Table 4.
An example of transcribed interview in the content analysis process: sample quote from the transcribed interview of F.9.2 regarding his product.
| Unedited quote | Condensed or summarized quote | Code | Sub-theme | Theme |
|---|---|---|---|---|
| Mortar and pestle have always been an important part of Thailand. People make “Nam Prik” or traditional chili pastes made in every household using mortar and pestle. However, people do not know it is quite difficult to make a set. A set of mortar and pestle is hand-made from a high-quality and area-specific stone. Not everyone can make a set, and no proper machinery has been known to make this kitchen item. Since I have seen my family business making them since I was a boy, I bought a machine that people use for underground drilling, using trial and error method and we finally are semi-automatic and that helps with our capacity, reduce waste by more than half and using the excess stones to make other kitchen utensils such as plates as cups. I also made the product design much more appealing to the eye while also being practical. Now a mortar comes with a handle, and it has an opening to pour out liquid. A couple of designs have won local design-awards and people are willing to pay more for a set compared to five to ten years ago. | It is a traditional product, with functions familiar to everyone. | Know history of product | Deep understanding of history | Innovation Through Tradition |
| Nobody knows the manufacturing process, and the place of raw-material origin. | Understanding the process | Deep understanding of history | Innovation Through Tradition | |
| No direct technology to manufacture mortar and pestle apart from manual labor with simple tools. | Understanding the process | Deep understanding of history | Innovation Through Tradition | |
| Through trials and errors, with application from other industry, the business can increase manufacturing capacity and reduce waste. | Applying knowledge and technology | Applying modern technology | Innovation Through Tradition | |
| The waste is used to manufacture new products. | Applying knowledge and technology | Applying modern technology | Innovation Through Tradition | |
| Ability to create new user-friendly design. | Reinterpretation of product | Applying modern technology | Innovation Through Tradition | |
| The new designs are value-added process. Customers are willing to pay more. | Reinterpretation of product | Applying modern technology | Innovation Through Tradition |