1) Find three people who would fit that segment and arrange to interview them.
Sarah, Jacob, Nicholas
2) Begin with alternative evaluation.
Majority of the people I interviewed are in college, which means they do not have the highest disposable income. They are price conscious and evaluate alternatives based on the cheapest price. In this segment, price is the most important factor.
4) How/where do they buy?
These people are more likely to buy online or at the touch of a button. They are also more likely to use a credit or debit card rather than cash. All in all, they are looking for the most convenient option.
5) Post-purchase evaluation.
This demographic values price, experience, convenience, and overall value that they got from the transaction. If they got a good deal and good quality from it, they would classify the purchase as a good idea. A negative experience or costly price would classify as a bad idea.
Draw conclusions.
From the people that I interviewed, I could gather that they are an experiential group of customers who are looking for the best price and most cost effective alternative. They are not band loyal and base their decisions mainly on pricing and quality. The way they evaluate a good purchase is through positive experience and overall value that they receive.
Hey Elizabeth! I see these interviews as valuable opportunities to learn more about our target segments and that looks like exactly what you did here. By viewing their habits, you can learn about not only what your segment is doing but why they're doing that thing and what caused them to do that. By learning all of this, you can pinpoint their needs/wants and advertise in a way that's specifically catered to them. Great post!!
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