Assignment 12 - Figuring Out Buyer Behavior No. 1

Choosing a segment: 

For this assignment I chose the segment of students who are interested in a healthier lifestyle. For the interviews, I chose my friend Naomi who has been trying to maintain her health with working out and eating healthier. She is a Psychology major in her last year of undergrad and hopes to be a double gator for her Master's. Second, I interviewed a peer from one of my classes, Marcel, a student from Denmark who is here for a semester and is a student focusing in Finance. Finally, I spoke with my roommate, Emily, who is an Anthropology major who is looking to be pre-med and finds it difficult to balance work/school life with health.

Interviews:

Out of the interviews that I conducted, two of the three interviewees agreed that they would be interested in the app. Marcel stated that growing up in Denmark, it was not hard to afford healthy food regardless of the amount of money you make. His parents were not wealthy by any means, but they always had fresh food on the table and were able to buy things like fruits and vegetables with little issue. However, being here he has seen the difference in food quality that many people consume and he believes that there is a market for the app in the U.S. Naomi was the only one who said she would probably not use the app, because she has been going to the gym and watching her food intake for a while now. She said that the app probably would work better for those just getting into health. Emily also had interest in the app and mentioned that she would probably find something like it helpful for her daily life, because it provides many options that she felt would be good for students with busy schedules.

What I learned:

I learned that not everyone who I believe would be interested in my product would necessarily have need for it. Not all students want to eat healthy, and many have already maintained a healthy diet and routine for a while. That being said, I do agree that ReFresh probably would be best marketed to those who are interested in being healthier, but find it difficult or are not sure where to start.

How I would describe this segment:

This segment would be best described as beginning health enthusiasts. ReFresh would be good for those who have interest in being healthier for various reasons but feel they can't afford healthy food, or don't know where to start on their health journey.