Figuring Out Buyer Behavior No. 1

The segment I chose is college students that regularly go to the gym. Obviously being a convenience, it can’t really be seen as an unmet need, but it did seem to be a strong desire. The interviews seemed to all bring up the point that when the gyms on campus are busy it is a hassle to have to type in your UF-ID and fingerprint yourself every time. This is something that most likely can’t change at UF, but when asked if they would be interested in the sort of app I was offering for a gym after college they all thought it was a great idea. One of the students I interviewed said he liked to be listening to music on his way to the gym to get him in the right mindset and that having to talk to someone at a front desk to sign in could ruin his routine and put off his workout. People said that having to manually sign in would be a big enough inventive to switch gyms to one that uses the app, but that if they didn’t have a membership at either yet it would definitely help sway their decision. It also seems to be more of a problem of how busy a gym is which is especially bad on campus, and this seamless sign in could help alleviate some traffic.

My findings in the interviews gave me hope that this idea could actually get put into action. It was clear that this isn’t necessarily a need of gym goers but would definitely be a quality of life increase. In terms of need awareness, these people sign in to a gym almost every day, and at some point they probably stop thinking about it after getting into the habit. However, I think even hearing about an idea like this would instantly turn on the light bulb to see it could be much better.