Why/How we interviewed him: Steve lives an active lifestyle which includes spending most of his free time running and cycling. He fits the demographic of someone who would enjoy snow sports. His family includes a teenage daughter is active in school 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? Does his daughter enjoy skiing? What we learned from this interview: Steve introduced his daughter to skiing even though he doesn't like it. After a few trips the family stopped going because they didn't find it rewarding. Digging deeper, we found that he likes the actual thrill of skiing. The cold, the travel, and the risk of injury make the activity's risk-to-reward ratio too low to justify the effort of going. What surprised us: Steve brought up virtual reality, and that he would love the trill of going downhill, without the cold, travel, or risk of injury. We had spoke about V/R when we were exploring "How might we disrupt the ski industry." It was interesting to get this prospective from an interviewee, unprompted. Other interesting outcomes: Steve's main point of concern with his daughter's involvement in skiing was her potential for injury from this "inherently dangerous activity."
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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 |