1.
Segment: Demographic College Students
2.
Interviews:
a.
Interview 1: This interview consisted of a
series of questions with someone that has the unmet need of an alternative to caffeinated
beverages. This person has a heavy course load which requires long hours in the
library and the lab in order to get good grades and long hours of focus. There need
for this alternative came when they realized they needed to scale back on how
much caffeine they consume. This person is slowly getting rid of their caffeine
addiction by taking lower doses of caffeine and finding alternative sources of
energy. They searched through natural alternatives but had a hard time finding something
that would actually get the same laser focus by searching google for caffeine alternatives.
They did not ask family but asked some friends for their input on the issue.
b.
Interview 2: This was conducted with a Florida
Cicerone who has long hours of tours and needs to manage time between classes,
homework, exams, and papers. They realized their need for caffeine when they
would be tired early in the morning for touring and could not be themselves to
prospective students. They see a need for an alternative to caffeine because of
a fear of addiction since they use it so often. They have done some research in
terms of internet searches but they have not asked anyone’s opinions on alternative
or whether to keep drinking caffeine. Their solution was to go to the gym in
the morning before classes and tours to kick start their morning.
c.
Interview 3: The finally successful interview
was with a Student Government Senator that has to find a life-work balance and
struggles with not wanting to drink coffee to stay attentive. The need began as
soon as they were made put into senate and the work load made it difficult to
get sleep. The first solution was caffeine pills then energy drinks on top of
that. Clearly, an issue developed and now they seek alternatives to ween off of
caffeine because of addiction and to handle withdrawal. They talked to a doctor
about the issue after they did research on the internet for alternatives to
caffeine pills and energy drinks.
3.
In this particular segment there is a wide need awareness
for an alternative to caffeine because many college students drink coffee,
energy drinks, or take caffeine pills to be focused in class or the library. Many
other alternatives come up in information search but all have varying effects
depending on the person or what level they are looking for in terms of energy,
product, or service.
Hey Austin,
ReplyDeleteI feel like your segment is narrowed to strictly students based on the interviews your conducted, just as your chosen segment explains. I think this is not necessarily a key market for your product because while college students are aware of their need, just as you report, they do not have the resources to pay for a more costly solution. The need awareness and search may be present but the ability to fulfill the need is what i feel is missing.
-Jordan Jacobs
Hi Austin,
ReplyDeleteI think that you did a wonderful job in your three interviews. It was clear for me that your target segment have a big need awareness that it would be great to have a viable alternative to caffeine in order to stay active and productive throughout the day. While I was reading your post, you gave me a clear picture of all the struggles that your interviewees are facing. Finally, it would be great for your product if you can find a productive way to take advantage of the information search methods of your segment to put your product as the flagship alternative to caffeine inside their minds.
Sincerely,
Javier Felis Perez
Hi Austin,
ReplyDeleteI think your interviews have shown that this product would be quite interesting to someone with a busy schedule that wants to reduce their caffeine intake. If there were a readily available option that people could substitute with coffee, many adults and teens would be interested in trying it. I know of products like an organic based pre workout that could act as the model or inspiration for the product.
Best,
Reed Blevins