12A- Figuring Out Buyer Behavior No.1

Segment: 
The segment I chose is those of all ages new to the gym or new to a specific gym membership (3 months or less). I did not confine this to a specific location or gym.

Interviews:

Person 1
Female, age 49

• Need awareness: She experiences this need whenever she enters her new gym alone, which is 90% of the time. She feels intimidated going alone because many people at her gym are experienced and "look really buff". She also mentioned her own confusion with some of the equipment and feels equipped on her own. She would prefer to workout with a partner but cannot find someone who will go with her, as she trains before work early in the morning. She also does not have the financial means to purchase a package with a personal trainer. 
• Information search: She often will skip certain machines that she is uncertain of how to operate or will finish a workout early if she feels intimidated or if the gym is filled with people. Sometimes, she will skip a workout entirely because of the fear of others and the lack of a partner. She will attempt to look for someone to go with her, but she works out at times not convenient for her friends/family/husband. 

Person 2

Female, age 23

• Need awareness: She experiences this need every day when she goes to her new gym. She just moved to a new city for her job and does not know many people in the area. While she has experience weightlifting, the new environment of people and location of equipment often intimidates her and is associated with feelings of embarrassment and loneliness. 
• Information search: She will blast her music in attempt to drown out the other people in the gym. She would prefer someone physically to help locate machines, help her feel more comfortable in her new gym, and keep her accountable. She often avoids the weight section entirely or skip that portion of her workout due to the anxiety of feeling confused or inexperienced. 

Person 3 

Male, age 32

• Need awareness: He is new to weightlifting and just became a member at a new gym. He experiences this need every time he does not have a gym partner, as his friends' schedules often do not line up to his. This need is especially present when lifting heavy because someone is needed to spot him. He finds it hard to go heavier when he works out alone and cannot afford to purchase a personal training session or package. 
• Information search: He often skips on going heavier in his lifting sessions because he is afraid to lift without a spotter. This is negatively affecting his progress as he cannot improve without progressively overloading with weight. He has talked to multiple friends about finding a time to go to the gym together, but has not yet found someone who's schedule lines up with his. 

In these three interviews, I decided to find a large variety of the specific segment by using people in different age ranges, locations, and gyms. This I feel gave me a wider perspective of the various need awareness' and information searches of my market. This will allow me to better advertise to all needs and searches present in those who experience this issue. I now feel more equipped to progress in my idea and meet all the needs of those who face the problem. I would describe this segment as one desiring a workout partner not only because of inexperience, but because of a new gym setting and location. Further, for reasons such as spotting and accountability.