Figuring out Buyer Behavior No. 1
The segment I have chosen is Instagram users who follow food blogs ages 16-24.
The three people I chose to interview are: a 20 year-old female, a 21 year-old male, and an 18 year-old female.
In the first interview I conducted with the 20 year-old female, I found that she runs into my unmet need and has difficulty finding a place to eat on a regular basis. She expressed that the first place she looks when she wants to find a new place to eat is definitely Instagram, but it is difficult to find somewhere easily. Although, she would like it more for when she's traveling places. She said it definitely affects her when she's just at home, but it bothers he when she's in an unfamiliar place and really wants to find a good place to eat. When she runs into this problem, she usually resorts to going on Yelp and looking at restaurants around her, but she is never very satisfied with what she finds.
In my second interview, the 21 year-old male also runs into this issue. He expressed that he doesn't often look to the internet or apps to find places to eat, but when he does he would want to look at Instagram since he always thinks the food he sees on Instagram looks very appetizing. He said he usually runs into this problem on special occasions when he wants to go out to a nice dinner or when he has people in town visiting and wants to show them a good restaurant. He also said that he would probably use this app more regularly if it were available to him, even though he doesn't run into this problem regularly. When he runs into this problem, the first place he usually goes is to friends or family members that know the area well and asks them for suggestions.
In my last interview, the 18 year-old female expressed that she runs into this issue often. Because she's a freshman at UF, she is relatively new to the area and always wants to find new places to eat. Because she follows multiple food Instagrams, Instagram is always her first choice when she's looking for restaurants. She said that she runs into this issue very often and would absolutely take advantage of this app. When she runs into this problem, the first place she usually goes is to friends who are older at UF to ask for suggestions, and if she is not satisfied with her findings still, she goes on the app Zomato to find a restaurant.
Based on these interviews, I learned that this segment would definitely use this app the most. Because they are already familiar with the Instagram food blog culture and content, they are already sold on this app and would use the features regularly.
The three people I chose to interview are: a 20 year-old female, a 21 year-old male, and an 18 year-old female.
In the first interview I conducted with the 20 year-old female, I found that she runs into my unmet need and has difficulty finding a place to eat on a regular basis. She expressed that the first place she looks when she wants to find a new place to eat is definitely Instagram, but it is difficult to find somewhere easily. Although, she would like it more for when she's traveling places. She said it definitely affects her when she's just at home, but it bothers he when she's in an unfamiliar place and really wants to find a good place to eat. When she runs into this problem, she usually resorts to going on Yelp and looking at restaurants around her, but she is never very satisfied with what she finds.
In my second interview, the 21 year-old male also runs into this issue. He expressed that he doesn't often look to the internet or apps to find places to eat, but when he does he would want to look at Instagram since he always thinks the food he sees on Instagram looks very appetizing. He said he usually runs into this problem on special occasions when he wants to go out to a nice dinner or when he has people in town visiting and wants to show them a good restaurant. He also said that he would probably use this app more regularly if it were available to him, even though he doesn't run into this problem regularly. When he runs into this problem, the first place he usually goes is to friends or family members that know the area well and asks them for suggestions.
In my last interview, the 18 year-old female expressed that she runs into this issue often. Because she's a freshman at UF, she is relatively new to the area and always wants to find new places to eat. Because she follows multiple food Instagrams, Instagram is always her first choice when she's looking for restaurants. She said that she runs into this issue very often and would absolutely take advantage of this app. When she runs into this problem, the first place she usually goes is to friends who are older at UF to ask for suggestions, and if she is not satisfied with her findings still, she goes on the app Zomato to find a restaurant.
Based on these interviews, I learned that this segment would definitely use this app the most. Because they are already familiar with the Instagram food blog culture and content, they are already sold on this app and would use the features regularly.
Hey Emily!
ReplyDeleteYour interviews seemed to have really helped in figuring out need awareness and buyer behavior. Since the segment you chose is pretty familiar with how Instagram works, your app would flourish! I think finding good restaurants to eat at when you're traveling is pretty difficult, and Instagram searches have never provided what consumers want. Your idea is quite unique and since the alternatives like Yelp, Google, and others haven't satisfied consumers prior, you will be able to grab a large portion of the market, especially in your segment!
Hi Emily. The segment you chose was spot on and i'm glad the people you talked to helped you become more aware of your product. I still think this is a great idea that only needs minor tweeking. Keep working and you will make a great product.
ReplyDeleteHi, Emily! Great job on your post! As a transfer student, I really relate to the one interviewee who is an incoming freshman. UF is such a huge campus and Gainesville is a large enough city to where it becomes incredibly hard to find good places to eat. Unless you're a really social person and can make friends easily, it's even more difficult to find a good place to eat.
ReplyDeleteHi Emily, it looks like your interviewees were a perfect match for your questions and for you to learn their behavior about buying products. It seems like they all would love this app and that they have been in search for something to fill their needs of a food finding app. All of them liking the idea of Instagram to help do this shows that your idea is on its way to being successful.
ReplyDelete