Figuring Out Buyer Behavior #1

The segment I selected to evaluate for this assignment was middle-aged men. The people I found to interview that fit into this segment were my friend's dad, and both of the owners of the two businesses I work for. While interviewing, I asked questions that could first determine if these men shared the need for a battery-powered breathalyzer that attaches to their car keys and then I asked questions regarding the situations that they may find themselves in where they would benefit from having this product. Finally, I asked questions that facilitated discussion of information search.

Interview #1: Friend's dad
My friend's dad said he mostly engages in drinking at night after work or on his days off in both social settings and his home setting; when drinking in social settings he often drives home and when at home, he sometimes receives calls from his kids needing rides. He said he would get the most use out of this product when he was driving passengers in his vehicle because keeping his family and friends safe are of high importance to him. When asking my friend's dad how he begins gathering information, he says he always resorts to an internet search on his phone.

Interview #2: Owner of business #1
The owner for the golf course I work at is single and usually engages in drinking in the evenings when he meets up with his friends at a local restaurant or bar. Although he has a short commute home, he is still concerned with safety when getting behind the wheel after drinking. He said that because he drinks at night, it is oftentimes dark when he is on his way home which leaves more room for error in driving due to lack of visibility. When we discussed information gathering, he said that because he is very well connected through the business he owns, he often asks other individuals about things of concern, he said that he usually knows at least one person that has the answer to his questions or problems.

Interview #3: Owner of business #2
The owner for the gym I work at is married with two young children. He doesn't engage in drinking often but when he does it is usually at a dinner with family, friends, or people in his company. He said that since him and his wife first started dated, he took the role of the driver, therefore when he drinks it is important that he is responsible and can drive his wife and family home safely. He expressed that he would use this product in situations where he was unsure if he had consumed a safe amount of alcohol to drive home. In terms of information gathering, he said that he enjoys engaging in thorough research when faced with a problem that needs solving. He usually refers to searching the internet on reliable websites and then gets second opinions from family or acquaintances that he trusts.

The segment of middle-aged men is aware of the need for the main reason of keeping themselves and those they care about safe; whether they are single or married does not appear to affect this demand for responsibility. Because they oftentimes drive themselves or their families home, they would make use of this product to ensure that they are within the legal limit of alcohol consumption. In terms of information gathering, middle-aged men tend to refer to the internet or people for answers to their problems or information regarding their discovered solutions.