Figuring out Buyer Behavior No. 1

Choosing a Segment:

               I chose the market segment of families with siblings of special needs individuals who would participate in activities at the center.  Considering this was the initial market that assisted me in forming my idea, they would be the ultimate consumer.  I interviewed three mothers who were at therapies for their special needs child with other siblings waiting with them.

Need awareness:

While watching these mothers try to keep their children occupied, I asked them individually what they do during this time.  One of the mothers (Mom 1) said that she brings her sons homework or mobile device.  Another (Mom 2) said that her daughter plays games on her iphone and then changes for her soccer practice.  As soon as they leave the therapist they go sit at a field for an hour and a half.  The third mom (Mom 3) says it is a lot of coordination to get to therapy on time and sometimes they have to go run errands while her daughter is in therapy.  I asked all of them if they felt like sitting and waiting was time wasted or if they felt it gave them a break.  All 3 of the moms agreed that the time spent in waiting rooms was not relaxing and feels their time could be utilized in a more efficient way.  They wish they could do a fitness class, enjoy a cup of coffee or put their other child in an activity during that time.  When asked if they would like to be involved in the activities with their special needs child aside from therapy and all of them said it was something they would like to do.  There are not many opportunities to include their special needs child in fun enriching classes such as art, jewelry making, ceramics, etc. 

Search for information:

 Digging a little deeper, I asked Mom 3 where she looks for activities for her child to participate in.  She said she gathers her information from online searches and a special needs magazine she has subscribed to.  She mentioned that her online search does not always give the most up to date information as some of the options are in the past and are no longer offered.  Mom 2 added that she also gets information from the child’s doctor office as they receive information from other parents they treat.  Mom 1 adds that her son’s school sends home information regarding community activities that would be tailored to their situation.  As with many parents that are in a shared experience, all three said they get a majority of their information from friends and other families going through the same thing. 

Conclusion:

This is an unmet need for those who care for disabled individuals.  As such it is not something that is thought about by the general population and it is tough to find alternative solutions.  These families have accepted that their daily life revolves around additions to their schedule which make other activities not possible.  This segment would be interested in a service that would benefit all as long as it was located within a certain distance to their home/school and would not increase driving time.