12A - Figuring Out Buyer Behavior

1)    I have decided to focus this assessment on the undergraduate student that prefers library settings to any other forms of study environments for this market segmentation analysis.

2)    I interviewed Michaela Pattison, Carly Knox, and Connor Clark, all of which are fourth year undergraduate students at the University of Florida. The interviews conducted with these individuals lasted ten minutes and revealed to me that these students fit into the segment that I described above.

3)    After interviewing the three candidates named above, I could gather a better sense of the specific needs, situations, and contexts, that these students were experiencing. The most common things that I heard from them as a group: 1) The needs become more apparent during heavy exam weeks, such as finals and midterms 2) Not being able to find a seat takes away valuable productive time from them 3) Often they have to leave the library they are at and go try their luck at another 4) The need is mostly concentrated to the main libraries on campus rather than the smaller ones

4)    When they become aware of their need, the first thing Michaela does is back to her desk at home and not even bother with trying to find a seat any longer. Connor said that he will text his group text messages with his friends to see if anyone is at the library with an open seat, but he said this is usually unsuccessful. Carly told me that she tends to try other libraries or classrooms once she is having trouble finding seating in a library. It was extremely interesting hearing 3 differing solutions to the same problem.

5)    I received more confirmation that the need that I have identified requires a solution.

6)    I would describe this segment as the prototypical customer that I would expect to use my entrepreneurial idea. It seems to be a solution that they were all excited about. It would make their lives easier, which is the goal of any service to their customer.