- Begin with Alternative Evaluation. For these interviews, I found three people who fit the previously identified segment – older citizens who can no longer drive themselves because of medical reasons. Some of the alternatives to my service that the interviewees mentioned are public transportation, car services such as uber/Lyft, and family and friends. Above all the people that I interviewed said they relied on friends of family members to give them a ride.
- How/Where do they buy? When the people that I interviewed run into this problem they rely on friends and family to drive them, therefore no transaction occurs. when I asked them about their preferred method of payment for the type of service that I plan to offer, they cited interest in a monthly member cost for customers who plan to use the service consistently. they also noted that there should be a pricing tier for customers who wish to pay per ride.
- Post-Purchase Evaluation. What maters most to the people that I interviewed when considering the "rightness" of the purchase are quality of service, timeliness, and safety. Customers want to be able to rely on the service to be prompt so customers will not be late to any possible appointments. Safety is a big concern with customers, they want to know that they will be safe in transit and safe in the company of our drivers.
- Report the Findings. Through my interviews I found that people are currently relying on friends/family to give them rides. Also, the three aspects that customers look for most in a service like mine are quality, timeliness, and safety.
- Draw Conclusions. From all the interviews I understand that the quality of the product is definitely a key factor in buyer behavior. Price and style both matter, but they do not play as big of a role as quality. This leads me to believe that I would need to put extra time in when designing and creating my business. Ensuring the service potential and process is up to par is key.
Oct 18, 2018
15 - Figuring Out Buyer Behavior No.2
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Hi Nicole,
ReplyDeleteYou and I have pretty similar ideas for our opportunity so I found much of what you said to be very relatable to the segment I decided on as well. I can confirm that my segment realized quality was important to them as well, but instead they found to be the most important aspect. I feel that the purpose of our ideas would be most effective in finding some middle ground that appeals to all users of the app in terms of price and quality. None of my interviews had the idea of safety brought up, but I can see why people might think that is important as well.
Hey Nicole,
ReplyDeleteIt is pretty clear from these interactions with your particular segment would really benefit from your driving services. Having to always rely on someone else to take you places can get really frustrating; I feel like aside from offering a driving service you are also allowing these older people to take back control of their lives.
Hi Nicole,
ReplyDeleteI think you have a great idea on your hands. I especially like that you thought of elderly people as opposed to drunk young adults looking for a ride home from the bar. I feel as though the elderly people would really appreciate your services and might even make some friends along the way. I can see where price and style take the backseat to quality in this instance. It is very important for the customers to feel safe and comfortable while enjoying the service.