Figuring Out Buyer Behavior No. 1 12A

The segment that I have chosen to focus on is American car owners aged 40 and above. The people that I interviewed all share the common unmet need that they are concerned about their safety when driving a car and want to feel more safe. One of the people that I interviewed explained to me that he feels the need often but feels helpless in combating the need, which is why he has never searched on Google or gone out looking for a solution. This tells me that people will become interested in my product once they know it exists, however, they may not go out looking for it because they may not even know what to look for or what exists. Another woman told me something similar, but she had actually looked up safety features in cars before. She said that whenever she is researching what car to buy next, she always looks at the features and if certain cars have special safety features it definitely influences her decision. She said that she has googled the safety features that exist in cars and if she were to google it her exact search would be "what are some car safety features?". Another man told me that he has been pulled over for having a tail light out in the past. He said that afterwards, he tried to check every once in a while to make sure that they are still working but that he often forgets. He said it might be months in between when he checks them and by that time it'd be too late anyways. Similar to the first person that I interviewed he said he felt basically helpless with his unmet need and that he never even bothered talking to anyone about it or seeing if anything exists that might help to solve his problem. I found all of this interesting because people seem to be think that there could never be a solution to this problem and they just give up. If people knew that there was something out there to solve this unmet need I think that they would definitely purchase it. The people that I interviewed tend to be aware of their need, they just give up on the information search.