After interviewing 5
of my cycle participants, I was able to gain a better understanding of buyer
behavior. Since these are regular participants, they understand the cycle
format and have awareness of the effects with exercise on the mind and body.
All the participants decide to attend a class based off time convenience, the
instructor, and the intensity of the ride.
Most of the people
who I interviewed believe cycle classes is the most enjoyable, effective, and
efficient workout for them. One person who I interviewed, Monica, attends cycle
classes "to relieve stress, clear my mind and challenge myself." She
completely understands how exercise enhance one's productivity and feels more
energetic throughout the day. In regards to infusing meditation, she does not
practice it as much. She believe it is great because some people seek a
meditative atmosphere when exercising, and not everyone craves a hardcore
workout that may induce anxiety. Most cycle classes that she has been to
increase her heart rate up high but she wishes there was more time for
relaxation in between. Contrary, two other of my participants, Bianca and Bella
believe integrating meditation would disrupt from the flow of the class. They
value a high tense and high energy class focused on the beats of the
music.
Like Monica,
everyone who I interviewed agrees they feel accomplished, energized, and
motivated after cycling. In addition, they would all drive max 15-20 mins away
to attend a cycle class. Amongst those who I interviewed, there was a spread
from $5 -20 in regards to pricing the class. Many of the participants who I
interviewed are students who do not make a high income. Therefore, there needs
to be a student discount or promotion. I also found it interesting, all the
interviewees want there to be an application for the studio which allows them
to book a ride in advance and pay before hand.
In all, the studio
needs to offer different types of cycle classes; classes tailored to high
intensity workouts, and others catered to mindfulness. In regards to the
operations of the studio, the instructors need to be highly motivating and
program their classes correctly with the proper safety and motivational cueing.
I would host auditions and hand pick the instructors who I deem most qualified
and believe in the same mission of relieving stress and creating an open space
for those achieve their desired goals.
Hey Christina!
ReplyDeleteThere are several great points in this post I would like to point out. To start, I think it's great that out of the three interviews, there was disagreement and differing opinions. This allows us to seek what we can do better to ensure our product/service meets the needs for a variety of people. Because of this, you conclude with adding a variety of cycle classes, which is awesome! I've never heard of a cycle company do different classes, such as a mindfulness class. I can see how your service is adapting to the needs of different people and will target a greater audience. Great work!
Hi Christina,
ReplyDeleteI enjoyed reading your post and found these interviews very helpful. The fact that there were many different opinions stated will help you advance your product even more. Including variety in any service is key to making it succeed. I think this is a great idea and am looking forward to seeing what else you come up with. Great job!
I think its great how these potential customers despite the varying outlooks they have on meditation still buy in to the initial value of these classes which is the cycling portion. I think that the postpurchase decision is interesting given how while students want more money-friendly pricing they still commit a great deal of time getting to these classes. I think this furthers the outlook you have on consumer behavior overall.
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