● Segment: The
segment that I have chosen to pursue is Demographics. Specifically, the age
group that I will target is the younger generations from ages 18-24.
● Person
#1-
When? This person noticed that he has this need
while he is riding his scooter on the road. Either going to class or just using
it as transportation on the weekends. How? He has this need when he rides
his scooter or rides on the back of a friend’s scooter. Where? Every weekday he rides his scooter to
class and when he decides to ride it over the weekend on 34th Street, Museum
Road, and Gale Lemerand Drive. The very first thing that he does when he
realizes this problem is to find a solution by going onto the internet. He said
that he looks for information that is from a credible source or he looks in
online books. When he searches on Google, he searches are about “riding
scooters” and “what not to do while riding on someone else’s scooter”. This
specific individual does not talk to friends or family about his problem.
● Person
#2-
When? This individual has this need Mondays and
Wednesdays and every weekend that she will use her scooter. Also when she wants
to ride over to her friend’s place or her sorority. How? She has class
every Monday and Wednesday, so she uses her scooter then and on the weekends when
she has plans she will ride over to her friend’s place. Also, the other days
that she doesn’t use her scooter, she rides with her friends in their cars. Where?
She has this need mostly every week when she is traveling to classes using her
scooter on University Avenue. Or when she has to drive over the weekend and use
drive her scooter on Museum road and 13th street. The very first thing that she
does to find a solution to this problem is to either talk to her friends or
family about it or looks up facts online about it. The look for reliable
sources on the internet or she uses other people’s knowledge of the situation
to help solve her problem. When she does search on Google, the search is about
“tips for riding scooters better” or “ways to be safer while riding a scooter”.
● Person
#3-
When? This person experiences this need when he
goes to class during the day or when he has to go to work at night or on the
weekends. How? He has this needs every day of the week, Monday-Sunday
because he uses his scooter as his main mode of transportation since he doesn’t
have a car. He will either has class during the week and when he doesn’t have
class he has work and that includes the weekends. Where? He has this when
he is riding on very busy roads going to and from work including University
Avenue, 34h Street, and Archer Road. Also, when he is traveling to his classes
he even experiences it on less busy roads on campus like Museum Road and Newell
Drive. When he noticed that he was experiencing the problem on the scooter, he
did not do anything to find a solution to that problem. However, he said that
if he were to search for information regarding the problem, then he would go to
family and friends that own a scooter or a motorcycle. This individual does not
search on google to try to solve this problem. He does not like to use his
phone that much or waste his time looking up things on the internet.
Interview
Summaries & Conclusion:
In these interviews, I learned that a lot of people are not aware of this
problem. However, there isn’t an offered solution that currently exists. The
only thing to help remedy this problem is to gain expertise from friends/family
or the internet. Also, in this segment, I have seen different views about
gaining information about the problems. Some people prefer talking with friends
and family or other people would rather look at resources online. I would
describe this segment in terms of need awareness by not enough awareness of the
problem at all unless it directly affects them or their way of life. They could
gain more awareness by doing research or talking to friends more about the
problem affecting them regarding the knowledge and safety of riding a scooter.
I would describe this segment in terms of information search by finding only
the necessary information to get by or to just get through the problem they are
having. The younger generation does want to look deeper into the problem
because they feel as it wastes their time.
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