The segment I have chosen in my market, is the segment of people that enjoy drinking alcohol but still want/need to be productive the next day.
For my interviews, I made sure to interview those who specifically stated that their unmet need is wanting to be productive, but their productivity is slowed from being hungover from drinking too much the night before. From my interviews, I have found that this need a lot of the time, arises from drinking too much the night before, and that said person ends having work or class the next day. So, that means that the need is always in the morning, but in order to prevent that need, we prevent it by starting the night before. As for the information search side, the customer is aware of this need the following morning, once they feel the hangover. The first thing they do to try and solve their problems is drink water, eat food, and throw up. They don't really do any information searching through google except maybe like, search "how to cure a hangover" but if you are like me, probably didn't get anything good out of that.
In conclusion: I learned that people become aware of this need, once they wake up after a night of drinking and feel hungover, but they still have to go to class or go to work. They don't really search for any information on how to cure it, but they do try to cure it through various methods.
Graham,
ReplyDeleteI like how you chose a very broad segment, I would think everyone would want to be productive the next day! I also thought it was great that you specifically chose people who mentioned they wanted to be productive the next day whether it be for a test, date, sporting event, etc. I'm sure the first thing everyone tries to do to meet this need is drink water, but I feel your product can be a better alternative to even good ol' water
Graham,
ReplyDeleteI also think this is a struggle for people who wants to have a good time the night before and still be productive the next day. It is hard for people to recover from a hungover; our body needs time to recover. If a product can help to speed the recovery process from hungover and contain healthy ingredients, I think it will solve the issue.
Graham,
ReplyDeleteI feel that the segment that you described actually falls extremely similar to many energy boosting beverages out there such as Red Bull or Monster. I agree with you that many people struggle with hangover symptoms after heavy drinking, but how will you differentiate the effects of overcoming fatigue and the effects of being hung-over?
Hi Grahhm,
ReplyDeleteI think this struggle exists for almost anyone who consumes alcohol at night, but in my opinion there is no true solution to the problem. Just like you mentioned, when you Google "How to cure a hangover", there is no real solution besides water, food, and throwing up; that is because everyone encounters different forms of hangovers, and everyones body handles a hangover differently, so there is not just one generic solution.