Figuring Out Buyer Behavior No. 1
1) Pick a segment.
Adults between the ages of 30-40
2) Find three people who would fit that segment and arrange to interview them.
Tamar Brelidze (47)
Overall she had an issue with forgetfulness, not just with reusable bags, but in her every day life. She definitely concurs that there is a need there.
Vakhtang Kakabadze (47)
Being Tamar's husband, he does tend to be the one bringing her reusable bags, which is a huge hassle for him, so he has identified the need as well.
Nino Star (36)
She is less forgetful than the rest of the group, however she does forget sometimes. She also expressed more of a curiosity and eagerness for a product like the one I proposed.
3) Begin with need awareness.
Their need awareness usually comes up when they are in a situation when they are missing their reusable bag or are forced to brig reusable bags to their spouses. It is an annoyance that happens weekly but doesn't bother them daily.
4) Move to information search.
The only solutions they are able to find is just messaging their family to bring bags to their car and when they are bringing items into their home by hand. My mothers friend did buy herself a collapsable bag, but it ripped fairly quick.
5) Report the findings of your research.
This issue isn't insanely major but there is a need there, clearly no other company has been competent to properly help the need. And people within their age group have definitely noticed.
6) Draw conclusions.
This age group is perfect, because they are the prime age to buy products they may or may not need under the guise that it would change their day to day lives. They also are the demographic to consistently be forgetful of their reusable bags.
Hello,
ReplyDeleteI like how you chose adults ages 30-40 because they are more forgetful. I, personally, would have thought of choosing a younger segment of the market because I would have assumed that they are more environmentally conscious. I think it would be insightful to figure out the exact moment that these individuals recognize their need. What day of the week do they go grocery shopping? At what point during their grocery shopping do they realize they forgot their bags? Also, it's important for the "information search" stage to figure out what exact words they would search for online to find a solution.
Hi! I understand the ideology behind choosing 30-40 year old people. Yet, I do believe that the demographic for your product is closer to 16-25. Let me explain why. As Kathryn said, younger generations are more environmentally conscious. Plus, it would be easy to start integrating this product into daily life and then use it from then on. Therefore, introducing it to a younger generation will product a longer life for this product.
ReplyDelete