12A – Figuring Out Buyer Behavior No. 1

Pick a segment. In class, we have discussed how you might intuit the existence of segments that might exist in your venture's market. For this exercise, you must pick one segment.

My business venture's segment includes anyone who is interested in following a ketogenic diet. It would be people who are trying to follow a keto diet and would also want to limit any sort of distractions or food options that could diverge them away from following keto. It can also be for individuals who want to purchase their products from a keto grocery store because of quality or different brands that are not available elsewhere. 

Find three people who would fit that segment and arrange to interview them. These interviews, if conducted properly, should take about 10-15 minutes. Any less, and you won't be able to obtain adequate information.

I conducted three interviews with several people I know who have an interest in keto, or have done it before. Each of these interviews were around 10 minutes long and some of the questions asked included what the biggest obstacle to keto is, the biggest benefit of a keto grocery store, and how to find information on keto grocery shopping.

Report the findings of your research. Simply summarize what you learned in the interviews.

From what I was able to glean from the three interviews, it is that people who want to follow keto would like to have somewhere to shop for all their needs at once, and have no sort of issue with accidentally or unknowingly eating something that is not within the keto diet. The ways that these people solve their issue or find the solution is getting online and searching what foods are allowed for keto and what are not. Afterwards the next thing is to make the grocery list and pick up their groceries. Most of the time for these individuals their need for keto groceries coincides with anyone else who would need conventional groceries, so maybe once a week at the beginning of the week.

6) Draw conclusions. Based on what you know about this segment and what you learned in your interviews, how would you succinctly describe this segment in terms of need awareness and information search?

Overall, I would describe this segment as being highly aware of their need, and excelling at their ability to conduct information searches. They are in tune to what their need is when it comes to ketogenic grocery shopping, but may not always make the correct decision due to a variety of factors, like becoming distracted or accidentally purchasing the wrong product.