12A Figuring Out Buyer Behavior

1) Pick a segment.

The segment that I chose to focus on was people living in the Standard who were affected by homeless people loitering around that area.

2) Find three people who would fit that segment and arrange to interview them. 

My three friends Molly, Sarah, and Raegan who all live in the standard and frequently walk around that area.

3) Begin with need awareness. 

All three girls have demonstrated their grievances with the homeless population loitering around the Standard.

4) Move to information search. 

The girls that I interviewed said that they always knew about the growing homeless population in Gainesville, but that it started affecting them more significantly once they moved into the Standard.  This is when they became aware that the need existed.

5) Report the findings of your research. 

These interviews confirmed what I had already expected:  That almost every student living in the Standard has noticed, and is affected by, people loitering outside and not having anywhere to go.  Some of these people wish there was a way to help the homeless people, and others just want them gone by any means possible.  Regardless of whether these students are sympathetic to the homeless or not, they feel that a solution is needed.

6) Draw conclusions. 

I think that this segment of the market would be eager to contribute to a solution to help homeless people get off the streets and build a better life for themselves.  This means supporting government funding of my idea, or making donations.