12A Figuring out Buyer Behavior

Segment: My segment is middle- and upper-class professionals of all fitness levels who want to invest in their health.   

Need awareness: From these interviews, I found out that this need mostly arises for those who have a very busy work schedule and a hard time incorporating workouts in their day. I also concluded that my need can arise at all times of the day. One of my interviewees says he would invest in one of these machines in his personal office to workout midday and break up his day. The other two interviewees said they would probably use this machine before or after work.

Information Search: Two out of three of my interviewees have met their need with gym memberships. One of them spends an extra 40 minutes a day commuting to and from her CrossFit studio while balancing a full-time job and studying for her actuarial exam. The other one has found a gym he likes that’s a 10-minute commute from his home. My third interviewee is given a corporate allowance to spend on fitness but hasn’t joined a gym because she’s too busy with work and other activities, but she occasionally enjoys running. She’s wants to get back into fitness. Through these interviews, I’ve found that these people meet their needs by joining a gym, fitness community, or by exercising at home.

 Summary/ Conclusion: Through my interviews, I gathered useful information. I found that 2 of my interviewees met their needs by joining a gym or fitness community however, they had to sacrifice chunks of their day commuting. My third interviewee exorcized at home. I think this shows that there is room in the market for a comprehensive at home workout machine.