12A - Beginning of Buyer Behavior Process
The segment of customers I have chosen is people who want to plan out their meals every week as a way of being healthier.
The people that I interviewed said that their need becomes present before they go grocery shopping, generally around once a week. One of the people I interviewed had been meal prepping as a way to have easy healthy meals, but they were making such similar dishes every time and it was difficult for them to be more creative but still prepare easy meals. The second person I interviewed said that they don't plan out their meals, they just make grocery lists before going to the store. But they said they want to start because they felt it would make it a lot easier to stay on track and it would keep them from wasting groceries. The third person I interviewed said they sometimes scroll through recipes on food websites and will pin them as bookmarks, so that later they can go back and buy the ingredients for those dishes that they want to make.
All three people agreed that they would often follow recipes online for inspiration on things to cook, whether from instagram or cooking blogs. The first two people said that they would mainly use inspiration if they came upon recipes on instagram, or if they really had something specific in mind they wanted to make they would look that up. The third person said she would oftentimes search for recipes with a specific ingredient or phrase such as "garlic chicken" but she said it would be convenient to have a database where you can sort recipes easier in that manner, and have a wide selection where they are all easily accessible.
I think that this segment was aware of their needs before my interviews, but they did not think to find solutions for their needs rather than what they were already doing.
As someone who would use your service to plan out meals, I can say that there's no clear solution right now to figure out what meals are easy to make. All the recipe apps that I have have no problem showing me things that take upwards of 30 minutes to make. I feel like an app with a certain perspective on a lifestyle such as ours would be beneficial as it perfectly balances a delicious, nutritious meal with convenience and ease.
ReplyDeleteHey there Jesse!
ReplyDeleteYour segment is one that I personally identify with so I can relate to some of the people you interviewed. The opportunity you present is one that many people would appreciate: many people know WHAT they want to do but not HOW to do it, and your app would most definitely satisfy that need that certain people have. In terms of how to actually construct such an app, it may be difficult to come up with a system to find or create the recipes that fit in the most, so chances are you'll have to dedicate most of your time to it. I'd love to see the final product though!
Jesse,
ReplyDeleteGood job on identifying your target segment. I like how were able to narrow down your target group for this segment. As someone who also tries to plan their meals every week, I tend to look up recipes on google or make a list of ingredients before I go to the store. I think the app would be super helpful in helping planning out meals easier. I think the responses you got from your interviews help paint a good picture on the behavior of your segment.