What User Buys

User purchases generally fall into two behaviors:

1. Fulfilling an Existing Demand: Users actively seek out products or services that meet a specific need.
2. Creating a New Demand: Producers introduce products that create a new demand among users.

For example, since the 90s, people have been buying personal mobile phones primarily for calling or texting. However, Apple revolutionized this space in 2007 by creating a demand for large, touchable, colorful screens, transforming the mobile phone into a multifunctional digital device that fits in your pocket.

Once a purchase is made through either of these ways, it is crucial to keep the user satisfied.

Previous episode: What Really Sells a Product? Uncovering the Overlooked Importance of User Experience (UX)

The Importance of Knowing Your Customer

As an entrepreneur, understanding your customer is the most important key. You need to delve deeper than traditional segmentation and personas. It’s about comprehending their motivations, behaviors, and lifestyle. Here are some key aspects to consider:

Understanding User Motivations and Behaviors

• Daily Activities: Know what your users do in their daily lives. Are they professionals who rely on productivity apps? Are they students who need educational tools? Understanding this can help you tailor your product to fit seamlessly into their routines.
• Spending Habits: Learn how your users spend their money. For instance, a user might freely spend money on nightlife but become very meticulous when purchasing tech gadgets, spending time reading reviews and forums. This knowledge can guide your pricing strategy and marketing messages.
• App Usage: Identify which other apps and products your users engage with. What are their experiences with these apps? Are there common pain points you can address better? This can help you position your product as a superior alternative.

I recently listened to a podcast series that discussed similar insights. The hosts emphasized the importance of understanding your target customer’s buying persona. They shared an example of a man who spends a lot of money without hesitation at nightclubs but meticulously researches and evaluates every detail when purchasing software. Their takeaway is: “Can you reach the purchasing identity of the customer in your target audience?” You can listen to the full discussion here and the publisher ?nan? Ayar here.

Practical Examples

1. Fitness App Users

• Lifestyle: They are likely health-conscious individuals who frequent gyms, track their diets, and participate in outdoor activities.
• Motivations: They seek tools that help them monitor progress, offer workout plans, and provide motivational content.
• Spending Habits: They might invest in premium fitness gear and nutrition supplements, indicating a willingness to pay for high-quality fitness apps.
• Pain Points: Many fitness apps fail to integrate with other health devices or provide personalized plans. Addressing these issues can make your app stand out.

2. Remote Workers

• Lifestyle: They spend a significant amount of time on their computers, juggling multiple tasks and communication channels.
• Motivations: They need tools that enhance productivity, streamline communication, and facilitate project management.
• Spending Habits: They might subscribe to premium software services that boost efficiency, indicating a market for high-quality, integrated tools.
• Pain Points: Issues with data synchronization, user interface complexity, and lack of customer support are common. Focusing on these areas can improve user retention.

3. Eco-friendly Product Enthusiasts

• Lifestyle: These users are environmentally conscious and seek to reduce their carbon footprint through sustainable living.
• Motivations: They look for products that are eco-friendly, made from sustainable materials, and have minimal environmental impact.
• Spending Habits: They are willing to pay a premium for products that align with their values, such as reusable household items or electric vehicles.
• Pain Points: Common issues include lack of availability, higher costs, and doubts about the true environmental impact of products. Addressing these concerns can make your product more appealing.

Suggestions for Discovering Buyer Personas

1. Conduct Surveys and Interviews: Direct feedback from users can provide invaluable insights into their behaviors and preferences.

Example: Use tools like SurveyMonkey or Google Forms to gather data.

2. Analyze Usage Data: Track how users interact with your product. Look for patterns in the features they use most and the times they are most active.

Example: Tools like Mixpanel or Google Analytics can help with this analysis.

3. Social Media Listening: Monitor social media channels to understand what users are saying about your product and competitors.

Example: Tools like Hootsuite or Brandwatch can assist in this process.

4. User Testing: Conduct usability tests to observe how users interact with your product and identify any friction points.

Example: Platforms like UserTesting or Lookback can facilitate these tests.

By deeply understanding your buyer personas, you can tailor your product and marketing strategies to better meet their needs and preferences. This approach ensures that your product not only attracts new users but also retains them, driving long-term success.

#BuyerPersonas #ProductMarketing #CustomerInsights #UserExperience #Entrepreneurship #MarketResearch #BusinessStrategy