12A- Figuring Out Buyer Behavior No.1

I chose to venture upon a psychographic segment of people who life a lifestyle that involves them associating with small businesses frequently. Therefore, I have chosen to interview three people who I placed in that segment for which I am willing to learn more about the unmet need in hand.

1. First Interview: This is a man who works at a local small business in North Miami Beach, FL. He states that the fact that technology is increasing at such a rapid rate worries him because people are out there committing cyber crimes. He feels that as an employee, his job is put at risk if something happens that ends up harming the business. This need awareness takes place at anytime and anywhere due to the fact that technology never really sleeps. He believes that there are people out there that have the ability to bypass any system and they pose a potential threat. His solution is trying to help his employer (small business owner) implement plans that can reduce risk and he says that he would do this by searching up reliable methods on the web. 
2. Second Interview: This is an older woman who tends to give a good amount of business to small businesses. Since she is older, she was never really able to adjust away from the basic cash payments. She has an unmet need because she is unable to fully understand how her transactions work herself. She says that she does not manage her accounts and that her son does all that business. After explaining to her about all the threats out there and how advanced technology has been getting, she realized the extent of her problem. She says that she will soon talk to her son to help herself get more aware of the transactions that are taking place.
3. Third Interview: This is a man who frequently makes online purchases from small business retailers. He claims that he is able to get unique items and giving small businesses his business is something that he really loves to do. However, he claims that ever since learning about all these cyber threats and reading about how many businesses are getting screwed by that, he has started to limit his online shopping to bigger firms. He says that he actually researches every organization that he ever thinks of buying from so in return he learns about how secure they are at taking his credit card information. He also says that there are many parties on the internet that can actually get hold of his information if the organization's site is not secure enough.

I believe that due to these interviews I have gained much intel in the minds of people in my sector. These people have lifestyles that are at risk due to the fact that cyber threats are present. Everyone in this sector wishes for the least risk possible in dealing with small businesses and try to seek forms of safety of themselves and their money.