Matriz de empatía como herramienta de cocreación de una bebida láctea fermentada a base de lactosuero ácido

Golda Meyer  Torres Vargas; Edward  Toro

doi:10.22490/25394088.6512

Vol. 16 No. 4 (2022): Edición especial Expotech

Published

2023-01-03

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Torres Vargas, G. M. ., & Toro , E. . (2023). Empathy matrix as a tool for the co-creation of a fermented milk drink based on acid whey. Publicaciones E Investigación, 16(4). https://doi.org/10.22490/25394088.6512

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Empathy matrix as a tool for the co-creation of a fermented milk drink based on acid whey

DOI: https://doi.org/10.22490/25394088.6512

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Original article

Golda Meyer Torres Vargas Universidad Nacional Abierta y Distancia - UNAD

Edward Toro Universidad Nacional Abierta y Distancia - UNAD

The objective of this work was to integrate the empathy matrix as a co-creation tool for a fermented milk drink based on acid whey. This research is part of the actions that are carried out in the use of whey derived from the production of double cream cheese, where one of the feasible products that register viable business models based on acid whey is the fermented milk drink. Today it is important to integrate customers in processes of conceptualization and development of new products, developing co-creation processes. Data collection instruments such as surveys are assertive in joint client-product designers co-creation processes, in this context, the empathy matrix is conducive. In this research, a survey was developed under the six dimensions of the canvas of empathy in order to gather information that leads to the design of a fermented milk drink based on acid whey. The instrument was applied to 204 people between 15 and 59 years old located in three of the main cities of the department of Boyacá, Colombia. The analysis of the answers was carried out using contingency tables, extending frequencies and calculating percentages of the total sample. The result of the empathy matrix allowed knowing characteristics to define the profile of the consumer and the product to be elaborated; consumers are conservative but innovative, looking for a product that generates confidence, with high nutritional value, functional, differentiating, easy to acquire, available and friendly to the environment.

whey, acid whey, cheeses, co-creation, empathy matrix

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Empathy matrix as a tool for the co-creation of a fermented milk drink based on acid whey

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