Table 3 Examples of deduction of framing... | Emerald Publishing

Table 3

Examples of deduction of framing of the experimentation instances

Quote	Prompting frames
When we get an idea, then everyone asks around, ‘How does it sound like?’ We use WhatsApp conversations to share ideas. […] I belive that we need to get the base from somewhere else, and people say, “It is really good, really good, really good”. So we develop it as long as we get the strength and base from the decision that this will work. (FloraCo)	Seeking reassurance and affirmation externally, creating a strong base for decision-making “How does it sound like?”
You start off with a base [product], then I do something to it, and we taste it together as a group. I get comments and feedback and then get back to the lab to do the next versions. We add [flavor] sugar, add more flavor, and drop this and that. With the [in-house product expert], think about ‘Should it be a bit more approachable?’ or ‘Is this too weird for the masses?’ So these kinds of things, and then we change one of the characteristics and see how it changes. (DistillingCo)	Crafting characteristics of the product to the intended audience “Should this be a bit more approachable?”, “Is this too weird for the masses?”
We create the recipe by deciding the color, as it excludes certain [ingredients]. If it’s a completely new thing for us, we do a test batch. If it’s just a new version, and we have already been testing many different recipes, then we do a bigger batch. All of these will go under [a branded series indicating a “test”]. So we don’t name the new products yet, but if they sell well and people like them, we give them a name and appearance, and it becomes a product. (TapCo)	Deciding whether a bigger batch of a product should be made “Does it sell well?”, “Do people like it?”
What we do during different fairs is that we always have new products with us. Those are B2B fairs with many buyers, so we always ask the most important ones, “How would this sound like? Would this work?”. We do that kind of subconsciously, but at the same time, it is consciously part of the process. So, saying things out loud is something we do all the time. (BeanCo)	Discussing new products with key stakeholders, e.g. buyers “How would this sound like?”, “Would this work?”
The way we developed [product name] was because we were bored. We put [ingredient] into a container, forgot it there, opened and realized that “wait a second, this isn’t [the original idea], but it is pretty good!”. Then we decided to make a product out of it. (DrinksCo)	Experimenting based on feelings “We were bored”
In order to avoid big setbacks, “Ok, now we lost all the money, and everything is lost,” the effort must be as small and light as possible. That’s why we have this resource [access to an advertising agency], so we can do really good presentation materials, and we can, with this one sample, take all the feedback and find out, “Ok, this is not finding its space, let’s put this aside. We shouldn’t do this or that the price is going too high or something else”. (AlcoholCo)	Doing small experiments to avoid big setbacks “Does this [product] find its space?”, “Should we do this?”, “Is the price too high?”

Quote	Prompting frames
When we get an idea, then everyone asks around, ‘How does it sound like?’ We use WhatsApp conversations to share ideas. […] I belive that we need to get the base from somewhere else, and people say, “It is really good, really good, really good”. So we develop it as long as we get the strength and base from the decision that this will work. (FloraCo)	Seeking reassurance and affirmation externally, creating a strong base for decision-making“How does it sound like?”
You start off with a base [product], then I do something to it, and we taste it together as a group. I get comments and feedback and then get back to the lab to do the next versions. We add [flavor] sugar, add more flavor, and drop this and that. With the [in-house product expert], think about ‘Should it be a bit more approachable?’ or ‘Is this too weird for the masses?’ So these kinds of things, and then we change one of the characteristics and see how it changes. (DistillingCo)	Crafting characteristics of the product to the intended audience“Should this be a bit more approachable?”, “Is this too weird for the masses?”
We create the recipe by deciding the color, as it excludes certain [ingredients]. If it’s a completely new thing for us, we do a test batch. If it’s just a new version, and we have already been testing many different recipes, then we do a bigger batch. All of these will go under [a branded series indicating a “test”]. So we don’t name the new products yet, but if they sell well and people like them, we give them a name and appearance, and it becomes a product. (TapCo)	Deciding whether a bigger batch of a product should be made“Does it sell well?”, “Do people like it?”
What we do during different fairs is that we always have new products with us. Those are B2B fairs with many buyers, so we always ask the most important ones, “How would this sound like? Would this work?”. We do that kind of subconsciously, but at the same time, it is consciously part of the process. So, saying things out loud is something we do all the time. (BeanCo)	Discussing new products with key stakeholders, e.g. buyers“How would this sound like?”, “Would this work?”
The way we developed [product name] was because we were bored. We put [ingredient] into a container, forgot it there, opened and realized that “wait a second, this isn’t [the original idea], but it is pretty good!”. Then we decided to make a product out of it. (DrinksCo)	Experimenting based on feelings“We were bored”
In order to avoid big setbacks, “Ok, now we lost all the money, and everything is lost,” the effort must be as small and light as possible. That’s why we have this resource [access to an advertising agency], so we can do really good presentation materials, and we can, with this one sample, take all the feedback and find out, “Ok, this is not finding its space, let’s put this aside. We shouldn’t do this or that the price is going too high or something else”. (AlcoholCo)	Doing small experiments to avoid big setbacks“Does this [product] find its space?”, “Should we do this?”, “Is the price too high?”

Source(s): Created by the authors