Throughout my three interviews, I learned that my target segment values credibility and services on demand and convenience. I interviewed 3 people who I identified to be in my segment based on what I know about their daily lifestyles and activity levels. All three people primarily find themselves in the gym for at least 5 hours per week.
I first asked how they decided to continue to use the same resources as they usually do for finding workout advice. All three responded by saying that they know the person they source information from is credible based on that person's years of experience or academic prestige. Moreover, I asked them what medium they use to source this information, and the majority of them said they will look stuff up online when they have time in between study breaks or when they are really bored. One interviewee said that he finds himself looking up this information most of the time when he is in line for something long and only has his phone with him. Finally I asked them if they pay for the service and if they do not currently, would they in the future. All three said they currently do not pay for their research, but know that those same sources of information of subscription models and have thought about paying for them in the past, but the value proposition was not great enough.
To summarize: I leaned that my segment preferences credibility and convenience more than anything. Since none of them source information from those without some source of experience, I would need ti make sure my products credibility is well displayed. Moreover, my segments also preferences convenience. I think this was well described when one of my interviewees said he does most of his consumption randomly on his phone. Making sure my product is easily accessible through most mediums will be crucial in maintaining user engagement. Lastly, my segment believes the proof is found in the end result; they will determine the worthiness of the product based on the end result. This reminds me that I can not get by with simply producing quantity, I must make sure my services are of good enough quality to gain repeat customers.
Hi Matt, I definitely agree with the buyers. In this business and especially in today's day and age, convenience and credibility are becoming increasingly important, especially since information is so readily available for buyers. Although, having this research all in one place like you're saying would add more value and convenience for consumers!
ReplyDeleteYour findings are what I think most people find when it comes to people who work out. Gym goers seek convenience and a variety of work out machines. When it comes to convenience location and distance is what most people evaluate. However when it comes to work out machines people like lots of cables, dumb bells and a large number of squat racks or bench press machines so that they don’t have to wait.
ReplyDelete