Why/How we interviewed him: Steve lives an active lifestyle which includes spending most of his time playing playing basketball, running, and cycling. He fits the demographic of someone who would enjoy snow sports.
What hypothesis we tested: People who live an active lifestyle enjoy skiing or snowboarding. What we really wanted to learn: If he skis, what is his typical experience like? What we learned from this interview: Steve was an avid skier growing up and was a competitive skier throughout his childhood and into college. His family went up to Lake Tahoe every weekend when he was growing up. Since college he has completely given up the sport due to the cost and the long drive up to Lake Tahoe. He has observed that the costs have gone up dramatically and the traffic has gotten worse since his childhood. What surprised us: Steve was an avid skier throughout his formative years, however he still gave it up due to inconvenience and cost. Other interesting outcomes: Steve typifies what statistics that various ski industry groups have shown, fewer people are skiing, yet revenues for the ski industry has been increasing, which means that costs for for remaining customers have been increasing.
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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 |