Intermediate skier - goes 1 weekend/year on average and wants to go more. No children.
Why/How we interviewed her: Amy is someone who only goes skiing once in a while but would like to go more frequently if her schedule allowed for it. What hypothesis we tested: The customer segment that needs the most help with skiing logistics is the casual skiers (not the avid skiers). What we really wanted to learn: Are there needs in the casual skier segment that we could meet? What surprised us: The number one issue that kept coming up for Amy was scheduling a weekend when she and all of her friends could go. They all have busy and conflicting schedules and it is hard to find a date that works for everyone. Socializing is a big part of why she skis. In general she has been lucky that she has stayed at the mountain in her cousin's time share so logistics have been pretty easy, but she realizes going it on her own would be a bit more challenging. Other interesting outcomes: Finances are also a slight concern for her and she's not willing to spend a lot of extra money if she doesn't need to. Her other main logistical issue on the mountain is when she or someone in her group gets hungry or cold and the rest of the group wants to continue skiing.
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AuthorThe Orca team is a group of second year Haas MBAs dedicated to bringing fun back to the logistics of group travel Archives
November 2016
Link to Full Interview Notes |