Upload
ashleyharer
View
148
Download
1
Tags:
Embed Size (px)
DESCRIPTION
A look into segmentation through finding groups that commonly go into bars together.
Citation preview
Bar Segmentation Project
By Ashley Harer
What kind of people go to bars?
• Realizing this is the question I wanted to answer, I conducted a survey interviews, and observations of people at bars. I wanted to dig deep to find out what kind of people go to specific types of bars, who they go with, why they go, and how they act.
Why do people go to bars?
• Socializing• Meeting new people• Listening to music• Dancing• Environment/atmosphere• Creating new memories • People watching• Conversations with the bartender• Dating
So who are the people I surveyed, interviewed, and observed?
• mid 20’s to early 40’s• ¾ single• Caucasian, Hispanic, Asian, and Middle
Eastern (majority were Caucasian)• Students and the people working in tech,
advertising, sales, and the service industry
The Groups
The Girl Group
• 3 or more girls from ages 20’s – 30’s• Normally sit or stand at the bar• Talk to one another but browse the
room• Order wine or mixed/specialty
cocktails• Sometimes engage in conversation
with new people• Dressed up nicely
The Lone Ranger
• A man usually early 30’s to 40’s• He will grab a seat at the bar• He will glance around the bar• He will sometimes start small
talk with bar stool neighbors or bartender
• Usually keeps it mellow and orders a beer
• A little more relaxed clothing
The Catch-uppers
• Usually two people later 20’s to 40’s• Either girl/girl boy/boy or girl/boy• Meet to catch up because they haven’t
seen each other in a long time• Will not usually glance around the
room much• Very interested in each other• What they order is always different
don’t know what to expect
The Daters
• Normally two people late 20’s to earlier 30’s
• Either blind date, online date, or setup• Come to restaurant bar for date or bar
after a date if it goes well• If its going well they don’t typically
glance around the room• Engaged with one another and usually
order wine, beer, mixed/specialty cocktails
• Dressed casual but nice
The Taken
• Two people in a relationship or dating and usually engaged in one another
• Very calm and relaxed • Talk about days or plans• Usually one orders for the both
and drinks are regularly similar• Normally dressed down
The Bro’s
• A group of guys mid 20’s to early 30’s• Friends that come to the bar usually
together• Always remain standing and constantly
survey the room• Usually order beer or mixed drinks• After first or second round sometimes
order shots• They try and engage girls• And usually are the loudest• Dressed up in nicer shirts ready to go
out for the evening
The After-Work Click
• This is a group usually mixed with men and women late 20’s to 40’s
• They go out together after work• They are almost always in their
work attire, maybe a tie is gone or a shirt is unbuttoned a bit
• Normally order drinks all over the map unless one person gets the round then they will order the same for everyone
• They discuss work a majority of the time as well as families and hobbies
So who fits in to these categories?
What the graph told me?• The people I talked to and watched were pretty alike the people I
surveyed. I found that a majority of people like to go to bars with their significant other or a group of friends that are both male and female.
• I found a majority of people said they choose these groups above the rest because it is the most comfortable for them and they know they can count on having fun.
• And almost unanimously people don’t go to bars by themselves followed by on a date.
• I found that people think going to a bar by themselves is weird, boring, and awkward. They also don’t choose to go on a date at a bar because it is cheesy, too loud, or just not ‘ideal.’
• A group of friends of your own gender fell right in the middle along with a friend to catch up.
Where did I go?
• I observed and interviewed at the bars most popular to the people I interviewed, which were restaurant bars, dive bars, and lounges.
• I luckily work at all three types of bars, but also went to three more that I was not as familiar with.
In conclusion
With this, I wanted to dig deeper than just seeing groups and talking about them. I wanted to see what most people considered more ideal and less ideal. I realized that people tend to be very similar even though many are from different backgrounds and experiences.
Thanks!!