To find out more on the buyer for my proposed business, I found three people to interview who said they had the unmet need. Each one had the need for the car buying service, but none had heard of the concept before.
Need Awareness and Information Search:
Interview 1:When asked at what time the need would be most present they said that it would be during the physical process of buying a car. When asked in what situation could they use this service, the interviewee said when they are newer to the car buying experience. When asked where he felt the need the most, they said when they are at the dealership. I asked if they have found any solution to the problem that I aimed to solve, and they replied that they often reference car buying sites, but that is only part of the need. When looking for information the individual said that they would look at Kelly Blue Book. Sometimes they ask friends and family for advice on buying a car.
Interview 2:When asked at what time the need would be most present they said that it would be during the search for the right car. When asked in what situation could they use this service, the interviewee said when they don't know the market. When asked where she felt the need the most, they said when they are looking at prices. I asked if they have found any solution to the problem that I aimed to solve, and they replied that they often ask family. When looking for information the individual said that they would look at cars.com .
Interview 3:When asked at what time the need would be most present they said that it would be during negotiating process. When asked in what situation could they use this service, the interviewee said when they don't want to get ripped off. When asked where they felt the need the most, they said when they are at the dealership. I asked if they have found any solution to the problem that I aimed to solve, and they replied that they often try to buy cars online. When looking for information the individual said that they would look at eBay or Carmax. They normally do not ask others for car buying advice.
Summary and Conclusion: In summary the individuals I interviewed are all looking for a service that can provide them for help either to get a good price for a car, need a better service to find cars, or has difficulty when buying a car. They realize the unmet need and have searched for the right solution, but have not found one. From the interviews I can conclude that the need is present, and people are looking for an answer to the problem. With these problems in mind we can attempt to maximize the marketing efforts to get a strong base of consumers.
Akash, while I think your interviews are extremely thorough and provide much needed feedback toward this service you want to provide; I found that I really couldn't identify what segment you were representing here. The only thing I got out of it was the segment of the population who don't know about car broker services, in comparison to those who do.
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