THE ART OF UX RESEARCH
What is a foodie?
It's a broad term that definitely warrants an explanation.
There's a Super foodie. Someone with a profound love for food who spends their free time cross-referencing options to ensure satisfaction. Food is a central part of their being, a primary source of pleasure.
Then there’s a Casual foodie with contrasting characteristics. They're more exploratory, unsure about their expertise, yet eager to learn. When it comes to decision-making, they rely on others for guidance.
DISCOVERY PHASE
After establishing the criterion, the first round of interview were conducted based on questions around their passion for food to identify pains and unmet needs. Following the interviews, the segments were brought to life.
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-They are involved with food and drink, like to explore and taste new flavours and textures, discover new cuisines and enjoy gourmet experiences.
-They are curious about upscale gastronomy, and even if they want to enjoy extraordinary experiences, they're not always able to understand the sophistication behind the experience.
-More oriented to live culinary experiences out of home, discovering new restaurants and cuisines.
-At home, they lack confidence when cooking due to their limited knowledge and skillset.
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-They are involved in upscale gastronomy and culinary experiences, which is part of their daily lives. It reflects their identity (who they are and how they see themselves).
-Curiosity is part of their foodie mindset, continuously looking for new experiences that make them grow and learn more.
-Understand and appreciate the sophistication behind the food path, ingredients, and pairing wine and food and drink pairing, even if they're aware of their own limitations.
-To satiate this thirst for knowledge around food and drinks, they follow chefs, read articles on specialized media, look at tutorials and How to videos, and even do some courses to become more knowledgable.
-Even if they go out frequently, cooking and preparing celebrations at home is a key part of their passion for food and drinks.
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-Upscale gastronomy & culinary experiences are part of who they are. Their passion is reflected in every aspect of their life. In most cases, it's something related to their family heritage.
-They have a great culinary culture and skills and constantly look to improve their knowledge and master their passion.
-They appreciate and deeply understand the sophistication behind upscale gastronomy, ingredient pairing, the complexity of building a sophisticated menu, and how to pair and choose the right wine.
-They look for perfection and are obsessed with the culinary experiences in their lives. Whether out or at home, the "WOW" factor is a must.
-Generally, their culinary experience is strongly connected with showcasing their knowledge and skills and need to reflect their competence and status.
IDEATION PHASE
The best way to develop an innovative solution is to conduct a Design Sprint to determine the high-level concepts that can be tested with the segmentation.
