1) Pick a segment
Female/male students 18-24 with a higher disposable income
2) Find three people who would fit that segment and arrange to interview them.
Ryan, Ethan and Julia
3) Move to information search. When the person you are interviewing becomes aware of their need, what is the very first thing they do to find a solution to their problem? What sources of information do they look for? When they search in Google, what are their search terms? Do they talk to friends and family.
4) Report the findings of your research.
Throughout these interviews, I was able to come to a conclusion that people have different buying behaviors. Some will jump immediately at a problem and try to find a solution without research, while others will research until they can find a sound decision. When their phones break, they want it fixed faster rather than later. Price is something to consider, although, those with a higher disposable income are not as fixated on price. Men typically shatter their phones more often than men. The average ownership time of a phone is anywhere from 1-2 years.
5) Draw conclusions.
This is a segment of people who do their research before making a decision. They will research different price points and review on these services. They often rely on friends for their opinions, and they are willing to pay the necessary price. Overall, this segment is made up of college students with a higher disposable income than the general UF population.
Hey Elizabeth, I think you said it perfectly. Every buyer have different habits and ever single person has a different trigger that will cause them to make a purchase. If you're targeting a group that is focused on ease of fix/immediate results, you need to focus on the convenience factor. On the other hand, if your target is a more research heavy group, you'll need to focus on offering the best quality service at the lowest price. Great read!
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