12A - Figuring Out Buyer Behavioral NO.1

Interview 1:

He needs the product whenever he is trying to organize information in a binder. For example, before meetings when he needs to present the information to a client. Right after he prints the paper, he has the strongest need for this product. He cites the copy room as a place where his need is most salient. He uses google whenever he needs to figure out a problem. For this product he would search hole puncher three-hole reinforcer combo on google. He talks to friends and family members when he has a problem because sometimes, they have more information than he does, and they know him better than a generic google search would.

Interview 2:

He said that he would have used it a lot in high school because he does not use as many binders now as he used to. He said for work if he is assembling a nice presentation for his boss, he would want it to be presentable and not have any of the holes messed up. The first thing he does when trying to figure out a problem is to determine how big the problem is. If the problem is small, then he will push it to the side and move on to more important tasks. If it is a big problem, then he will ask friends and family for advice. Or he would use past experiences to see if he has had to deal with something similar in the past. He uses google a lot and he would search three-hole punch reinforcer if he were trying to find a product like the one, I am creating.

Interview 3:

He said that this product would be very helpful for him when he has to compile binders together at his past summer internship. He found that some of the pages would occasionally rip and would require him to redo the page. He said that if the product was not too much more expensive than what a regular three-hole punch costs he would not hesitate to purchase it. He said another time and place when his need is most prevalent is when he was in high school and a lot of his classes had printed out sheets to take notes. By the end of the year his pages would be ripped, and it was hard for him to stay organized. When he is aware of a need, he usually uses google to gain a broad understanding of the new and then he consults friends and family to get a more personalized solution to his problem.

Conclusion:

I would describe the young professional adult segment to have a strong unmet need for this product. Because there is nothing like this product on the market, yet it would be very valuable product to offer this segment because it would make them more time efficient. Especially, the ones that I interviewed that said it would be helpful at work when they have to compile binders of information. In terms of information search, this segment relies heavily on google to figure out their problems. They will also ask friends and family, but if they find what they are looking for on google then they will be satisfied with that.

Comments

  1. Bernard BynumFebruary 21, 2020 at 4:54 PM

    Hey Michael,

    I learned a lot more about your product through the interviews you conducted. The interviews showed that there's a substantial unmet need within the work environment. All of those you interviewed mentioned that they've experienced pages being ripped in their work binders which indicates a very common issue. Your product would successfully solve this unmet need. The second person you interviewed mentioned how they could've used this product a lot in high school but I'm wondering how your product would be marketed successfully to the next generation of high schoolers. High schools today are now focusing more on students completing their assignments on computers, Google Doc, and online class management systems such as Canvas just like college.

    ReplyDelete
  2. Taylor GoldFebruary 24, 2020 at 12:03 AM

    Michael,

    I think your interviews did a good job of explaining what the specific need is in context and why your product is needed in the market. The variety of backgrounds and perspectives of the interviewees (intern, high schooler, professional, etc) really emphasized the market of the product. I like how you incorporated the search terms the customer would google in attempt to find the product, as this is crucial to gain awareness.

    ReplyDelete
  3. Jack KuehlerFebruary 24, 2020 at 11:44 AM

    Hi Michael,

    I really enjoyed reading you're overall analysis and conclusion. Your interviews offered a great amount of insight on what the common problem is. Multiple people reported the same issue of accidentally ripping or tearing in their work binders. I agree with you that there has never been a product like this one on the market. Implementing and exploiting a product like this one would be difficult but I believe with the right marketing strategy, it could work.

    ReplyDelete

Post a Comment

Popular posts from this blog

9A - Testing the Hypothesis, Part 2

Interview 1. a)     Who: he has never heard of the product before, does not think that there are a lot of businesses with a similar product b)     What: he identified efficiency as the need, and he thinks that people who are not in a hurry or are not in a formal capacity c)     Why: yes, because not everyone would find use in this product, some people would rather get a cheaper more simplistic product Interview 2. a)     Who: he said yes, he thinks that staples has hole punchers and I am just combining two products, Michael’s has school supplies b)     What: Effectiveness, he thinks that this product will save a lot of time then manually having to place reinforced stickers on the holes c)     Why: he thinks people that are less organized would be more likely to use it because they have a higher chance of the binder rings ripping the holes Interview 3. a)     Who: m...
Read more

26A - Celebrating Failure

1)     This semester a set a goal out to increase the number of times I go on a run per week. I planned on waking up early and starting most of my days with a run. At the beginning of the semester, I followed my plan for a couple of weeks, however, I ended up constantly putting it off and not achieving my original goal I set out. It took the coronavirus outbreak and gyms closing to force me into a better habit of running daily. 2)     I learned that the most important thing to do when setting a goal is to make sure you start of strong. Looking back, if I had possibly run for consistently for the first month then I would have most likely accomplished my goal. 3)      I think that not reaching my goal just showed myself that this is something that I need to try harder at and really force myself into doing. I think that not reaching your goal or failing at something only makes you a better person, especially if you are able to ...
Read more