CONSUMER ETHNOGRAPHY: A CASE STUDY IN PERSONAL MOBILITY
We like to move around and interact. Concerns: traffic congestion, air pollution, energy consumption, roadway safety, parking availability. Automobiles may not be sustainable. PUMA (Personal Urban Mobility & Accessibility): innovative personal mobility system. Project Purpose: apply consumer ethnography to assess market potential on college campuses .Created five ‘personas’ to reflect college student diversity and to describe how PUMA might fit into their every-day lives. PUMA has the potential to enhance the way college students move around and interact. Could prove useful on most types of campuses, students reaction: positive towards design, technology, efficiency, and connectivity, Students concern: safety /size of PUMA in relation to conventional vehicles. To Succeed: autonomous driving technology needs to be trusted and proven safe. To Gain Trust: successful demonstration in a relatively self-contained community like a college campus. Ethnography and Business : Uncovered differences in students that can be reflected in personas. Provided valuable consumer insights (opinions, lifestyles, desires, environments, and individual preferences )-difficult to uncover using quantitative research methods. Evident that market, consumption, culture, and identity overlap each other. Products influence consumers and consumers influence products. By understanding consumers through ethnographic methods it is possible to positively impact this co-dependence.