Figuring out Buying Behavior No. 1
Figuring Out Buying Behavior No. 1
Selecting a Segment:
o For my interviews I chose to select two students who regularly go to Library West and spend hours studying there and also one student who doesn’t prefer going to Library West for studying and asking for their outside onion. The first student I chose to interview, Daniella, go to West almost every day to study for her rigorous courses. She is a third year Marketing major and is currently applying to be a part of the dual MBA program at UF. My next student, Victoria, is a third year Journalism major who commonly goes to West as well for her assignments. My last interviewee who doesn’t attend West as often, Valeria, is a third year Speech Pathology major who has a very busy and active schedule.
Conclusion from Interviews:
o What I learned from listening to these three students is they all expressed one common element, everyone loves the booths. Even the student, Valeria, who doesn’t choose to go to West as her main studying area expressed that when she does, she always goes straight to the third floor. Not only that, but she constantly hears her friends complaining how pact the booth area always is and how they are never in luck when finding a booth. When I asked them, what solution do they think should be done to fix this problem, they all said the addition of booths would fix many peoples needs. One interviewee, Victoria, even expressed the idea of adding booths to different floors so people have the option of being quiet or collaborative while still getting the luxury of being comfortable.
o When searching for a solution to my problem, they all agreed Library West should either eliminate less popular areas for space to add new booths, or overall make a section of the library just full of them. They expressed how West is so popular, a lot of the reason due to the comfort the booths provide, and they know this could only benefit students in a tremendous way.
How I Would Describe this Segment
o I would describe this segment as students who are focused and mainly want comfort when they find themselves studying for hours. It’s also a great place for collaboration. It was easy for me to emphasize with these three students because I am in their segment personally as well.
Hi Sydney, thank you for the insightful interviews. Both students you interviewed agreed that more rooms would solve the problem they are facing, which doesn't seem very surprising. I am surprised to see how students find the booths much more comfortable than other seating options. I suppose that is because West just does not have as many of them, so it's hard to tell they are in demand. I think it would be helpful to determine what percentage of students choose to study elsewhere because booths are not available. This could produce more of an incentive for libraries to consider using your service, if they knew they were losing participants. Could there be a more simple solution to providing cushier chairs? What is it about the booths that add extra comfort?
ReplyDeleteHi Sydney, I definitely think that students agree that booths are an issue. I think the next step is trying to figure out what makes them more sought out. There may even be a slightly different, but more useful solution than just adding more booths. You could design a more inclusive table with better chairs or a booth that flows around a white board, etc. Of course these are all just ideas but I think with even more interviewing you could definitely find your niche with this and create something even better for students, especially since you understand the dynamic yourself.
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