Buyer Behavior, Part 2

Due to the nature of my product and the segment I chose, there is not necessarily a purchase involved in remedying the need. I was, however, able to determine a set of three alternatives.

1: Asking a Librarian or other library staff

2: Check the online catalog

3: Buy the book online or at a bookstore.

Interviews:

1. Female, senior, Political Science major

1. Posed the problem and presented all three alternatives

Picked option two.

2. Why did you pick this option?

Sometimes I don’t know exactly what I want but with the catalog, I can type in a few keywords and it will give me several options and where to find them.

3. How/Where would you prefer to solve this?

I prefer to solve this with the catalog because I avoid mistakes and misunderstanding that could happen with a librarian and I honestly usually don’t have time or money to be ordering a new book every time I need to study or add another source to my thesis.

4. How do you know you made the right choice?

The catalog is quick and easy, I type in what I need and it gives me quick and understandable results.

2. Female, Santa Fe Student

1. Posed the problem and presented all three alternatives

Picked option one.

2. Why did you pick this option?

Library staff can usually help you find anything and/or will search the catalog for you and give you explicit directions or take you to where you need to go.

3. How/Where would you prefer to solve this?

I prefer to solve this in person because I really like to talk to actual people rather than use some form of technology. A person is more likely to comprehend exactly what I need and how to help.

4. How do you know you made the right choice?

The staff has been able to help me before and find what I need in about 5 minutes. Apart from having trouble navigating the UF websites since I’m not a student, the catalog can be confusing and usually doesn’t give you an exact location of whatever you’re looking for. It’s so much easier to ask for help so it can be efficient and you’re more likely to find exactly what you’re looking for. If it isn’t exactly what I need, the staff can also point me in the right direction for something similar.

3. Male, Professor

1. Posed the problem and presented all three alternatives

Picked option three.

2. Why did you pick this option?

As someone who has been working at the university and coming to this library for many years, it is rare that I am unable to find something, and if I am it is usually because they don’t have it.

3. How/Where would you prefer to solve this?

I prefer to just buy the books so I can mark them up while I read and take as long as I please. I usually come here to find resources and suggestions for my students so I don’t need to buy EVERY book, but it’s not worth the trouble of a detailed search to me.

4. How do you know you made the right choice?

I know I’ve made the right choice because for the most part, I find the books very interesting and when I’ve purchased them I can go ahead and add them to my personal collection. I am also better able to answer questions and give advice to students in regards to the book when I am able to pay attention for as long as I want and write whatever notes I please in the margins.   

This segment is generally looking for a low-cost and efficient option. It should be easy to navigate in order to help the patrons avoid any further struggle and be flexible enough to help the user solve the problem if their first choice isn’t available. This could mean something like a suggestion widget that gives similar titles/locations once you have reached the destination inputted into the app.