Segment:
Restaurant customers in Gainesville, Florida.  

Interview #1: 
Need awareness: They do not like to texture of a paper straw, and steal plastic straws in cities that have them and keep them in their car so that they do not need to use them when they are in Gainesville. Their need needs to be met when they go to a restaurant in Gainesville and need a straw, but do not want to use a paper straw. 
 Information search: They believe the way to fix this is simply bring plastic straws back. They are tired of paper straws and do not see why they need to be used when plastic straws do not cause that much harm to the environment, in comparison to so many other things. They think that paper straws are horrible and want to keep plastic straws in use. 

Interview #2:
Need awareness: They go to Starbucks at least 4 times a week, and get iced coffee. They absolutely hate the paper straw and feel like it makes the drink taste way worse. They believe that it makes no sense to get rid of plastic straws when the drinks come in plastic cups, with plastic lids. They described how their coffee tastes much better in a plastic straw. They also described how it takes them a long time to drink their coffee, and when the paper straw is in their for a while, it becomes soft and you can barely use it after a while. They feel like their paper straw really takes away from the experience of their coffee.
Information search: They have thought about getting a metal straw so that they could stop using the horrible paper ones. However, they felt like the straw would be such a burden, having to carry it around, washing it, and especially paying for it. They described how they felt like it was dumb to buy a metal straw when they are expected to get a straw with their drink. They believe that the paper straws need to go away quicker than the plastic straws got banned because they are horrid. 

Interview #3:
Need awareness: They believe that paper straws are horrible. They have changed their usage of a straw and simply do not use them at all. They go out to eat a lot and specifically love polar pops from the gas station. Ever since the outlaw of plastic straws they do not even take the paper ones because they dislike them so much, they would rather not use one at all. 
Information search: They have really looked into why plastic straws got banned so fast and for what reason. They have tried to figure out why the world decided to go against them so fast. They have even wanted to try and start a movement to bring normal, plastic straws back. 

Findings of your research:
In my interviews, I have learned just how much of a market their is. I have learned that since the straw ban, there is an opportunity for me to discover. People are very unhappy with the straws that are presented to them and they are complaining of having a worse experience because of it. They believe that the paper straws ruin a good Starbucks drink, and especially milkshakes. I found that people are extremely unhappy with this new law in Gainesville, and they want to find a better solution to get rid of paper straws. 
Conclusions:
There is a need for a straw alternative, since plastic straws are banned, and paper straws are disliked by all consumers. I believe that my product of a plant-based straw with a plastic straw consistency would be a crowd favorite in all categories. With the people who want to save the environment, along with the consumers who are tired of gross, soft plastic straws. This product can be invested in and will make customers and restaurants happy because they will be saving the environment, but they will also be happy using this product.