By Alpine Home Air Products
As all great projects begin, I started by getting to know our current users, understanding what their needs were and why they chose to do business with Alpine. Through ethnographic and heuristic research, I soon learned that Alpine has for different user groups. This information provided a necessary foundation for continual reference throughout every project with Alpine.
Overall, our current customer is 35-54 years old and owns a home. He is resourceful and conscious of his spending. He is apart of the “forgotten” generation (Gen X) and values security and stability. He loves his family, freedom and independence.
He responds well to:
Familiarity and nostalgia
Personal offers based on interests & prior purchases
Imagery and videos
Social platforms (Facebook, Pinterest, Blog posts)
As the smallest group, Gen X individuals are generational chameleons. They often embody characteristics of the cohort before or after them.
Who is our future BLUERIDGE user?
“As Millennials enter their peak home-buying years, their reluctance to enter the housing market could change. The cohort’s sheer size, plus its desire to settle down in the future, could lead to a surge in home sales.”
-Goldman Sachs Global Investment Research
Our new user needs to:
Heat and cool an additional space (studio, office, garage, workshop)
Is a small business owner
Recently purchased a new home and has a budget
Is looking for something more energy efficient
Replace an old system with something more affordable