12A - Figuring Out Buyer Behavior No.1

 Segment: The segment I chose is middle aged parents who have kids as they would want safety features on their car due to wanting to keep their kids in case a crash happens.

Interview: What I learned from my segment is that they think the idea is nice but they don't have a high demand for it. As they have to take of their kids which can be costly and as a result if brands just utilize the technology then the brands can use the technology as an extra safety package which can be more costly. As long as its a reasonable price they would think about getting it but since the price would be controlled by the brands who use it, we wouldn't be able to change that. They say they rather would just drive safe unless the safety features would be lowered which wouldn't be known. Otherwise they would utilize it since kids can sometimes be rowdy and distracting, especially in their younger years, and often can distract the parents when they're driving so during those times they said it would be nice if something can help them if a crash is imminent because the parents takes off the road for a second.

Conclusion:  This segment would rather drive safely on their own when safety features are priced to high but if the idea was priced right then they would buy it as it would make the road safer for them and their kids. They do think it's a great idea but that the brands would be able to price the technology to whatever they decide.