Uma nova bicicleta - focada no mercado

Num case bastante interessante, a fabricante japonesa de bicicletas Shimano contratou a IDEO para desenvolver uma nova bicicleta para bikers casuais, de acordo com uma pesquisa que indicava um mercado potencial de 160 milhões de americanos.

A equipe da IDEO, formada inclusive por antropologistas, pesquisou 50 lares e percebeu que o motivo das pessoas não “pedalarem” não era a preguiça e o sedentarismo:

“What they learned was that everyone loved their memories of bicycling as a kid. It was for them a “memory of a simple pleasure, an elemental enjoyment”.In other words, says the Hempisheres article, “people just wanted to putter around rather than become fitness freaks.”

(…)

“IDEO and Shimano saw two challenges: First, create a new bicycle designed with the casual cyclist in mind—simple, comfortable, affordable and designed primarily for fun, not fitness. And second, they had to redesign the retail experience.”

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