Figuring out Buyer Behavior No. 1
1. Segment:
Middle aged men who have families but need to commute 30 minutes or more every day for work near Miami, and are regularly caught in traffic on their drives through highways.
3. Awareness:
All three men were in agreement that there is much need for more express lanes. They all expressed their annoyance with the amount of traffic they hit every day. This was made even more irritating by the fact that they all hit rush hour traffic and were having to leave much earlier than usual in order to compensate for the amount of traffic they normally encounter. One man was less pestered by the leaving earlier because he was a morning person, but the other two seemed to be angry just bringing up the lack of sleep they receive because of their traffic conditions.
All three said they were aware of other express lanes but none were direct enough to where they worked for them to use it on a daily basis, in spite of the amount of traffic they hit. Their need drastically increased when they hit traffic, and only then would they look for the express lanes and go out of their way to get on one.
When they go on long drives for family vacations or other incidents, 2 of the 3 said they look for express lanes on their way so as to make the journey less miserable, and make their destination seem more appealing. Without hitting traffic, their entire families are in a better mood for the duration of the trip!
On weekends they tended not to drive so much and therefore didn't use express lanes at all then.
4. Information Search:
Once they become aware of their need to avoid traffic, they tend to look up alternate routes via google maps and other apps such as Waze. This is especially useful when they are about to hit traffic and are already using an app that immediately gives them an alternate route. On top of that, if they are with a friend or family member when they hit traffic, they often ask them whether they know of alternate routes to go, without traffic, that would speed up their arrival time.
5. Report My Findings:
With the information I was given, I was able to determine that there are certain times when an express way seems more appealing than others. It won't always be needed or wanted, but there will be times where it saves people precious time and there for becomes more valuable. With more more people and cars driving around everywhere, the roadways seem to be getting more and more congested. If strategically placed, the express ways that I propose to put up could be very beneficial to all those in proximity to it.
6. Draw Conclusions:
This segment of the market seems to be in check with what I thought. They were able to give me more incite to the specific times and situations that they would be willing to use an express way. They become most aware when they are in need to reach a destination in a timely manner, and they are also very keen on finding alternate routes to speed up their progress on the road. Being able to get in cahoots with an app such as google maps or Waze could be extremely beneficial to both the express way developers and the people using it.
Middle aged men who have families but need to commute 30 minutes or more every day for work near Miami, and are regularly caught in traffic on their drives through highways.
3. Awareness:
All three men were in agreement that there is much need for more express lanes. They all expressed their annoyance with the amount of traffic they hit every day. This was made even more irritating by the fact that they all hit rush hour traffic and were having to leave much earlier than usual in order to compensate for the amount of traffic they normally encounter. One man was less pestered by the leaving earlier because he was a morning person, but the other two seemed to be angry just bringing up the lack of sleep they receive because of their traffic conditions.
All three said they were aware of other express lanes but none were direct enough to where they worked for them to use it on a daily basis, in spite of the amount of traffic they hit. Their need drastically increased when they hit traffic, and only then would they look for the express lanes and go out of their way to get on one.
When they go on long drives for family vacations or other incidents, 2 of the 3 said they look for express lanes on their way so as to make the journey less miserable, and make their destination seem more appealing. Without hitting traffic, their entire families are in a better mood for the duration of the trip!
On weekends they tended not to drive so much and therefore didn't use express lanes at all then.
4. Information Search:
Once they become aware of their need to avoid traffic, they tend to look up alternate routes via google maps and other apps such as Waze. This is especially useful when they are about to hit traffic and are already using an app that immediately gives them an alternate route. On top of that, if they are with a friend or family member when they hit traffic, they often ask them whether they know of alternate routes to go, without traffic, that would speed up their arrival time.
5. Report My Findings:
With the information I was given, I was able to determine that there are certain times when an express way seems more appealing than others. It won't always be needed or wanted, but there will be times where it saves people precious time and there for becomes more valuable. With more more people and cars driving around everywhere, the roadways seem to be getting more and more congested. If strategically placed, the express ways that I propose to put up could be very beneficial to all those in proximity to it.
6. Draw Conclusions:
This segment of the market seems to be in check with what I thought. They were able to give me more incite to the specific times and situations that they would be willing to use an express way. They become most aware when they are in need to reach a destination in a timely manner, and they are also very keen on finding alternate routes to speed up their progress on the road. Being able to get in cahoots with an app such as google maps or Waze could be extremely beneficial to both the express way developers and the people using it.
Good afternoon Stephan! I really like that you had a lot of information and details to back up your opportunity with things like people having to google map and waze for a better traffic route which made me think of all the times I was forced to use apps like these to maneuver around traffic! Have you considered expanding your segmentation to others like moms commuting back and forth daily to take their child to soccer, football, baseball practice I’m sure it would benefit them as well.
ReplyDeleteEven though the express lanes(s) may not always be needed, lots of drives will be utilizing the express lane during peak times of traffic, which should make the venture worthwhile. Although construction may be quite costly and slow traffic down initially, I’m sure it’ll be worth it for the finished product—especially considering how apparent the problem is to your segment.
ReplyDeleteHello Stephan,
ReplyDeleteGreat job, I really like the fact that you gave a lot detailed information. Your conclusion left me thinking, it is true even if extra express lanes were built they won't be used all the times, only those times that the traffic is so huge. In addition to that, I think also the price to access the express lanes will be key determining factor of their usage, If the price is high people will prefer to stay on traffic, however I it is low more people will use the service