1. Pick a Segment
I chose to pick inexperience cooks as my segment for the interviews. Since college is the first time many students live alone and have to cook for themselves, Gainesville has a large target market. I interviewed three college students. The first one has only been cooking for two years and still lives with her family, so she does not cook often. The second one just moved out by herself for the first time this year and has only been cooking for seven months. The third interview was with a female senior who started cooking three years ago, but still would not considered herself experienced, because she has had a meal plan for most of her time at school and rarely cooks for herself.
2. Interviews
Interview # 1
1. When did you become aware you needed a device that helped you measure spices? What was the time, situation, and place? I become aware I needed help measuring spice when I couldn't remember how many teaspoons were in a tablespoon. I also became aware when I ran out of measuring utensil. I was in my kitchen at home when I became aware.The situation was that I was cooking fried rice and had to measure a lot different ingredients like oil, spices, butter, and dry mixes, so I could not use the same measuring cup for each ingredient.
2. What was the first thing you did to find a solution to your problem? I had to wash the measuring cups multiple times, which wasted a lot of my time and was a hassle.
3. What sources of information do you look for? I used Google and Pinterest to search for ways to eliminate cooking tools.
4. When you search in Google, what are your search terms? Kitchen utensils, all in one measuring spoons, save time
5. Did you talk to friend or family about the problem? Yes, I talked to my mom who has been cooking for 40 years.
Interview # 2
1. When did you become aware you needed a device that helped you measure spices? What was the time, situation, and place? When I first moved into an apartment by myself I discovered that I did not have my own measuring cups. I was looking at a recipe in my kitchen and saw it required different spices. I realized I was not able to make the meal.
2. What was the first thing you did to find a solution to your problem? I looked up online what stores sold measuring cups, especially ones that are attached together. I lose things easily, so it is convenient for me to have one item that does everything.
3. What sources of information do you look for? I used Google, Amazon, and Walmart.
4. When you search in Google, what are your search terms? All in one measuring cup
5. Did you talk to friend or family about the problem? I talked to my family, friends, and roommate for ideas on how to solve the problem.
Interview # 3
1. When did you become aware you needed a device that helped you measure spices? What was the time, situation, and place? I became are I need help measuring spices, when I was cooking salmon in my kitchen back home. I had tasted it before serving it to my family and it did not taste as good as my moms. It was too fishy, because I had not put enough seasoning on it.
2. What was the first thing you did to find a solution to your problem? I added more spices to the recipe. I tried to fix it even though it was already cooked.
3. What sources of information do you look for? I use Google and asked my mom for help. We have a large family, so she is a very experienced cook.
4. When you search in Google, what are your search terms? Easy, Simple, and the best
5. Did you talk to friend or family about the problem? Yes, I asked my mom for her recipe and tips on how to make the meal better.
3. What I Learned
From interview three people in my segment market, I learned most of them become aware of the problem while cooking. My first interviewee realized she needed more measuring cups while making fried rices. While my third interviewee realized she had not added enough spices to her salmon after it had been completed. For each situation it was too late to solve the problem. In contrast, my second interviewee was looking at a recipe and was able to solve the problem before she started cooking. I also learned my segment market goes to their family or the Internet to solve their problems. Each of them used Google and other websites such as Amazon, Pinterest, and Walmart to search for a solution. Lastly, from the key search words my segment market Googled, I learned my customers are looking for easy to use, quick, and simple solutions. Both my first and second interviewed used the words "all in one" meaning they like products that can serve more than one purpose.
4. Draw Conclusions
The segment market "inexperienced cooks" are not aware of the need until they are faced with the problem. They become aware every time they cook and do not have enough measuring cups or mess up an entire recipe. In regards to information search, this segment used the Internet to search for solutions. They used search terms such as all in one, easy, simple, and saves time. They are looking for a product that is convenient and saves them time. Additionally, all three of my interviewees stated they talked with a family or friend about the problem. This reminds me how important it is to have a network that thinks highly of your product and can vouch for you.
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