTIVITIES

DRINKING
ENVIRONMENT

REASON FOR
BEHAVIOURS

EFFECTS OF
ALCOHOL

PRODUCTS

Going to the toilet

(on average every
hour) men more
than women

Younger generation

Throwing up by 8
people throughout
observations

Rounds of shots (of

roughly 3 each a
time) mainly women

Lights
Mirrors

Shouting

Drinking games

Glasses

People have a
good time

Peer pressure

Fighting

People not knowing

their limits

Falling over

Deals on drinks

Chatting near bar or

furniture
Kissing in clubs and
bars average 12 per
hour

Open plan for

dancing
Smoking area
mostly outside
Very noisy
Music in all
environments

Smoking roughly
every hour

Bouncers at busier
venues

Confidence

Dancing more girls

than boys

Bar staff

Not in control
of actions

Queuing at bar
average 10mins
Hugging
People being thrown
out
Sitting on furniture
Looking in mirror
Buying drinks, men
more than women
70% transactions
men

Very crowded
Women drinking
more spirits than
men
Long queues to
enter and buy drinks

People a lot more

forward

Men drinking more

beer/ lager
Dark

Bags
Card Machine
Menus
Ash Trays
Cheap drinks
iPod & Speakers

Key Insights

Groups of females tend to be more

prominent on the dance floor whereas more
men tend to stand at the bar, leading to men
purchasing more drinks then women
People tend to purchase drinks which were
included in deals, mainly shots
People that had been queuing at the bar
longer seemed to buy more drinks at a time
than those who had been served quickly
Women tend to drink spirits whereas men
were found to be drinking more beer, lager
and cider
Drink driving is a very big problem for drivers
as many do not even know they are over the
limit due to lack of ways to calculate their
BAC

10

HOW
MANY
DRINKS?

70% of
transactions
were men
buying drinks

QUEUING

People visit the bar several times throughout

the night for round of drinks, which leads to
them loosing count of how many drinks they
have bought and consumed

Interview Findings
Below the interview findings have been
displayed in the form of a mind map
showing the issues and percentage
of interviewees which agreed and
disagree with the issues raised.

11

Persona
Age: 20
Drinks: 3-5 days a week
Emily is a student at Brighton University. Emily has not had
much experience in drinking alcohol before university and is
concerned about the amount of alcohol she is consuming but
feels there is no way of her being able to easily measure it.
Emily enjoys drinking but knows she is putting herself in
danger.

I enjoy drinking with friends but find it hard to know

how many units I have had and often end up in unsafe
situations and am worrying about the effects alcohol will
have on my health.

Wants:
-
To be able to calculate how much she drinks
-
To be able to easily measure her drinking
-
To know when she is over the drink driving limit
-
To know she is drinking responsibly
Pain points:
-
Keeping track of drinks consumed
-
Worry for health due to lack of knowledge of alcohol
strengths
-
Not being able to afford breathalyzers
-
Not having access to the internet for calculator i.e.
drinkaware
-
Getting not let in/ thrown out of clubs from being too drunk
-
Feeling unsafe when drunk

12

Image Board
This image board represents the issues I hope that my product will help in
combating by helping people to keep track of how much they drink to a safe
level.

13

Mind Map
Below is a mind map showing all findings discovered during the research phase from
market research, competitor research, observations and interviews.

14

User Requirement
Specification
1.

The product must be appealing to the target market of 18-22 year olds

2.

The product must be portable so it can be used anywhere by the user

Market research findings show that within this age category holds the most predominant binge drinkers full
details page 3
Interview findings show that the target market desire a product which they can use when they are out as well as at
home. Competitor analysis also shows that many successful products in the market are portable full details on
pages 6-8 and in appendix

3.

The product must allow users to measure/calculate alcohol intake in at least one
single form i.e in units
Interview findings show that most of the target users do not have any idea about units and how to measure them
so find it hard to calculate whether or not they are drinking within the recommended guidelines full details on
page 11 and in appendix

4.

Must be suitable to take out on a night out no sharp edges or safety hazards must be allowed to take into a club
Interview findings and observations show that the target users have trouble keeping track of how much they have
drunk so therefore it is important the product can be taken with them and used throughout the whole night full
details on page 9 and in appendix

5.

Must be easy for someone intoxicated to keep track of i.e bright colour due to
distorted vision from alcohol
Interview findings show that the product needs to be taken on a night out, and observations show peoples senses
are highly effected by alcohol so they will find the product hard to find full details on page 9 and in appendix

6.

Must be simple to use

7.

Must be appealing to both male and female

Observations show that intoxicated people have trouble carrying out tasks they would normally do with ease, so
the product must be simple to use full details on page 9
Market research and observations show that even though more females are found to be binge drinkers, both male
and females are effected by the over consumption of alcohol so the product must be appealing to both full
details on pages 1, 3 4, 5 and 9

8.

Must be affordable to the target users age range

Competitor analysis has given a guideline to what the products cost should be and the interview has given an
indication to how much people are willing to spend full details pages 6, 7, 8 and appendix

9.

The user must be able to perform the task/operation within 15 seconds

Interviews have shown most people do not want the task to take up a lot of time which is a reason they dont
bother keeping track full details in appendix

10. Product must be durable

Product will be used primarily by drunk people and therefore needs to be fairly durable as it may withstand some
impact such as being dropped etc as seen in observations full details page 9

15