Beginner skier who goes 2-3 weekends/year. She rents her gear at the ski resort.
Why/How we interviewed her: Joyce is a beginner. She would love to own her own gear but doesn't have easy transportation options due to not owning a car. What hypothesis we tested: Logistics are a barrier to deciding to purchase ski gear. What we really wanted to learn: Behaviors of people who don't own their own equipment and what is stopping them from purchasing gear. What we learned from this interview: Carpooling is a standard of ski trips. What surprised us: As a skier becomes more affluent and able to afford ski expenses, they actually go less due to time restraints. Other interesting outcomes: People who live in the city who do not own cars are limited from owning equipment too because they do not have easy transportation to the ski resorts.
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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 |