12A - Figuring Out Buyer Behavior

12A – Figuring Out Buyer Behavior

Target Segment:

For this assignment I have decided to focus on customers using a food tracker to keep up with their weight. I chose this segment because they are the largest segment of my market. People who are most likely to use the app and appreciate the scannable menu religiously and need to track food when they go out for a meal are those who have goals to keep a certain weight/lose weight.

Summary of Interviews:

Need Awareness:

These set of interviews went really well. Each person saw the need they have for the scannable menu. I interviewed two females and one male. Each had a unique perspective on the situations they would most like to have a scannable menu. The situations were for dinner for a girl’s night. Her favorite place because it has something for everyone was BJ’s Brewhouse. The other woman has just become more busy with taking her kids to softball games on the weekends and stops for brunch at IHOP or Snooze. The male that I interviewed had a very unique take. He eats lower calories during the week and saves extra calories for his weekends so that he can “treat himself.” He allows himself one cheat meal on Saturday and Sundays. Most of the time it consists of In-n-Out Burger which he mentioned being hard to get nutrition information from their website and NINE krispy kreme donuts!

Information Search:

There were many different answers to how they respond to becoming aware of their need to track their food faster. The male says he only goes to a select few restaurants that he is familiar and has tracked before. It makes it easier because if he has tracked it before, it is saved in his food tracker. The woman who goes out for her lady’s night says that her friends always know ahead a time where they are going. She will often look up the menu online with its nutrition facts and track it ahead of time, so she isn’t tempted on an empty stomach. The woman who takes her kids to brunch often finds herself having a cup of coffee only or eating before she takes her kids to softball so she can just order for her kids. 

Conclusion:

Each person seemed very aware of when they could find value in a scannable menu. The only issue I foresee is the need restaurants will see to implement the scannable menu. The male interviewee made me aware that once he inputs a krispy kreme donut, its nutrition information is saved and he just has to search for it and update the quantity. This makes me wonder if restaurants will see the need to implement a barcode for their menu items.