Figuring Out Buyer Behavior No. 1

My segment for this assignment will focus on students at the University of Florida who regularly drive on campus as their main mode of transportation.

1.) For the first interview, I asked my roommate Wesley Biddle many questions about his experiences traveling through the University of Florida Campus. He described to me how frustrating it is for him to drive on Museum Road because of the constant congestion that occurs. He is aware of the struggles that everyone else experiences too on this road because he has many friends that always have the same travel habits. To solve his problem, Wes said that when he knows he has to travel through this designated area he has to leave 5 minutes earlier to give time to get through this traffic congestion.

2.) For my second interview, I asked my friend Robert Schulte about his difficulties as a student trying to travel through this area. Robert primarily uses his scooter to get around campus, so he believes that it is easier to avoid the pedestrians walking across the crosswalk. However, he understands how frustrating this experience still is because he often has to wait behind cars and busses who are not able to easily get through the flow of pedestrians. He expressed interest in getting rid of one of the three crosswalks as a solution to clear up some of the congestion. He also mentioned that he has notified some of his student government associates about this issue, but has not gotten anywhere with the problem at hand.

3.) For my third interview, I asked one of the bus drivers for the 120. This bus route goes through Museum Road, so he is one of the people that experiences this difficulty of traveling the most. He mentioned that as a bus driver he is very aware of how important it is to keep an eye out for pedestrians on campus while driving. He also expressed frustration with how it takes a while to get the bus through the first crosswalk and then he has to wait in the middle for the next crosswalk to clear up. Although he is prepared to deal with constant traffic congestion as part of his job, he suggested that he would definitely enjoy some kind of solution for this area to make his life less stressful on a daily basis. When I suggested my idea he was actually impressed with the concept, but was worried about the significance of cost that would be associated with constructing this pedestrian bridge.


After conducting my interviews, I have learned that there is definitely an expressed concern with traveling on Museum Road and there seems like there has been no work to create a solution for it. It was interesting to learn the different emotions from the people I interviewed because of how this opportunity would benefit some people more than others.

Overall, I believe that this segmentation was effective. The need awareness seems to be growing from the time I started school here to present time. The information search seems to struggle a bit because this concept is not something that could be easily accomplished. People did not seem as able in this area because this is a municipal concern, so it would take more than just one person expressing troubles to actually accomplish getting rid of the problem.