Figuring Out Buyer Behavior No. 1

In keeping with my newfound unmet need, I interviewed three individuals who also found this need to be one of substance and necessity. The market segment they occupy is that of middle-class parents with children. I specifically chose this segment due to their ability to influence their local political representatives in order to gain traction in legislation, as well as their concern for providing some level of societal decorum as it relates to public use of marijuana.  If you recall, my research was for a hub like structure in which those indulging in marijuana use in public places (streets, parks etc.) could do so without disturbing the quiet enjoyment of others who may not have the same disposition. This need is necessary as recreational use is due to become state law in the months and years to come.

In interviewing my participants, I found their awakening to this unmet need more so found them. This I found to be quite interesting.  In one instance, the individual’s children bought the subject matter up after smelling the odor while walking past a condominium complex. The parent was unable to reconcile the issue and became perturbed that it was introduced before they were prepared to. In the other two situations, the unmet need was discovered when the individuals as users had to reconcile the smell within their clothing when visiting a restaurant soon after use. Their preference would have been to somehow have contained the odor prior to being introduced into a public situation.  In these instances, the unmet need became the same, which was to create a level of anonymity to the use.

The participants within my project as middle-class parents for the most part use the same behaviors in becoming aware of their needs to resolve a problem. Being busy in career development, child rearing and providing for family, they were not of the segment to research solutions to problems proactively. Because of their busy lifestyles they are all reactive. Now that they are left with a problem (after it having been pointed out) that is directly affecting them, they are interested in a quick resolution.  

In closing, this segment while having the ability to create the highest level of change due to their having political, monetary capital and influence, in most instances do not proactively utilize this capital. The issue while paramount to them may be swept under the rug so to speak until someone reminds them of the issue, and a possible resolution. It is at that point that they become activated in wanting a resolution sooner rather than later. In this instance, I would use them as influencers within my marketing appeal to marijuana business leaders, and politicians who have been actively forging for this to become law. This is where the funding for my devices will come from.