Figuring Out Buyer Behavior No. 2

After interviewing a new set of people who have iPhones and the new update (it has an app feature that turns on Do Not Disturb while driving), I have learned that my idea is still needed. It just needs to change a bit to fit the need more.

After my interviewed, I gathered that price would matter for my app. Not many people would be willing to pay for an app that stops them from using their phone, while driving. However, because it would offer rewards, the person I interviewed was more inclined to purchase it but would still want to make sure it was super cheap. No one would pay over 99 cents to buy the app. The three people I interviewed appreciated that the app would have built in map, allow music to continue to play and that there would be rewards for not using the phone. Luckily, I do not have to worry too much about style because it is an app. The people I interviewed stated that as long as the app was usable and not confusing, they would use it. Every person emphasized that it needs to be easy and the rewards need to be worth it.

This is all online and can be bought on smart phones. They see this type of app as an investment, therefore the interviewers said that they would look into other products first especially if this one had to be purchased. Even if the cost was low, they would still research alternatives in case there was a free and better app.

When they look back to see if it was a good purchase, the most important things were that earning rewards was reasonable as well as not to difficult to obtain and that the map was very helpful with no issues. These were the most important facts for post-purchase evaluation. They said if the app did not help them be motivated to not use their phone while driving, then it would be a bad purchase. The motivation/rewards are gift cards to places like Chick-fil-a, Starbucks, Dunkin Donuts, etc.

After talking with these people about the app that motivates people by offering rewards to stop using their phone while driving, I realized there is still a need. The solution just needs to be appealing to people. Two of the individuals mentioned the iPhone's update. There is now a Do Not Disturb feature while driving. However, two of the three admitted that they will turn it off anyway, so they can mess with their music and snapchat at stop lights. Once it is disabled it doesn't turn back on again. If they had an app that motivates them to stay off the phone completely, it would benefit drivers immensely. Having a free small Starbucks drink as motivation would work for them to stop using their phone, they said.