12A – Figuring Out Buyer Behavior No. 1
Segment:
For my segment, I found it appropriate to pick people who are against animal cruelty/exploitation. All three of my interviewers are people who are passionate in defending animal rights. 1. Sean is a young business owner who runs an Instagram page dedicated to vegan news and food recipes. 2. Ishaan, a colleague who came to the United States from India - in India cows are sacred and Ishaan holds this belief here in the US. 3. Yasmin is a vegetarian who believes animals should be treated fairly.
Interviews:
Sean: He mentioned that this problem comes around when he is shopping. Both online and retail. Especially if he is looking for any product that is traditionally made from Cowhide leather. He searches online often looking for alternatives and communicates with the vegan community to see what they recommend.
Ishaan: He notices this problem not only when he is shopping for himself, but also when others shop too. He mentioned that there aren't enough compatible animal-friendly leather products in retail stores and that's where he wishes to see it the most. He tries to find retailers that support his same belief and hopes they have something compatible.
Yasmin: She notices all around her. The presence of cowhide leather is everywhere, it embedded in our culture. But she hopes that can change. Like Sean and Ishaan, they mostly search online for solutions to this. She likes that some animal-friendly leather alternatives already exist, but none that seem of high quality.
What I learned:
Everyone seemed to have a very similar need awareness. And the internet was their best friend when it came to searching for alternatives. Main google keywords used were: Vegan Leather, Leather Alternatives, Cruelty-free leather, Faux Leather.
Conclusion:
It is not surprising my interviews were so similar to each other, after all, my segment is a very specific crowd that has the same core beliefs. These strong beliefs lead them to behave in similar ways and even have the same problems.
Hi Cristian,
ReplyDeleteUtilizing the internet would be in your company's best interest since that's where your segment really seems to look. A nice webpage with all kinds of information about where the product comes from, how it's made, and how many animals are saved by switching to your alternative could be a really effective source of information for customers. You could also reach the biggest segment by selling your products online because as you said, it is a specific crowd.
Thanks for sharing,
Tess
I believe your segment was a good choice, but I would have been curious as to what other segments you came up with when brainstorming because I feel this is a very specific demographic. However, I see you found people that were very strongly against animal cruelty and had greatly expressed their views, which effectively demonstrates this segment. I see that your interviews in this segment were very alike, as were mine. I also see the key google searches would definitely correlate with your solution so that would be a good way for them to find you.
ReplyDeleteHello Cristian,
ReplyDeleteI am very interested to see how you continue to develop this idea of yours, in part because my idea is in the same ballpark (a vegan fast food restaurant). I see our ideas going hand-in-hand, and with the rapidly changing societal views on animal consumption and animal cruelty, they could quite possibly become very big and lucrative in this changing economy.