How a Design Firm used SPSS to Help Dunkin Donuts
October 26, 2004 | Levent OZLER
Design Forum, a retail design and strategy firm, will outline how it used predictive analytics from SPSS Inc. to drive the redesign of Dunkin’ Donuts’ menu panels based on customer preference, at the SPSS Directions User Conference being held in Las Vegas this week. The presentation “Art or Science?: How a design firm used SPSS to help Dunkin’ Donuts,” will explore the balance between creativity and leveraging customer-driven data.
Dunkin’ Donuts, as part of the company’s commitment to the development of its in-store environments, commissioned Design Forum to examine customer preferences and create an eye-appealing menu panel that highlights traditional coffee and donut products, as well as combo offerings, bagels and sandwiches.
Based on a comparison study of four menu boards, customers considered a number of panel design attributes—p anel colors, fonts, pictures, pricing information and layout. After compiling the data within SPSS, Design Forum examined how the customer judges each attribute and the importance of each attribute, before creating a new menu panel.
During the session, Design Forum will explain how it leveraged SPSS analytics to understand the importance of each attribute to the consumer, and considered each variable to create an appealing menu. The discussion will also focus on how, with the support of
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