12A – Figuring Out Buyer Behavior No. 1

1) Pick a segment. My segment will be pet owners unhappy with the current food they are feeding their dogs.

2) Find three people who would fit that segment and arrange to interview them. 

          Interview questions include:

1)    What food do you currently feed your dog, and are you looking to switch them out from it?

2)    Why do you want your dog to eat differently and what do you look for in a new dog food?

3)    How often do you find yourself thinking about changing your dog’s diet?

4)    How many times do you think you’ve switched your dog’s diet?

5)    Do you consider your pet to be a picky eater?

6)    How do you choose new foods for your dog? And what influences your decision for new food?

3) Begin with need awareness. 

4) Move to information search. 

The first thing people I interviewed who have the need do to solve the issue is to change dog foods. They look online for ideas on which dog food is better and they also consult their veterinarians. They are likely to look at dog food reviews on google and compare the contents of said food. However, one of the strongest forces shaping their decision comes from personal experience from friends and family.

5) Report the findings of your research. 

I interviewed three people I had interviewed previously. One of them was someone who did not immediately wish to change their dog’s diet, and upon further questioning I decided to throw this interview out because it did not sound like they would seriously consider switching foods now.

However, the other two people I interview are personally known to me, so I know their needs from before. The first one is a family friend who owns a Siberian Husky named Bronco. Bronco was in an accident a few years ago and he needed to have surgery on his leg. Being a large dog, it is important for Bronco to maintain a healthy weight to avoid placing too much pressure on his leg. However, Bronco is a very finicky dog, and currently his mom is having issues finding a food that he will eat and that will keep his weight down. Sometimes he can go days without eating if he doesn’t like his food, which worries his mom. Current light kibble options are often rejected by Bronco, and healthy fresh alternatives come at outrageous prices due to Bronco’s size.

My second interviewee is again another family friend who owns a four-year-old poodle. This pet parent is particularly concerned because their dog is very finicky, and even when they do eat the kibble they are presented, they demonstrate gastrointestinal discomfort. They will vomit and have a hard time defecating. They have tried multiple dog foods with the same results. Finally, after placing them in a fresh food diet their health improved significantly. However, this comes at a price. This person is currently spending around $120 every month to feed their 14-pound dog.  

6) Draw conclusions. Based on what you know about this segment and what you learned in your interviews, how would you succinctly describe this segment in terms of need awareness and information search?

Based on my interviews, I found that there are three main things my interviewees look for:

Affordable, fresh, and healthful foods.

These are the main things that our business will focus on when offering our food. I think if we really focus on providing our customers with what they truly need, our business can really be successful.