Pick a Segment
The segment I picked is college students and young adults who either work a part-time job or a full-time job.
Need Awareness
All of my interviewees feel pressured to work after their normal work hours, and all interviewees find themselves working after their normal hours a few times a week. This need of feeling pressured to work after their normal hours happens frequently in various situations. Even though nobody's job is crisis-related, such as employees working in a hospital, the pressure still exists. Their jobs likely assign a disproportional amount of work that cannot be completed in their normal workday, or the pressure is coming from another source, such as fear of a tarnished reputation. More specifically, two interviewees become aware of this need when a task can be done more efficiently, while one interviewee recognizes her unmet need when she analyzes what she must complete after entering her work office.
Information Search
All of my interviewees conduct an information search in the same way. They all conduct research, mainly through a google search, to understand more about the problem and potentially find a solution. One interviewee supplements this by talking with friends and family, while another interviewee looks at Amazon for a potential product. My third interviewee only conducts research.
Conclusion
Based on what I learned through interviews and prior knowledge, this segment's need awareness consists of recognizing whether or not something is efficient. Once a situation or method is no longer efficient, they move into an information search. This segment heavily relies on the internet for information. The segment is very familiar with technology and quite comfortable with it, so consumers in this segment are not afraid to conduct a quick google search or consult a website for information. Overall, it seems like this segment wants to complete all tasks more efficiently and consults the internet for their research needs, however, this unmet need isn't an urgent problem that needs to be solved immediately.
Hey Tara,
ReplyDeleteYou did a really good job recognizing an unmet need. Finding the most efficient solution in the easiest way possible is something that all workers most likely experience on an everyday basis. I feel like many people would find the solution to this very useful. Overall, you are on a great start!
Hi Tara,
ReplyDeleteI agree and think you did great recognizing that this is an unmet need for working college students and young adults. Since young adults are just beginning their careers, more often than not, they have a drive to prove themselves, often leading to overworking. Further, this segment is very well acquainted with technology, and because of this they do not think they have an excuse to put off work, even after hours.
Hey Tara,
ReplyDeleteYour identifying buyer behavior process was spot on. You did a good job in differentiating extreme conditions from the slight existence of pressure, regardless. I also agree that the information search for this process occurs in a very standard way which is also the most obvious one- Google search. I also believe that technology is something that any millennial does use and has to use, as there is no other way around it.