Individual Essay #1 – Analysis of Unfound App
INTRODUCTION
For this project, the students of IMC 301 in the section taught by Professor Stephen Hersh conducted consumer interviews centering around a new app called "Unfound." These interviews consisted of questions probing for signs of cultural capital, social identity, habitus, and economic capital, all of which are important to consider when making marketing decisions.
After analyzing the qualitative data that all 27 students collected during their interviews, I was able to make an important distinction between two different types of interviewees.
The first group will be called the "Foodies." These folks tend to identity as part of a community that enjoys going out to eat, and their values include authentic dining and gaining knowledge about different types of foods. They also have a taste for new foods that they've never tried before. When it comes to using devices to find new places to eat, they value being able to get a feel for the experience, ambiance, and foods they can try before going to a restaurant.
The second group will be called the "Social Eaters." These are the folks that I found were not as interested in the "foodie" community, but still enjoyed going out to eat to have an experience and as a social event. These people tend to value dining out as a time to socialize. In terms of using devices to find places to eat out, this group values the convenience aspect of being able to find restaurants online.