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The segment I have chose is 3 University of Florida students who are all female, apart of Greek Life and various organizations on campus, and ride either a scooter or bicycle to get around. The first (Annika) is a second year pre-dental major, apart of Zeta Tau Alpha, and gets to classes and labs on her scooter. The next (Gabriela) is a first year business major, apart of Alpha Omicron Pi, and gets to class and meetings on her bicycle. The last (Julia) is a senior nursing major, apart of Tridelta, and takes her scooter to Shand’s hospital and around campus for class. 

What I learned: 

As expected their need for the product is most salient when they are operating their vehicles and choose not to wear a helmet. All three expressed that they feel a tinge of guilt riding their bicycle or scooter without a helmet because they know it is unsafe and don’t want to get hurt. Therefore, they admitted that their solution to the problem is actually none at all. Instead of wearing their helmet they can see no other way to solve their problem so they ignore it. They admitted that they really haven’t thought of their being a solution to the problem. Annika was even rather skeptical although she agrees she would purchase and use the product. Of course her concerns involved the actual structure of the helmet and how it keep her protected but also how I would be able to get people to start wearing them to the point where everyone feels comfortable wearing them, thus squashing out the original problem. Gabriela explained to me that she did once google the phrase “less bulky helmet” as the one that came with her bicycle was just unattractive. She said her search led to a dead end, and she keeps the helmet in her dorm but seldom wears it around. I learned also that 2 girls did not think that they were in any eminent danger that the “chances they get hit by a car, or hurt” are so slim that they don’t even worry about it. But this kind of mentality is dangerous and leads to grave dangers. 

Conclusion: 

I think that the awareness of how important it is to wear a helmet is low. And the tendency for UF students to wear them is even lower. It enlightened me that I would need to raise awareness and market the connivence and style of my product to make it most appealing. I thought prior that the product would market itself but I know now that before it would even be released I would have to do extensive work, convincing people that they are worth buying and ultimately wearing.