Thursday, 20 September 2018
12A - Figuring Out Buyer Behavior No. 1
Assignment 12A – Figuring Out Buyer Behavior No. 1
1) Choosing a Segment: For this assignment, I chose a segment of Marines on the same base as me and of no higher rank than E-4.
2) The first person who I interviewed is my friend Chris. Chris is 24 years old, and he is an E-3 in the Marines.
The second person who I interviewed is my friend Alex. Alex is 21 years old, and he is also an E-3 in the Marines.
My third and final interview was with a guy named Jacob. Jacob is 21 years old, and he is an E-4 in the Marines.
3) I was lucky enough that all 3 of my initial interviewees had the same unmet need that I identified. Throughout the interview, I was able to collect the following data regarding the awareness of their unmet need:
They all said that they have the need to get a haircut every single week. Chris and Jacob both said that they prefer to get their haircuts during the weekend, and Alex said that he prefers to get his haircut on Mondays. This is a regular need that they have, and they must go off base every week to get their hair cut, but they all said they would prefer it cut on base. They all even said that they would be fine with getting their hair cut on any day of the week if they didn’t have to go off base to get it done. It was more of a matter that they prefer to go off base on their respective days than that they prefer their hair cut on those days that they told me.
4) When my interviewees become aware of their need throughout the week, their first thought is along the lines of, “We need to get a taxi to go off base so that we can get our weekly haircuts.” Two of my interviewees said that they know there are a few Marines, whom cut hair, but they don’t know those Marines personally and have always just chosen to go out in town. The third interviewee said that he’s had one of the Marines on base cut his hair a couple of times, but that that guy is usually too busy to cut his hair every week.
5/6) The interviews went as expected. The information that my interviews yielded was similar to the information that I received in past interviews. They had a good awareness of their need, but they had not done a great job doing information search and finding alternatives to going out in town every time they needed a haircut. My services were of interest to them and met their unmet needs.
Subscribe to:
Post Comments (Atom)
Reece,
ReplyDeleteIn comparison to my post about figuring out buyer behavior, it seems that the interviews were going to be pretty similar to the interviews that were conducted in prior assignments. However, with these interviews, it reveals some more detailed information about the target audience you are aiming for with your service. It reveals more information about your audience that you might've not found during the first set of interviews.
Reece,
ReplyDeleteReading about your investigation on buyer behaviors allowed me to appreciate and understand the variety of unmet needs that exist. Something so small such as a barbershop that in my community there is such a variety of, I didn't think of this as an unmet need in your environment overseas. This inspires me to realize that there so much global opportunity available for entrepreneurs and how important finding a target market is. Living your experiences you should definitely take advantage of these opportunities to build what could be your possible future career. Good luck to you and your fellow Marines!