First Interview:
In my first interview I went to the Chick-fil-A that is on campus on spoke to a girl named Raven that was sitting alone eating a meal. I asked her if she is into health and fitness in which she replied yes she does in fact it is a passion of hers. I said thats great and asked her how often she goes out to eat late at night and she said whenever she goes out to any parties, clubs or bars she always finds some place to eat after. I then asked where does she usually go and is she happy with the food she does decide to eat when she goes out. She replied most of the time she goes to McDonalds and orders McChickens because it is the best she can do with the options available after 12 AM. She brought up how she wished there was a chipotle, Bolay, or Vale open late at night because she would not feel so guilty about eating out after a night out. Price does not matter to her although quality does but she will settle if there are no other options at hand.
Alternative Evaluation: When she is hungry she usually settles her hunger with your typical low quality McDonalds food or goes to another basic fast food place if it is closer to her at the time.
How/Where to Buy: She buys her food after a night out at McDonalds, Burger King, Wendys, Taco Bell. Etc.
Post Purchase Evaluation: What matters most to Raven is eating instead of starving she much rather eat something that is not of the best quality rather than go to bed starving. Although, if she had the option she would go to the place that provided the better quality food.
Second Interview:
In my second interview I went to Chipotle around 10:30 PM thirty minutes before they close and for some reason the line was quite long so I started talking to the guy waiting in line in front of me. His name was also David, I asked David if he generally tries to eat healthy and if he does when he goes out to eat what places does he go to when he is looking for fast and healthy food. He then responded the only two places that are quote on quote considered fast food that he eats at are Chipotle and Chick-fil-A I asked him why and he said because those to places offer the most fresh food in his opinion. I then asked him if he ever eats passed 12:00 AM and if he did would he come to the two previously mentioned restaurants late at night. He responded by telling me he wished they were open late at night so he can just grab the food when he was done studying late at night, but instead he needs to interrupt his studying to run and get food before these places close cause if not he will stay hungry. He said quality is extremely important to him and price is as well he does not want to pay more than $10 for a meal.
Alternative Evaluation: He buys food at Chipotle or Chick-fil-A if not he just cooks once he gets home at night.
How/Where to Buy: Chick-fil-A, Chipotle, or he just cooks his food
Post Purchase Evaluation: David really emphasized quality it was paramount to his decision on where he goes to eat as well as price. He does not want to spend more than $10 on food.
Third Interview:
In my last interview I spoke with Arie she sits next to me in one of my classes. I wanted her opinion on where she goes out to eat because I know she is extremely into working out and staying healthy and on top of that I know how much she loves to go out. She said she never really goes out to eat because she never knows truly how accurate the macronutrient labels are and she is extremely OCD about tracking her macros. So she usually either has food already done so she can eat when she gets back or she cooks after a night out.
Alternative Evaluation: She cooks her own food and does not eat out.
How/Where to Buy: She cooks at home.
Post Purchase Evaluation: Arie would not be my type of target customer because she doe not eat out.
Conclusion: Based off of these interview I learned that quality and pricing are most important to customers. They want to feel satisfied that each penny spent of food was well spent and deserved. I will strive to produce quality affordable food for my fellow gators.
Hey David I really enjoyed reading your discussion post. Figuring out the buying behavior of your potential customers or investors is obviously extremely important, and I think that you did a great job doing so. Your interviews really captured the behavior in your interviewers. These will help you very much when trying to implement this information into your good or service that you plan on pursuing. Your questions were very specific and got you exactly the information that you need to move forward with your idea.
ReplyDeleteHey David,
ReplyDeleteI think it was good that you actually went onto and around campus in order to conduct your interviews because this is the market you are targeting which will provide you with the most accurate information when it comes to interviews like these. I think price and quality of the food the students want to buy are qualities that many college students look for when going out to eat. Many of us don't have copious amounts of money to spend on food but still don't want to be eating low quality fast food all the time.
Dude, great post. Loved your details about location and behaviors. You truly sought out your target segment, and I'm sure it is really nice to have no shortage of potential interviewees. Price and quality is always going to be important to people, and no surprise that food would be one of those things. Interesting group of interviewees, as it's clear that what food people put into their bodies really varies greatly from person to person.
ReplyDeleteQuiet the narrative you build for each interview. The background info you give about the interviewees is super useful for the posts and the point of this exercise. I feel like most people on campus would love to have a healthy, late night option for food. I don't have much criticism for this. Great job on the post. Didn't mean to be the 4th person to comment on this but oh well i suppose.
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