Figuring Out Buyer Behavior No. 1

Segment
Young and middle aged people looking to improve/maintain their health

Need Awareness
Included in the three people I interviewed was a college student (a young person) and a dad (a middle-aged person). Throughout these interviews I learned that, although they may be at different times in their lives, people are becoming increasingly aware of the value of their own physical health. Whether it is the college environment of seeing much fitter and better looking peers or a realization that one's time may run out sooner if they don't take their health into their own hands, people view health in high regards. One of the interviewees even mentioned that he realized he needed to work on his health when he went to get his blood tested as a part of trying to increase his life insurance policy. His blood pressure was too high to meet the standards of the increase, as insurance companies make sure to run medical exams to determine whether or not increasing an individual's policy payout is worth the risk for them. People want to learn about how to live in a healthier manner. Unfortunately, some people are just uneducated on how to do so and/or have difficulty with the execution of such changes to their regular routine.

Information Search
My interviewees all said that the turned to the internet to find information on how to pursue a healthier lifestyle. One said she was clueless as to what to do at the gym or how to work out; so, she looks up exercise plans on Pinterest. Another interviewee said that he needed to lose a significant amount of weights; so, he turned to dieting. When the dieting program he was using ultimately didn’t work for him, he chose to try a different approach. He looked up alternatives and decided on monthly juice cleanses. Overall, the internet seems to be the main source of information for my segment. People like to have information as quickly and as easily as possible, and the internet, specifically Google and even social media trends, provides just that.

Conclusions

By further evaluating potential customers and listening to all the knowledge they have to offer, I have learned that, although people are genuinely interested in bettering themselves by working on their physical health, they find it difficult to find accurate information regarding how to improve their health. There is plenty of misinformation concerning how to eat healthily and people have run into obstacles when trying to find an exercise routine that works right for them and their schedules.