Intermediate snowboarder - goes to Tahoe 2 weekends/season on average. Usually goes with family
Why/How we interviewed him: Jeff belongs to the casual skier/boarder category and we wanted to understand his pain-points and needs related to skiing. What hypothesis we tested: The casual skier group with own equipment is the one that needs the most help with skiing logistics. What we really wanted to learn: How we could make skiing more fun for him and his family. What we learned from this interview: His skiing activity had increased as his family became more proficient at skiing and felt more comfortable on the slopes. He loves getting away from his daily life and spending quality time with his family on an activity they all can enjoy. He would love to go more often but doesn’t have the time. His least favorite part is going through the checklist of several items he needs to carry for himself and his family. Besides the equipment he has to carry other paraphernalia like gloves, goggles, snow pants, sunblock, helmets, hand warmers, snow chains etc. and keeping track of everything becomes overwhelming. He replaces his equipment once every 10 years. For his son, most resorts have a trade-in policy in place once his son outgrows his. What surprised us: The amount of planning he does for every trip and the long list of items he carries along with his equipment. It was also interesting to learn that social dynamics had a big influence on the increase in his skiing the last few years. As his family got experienced, he wanted to go more often. Other interesting outcomes: He usually skis just at one resort and books his stay close to that.
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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 |