Figuring out Buyer Behavior No. 1
The market segment I choose to target for this assignment is young professionals who commute from Deland, FL to Orlando on a daily basis for their career. All three of them work as Engineers in the city and use the highway system as a means of commuting when traveling from and to.
After conducting interviews, I was able to dig a little deeper on when, where, and why traffic effects them the most. They all told me that getting home an hour late is expected if you do not leave work by 4:30 PM Monday through Friday. With 5:00PM rush hour of all the people commuting, the likely hood of bumper to bumper traffic is very high. This also includes in the early hours of the morning, you must be on the road by 6:00AM to bypass 8:00AM traffic. Continuing on with the interview, I also understood that the worst traffic is located more within the city limits of Orlando then opposed to the outskirts. Entrance ramps can be backed up for miles if there is a live accident on the outbound highways. These situations make it most inconvenient for them when they have an early morning meeting or an evening obligation back home. Lastly, another big nuisances of extended traffic jams is having your vehicle idling for long durations of time. This can cause your car to overheat and waste more gas than if your were accelerating down the highway. This can also cause an environmental impact due to the excess greenhouse gasses released in turn causing pollution.
There is no solution or easy fix to the problem in their specific situation other than deciding to take a longer alternate route or finding other things to occupy their time while the afternoon or morning traffic begins to thin out. One of them uses the time he isn't in motion to catch up on Emails and listen to the world news. The other 2 will go workout, grab a bite to eat, or stay in the office late.
It was interesting to see from a different light of how people who experience this problem on a day to day basis cope with the issue. Even with the inconvenience, they have learned to accept this as a way of life and what's included with the job. Thus, giving me more aspiration to fix the problem and change their lives for the better.
After conducting interviews, I was able to dig a little deeper on when, where, and why traffic effects them the most. They all told me that getting home an hour late is expected if you do not leave work by 4:30 PM Monday through Friday. With 5:00PM rush hour of all the people commuting, the likely hood of bumper to bumper traffic is very high. This also includes in the early hours of the morning, you must be on the road by 6:00AM to bypass 8:00AM traffic. Continuing on with the interview, I also understood that the worst traffic is located more within the city limits of Orlando then opposed to the outskirts. Entrance ramps can be backed up for miles if there is a live accident on the outbound highways. These situations make it most inconvenient for them when they have an early morning meeting or an evening obligation back home. Lastly, another big nuisances of extended traffic jams is having your vehicle idling for long durations of time. This can cause your car to overheat and waste more gas than if your were accelerating down the highway. This can also cause an environmental impact due to the excess greenhouse gasses released in turn causing pollution.
There is no solution or easy fix to the problem in their specific situation other than deciding to take a longer alternate route or finding other things to occupy their time while the afternoon or morning traffic begins to thin out. One of them uses the time he isn't in motion to catch up on Emails and listen to the world news. The other 2 will go workout, grab a bite to eat, or stay in the office late.
It was interesting to see from a different light of how people who experience this problem on a day to day basis cope with the issue. Even with the inconvenience, they have learned to accept this as a way of life and what's included with the job. Thus, giving me more aspiration to fix the problem and change their lives for the better.
Chris,
ReplyDeleteI understand the struggle of traffic during rush hour, having been raised in Chicago. We have a system where there is one express lane that takes you in and out of the city. It is located in the middle of the highway and the flow of traffic on it changes depending on which direction traffic is worse. Typically in the morning the express lane will open for people going in to the city, and then it will open to let people back out to the suburbs. This works really well when it is open, and it could be another idea for you to think about!