For my interviews, I stood outside of Turlington and asked bystanders 1) if they drink 2) how often if they do 3) how bad of a hangover, if any, that they usually experience 4) if they would be interested in some type of "hangover protection kit" 5) if no, then why they wouldn't be interested in the product, or if yes, then why they would be interested in the product.
Who: Since my product is aimed at a group that is defined by either doing one thing (drinking) or not, it's pretty easy to define my boundary. Since the category of people that consume alcohol is a very wide and diverse pool of people, there very well could be others that don't drink but still have similar characteristics of drinkers. But my product is aimed at those who drink, so if you don't, then you won't be within the boundary.
What: The need of not experiencing a hangover could be synonymous with the need to feel not sick/have a headache/have an upset stomach or whatever hangover symptoms others feel. What distinguishes the need of not experiencing a hangover from those other needs is that experiencing a hangover is a directly cause of drinking alcohol while those other needs are not.
Why: Like I mentioned earlier, people within the boundary have a need that is a direct cause of drinking alcohol, while people outside of the boundary have a need that is not caused by that.
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Inside the Boundary
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Outside the Boundary
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Who is in: People that consume alcohol
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Who is not: People that don’t consume alcohol
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What the need is: To not experience a hangover after a night of
drinking
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What the need is not: The need to not feel tired/not have a sick
stomach/not have a headache
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Why the need exists: Because alcohol dehydrates you and has toxins in
it, causing people to feel worse the next day
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Alternate explanations: Sometimes experience the symptoms of a hangover,
but it is not caused by drinking alcohol
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Hey Graham,
ReplyDeleteI like how you stood out in Turlington, it was a great way to reach your target consumer and get some great feedback. The negative feedback probably helped you gain a better idea of who is outside of your boundary. Obviously, people who don't drink may not need this. On the other hand, your product couldn't hurt them? extra hydration is never a bad thing. Maybe you could pitch it as an electrolyte pack or something more broad to get both in and outside of your boundary