Figuring Out Buyer Behavior No.1- 12A

Segment

• The segment I chose is female lifters. Two of the interviewees have lifted for 2+ years and the third has just started lifting.

Summary of Interviews

• The timing of the need differed based on the interviewees. However the need occurs at a common context, when they go to the gym. During my first interview the individual stated that it is difficult for her to find a gym partner because she has a strict schedule of when she can go. Therefore her need occurs at night. The other two interviewees stated that their need does not have a specific time. 
• The two individuals who have been lifting for 2+ years does not do anything about their need because they haven't found a solution. These two simply workout without a partner even though they want to. Both of them stated that they have asked their friends before to go with them. It didn't workout for one individual because her friend only wanted to do cardiovascular exercises and did not want to lift weights. The other individual ended up lifting weights with her friend however her friend was very inexperienced and it was difficult for her to get an actual workout because she had to teach her friend. One of these individuals has tried to ask other females at the gym if they would like to workout. This worked for "leg day" only because the person from the gym solely focused on working out her lower body muscles. The interviewee liked to train her full body so her need is only partially met. The third individual who is new to the gym stated that she would post on her snapchat story, "hmu if you want to go to the gym." She said most of the time it doesn't really work but occasionally someone would go with her. Therefore her solution is not reliable. 

Conclusion

• For the female lifter segment need awareness is very general, it can be anytime of the day. The only criteria is that the need occurs when they want to go to the gym with a partner. The need for certain individuals can occur at a set time if they only workout at certain times. From the interviews it can be concluded that no research is really done. The individuals in this segment will mainly ask their family and friends if they want to workout with them or not. One individual did use social media as a form of information search. With today's current technology and focus on social media this is likely a form for many other individuals in this segment as well.