12A – Figuring Out Buyer Behavior No. 1

My segment is made up of people who are unorganized and forgetful with their belongings but can also understand a tracking app. The age to fit this would be young adults to middle aged people (18-50).

The three people I interviewed: 19-year-old female, 21-year-old male, 35-year-old male

Both the 19-year-old and the 21-year-old say the time they most need this is right before they leave for class which is at different times for different days. While the 35-year-old has a consistent every day before work in the morning. They would need this product before they left to go out to do something that pertained to keys or a wallet / purse. When their need awareness occurs is when they can not find their belongings and are running late in their schedule. The reason they are aware is because they forgot where they placed their belongings the night before or accidentally left them in clothing. Their need awareness occurs usually in their bedroom or around their home when they are looking for their things.

The very first thing they do to try and find a solution is either try and remember, look in every piece of dirty clothing, or check common areas around their home. When they search in google they see gadgets that claim to help or wikiHow articles on how to never lose your objects. They usually don’t talk to family as they would get scolded or the solution given to them wouldn’t be worthwhile.

From these interviews I have found out that they mostly need this product for when they get ready for the day and when they go out to do something. The need awareness and information search that this segment seems to have is to only have problems when they don’t feel like placing their objects in one place everyday when they get home and only finding cheap tricks and crappy online gadgets from articles that say they will help.