12A- figuring out buyer behavior No. 1
The segment that I chose is a group of college students, who cooked. One of the first students was a freshman, but this was a problem, because they rarely cooked, due to the lack of easily available kitchen space. The other people I interviewed either lived in an apartment or a house, where they regularly cooked and used the kitchen. They run into an issue cooking for themselves, as a single college student. They run into this problem when they cook and grocery shop. They have tried alternatives to try to fix the problem, such as meal prep, but this is very time consuming and takes up a large space in the fridge. Other options include frozen food, which lack necessary nutrients and take up limited freezer space. When they search google, it came up with recipes for singles, but it didn't fix the problem of excess ingredients. They found that even with the single portion recipes, food was wasted. They searched grocery stores, but almost all the food is packaged in family sized portions.
Through these interviews, I continued to find that college students encounter this issue quite often. Even living with roommates, it'd difficult to share food and not waste food. I found that most food companies don't offer smaller portions, because without other options, people pay the price for the larger portions.
Through these interviews, I continued to find that college students encounter this issue quite often. Even living with roommates, it'd difficult to share food and not waste food. I found that most food companies don't offer smaller portions, because without other options, people pay the price for the larger portions.
Nancy,
ReplyDeleteUnfortunately, I felt like very little new knowledge was gained through these interviews. I would have liked to see your interview questions, to be able to help you form questions that could bring more insight. The task was to pick a segment, but you did not really deliver any information about your segment, besides it being students. That may be too broad as a segment, as there are clearly different kind of users. It is extremely hard to give any comments when so much of the information leading to the conclusions are not there.. I want to give valuable feedback but you make it challenging!
Hi Nancy,
ReplyDeleteOverall, it looks like you gained some good information for your market segment, however it might not have been enough. You may want to go a little bit more in-depth with your questions in order to learn more about your product. This opportunity has a lot of potential but customer feedback is one of the most important things to gather when trying to launch a successful product. One last comment I have is to look into the market of young couples and see if they struggle with portion sizes as well. The reason for this is because young couples usually have different jobs or conflicting schedules, so this could be a group of people that could potentially benefit as well.
Hey there Nancy,
ReplyDeleteI encounter this same problem all the time. I am not someone with extensive knowledge of cooking, so typically I will buy in bulk. This then either leads to wasted food, or a reluctance to eat the same food repeatedly. My worry would be that these smaller sizes could be more expensive, and I find that most college kids try to save money as much as they can. It does seem as if you got some valuable information from these interviews, but next time you could possibly ask some more detailed questions.