12A – Figuring Out Buyer Behavior No. 1

1. Segment

Young adults between the ages of 18-26 that are new to cooking and have relatively busy schedules

2. Interviews

     2A. 19-year-old University of Florida undergraduate student

An incoming sophomore at the University of Florida. No previous cooking experience - had previously relied on a meal plan but will be moving to an off-campus apartment shortly. Unfamiliar with recipes, ingredient combinations, and meal planning logistics.  Typically searches for pre-made meals, delivery, or takeout options. Preoccupied with studies, extracurriculars, and social life outside of college. Will sometimes make very simple dishes, typically searches for "easy quick recipes" on google. 

     2B. 21-year-old Florida International University undergraduate student 

Incoming senior at FIU. Typically relies on family to provide food/meals. Very limited prior cooking experience due to lack of need to cook on own. Familiar with basics, looking to improve understanding of food preparation and cuisine as one day will need to provide for themselves. Has a very basic rotating roster of four easy meals that typically only involves two or three steps. Looking to expand knowledge in the kitchen and number of easy "go-to" meals that are quick and easy to make. Studying and has an active social life. Often goes for family leftovers. 

     2C. 23-year-old Miami-Dade College student

Making progress towards degree slowly but surely as he has to work to support himself as well. Work, school, and social life leave him with very little time to prepare meals. Typically goes for basic things that can be done very quickly. Has very simple meals that he is growing tired of. Relies on frozen meals, pre-made food, take-out, and delivery. Aiming to add more simple and easy meals to his repertoire. The goal of gradually building up to increase his abilities in the kitchen. 

3. Conclusions

Based on my interviews, I can gather that my segment largely has very limited existing food-preparing abilities and outside obligations that divide their attention most of the time. Often times, many will rely on pre-made meals or have food delivered to them rather than prepare it themselves, likely either due to a lack of knowledge or time. As a result of this information, I know that I will seek to focus on adding very basic and easy options for meals on the app. Some expressed that they would like to gradually improve their cooking skills, and as such, I believe having recipes gradually increase in terms of difficulty and nuance would be very beneficial for this purpose. I believe adding filters to narrow meal options would be a very good idea, for instance, adding filters for how much time a person has for meal preparation or perhaps if they would like to try something new or not. I also believe that the app should recommend a grocery list/list of recipes every week so that the user can purchase their groceries beforehand to have them ready for food prep later on.