12A – Figuring Out Buyer Behavior No. 1

   The segment  is females ages 20-30.

     After interviewing three people that fit my segment, I was able to get helpful information. The people were able to tell me when their need becomes more prevalent. When these people use a public restroom, a single restroom is where their need becomes more common. A public place with one restroom is more unsanitary then a place with multiple stalls. Places that have one restroom are larger and typically do not have anywhere they can put their phone. A hook is less likely to be on the door when they use a restroom in a place such as a gas station. When stopping at a gas station people are more likely to be in a hurry so a dropped cell phone can easily occur.

     When people look for information on this product, there is not always an alternative they can search for. They can search for a bag or a purse but this is something they do not always have on them when using the restroom. This segment did a good job of describing the need awareness. The people I interviewed were able to talk about different times and circumstances when the need occurs.