12A – Figuring Out Buyer Behavior No. 1

Segment
The segment I picked was students who frequently use exercise facilities at the university.

Summarization of interviews 
Based on the feedback I got from the interviews, I learned a lot about the awareness of the people in this segment. The people I interviewed said that they usually look for gym alternatives during the most busy hours of the day, around 5pm. They said that their need typically becomes most salient when their day has a busy schedule that only permits for a quick workout, which is almost an impossible feat with how busy the student gym always is. I was typically told during these interviews that in order to find a solution to this need, individuals would go to the gym during abnormal hours to avoid large crowds. I was also told that people use Google to search for alternative gyms. However, I've been told that the people doing these searches have been unsuccessful due to the high rates alternative gyms charge in this area.

Conclusions
Based on these interviews, I learned a lot more about the segment I identified. I believe the opportunity I identified still exists, but needs slight refinement to more directly meet this segment. 




Comments

  1. Liv WardOctober 6, 2019 at 1:10 PM

    Hey Michael!
    I’ve also noticed that the busiest time of day for the gym is around 5 pm and think that though people stated that they avoided the crowd issue by choosing more abnormal hours to workout, this merely avoids the situation rather than produces a solution to it. Therefore, I think your idea is exactly what’s needed to fill that gap.

    ReplyDelete
  2. Nick DiprimaOctober 7, 2019 at 10:08 AM

    Hey Michael, I agree that 5 pm is an extremely busy time to go to the gym. Whenever I try to go around that time, I have to wait so long for every machine and it really frustrates me and takes away from my workout. I think your idea would definitely solve this problem, and I'd definitely buy a membership to this new gym.

    ReplyDelete

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