12A Figuring Out Buyer Behavior No. 1

Choosing a segment:

The segment I selected for this assignment were current freshmen students who are experiencing independence for the first time.  Some incoming freshmen have experience with independence prior to college. These students will be outside the chosen segment. All three of my interviews are with current freshmen who all experienced a need of maintaining a balanced life. All three are living away from home and are experiencing independence for the first time.

Interview Questions:

1.     When did you first become aware of the fact you need a way to maintain a balanced lifestyle during your transition from living away from home to college?

2.     What was the first solution you sought in order to resolve this unmet need?

3.     What other resources did you consult when trying to resolve this unmet need?

4.     What on the internet did you search to gather information/resources?

5.     Which campus resources did you use to try to solve your unmet need?

6.     Did you ever consult with family and/or friends?

7.     Was preparedness an issue?

8.     Which aspects of a balanced life did you seek information for?

9.     How did you fully resolve your unmet need? How long did it take?

What I learned:

I learned a variety of things from all three of my interviews. The first thing I learned is that all three became aware of their need at different times. One interviewee stated they became aware in high school, the other two stated different times during their first semester. Two of the interviewees sought help at the health and wellness center due to the importance of keeping good mental health. All stated that preparedness for being independent was a factor as to why their need exists. What was interesting was that the aspects of a balanced life that information was sought for was different for each interviewee. One said physical health, the second said mental health, and the third stated nutrition and sleep schedule. Only one stated they felt that they have been able to resolve their unmet need by the end of first semester. The other two are still experiencing their unmet need. Other resources the interviewees consulted included: books for college freshmen, the gym, and Amazon.

Conclusions:

I would describe this segment as a good segment for the opportunity. This segment all experienced the need at some point in their transition into college. The aspects of a balanced life that each focused on may have varied but since everyone is different, that is expected. The unmet need is the need for a balanced life overall. By identifying that preparedness is a factor as to why the need exists, maybe the product will not be super helpful to this segment. It could be helpful if it was provided early enough with tips and goals on how to be prepared. It seems that within this segment, the sources of information that were consulted are mostly the same. The health and wellness resources seemed to be a common thread among this group. This shows the importance of having access to campus resources. This segment overall could be a big potential market for the application.