The goal of this assignment is to find opportunities, needs, latent needs, problems, or areas for improvement/change. I will be focusing on the sub-theme of family gatherings. To do this I will be doing some ethnographic research to better understand the users and the market. I conducted research using three different approaches: asking, observing, and experiencing.
ASKING: I interviewed three people about family gatherings and collected their thoughts below. I tried a few different interviewing styles: having the individual tell me a story, intentionally using silence to force interaction, and asking only variations of "why".
Interview 1: Mackenzie- Coffee Enthusiast and "Family Gathering Planner"
- Moderate sized extended family
- Really close
- Get together at least once a year
- Loves holidays because she gets to see everyone
- Her mom used to organize many of the larger family events and she started helping at a very young age
- She enjoys the challenge of keeping a variety of ages and types of people active and happy when together
- Her best memories for family gatherings relate to family trips
- Big challenge choosing a location that will please everyone
- Always have someone who doesn't feel involved
- Because they didn't have any input into the location/activities
- Because it is difficult to manage multiple people's preferences for activities
Interview 2: Jake - Book Worm and Timid Holiday Traveler
- Smaller extended family
- Often see entire extended family for holidays like Thanksgiving and Christmas
- Travel to single location like Grandparent's house
- Because it is a centralized location
- Because his family is spread around the Mid-West
- Likes getting to see family
- Really dislikes the traveling aspect of the holidays
- Can't stand stop and go traffic
- Because there is always construction on the highways
- And because no one prepares for the route delays
- Hates being cramped into a small car with his family
- Because he's tall and is always stuck in the back seat
- And he can't move
- And he doesn't get to decide when and where he gets to stop
- Jake won the silent competition at this point and the interview may have gotten a little sidetracked.
Interview 3: Aspen - Lonely College Student
- Moderate sized extended family
- Not extremely close
- Normally spend time with immediate family for holidays
- Has never attended a family gathering outside of parents and one sibling
- Doesn't understand why anyone would want to spend time with a very large group of people (sensing a little bit of sarcasm in voice)
- Never really had an opportunity to meet many of her extended family
- Because they live on the other side of the country
- Because half of her family moved out there during the 80's
- Not really sure why
- Does feel bad because she knows that she should know more about her family
- (I feel like I stirred up something that I might not be able to solve)
- Might try to start a family gathering
- Doesn't know where to start
My family gets a little crazy whenever we are together. Somehow something always breaks or goes hilariously wrong, kind of like a comedy.This is what I think about every time my family plans big family gatherings.
Mackenzie needs a way to poll family members' wants and needs because it is difficult to plan gatherings that are pleasing to every attendant.
Jake needs a way to travel to his grandparent's house because he is constantly encountering construction and delays.
Aspen needs a way to break the ice with extended family because she has never met many of them and would like to bring everyone together.