15A – Figuring Out Buyer Behavior No. 2

1) Find three people who would fit that segment and arrange to interview them. Just like last time, these interviews, if conducted properly, should take about 10-15 minutes. Any less, and you won't be able to obtain adequate information. These three people may NOT be the same people you interviewed last time. 

1- Co-worker that uses his phone a lot during the day

2- Uber Eats driver who's phone died in the middle of delivery

3- Resident Assistant who just wanted to charge their headphones

2) Begin with alternative evaluation. In the last case exercise, you determined how customers sought information related to solving their need. The outcome of this step is to produce a set of alternatives. Customers pick from among this set of alternatives. In this step, your job is to figure out how they do their picking. Does price matter the most? Does quality? Does style? Is there more than one factor that is important to your customer segment?

1- One factor that most important towards this customer segment was cost. If he were at Disney, the beach, or another large area often he would find the necessity to spend a lot on a battery pack, but for everyday use it has to be not so expensive.

2- One factor that was most important towards this customer segment was style. Although, this person identified in the interview that there are several factors that help determine a products quality, the most important was being different than the rest and giving off its own unique essence in the market

3- One factor that was most important towards this individual was practical use. They werent willing to buy a product based off a few uses. They were wanting their purchase to be a commitment and one that was long lasting.

3) How/where do they buy? Elements of the actual transaction can help characterize your segment. Is your segment more likely to buy online or in a store? Are they more likely to use cash or will they finance the purchase? Etc. If this is a B2B purchase, who's involved in the purchase decision? 

1- This interviewee was more likely to buy online and not in person because of the convenience.

2-This interviewee was more likely to buy in a store because they wanted to see the product in their hands. This person was also more likely to use cash to buy it.

3- This interviewee was more likely to also buy online because some things you just need to buy in bulk from Amazon.

4) Post-purchase evaluation. What matters most to your customers when they think back on the 'rightness' of the purchase? What helps them determine the purchase was a good idea? What sorts of things make them think a purchase was a bad idea? 

1- This interviewee determined that a product was a good idea if they were self invested into it and almost convinced others to do the same. A purchase was a bad idea if they had a negative experience with the product.

2- This interviewee determined that a product was a good idea based on how it made them feel especially if it was something they had to wear. This person thought a product was bad if it made them feel bad about spending money on it.

3- This interviewee determined that a product was a good idea based off its longevity. If a product didn't last long it wasn't a good one.

5) Report the findings. Simply summarize your interviews. 

6) Draw conclusions. Based on what you know about this segment and what you learned in your interviews, how would you succinctly describe this segment in terms of alternative evaluation, purchase decision, and post-purchase evaluation? 

This segment gave me insight towards how people in general identify qualities about certain products or items and creates an attitude towards it. People are more importantly buying something to see if it will change their life in any way and most preferably towards the better.