12A – Figuring Out Buyer Behavior No. 1

1) Pick a segment.

The segment I will use is the University of Florida campus in Gainesville to be my first segment to start.

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

I conducted an interview with a student from 3 different majors who all have switched their major AT LEAST TWICE. 

3) Begin with need awareness.

The three interviewees all stated the feeling of "pressure" when declaring on a major. This pressure is what leads them towards choosing a major because the first one doesn't work out so "why not" try out a new one without even knowing if they have an interest in it. 

4) Move to information research.

They all mentioned the app would be a huge benefit and wish it existed before they even entered their freshman year. One student, a junior, mentioned if it could have the option to audit a class without having to officially audit the class to "test" out a course since the add/drop week isn't enough. Another one, a freshman, mentioned if the app would be free and included in their tuition and fees or an additional cost. 

5) Report the findings of your research.

After conducting the interviews, I realized that the students all know of this problem and see the major issue with it and would like to have a solution or a way to prevent this feeling of pressure. 

6) Draw conclusions.

The University of Florida is the best segment to take into consideration since it's possible to start at the place where the problem resides in.