Why/How we interviewed him: Sarah has two young kids and tries to expose them to as many experiences as possible to see what they like. We were interested in seeing if parents with young kids are exposing their children to snow sports. If they have gone skiing, we are interested in their experience. If they haven't gone, we wanted to see why they haven't.
What hypothesis we tested: People who want to introduce their young children to a variety of experiences, will take them skiing, or snowboarding. Another hypothesis we tested, was that key factor in young children being introduced to skiing, is whether their parents ski. What we really wanted to learn: What is the ski experience of a family with young children. If they don't ski, why not? How do kids get involved in snow sports? What we learned from this interview: Sarah does take her children to Lake Tahoe several weekends during the winter months. However, she doesn't introduce them to skiing because she feels that it is too expensive, and the kids will have more fun just playing in the snow. She also brought in an interesting insight which is that skiing is a structured activity, and many parents are moving toward a free play model of recreation. What surprised us: Sarah was willing to take her family to Lake Tahoe, but doesn't introduce her children to skiing since she believes her kids will have more fun in an unstructured environment. Other interesting outcomes: Sarah felt that skiing and snowboarding are competitive sports and she doesn't consider them recreational. When we unpacked this statement, we found that the way that these sports have been marketed is a key factor in this point of view. These activities have been marketed as X Game & Olympic Sports, or as an extreme activity. It hasn't been marketed as a fun activity for the whole family.
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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 |