The target audience is the technologically adept, socially active, and intellectually ambitious millennial. This audience makes less money than the previous generation, are generally more politically correct, and enjoy technological, social, and political progression.
The new platform will be dealing with an entirely new type of customer. Millennials have very little brand loyalty, and often compare prices and reviews and ethics of products before purchase or consumption. Millennials are not concerned with ownership or traditional lifestyles, but rather achievements, wish-fulfilment, and innovation.
Many in the target audience have previous experience with most of the topics in the Mindstyle domain. Yoga, meditation, mindfulness, psychology, and mental health are subjects with which most millennials have at least passing familiarity, and often a strong interest.
The interviews were conducted about the mindstyle content, social media, and about functionalities and styles. The goal of these interviews was to get insights into the target audiences experiences with the subjects of the Mindstyle domain and their attitude and towards them. This part of the research was meant to give me a better picture of the reasons and behaviour of the users, rather than looking at the insights we gained from the more general desk research. By asking the questions like how often and why do they watch the DIY articles, articles not related to the school, psychology, social network and online services I could get the information about the reasons and behaviours of the users. They are giving me what attribute they don’t like or like and why they think so.
The age of the interviewees ranged between 16 and 34. Looking at the answers given to the questions, there are a lot of similarities, but just as many differences. Someone usually read the articles about DIY story but some didn’t, some people try to connected to the world when they are down but other people do other activities like sleeping or have a time with one’s own. And there are many people who will pay for Netflix yet there are other people who won’t pay for anything on online services.