#3 Customer survey - tourists/locals

Hello everyone,

today we will introduce you the results of our customer survey. After interviewing fellow students on Woudestein Campus, we went to the city to find out what the people of Rotterdam think about Backjag.

As usual, we summarized our main findings in an info graph for you:

Further highlights of the survey:

• Most of people prefer taking as less items as possible during their short trips, with less than 15% using mostly their large baggage. 
• The biggest surprise was the fact that 17 respondents out of 49 claimed that they do not carry any kind of weather protection and prefer "traditional ways" of countering the rain, such as hiding under a porch or drinking a beer or two in a bar. However, the rest chooses umbrella as the most common rain tackler.
• Most of the respondents have a rain jacket or a water proof jacket at home and many of these were bought for more that 50€, giving therefore consistency to our pricing idea. Interestingly, most of the people were in doubt of what a rain jacket is, since their first thought was one of those ugly ponchos. We should consider to come up with a different definition of our product... maybe waterproof jacket would be better?

For those who wouldn't know... :)

• The best news was that only 7 out of 45 respondents were not interested in our product for the low limit price we settled up in the survey (30€). The rest (80%) found the price attractive for the product we were offering! 

Besides, we received some very useful feedback regarding the product design that we will keep in our minds:

• The Backjag MUST look trendy: Some of the respondents assessed that they value the design even more than the actual functionality. Based on the feedback we got, giving the jacket a "slim fit" design would be a good way to cope with this issue.

• Unisex>>>Diversified products: The large majority of the respondent said that they’d prefer a slightly cheaper unisex product rather than paying a higher price for a diversified one. The insight we got from the “festival survey” can therefore be addressed as an occasional one - and not as a trend.
• Color diversity: Many people described color diversity as a good way to diversify our product and to meet the needs of different customers in the best possible way. The takeaways of the survey are to differentiate the product in two ways:
• Bright colors – Red or Yellow may be the perfect product offer for the younger consumers since the two “advisors” were both under 18.
• Basic colors – A palette with 4 colors (Navy blue, Black, Gray and Beige) should cover the older consumer cluster. (18+)
• Quality matters: although most of the people seem to prefer aesthetics over functionality, quality was an important factor for all the respondents in our sample. A piece of advice that we often heard was to find a textile that assures complete water resistance AND wind resistance. This would increase the willingness to pay and allow to ask the above mentioned 50€ price for the product.
• Festival wear as added value: when the “festival topic” was addressed many found the jacket to be useful for such a use. We should therefore use this factor as an “added value” for our product, since, as we saw in the previous survey, it may be hard to make it the core factor of the product.
• Few people asked for a cheaper version of the product (around 20€). As students, we can totally understand this claim, yet the risk of positioning our brand in the “cheap fashion brand” might undermine the market chance of the “premium” product, so we intend to stick to our original pricing strategy. (Sorry, dude!)
• People seem to love the design of North Face jackets, as many respondents suggested to take inspiration from them.

In general, we were happier with the outcome of our second survey compared to the first one, because people seemed to be more willing to buy Backjag knowing that they could use it multiple times and for different occasions. Also, they were more willing to pay the price for it, which is definitely a good news for us. :) Thus, we decided to modify our BMC and focus on tourists instead of festival visitors:

Degree of uncertainty for each block in brackets, with 1=no uncertainty and 3=high uncertainty 

BMC v2 - tailored to tourists

So, this was it for today! Stay with us, because today we are going to interview new people and let them play with the prototype to get new insights. New posts with our progress are coming soon!