4 – User Research Breakdown & Persona Preparation

Conduct research to gain insight and empathy

Overview

This post details the results of our efforts to breakdown the copious amounts of user data, from different sources, and start grouping it sections for our upcoming Personas.

Questionnaire:

  • 101 Responses Overall
  • 76.2% Female – 23.8% Male
  • 16.8% have scuba dived before – 83.2% have not gone scuba diving
  • 13.1% have visited a wreck before – 86.9% have not (99 responses)
  • 80.6% said they would be interested in visiting a wreck – 19.4% would not (96 responses)
  • 41.6% would download an app.
  • 76.6% would prefer a group tour of a wreck (94 responses)
  • 65.3% would pay for a guided tour (98 responses)

User Interviews:

  • 11 Interviews
  • 6 Female – 5 Male
  • 36.4% have scuba dived before – 63.6% have not gone scuba diving.
  • 45.5% have visited a wreck before – 54.5% have not.
  • 90.9% would be interested in visiting a wreck – 9.1% would not.
  • 72.7% would visit a website, while only 36.4% would download an app.
  • 36.4% would book accommodation via the website/app.
  • 100% would pay for a guided tour.

Based on initial assumptions, we will aim to create TWO personas, based on:

  • Those who have previously visited a wreck and are interested in booking a tour of another.
  • Those who have not previously visited a wreck but are interested in finding out more about one.

Questionnaire Data Breakdown

This section sees our questionnaire data split into our two personas.

Previously Visited a Wreck: (13/101, 12.8%)

The following is a data breakdown based on these 13 people:

  • All would be interested in visiting a wreck again.
  • The majority are Female (10) against Male (3).
  • The majority are between 35-44 years old (8) with the remaining being between 25-34 years old (5).
  • The majority are Employed (11).
  • The majority are residents of Ireland (12).
  • The majority have not gone scuba diving before (9).
  • There was an even split regarding the download of an App: Yes (4), Not sure (5), No (4).
  • The types of wreck that would be most interesting to these people are: Aircraft (10), Military boat/ship (8), Military submarine (8).
  • The majority would visit a wreck with Friends (6).
  • The majority would pay for a guided tour of a wreck (10).
  • The majority would prefer a group tour (10).
  • How important the following are in visiting a wreck:
    • (1 = Not at all Important, 5 = Extremely Important)
    • Diving difficulty: 3.45
    • Historical background: 3.17
    • Transport to the wreck: 3.08
    • Quality of nearby accommodation: 3.08
    • Accessible without diving: 3.08
    • Location: 2.92
  • How important the following are in terms of using an app:
    • Searchable/Sortable list: 3.15
    • Book a tour: 3.08
    • Historical information: 3.00
    • Interactive map: 2.92
    • Book accommodation: 2.77

Not Previously Visited a Wreck: (88/101, 87.2%)

The following is a data breakdown based on these 88 people:

  • 82% of people are interested in visiting a wreck.
  • The majority are Female (67) against Male (21).
  • The majority are between 35-44 years old (50) with the next largest amount being between 25-34 years old (27).
  • The majority are Employed (60).
  • The majority are residents of Ireland (84).
  • The majority have not gone scuba diving before (75).
  • There was a preference towards downloading an App: Yes (38), Not sure (23), No (27).
  • The types of wreck that would be most interesting to these people are: Military boat/ship (51), Passenger boat/ship (47), Military submarine (41), Aircraft (40), Commercial trawler (12).
  • The majority would visit a wreck with their Partner (32).
  • The majority would pay for a guided tour of a wreck (54).
  • The majority would prefer a group tour (62).
  • How important the following are in visiting a wreck:
    • (1 = Not at all Important, 5 = Extremely Important)
    • Diving difficulty: 3.50
    • Historical background: 3.42
    • Transport to the wreck: 3.28
    • Accessible without diving: 3.19
    • Location: 2.96
    • Quality of nearby accommodation: 2.95
  • How important are the following in terms of using an app:
    • Historical Information: 3.15
    • Searchable/Sortable list: 3.06
    • Book a tour: 3.03
    • Interactive map: 3.00
    • Book accommodation: 2.75

Interview Data Breakdown

This section sees our interview and observation data split into our two personas.

Previously Visited a Wreck: (5/11, 45.5%)

The following is a data breakdown based on these 5 people:

  • The majority are Female (3) against Male (2).
  • Based on visual estimates, ages ran the full range between 20-25 to 45-50.
  • All are Employed (5).
  • All are residents of Ireland (5).
  • Only one person has gone scuba diving before (1).
  • All would be interested in visiting a wreck again (5).
  • Only two people said they would download an App (2), but all said they would visit the Website (5).
  • The factors these people would most take into consideration when thinking of a wreck visit are: Diving difficulty (3), History (3), Location (2).
  • The types of wreck that would be most interesting to these people are: Old/Historic (3), Military (2), Aircraft (2).
  • The app/website features that would be most important to these people are: General information (5), Interactive map (3), GPS Coordinates (3), Historical information (3), Pictures/Video (3).
  • The majority would not book accommodation (3) via the app/website.
  • The majority would visit a wreck with their Partner (3).
  • All would pay for a guided tour of a wreck (5).
  • The majority would prefer a group tour (4), depending on price.

Not Previously Visited a Wreck: (6/11, 54.5%)

The following is a data breakdown based on these 6 people:

  • There was an even split, ¬†Female (3) and Male (3).
  • Based on visual estimates, age was a three-way split: 25-30 (2), 30-35 (2), 35-40 (2).
  • All are Employed (6).
  • All are residents of Ireland (6).
  • Half of these people had gone scuba diving before (3).
  • The majority would be interested in visiting a wreck (5).
  • The majority said that they would visit the Website (3) over downloading an App (2).
  • The factors people would most take into consideration when thinking of a wreck visit are: Location/Diving difficulty (3), History (3).
  • The types of wreck that would be most interesting to these people are: Military (4), Aircraft (2).
  • The app/website features that would be most important to these people are: General information (4), Safety information (2), Maps (2), Pictures/Video (2).
  • The majority would not book accommodation (4) via the app/website.
  • These people would visit a wreck with their Partner (4) or Friends (4).
  • All would pay for a guided tour of a wreck (6).
  • All would prefer a group tour (6).

 

An extended version of this data set, with numerous charts representing both questionnaire and interview data, is available here.

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