Interview 1 analysis

The Interviews proceeded as follows:


We introduce the product to the surveyee. After evaluating the product we present the freemium model asking where is the break-even point between the free and premium app they would find as reasonable. Then various pricing options are presented oscillating between 0.90€ to 3.99€ which are the market prices for such applications.
We will therefore present various models of advertising:
- Pop up advertising
- Fixed advertising between stages of recipe/pages
- Product placement

Semi-Structure Interview: Male, Spanish, 23 years old, student. Approximately 15 - 20 minutes of interview.
My first interview was conducted to a male 23 year old student, living with his parents but who has problems cooking for himself at lunch time when his parents are not at home. This is also the case on weekends with cooking dinner. He does not think he can follow a cook book and frankly has never tried it, although he has looked into the Internet for recipes but never know what to look for, where and how. He also has the problem of not having specific ingredients such as vegetables or spices he does not usually have at home.

When he first heard the idea he was positive about it and said that it seemed that when he was tired or stressed about cooking "Q-cocino would do it for him". When explained in further detail he was not sure up to what extent it would be easier for him to consult the app rather than go onto the internet or use a cookbook but was instantly retained by the fact that the recipes will only be using the ingredients he has. After the full explanation the result was: "I would very much like to try out this app, and if it really does what you say it does I would be glad as it would make my cooking time much less stressful", "I would also like to eat healthier, but as it supposes such a mess for me to just cook something I like, I don't even bother try to cook healthy meals, this would be a plus!"

When asking about the price and the advertisement he mentioned:
"I wouldn't pay for the application unless I tried it and found real value in it for my day-to-day cooking, then I would be willing to pay up to 1-2€ a month probably"
"...if the app is free I would not mind at all having ads as long as they are not too insisting, i wouldn't mind short popup ads as many applications have nowadays, but I wouldn't like having product placement especially if a recipe depends on a specific sauce only one brand has [...] they (fixed advertisements between phases of the recipes) wouldn't be a problem as long as they are not there every time I want to switch a recipe or a page inside a recipe"

Conclusions:
- Positive attitude
- Needs to try version to be 100% sure
- Adjusted to ingredients is the differentiation from competitors, the next big feature is cooking time although this one does not suppose a great differentiation from competitors
- In this case the nutritional values are extra benefits
- Adverts are ok as long as they are not too frequent or too abusive in any form
- Price should be decided once free model is tried out (this backs up our freemium version model idea)

By: Eva Borisova