Segment:
For this assignment I decided on the segment of people I know have a nicotine addiction that are around my age (18, 19, 20). I asked people around my dorm first if they considered themselves to be addicted to this substance and if they said no, I would move on, but if they said yes then I'd proceed to interview them. I interviewed 3 people, Ben (19), Haley (20), and Katie (18). All of these people admitted to me that they were avid nicotine users, so I tailored my interview in a way in order to figure out more information about their addiction.
Interviews:
For all of their interviews I actually got very similar responses from all of them. I asked how often they used nicotine and all of their answers were similar and they said they used it whenever they had free time. It basically became a habit throughout their day and they would just do it almost instinctively. I asked where they mainly did it, and the response was just as expected, basically anywhere you can think of besides on campus and in classes. This included examples such as, parties, clubs, bars, etc. The main thing I discovered was that avid nicotine users will use it just about anywhere it's appropriate and also in social settings. Finally, I asked if they truly wished to stop using nicotine if they could and they all agreed that yes, they would if it wasn't so prominent in their social lives.
What I Learned:
As briefly discussed in the last section, I learned that people who use nicotine devices such as JUULs, will find a way throughout their day to satisfy their craving for it. Many times they just pick up their device because it's as simple as inhaling on a plastic stick and is very convenient for them. This ease of access to "fix" their craving just further snowballs the problem forward. I also learned that by segmenting my interviews I got very similar answers to what I was originally thinking. The demand for my product would actually have a good amount of influence in teenagers, but it really just depends on their thoughts of the subject. For instance, the people I interviewed understood the physical and mental harm that they caused themselves by using nicotine and they agreed that if there was an easier way to fix their problem they would be interested, which is where my product would come in.
How I would Describe the Segment:
I think there's a good amount of students that fall in the segment of being addicted to nicotine, but I think it should be mentioned that not all people in the segment treat the product the same due to psychological reasons. There's a sub-segment of people who are looking out for their overall health that want to try and find a solution, and the other side of that are people that aren't looking towards the future in regard to what this could do to their health in the long run.
Jayson,
ReplyDeleteI really enjoyed reading your post. I definitely think that the solution you have for your opportunity is one that would help many. I would say that almost everyone I know owns a juul. I have friends that smoke when they wake up, on their way to class, while studying in the library, before they go to sleep, at parties, anywhere! As the people you interviewed mentioned, most people want to stop but since they have easy access to it 24/7 it is hard. I think that most people fall into peer pressure and into what is cool, so they get addicted due to friends. Your solution would be awesome for these people. Great job.