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1、1,Research of Lifestyle 生活方式研究 System Design Studio 系统设计工作室 Academy of Arts&Design,Tsinghua Univ.清华大学美术学院 Beijing,China 北京,中国2004/6,Asian Food Culture亚洲食文化,2,Definition 定义,Our Team 团队,3,Definition 定义,4,Definition 定义,Project Background项目背景,While the Pan Pacific Region gradually emerges as an economic
2、 and political powerhouse in the 21st Century,Asians tend to be apathetic toward their own traditions due to excessive Western influence in the past.当泛太平洋地区成为21世纪经济和政治发展的动力的时候,亚洲人可能由于过去受西方的过度影响而有些对自己的传统缺乏兴趣。In fact,these rich and colorful traditions,if understood properly,could give rise to new oppo
3、rtunities in design and business in the new era.实际上,如果这些传统能够得到正确的理解的话,就有可能对在新时期找到新的设计和商业机会有所促进。,5,Definition 定义,Project Definition项目界定,“Chopsticks”is a cross-cultural research project which aims at understanding consumers daily habits and behaviors in different cultures in food preparation and consu
4、mption at home.The target group of this study will be a number of middle-class families in selected Asian countries and regions(China mainland,Hong Kong,Japan and Korea).“筷子”这个跨文化项目之目的在于理解不同文化环境中消费者在食物准备与消费方面的日常生活习惯与行为。目标人群是在挑选的几个亚洲地区(中国大陆/香港/日本/韩国)的若干户中产阶级家庭。,6,Definition 定义,Plan 计划,Summary 总结,Our
5、Team 团队,Combination 整合,Implementation实施,Opportunity 机会,7,Aims目的,Plan 计划,Methods方法,Group 1,Group 2,8,Plan,9,Definition 定义,Plan 计划,Summary 总结,Our Team 团队,Combination 整合,Implementation 实施,Opportunity 机会,10,11,Background Data Group 背景组,Principle 原则,1,12,Background Data Group 背景组,Principle 原则,1,Laying fo
6、undation for developing the whole project,and making the researcher form a general and objective understanding before the research.为整个项目的展开提供知性基础，使研究者在开始研究之前对研究对象有全面客观的初步认识；,Looking for core concepts and research emphases from the background data.Well abstract some important information from the lar
7、ge numbers of background data,which will be the key points to lead the following deep investigation.在背景资料中寻找研究的契机和重心，从背景资料中提炼的某些信息点可以成为我们深入研究的切入点和关键点；,Enriching and supply the research material.During the research process,the situation lacking some given information always exist,so,the background da
8、ta will offer a fullscale information data-base to support deep research.丰富和补充调查研究的素材，针对调查研究中可能出现的欠缺或者不易直接得到的结果，可以通过专项和深入的背景资料收集来弥补；,Providing the argument support for research result.Full and accurate literature and Stat.materials will serve the final research argumentation.为研究成果提供论据支持，以翔实确凿的文献、统计资
9、料支撑研究中的论点。,Purpose 目的,Comprehensive 全面原则,A,Objective 真实原则,B,Pertinent 针对性原则,C,Emphasizing 侧重点原则,D,Principle 原则,13,Background Data Group 背景组,Principle 原则,1,Method&Procedure 方法与程序,2,12,Background Data Group 背景组,Method&Procedure 方法与程序,Identifying Subject 确定主题,Searching Keyword 搜索关键词,Information 信息,Subs
10、tantial Grouping 实质性分组,Classified information 分类的信息,Abstracted Key Points 提取信息点,Background Data Report背景资料报告书,15,2,Background Data Group 背景组,16,Process&Result 过程与结果,3,Background Data Group 背景组,Selection of data sources筛选和确定资料源,step 1第一步,Data classification资料分类,Step 2第二步,17,Background Data Group 背景组,
11、Authority statistics 官方统计数据,Business survey report 商业调研报告,Book 专著,Thesis 论文,Periodical 期刊,Newspaper 报纸,Television program 电视节目,Website 网站,The Chinese National Statistical Bureaus statistical report form.中国国家统计局统计公报The Beijing City Statistical Bureaus statistical report form.北京市统计局统计公报,31 articles co
12、llected from The Chinese National Statistical Bureaus statistical report form;中国国家统计局统计公报31篇10 articles collected from The Peking City Statistical Bureaus statistical report form.北京市统计局统计公报10篇,Selection of data sources筛选和确定资料源,step 1第一步,Background Data Group 背景组,18,Free food report on 3SEE market in
13、formation research net 3SEE市场信息研究网(饮食类免费报告)(http:/,59 articles free food report on 3SEE market information research net.饮食类商业调研报告59篇,Selection of data sources筛选和确定资料源,step 1第一步,Background Data Group 背景组,19,Authority statistics 官方统计数据,Business survey report 商业调研报告,Book 专著,Thesis 论文,Periodical 期刊,News
14、paper 报纸,Television program 电视节目,Website 网站,Food with Chinese culture 饮食与中国文化 How Chinese to eat中国人怎么吃 The middle-long term strategical development research of food in china 中国中长期食物发展战略研究,Background Data Group 背景组,Selection of data sources筛选和确定资料源,step 1第一步,20,Authority statistics 官方统计数据,Business su
15、rvey report 商业调研报告,Book 专著,Thesis 论文,Periodical 期刊,Newspaper 报纸,Television program 电视节目,Website 网站,Chinese periodical net 中国期刊网,We download the 180 articles from Chinese periodical net.Then,carefully select 10 remaining articles and write summary of them.中国期刊网下载论文180篇，精选了10余篇做了摘录,Selection of data s
16、ources筛选和确定资料源,step 1第一步,Background Data Group 背景组,21,Authority statistics 官方统计数据,Business survey report 商业调研报告,Book 专著,Thesis 论文,Periodical 期刊,Newspaper 报纸,Television program 电视节目,Website 网站,Food style(life type)食尚（生活类）Global food(Business type)国际食品（商业类）The Chinese food industry(Technique type)中国食品
17、工业（技术类）,Totally take 276 photos.共计276张照片,Selection of data sources筛选和确定资料源,step 1第一步,Background Data Group 背景组,22,Authority statistics 官方统计数据,Business survey report 商业调研报告,Book 专著,Thesis 论文,Periodical 期刊,Newspaper 报纸,Television program 电视节目,Website 网站,The Times of Round-the-world(Social science type
18、)环球时报（社科类）JingHua Times(Beijing life type)京华时报（北京生活类，报纸）,Totally record the 222 articles from two types of newspaper.两种报纸共记录文章222篇,Selection of data sources筛选和确定资料源,step 1第一步,Background Data Group 背景组,23,Authority statistics 官方统计数据,Business survey report 商业调研报告,Book 专著,Thesis 论文,Periodical 期刊,Newspa
19、per 报纸,Television program 电视节目,Website 网站,Everyday Food 天天饮食Spark technology 星火科技 The healthy life 健康生活,Totally purchase and engrave 28 pieces of VCD.共购买、刻录VCD光盘28张,Selection of data sources筛选和确定资料源,step 1第一步,Background Data Group 背景组,24,Authority statistics 官方统计数据,Business survey report 商业调研报告,Book
20、 专著,Thesis 论文,Periodical 期刊,Newspaper 报纸,Television program 电视节目,Website 网站,Chinese appetizing food net中华美食网(http:/channel on sina website新浪网饮食频道(http:/food technology net中国食品科技网(http:/www.tech-)Chinese food industry net中国食品工业网(http:/default.asp)The food package item on Chinese packing market net 包装
21、市场网食品包装栏目(http:/technic/food/),Totally download the 334 articles from 5 websites.五个网站共下载文章334篇,Selection of data sources筛选和确定资料源,step 1第一步,Background Data Group 背景组,25,Authority statistics 官方统计数据,Business survey report 商业调研报告,Book 专著,Thesis 论文,Periodical 期刊,Newspaper 报纸,Television program 电视节目,Websi
22、te 网站,Data classification资料分类,Step 2第二步,Background Data Group 背景组,26,The datas subdivide and abstract key information.(detailed research sees chapter 4:Classification&AbstractionOr Attachment 1)信息分类与关键点提取详见第四章或附件1,Data classification资料分类,Step 2第二步,Background Data Group 背景组,27,Data classification资料分类
23、,Step 2第二步,Background Data Group 背景组,28,Data subdivision&key points Abstraction背景再分类和信息点提取,Step 3第三步,Society and economy of“food”食的社会经济,B,The datas subdivide and abstract key information.(detailed research sees Attachment 1)信息分类与关键点提取详见附件1,Background Data Group 背景组,29,中国“食”文化研究的现状 The status of Chin
24、ese“food culture research,饮食传统的继承和发扬与理论、文化与学术的研究的滞后；重古轻今；重饮品轻食品；重描述轻理论探讨：中国食文化研究的不平衡性 Preferring tradition to nowadays,preferring beverage to food,preferring description to discussion on theories,imbalance of the Chinese food culture research.,饮食传统与习惯“Food customs and habits,我国传统饮食习俗内涵深厚 Having prof
25、ound culture meaning,饮食传统观念“Food traditional opinion,墨子饮食观：增气充虚，强体适腹 The food idea of MoZi孔子饮食观：食精、脍细、割正、席正 Confucius food idea 讲究烹饪艺术的饮食观：色、香、滋、味、形、器、养Food idea regarding cooking中华饮食文化的基本内涵：精、美、情、礼 Basic spirit of food culture五谷与蔬菜并重的饮食观 Balance on grain&vegetable 春养颜，夏去暑，秋滋养，冬进补：时令与饮食时尚 Season and
26、 food style,Food Culture 食文化,Step 3第三步,A,Data subdivision&Key points abstraction背景再分类和信息点提取,中国食文化受古代社会政治影响 Deeply influenced by the ancient polity,中西节日习俗与饮食差异明显 The difference is obviously between east and west,Background Data Group 背景组,30,“食”的现代观念 Modern opinion of“food”,服装、卡通、艺术：饮食也有时尚，而且会被影响 Clot
27、hing,cartoon,art色、香、味、型：美食不止于吃饱，是艺术、享受 Color,savory,flavor,form求精、求活、求鲜、求保健、求营养、求方便；多样化、口味化、方便化、多功能化、高转化率猎奇、仿古：拓展新的食品源 Seek novelty,archaize运动与饮食：希望二者相得益彰 Food and sport饮食与旅游：风味小吃是旅游的必然选择 Food with travel新观念：食物伦理 Food ethics科技与科技食品：高安全还是高危险，人的两难情绪 Technology&technology food,“食”的交流与影响“Food”communicat
28、ion and influence,快餐：逆势强进 Fast food:A fast development against strong resistance咖啡：品味的选择 Coffee:The tastes choice人体宴：外来文化的试探 Human body feast:Exotic cultural to sound out韩流：美食与文化的交流 Korea style:Cate and cultures communication多元性食文化的共生观 Symbiosis(intergrowth)Idea of diversity food culture,Food Cultur
29、e 食文化,Step 3第三步,A,Data subdivision&Key points abstraction背景再分类和信息点提取,Background Data Group 背景组,31,食的生产 Production of“food”,“食”的流通 Circulation of“food”,“食”的消费 Consumption of“food”,Society and economy of“food”食的社会经济,Step 3第三步,B,Data subdivision&Key points abstraction背景再分类和信息点提取,我国食品生产持续稳定发展，品种不断丰富，结构逐
30、步优化Food production develops steadily,both abundan species and rational construction,食品生产的诸多问题，主要是假冒、伪劣产品，有待政策和管理的完善Problems such as counterfeit,bad production.Revising the policy and management.,食品生产在追求质量的同时，开始关注产品的附加值High quality and the plus-value of food production.,食品市场活跃，竞争激烈，三资企业占据领先优势Problems
31、 such as counterfeit,bad production.Revising the policy and management.,诚信牌、时尚牌、价格牌、特色牌等：企业为占市场，施展浑身解数Trustworthiness、vogue、price、health、characteristic、concept selling for market.,法律、行政、舆论：各种手段来保证食品安全 Law,administration,public opinion:many kinds of methods keep the food safe.,北京市“食”消费活跃、稳步增长，同时消费结构和
32、食品结构都在调整Prosperous food consumption,increasing consumption,adjustment on construction.,消费行为受到品牌和广告宣传的极大影响 Ads.and brand have a large influence on human consumption behavior.,Background Data Group 背景组,32,“食”的内容“Food”contents,炊具 Cooking tool,Human,environment and object of“food”人、环境与物,Step 3第三步,C,Data
33、 subdivision&Key points abstraction背景再分类和信息点提取,食物的功效“Food”effect,“厨房革命”新式厨房家电的大量涌现和不断更新Compact from modern style kitchen appliance.,情趣：艺术家电的出现Sentiment:the emergency of art appliance.,炊具的安全受到重视Cooking tools safety get more attention.,素食正在流行 Vegetarian food is very popular.,速食备受欢迎 Fast food is welcom
34、e.,一些长期重视的问题，至今仍然是问题：早餐 Breakfast is still a problem.,食疗：自古已有，历久不衰 Food cure:From the ancient China,developed well.,美容：全身上下，驻容养颜 Hairdressing：Keeping decrepitude from your body.,保健：健康饮食，健康生活 Health care:Health eating,healthy life.,性：食助性也 Sex:Food helps the sex.,Background Data Group 背景组,33,餐具 Cutler
35、y,“食”的人 Human,“食”的环境“Eating”environment,Human,environment and object of“food”人、环境与物,Step 3第三步,C,Data subdivision&Key points abstraction背景再分类和信息点提取,节日的餐具：“精致道具”The festival cutlery:exquisite ornament,餐具的卫生与环保：重视餐具的清洁，一次性餐具问题多The hygiene and environmental protection of cutlery:the problem of one-off c
36、utlery is large.,现代化厨房新概念：整体厨房、高科技厨房、环保厨房New conception of modernization kitchen:whole,high-tech,environmental protection.,厨房的布置和装饰：温馨、清洁、富有情趣Kitchens arrangement and adornment:Warm,fragrant,clean,interesting.,厨房卫生和安全：冰箱、水槽、案板、刀架、盘托等；火灾、爆炸Kitchens hygiene and safety:Refrigerator,sink,case plank,draw
37、er door,faucet and so on.,儿童：从饮食重视儿童的形体发育、智力发育、人格发育 Children,都市人：高消费、快节奏，亚健康、重保养 City people,女性：天生需要注意饮食 Female,新新人类：几乎不做饭的人 New generation,Background Data Group 背景组,34,烹饪相关行为 Related behavior concerning cooking,会做饭的年轻人不多，需求助菜谱 Minor young man can cook,menu is important.自己动手和时间之间存在矛盾Contradiction be
38、tween cooking by oneself and time.,购买相关行为 Related behavior concerning shopping,用餐相关行为 Related behavior concerning dining,纠正习以为常的毛病 Rectify the trouble that accustom to家庭饮食交流：新鲜经验、易学易做 Fresh experience,learn easily and do easily,Behaviors with“food”食的行为,Step 3第三步,D,Data subdivision&Key points abstrac
39、tion背景再分类和信息点提取,注重与辨别的矛盾：注重食品质量、新鲜度和价格，如何辨别是一个难题People emphasize foods quantity,freshness and the price,and recognition is a problem.,购买以菜场、超市为主，网络购物处于尝试阶段Shopping is mainly in food market,super market,internet is still on a attempting stage.,礼送名牌，自用实惠Send the famous brand food as the gift,help ones
40、elf to the real benefit.,食品的搭配、变化和选择困难 Match of food,changes,choose the difficulty.,Background Data Group 背景组,35,36,User ResearchGroup用户研究组,Principle 原则,1,Sampling 取样,2,User Research Group 用户研究组,37,The principle of investigation of visiting family is:入户调研的原则,38,User Research Group 用户研究组,39,Principle
41、 原则,1,Sampling 取样,2,User Research Group 用户研究组,Definition of middle class family中产阶级定位,1,Sampling criteria取样标准,2,Samples取样,3,40,User Research Group 用户研究组,Definition of Middle Class Family中产阶级定位(Attachment 2:definition of MCF)（见附件2：中产阶级）,1,Class:Social Stratification阶级:社会分层,Middle:Classification Crite
42、ria中产:划分标准,3 Criteria of Middle Class中产阶级的3种划分标准,3 Dimensions of Research研究的3个向度,Sampling取样标准,2,41,User Research Group 用户研究组,Definition of middle class family中产阶级定位,1,Sampling criteria取样标准,2,Samples取样,3,42,User Research Group 用户研究组,Sampling取样标准,2,M16000,6001M28000,8001M312000,12001M415000,15001M5,43
43、,User Research Group 用户研究组,Sampling criteria取样标准,2,Definition of middle class family中产阶级定位,1,Sampling criteria取样标准,2,Samples取样,3,44,User Research Group 用户研究组,Samples 取样,3,3,5,7,9,4,6,8,10,2,1,P-1,A 1,INDUSTRY行业,POSITON职位,AGE年龄,Family家庭,4,3,M2,3,M2,3,M2,5,M4,3,M2,3,M2,M2,M2,A 2,A 3,P-2,P-3,1-1,1-2,1-
44、3,1-4,1-5,1-6,家庭成员,家庭月收入 IPM,MEMBER,45,Sampling取样标准,2,User Research Group 用户研究组,46,Principle 原则,1,Sampling 取样,2,Method&Process 方法与过程,3,User Research Group 用户研究组,Questionnaire问卷调查,1,Photo diaries用户日记,2,Interview and observation访谈与观察,3,Summary of methods方法总结,4,47,User Research Group 用户研究组,Questionnair
45、e 问卷调查(Attachment 4)附件4,1,Aiming at 10 sample families,the questionnaire investigates:针对十个样本家庭，问卷调查的内容是,48,User Research Group 用户研究组,Photo diaries 用户日记(Attachment 5)附件5,2,用户图片日记主要是让被选取的家庭成员用所发给的相机记录日常生活和与饮食相关的活动内容，为时一周。拍摄内容主要包括：Photo diaries mainly reflects one-week daily life of ten the families re
46、lating to food:,Shopping environment,purchased food购物环境、购买的食品,The cooking environment and objects厨房环境及工具,The eating environment and process家人进餐的环境和过程,The content of breakfast,lunch and dinner早、中、晚餐的内容,The storage of food and utensils食物、工具的存储方式,The process of preparing and cooking食物准备与烹饪过程,49,User Re
47、search Group 用户研究组,访谈与观察法主要是调查在问卷法和用户图片日记法中无法获取的或非常模糊不清的信息，如人们的动态行为、情感、家庭环境的氛围、家庭成员的性格特征等，发现具体的细节信息，探究现象背后的意义，以支持概念产品和服务性产品的开发。Interview and observation mainly investigate information we couldnt gain from questionnaire and photo dairies or some blurry information,such as peoples dynamic actionthe em
48、otionthe atmosphere of familythe character of every member in family,etc.Also,we try to get more-detailed information and explore the significant hiding behind phenomena.,Interview and observation访谈与观察,3,50,User Research Group 用户研究组,Process过程,700-800Pictures700800张照片,10Questionnaires10张问卷,10video ta
49、pes,record files,text10张碟，以及纪录,Output of primary data入户访谈最终资料整理,Questionnaire问卷法,User Photo diary用户日记,Deep interview&observation访谈与观察,Method方法,Summary of methods方法总结,4,51,User Research Group 用户研究组,52,Principle 原则,1,Sampling 取样,2,Analysis 分析,4,Method&Process 方法与过程,3,User Research Group 用户研究组,Comparis
50、on of family scenarios家庭场景对比,Example family例子,1,2,53,User Research Group 用户研究组,F4-Background,背 景,Example family 例子,1,54,User Research Group 用户研究组,55,F4-Example family,Example family 例子,1,User Research Group 用户研究组,F4-Scenario 1 Breakfast,早餐,56,Example family 例子,1,User Research Group 用户研究组,F4-Scenario
