Figuring out buyer behavior no. 1

Assignment 12A

1.) Pick a segment- The segment I choose is involving home cleaning supplies and those who purchase them. 

2.) For my three people in the segment, I went to the store and hung around the cleaning/ home improvement aisles until I found people willing to do a short interview with me. 

3.) The unmet need in this case that I found was with people not being satisfied with their product, or buying a product with some sort of function or lack of that doesn’t fully meet their needs. For example, one person purchasing a Roomba vacuum had complaints about how the circular vacuum wouldn’t accurately clean in corners. 

4.) In my interviews, I found that when someone noticed a problem in the quality or function of their cleaning supplies, they usually looked online at the product ratings for the product they had, and then began to look at comparable products. 

5.) In general, I learned in my interviews that people want devices to clean that will fit into smaller spaces. This can include longer handles, better joints that will move 360 degrees, and other things of that nature. The need was there a little more I noticed in people that had small children or people with pets that shed more than average. 

6.) Based on what I know about this segment and my interviews, I’d describe this segment as more particular and specific in their unmet needs. In my information search, it usually took a few minutes of talking and very specific questions to even get the customers to realize the type of complaints I wanted them to think about. This assignment actually reminded me a little bit of the bug list, specifically in the ways that you had to ask increasingly deeper and specific questions to reach the root of the unmet need.