12A – Figuring Out Buyer Behavior No. 1

The segment I chose was people who like to use iPhone and phone case, but want to save money on the case. I interviewed three of my classmates from my other classes. All of them are iPhone users, all of them like to use the phone case, and one of them like to collect different cases. I asked them when and why they need some service like the "forever personalized iPhone case" service. They said that when they buy a new iPhone, the shape is different from the old one. Therefore, they want to buy a new case for their new iPhone. At the same time, they cannot find a way to deal with their old cases, so they think this wastes their money.

When I ask them what is the very first thing they do to find a solution to their problem, they said the only thing they can do is trying to buy a case they like, but some of them are really expensive. They do talk to their friends and family about their needs, but it's really hard to solve. After the interview, the conclusion I find is that people who want to save money and to not waste their resources on their phone case need the service like ours. This segment helps me to know more about the customer's behavior so that I can adjust my business strategy.