12A - Figuring Out Buyer Behavior No. 1
  • Summary of Interviews - I chose the college student market segment within my target market. The three college students I interviewed all attend the University of Florida, two have part-time jobs and one is a pre-med student who volunteers on campus. Needless to say they are all very busy and crunched for time and money. All three agreed that they are in need of a quick meal option and have trouble with long lines at drive-thru's especially when they are in a hurry to get to class, work or a meeting. They all stated that they become aware of their need when it hits lunchtime (between 12 and 2) and dinner time (between 5 and 7). Both of the students with jobs explained that because of their work schedule their need arrives on their way to and from work. One student relies on the same fast food restaurant everyday out of habit even if she is late to work, while the other two rely on google to look for the closest drive-thru restaurant with whatever food they are craving. Rarely do any of them rely on suggestions from friends and family at the time they become aware of their need. 

  • Conclusions - The awareness of the need is extremely relevant and occurs often, more than once per day for these students. Information search is limited as they are not willing to spend the time and effort on the research when looking for a quick bite to eat.

Comments

  1. Anisha PatelJune 13, 2020 at 7:15 PM

    Hi Kristen! I think this is great! Based on your interviews, I think adding a search bar that allows students to search what foods they are craving. Based on that, they can see a list of fast food options that offer that food choice on their way to their desired location. This can be a great tool as these students will not want to spend too much time on something that should only take between 2-4 minutes.

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  2. Sophia MorinJune 15, 2020 at 6:02 AM

    Hey Kristen!
    I think the way that you accurately pinpointed the time of the interviewees' need awareness was great. I think that this will help you in the future when you design the product itself. Furthermore, I think your succinct style of writing is very efficient and to the point. I find it easy to understand your ideas, something that even I struggle with sometimes with my writing. Overall, great post! I would only suggest that you report your interviews in a more separated fashion, as breakthroughs can usually come from one single person.

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