I interviewed Doug Wilson, a Business Professor at U of O and Marketing Guru, to help me better understand who I am design for.
I came to the interview with the target market of adult single males in the 20-35 age range in mind. Doug advised me to be as specific as possible when defining the target market.
He told me to look at income levels (Rich Vs. Poor) and occupation (Blue color Vs. White color) and education levels.
By narrowing the demographic I be able to find out what their main interests are and I will be able to derive a visual language from that.
He advised me to look at purchasing data to see the male vs. female ratios. A good place to get this information is media kits for Food magazines and the FoodNetwork channel, as well as visiting kitchen stores to see what the male vs. female ratio is and what they buy. He also strongly suggested looking at the demographic data to existing brands.
He advice was to take a look at the BBQ experience. And in regards to kitchen utensils, he said to “heft it up a bit, make it more tool like”
Resources he suggested for this research are Claritas.com and Heartwicks kitchen store in the 5st market.
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