THE

INTERVIEWS
Ada Onses

At the beginning of the course, I wasnt sure of how to carry out the 12
interviews. I therefore based my work on what I did last year for a market
research and created an online survey: click here to have a look at it.

When we arrived in class, instructions became clear. I realised this was not the
way to carry out interviews. The idea was not to first explain our product and see
if it would match, the idea was to first listen to the other. By the end of the
conversation, the product might not even have been mentioned. Regarding the
questions, they had to be changed. Gender and age was no longer important, and
by having a conversation instead of an online survey, I was able to start asking
curious and gentle questions. I did not go straight to the point so that I could
learn more about their values, aspirations, needs, problems and frustrations.
Indeed, if I had mentioned the product at the beginning, they might have blocked
themselves on the fact that they dont want to spend money in a gadget and I
would have missed the valuable information.

The interviews

I will start exposing some details about the 3 interviews that I decided to keep
from the online survey, because the profiles from acquaintances abroad are
interesting and this way we could see the contrast with the other interviews.

Mathijs

Gender: Male
Age: 19
Profession: Student
How often do you practice sport? Several days a week
What type of sport do you practice? Running, fitness
Do you follow a diet? No but I try to eat healthy
What are you physical goals? Build muscles
Where do you like to practice sport? At the gym
Do you use any sport gadget? No
Would you like to try Fabulyzer? No


Christina

Gender: Female
Age: 25
Profession: Student
How often do you practice sport? Several days a week
What type of sport do you practice? Fitness
Do you follow a diet? No but I try to eat healthy
What are you physical goals? Reduce fat
Where do you like to practice sport? At the gym

Do you use any sport gadget? Yes

Would you like to try Fabulyzer? No

Marc

Gender: Male
Age: 21
Profession: Student
How often do you practice sport? Once a week
What type of sport do you practice? Football
Do you follow a diet? No
What are you physical goals? Be healthy
Where do you like to practice sport? Outside
Do you use any sport gadget? Yes
Would you like to try Fabulyzer? No

As we can see, the online answers were clear this way. However, it was not what
we were looking for. And perhaps the last answer would have been different by
being subtler. And it would be interesting to know why not. With the instructions
more clear after the class, the other interviews, questions and answers fit better
what we were looking for.

Then, I started interviewing my family. But in these interviews, they knew I
asked them questions because of a school project. And I already talked about
Fabulyzer with them after the introductory class.

My mother, Batrice

I was drinking tea with my mother during the interview, in our living room. The
conversation last around 10 minutes. She has progressively become more and
more conscious about being healthy through her life. As a child, she was a Nutella
lover. Nowadays she is aware of the ingredients in those products and prefers to
cook at home the meals based on natural ingredients (bio if possible). But we
still have Nutella. It is not about eating what will not make you fat, it is about
eating what you want, and by being conscious, what is good for you becomes
what you truly want. I understand her because I am becoming like her. For
example, I no longer like candies as I used to as a child, and I discovered this year
that I do like tea. Regarding sports, once again it is more oriented in her zen
attitude than in losing fat, which is why she likes yoga (once a week). But she
also goes to zumba with her friends (once a week). Shes not really interested in
technology, and has another vision of life than the one focused on counting
exactly her fat level evolution, which is why there was no follow up regarding
Fabulyzer.

My father, Richard

I was cooking lunch with my father when we talked about it. The conversation
last around 5 minutes. We are always making fun of our meals because even
when the fridge is empty, we find an original plate to cook. My father is a self-

employed businessman that works in his office room. Hes often traveling, with a
very busy schedule and on a rush. He would like to lose some potbelly. Thats
why hes trying to get rid off his snacking behaviour. He also does some sport at
home, and counts the number of abs (for example) to keep motivated. He tries to
do them every day. However, it is hard for him to follow the exercises in a long
term. When I mentioned Fabulyzer, he was interested because he really likes
gadgets and because seeing the results would help him to keep motivated. Plus,
with the app, he would be more efficient and save time.

My brother, Flix

I was walking home with my brother when we talked. It last around 2 minutes.
Hes a student in chemical engineering, one year older than I. We started the
conversation based on the product itself, about how it worked. He was more
interested about how it would work, and once he understood the process he
confirmed what I thought about him: hes not worried about losing or gaining fat,
just maintaining and build some muscles to have a body structure. For it, he does
some exercises at home, with weights, and he tried last year mugendo. He also
used to practice rugby during high school. However, he knew the price of the
product (I told him after the introductory class) and did not want to follow up.
He is practical oriented rather than emotionally oriented on these subjects, and if
the price is too high as an investment (the priority now is to save money to pay
the rent abroad next year), he will not listen to what the product can bring to
him.

My sister, Barbara

This interview was via Skype since she moved to Australia. The part of the
conversation, on this topic, last around 12 minutes (we laugh with her sport
anecdotes, but the core of the conversation last 5 minutes). Her boyfriend was
near by, busy, but he added some comments. She has always being conscious
about eating healthy and doing regular sport. However, her objective is to
maintain and gain some weight in a healthy manner. She understood she could
eat all the burgers she wanted; it wouldnt help her gaining weight. She used to
do some exercises at home. However, since they moved over there, they feel as if
it was a new start and had the motivation to start a lot of activities in open air:
running, basket ball, Fitness, Cycling, Swimming and Football. With our busy
schedules, it has been difficult to have time to Skype lately so there was no follow
up. They did not seem interested in the product anyways.

As commented in class, I first thought that the interviews would be different with
my family since I know them well. However, taking this for grated was a mistake.
I had to keep in mind that I could discover more about their opinion on this topic
(e.g. needs), and to explain them more information about it (as the example
about grapes seen in class).

I continued asking questions to others, mostly people in their 20s and studying
international management as well:

 Laura

We talked at Georges Payne after class, for 5minutes about it. She would like to
reduce fat by doing the less exercises required. She needs to be efficient, thats
why she has her 45 minutes home sport program that she tries to do every two
days. However, it is hard to keep motivated since it is not a priority in her life.
She tries to eat healthy but do not follow a strict diet. She is conscious,
concerned, but also flexible. She doesnt fell theres a need to know the exact fat
burnt.

Chlo

We talked a couple of minutes about it when having coffee. She has always been
healthy and fit. She exercises at the garden, mainly abs. However, she does not
consider that she is obsessed about it enough to buy a product that would tell
her the exact fat burnt. She does not think it is mentally healthy to calculate the
exact amount. She actually is against all the idea of magazines telling young girls
how to look like, and fells this product would not fit her values.

Josphine

She went to visit me, and we talked walking around Barcelona for a couple of
minutes about it. She likes running to take some fresh air, and fitness, with her
friends. She would like to maintain and build muscles but has troubles to keep
motivated. Sometimes her fitness class is during a university class, and therefore
the sport is not as regular as she would like it to be. However, being a student
she struggles to pay the rent and wouldnt invest in a gadget.

For the two last interviews, I realised that I needed more diversity in the profiles.

Maria Paz

She is a self-employed, around 50 years old. We talked 3 minutes when my
mother invited her over dinner. She is always on a rush; time is a struggle for her
since she has to take care of her children and the company. She would like to get
in shape, and goes to the zumba classes with my mother. However, she is really
not familiar with technological products which is why she didnt seem interested
in Fabulyzer.

Quique

He was my mugendo (half kick boxing, half self-defence) senpai (teacher). He is
around 30 years old. I went to se him at his work place and we talked for 2
minutes. Because of his schedule, he does not have time to balance his diet; he
usually grabs some bread and ham, and drinks a lot of water. Obviously, he does
a lot of sport. Mugendo takes a lot of his time. He does it because he enjoys it, not
because he is concerned about fat. Thats why he was not interested in the
product, and therefore there was no follow up.

The face-to-face interviews were people oriented. It felt as if I wasnt just looking
for information, I was looking for their stories. The environment was different,
the questions and answers were different. There was no plan to follow
(questions were influenced by their answers), no multiple choice, this time the
interviews were unique and having the opportunity to ask Why? and continue
talking more in details makes the difference.

Feel free to give me a feedback in the comments section,

Have a nice day!