MARKETING RECOMMENDATIONS
TACTICAL:
Promote Usability
This recommendation will only be valuable once the usability of the app is improved overall, especially regarding the buttons at the top. A general feeling across critiques was that the app filtering system, as well as the buttons, are focusing, showing a value for self-explanatory apps across the board. Once usability is improved, emphasizing it in Unfound's marketing will draw users.
STRATEGIC:
Verify Reviewers and Emphasize this in your Marketing
Across the board, reviews of the Unfound app held concern that reviews were not verified, and interviewees worried about the general trust-worthiness of reviews. Thus, be sure to emphasize that reviews on Unfound can be trusted.
Create a Campaign Surrounding a Function Unique to Unfound
Many Foodies noted that other platforms are essentially better versions of Unfound and that they already have preferences for apps they use to find the best new locations. Based on this critique, launching a campaign that focuses on a unique quality that only Unfound can offer will appeal to Foodies who value finding new places; if Unfound will help them do this more effectively, they will more likely use the app.
Highlight the Ability to Find Places with Unique Dishes on Unfound
Foodies highly value trying new or rare dishes while eating out. Based on this insight, creating a campaign that emphasizes that Unfound can help users find restaurants with unique foods will offer cultural capital for Foodies and thus will draw them in. Essentially, making sure that users know that they will not only find unique spots but also unique dishes will be important for marketing.
Highlight the Function of Filtering by Cusine
Foodies have a taste for restaurants that serve different cuisines from varying cultures; knowledge of different cuisines is important cultural capital. Thus, by emphasizing the ability to filter by cuisine and find unknown places that might offer more cultural capital in the form of cultural food knowledge, Foodies will be more inclined to use Unfound.
Shareability of Unfound Findings
One of the main exchanges of cultural capital for Foodies that allows them to build community is sharing restaurant recommendations from different platforms such as TikTok and blogs. We also see Foodies noting that they already have a routine when finding new restaurants including other device-related platforms. Thus, showing that Unfound can also be part of generating online and in-person community by creating a campaign that centers on the theme of community will be important for the app as it is competing against other shareable platforms.