Buyers Behavior

1) Pick a segment: High income families/homeowners

2) Find three people who would fit that segment and arrange to interview them:

 I decided to interview people with high income. In 2017 the average income in the U.S. was $61,000 and the average income of Tesla owners was $143,000.

Interview 1

3) Begin with need awareness. 

Every time someone needs to go somewhere they take a car. There is a never ending want for cars and with a self-driving car that brings a new definition to the word car. Would make shopping easier, on the way you could start finding what you want to get at the store on the mobile website.

4) Move to information search. 

I either resort to using my phone and driving which is a very bad habit of hers she stated. The other option is leaving later and taking more time to get groceries or somewhere she hasn’t been before. Before going to the store she likes to see which food is on what isle. The down side is that it is very time consuming. If I don’t get to the app then I just look for sign at the end of the isles. Currently, there is nothing on the market for self-driving cars that can be bought.

Interview 2

3) Begin with need awareness

This a need I constantly need and most people like me who are busy with work and a  family. Owning several businesses around the city meant that he needs to be able to get around the city quickly and safely. With a self-driving car he could be working while “driving.” It would also make driving around the city with his kids more enjoyable  because I could focus on the them and not the road as much.

4) Move to information search. 

Sadly he said it solves this issue by waste time because he chooses to drive and wait to take any calls or text messages until he hase finished driving. Wasting time is a big issue for him because he is very busy and wasting five minutes could cost him a lot of money.

Interview 3

3) Begin with need awareness

My third interview was an elderly man. He said that he thinks this is the best investment idea that he has heard of in a while. Also agree that if he had a self-driving car he would feel more comfortable. It would allow him to go visit his grandchildren and friends. He also thought it would be a great idea for retirement homes because many of them no longer drive but want to go places.

4) Move to information search.  what is the very first thing they do to find a solution to their problem? What sources of information do they look for? When they search in Google, what are their search terms? Do they talk to friends and family.

His only solution is to either face the terrible roads himself or wait for someone to come get him and take him somewhere. This is why he typically stays home for most of the day. He doesn’t really use a computer because he doesn’t know how it works.

5) Report the findings of your research. 

I think the biggest thing I learned was that there would also be a market for elderly. People fear of driving on the roads because how dangerous other people are. Self-driving cars would allow for safer roads. Lots of people enjoy the safeness of this idea.

6) Draw conclusions. 

Keeping an open mind with this idea is important. There is nothing like this already on the market so it makes it difficult to compare too. The only this it really compares to is cars in general. The cities would have to be filled with self-driving in order for it to be as safe as people want it. There would still be room for human error when other people are in the driver seat and driving.