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Figuring Out Buyer Behavior 1

1) The segment I have chosen is middle age consumers who tend to use their debit or credit card very frequently. 

2) The people I chose to interview were a mid 30's married mother of 3, mid 40's married man with no children, and a mid 30's single mother with one child.

3) Out of the three people I interviewed, all of the three have experienced many times when their card does not work as well as having to have their cards replaced. Two of the three people I interviewed did not realize that they had an unmet need until I started questioning them about their experiences. All three of them stated that they use their card at least three times a day each day and that at least two of the times each day, at different locations, they have had card reader errors. This means that it was not the chip readers themselves that were having issues, but instead the cards that were damaged or overused and caused damage. I tried to find a pattern with them, to see if it was truly their card having the issue or the card readers at the stores. Based on my conversations with them, the cards seem to be the problem, not the chip readers.

4) The first things that each person did was to get a new card from their bank. In each situation, after a few weeks of use the new card no longer was reliable meaning the card was from overuse or lack of proper storage. Two of the people I talked to went to google for help but found that they would most likely just need to get a new card and hope that it works for a longer amount of time than the other one. The people who searched google also talked to their bank about if it was a fluke thing or if they had seen this type of issue happen before.

5) Through my interviews I learned that most people looked into what was happening with their card once they found that it was an issue. I think that most people assume that it is a machine error or that the machine is not reading their card well when in reality it is most often an issue of the card itself. I also learned that there are some people who have this issue who do not think that it is a big deal, they would prefer to not worry about something else in their lives and continue with the card they have rather than switch to something new that they do not know.

6) I think that the segment I chose shows that the problem is a true problem and not just a potential problem if more people have it. It is possible that while there is this problem happening, not all of the people in the segment would be interested in the proposed solution to the problem. 

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