12. Figuring out buyer behavior

1. Segment: Golfer in 20s-50s residing in Northern Florida

2. a. Golfer in Jacksonville, male, 32 y/o

    b. Golfer in Gainesville, female, 22 y/o

    c. Golfer in Ocala, male, 47 y/o

3. Unmet need: Ranges are far too overpriced and not very accessible. All three interviewees agreed on the problem. Golfer C mentioned that since golf ranges are almost always managed by golf clubs with 18 holes, the maintenance of the ranges are always the second priority. However, for golfers like golfer C, who prioritize practice more than playing a round, the maintenance of the ranges is much more important than other people realize. Golfer B is a female golfer who isn't free enough to play golf during the day, so she always searches for a range with lights on at night. However, she has a hard time looking for quality ranges that are not overpriced with lights on. Lastly, golfer A says that a lot of the course pros at golf clubs cannot help much because they often have limited technology but only rely on the look of the swing. Golfer A wants to use a facility with great accessibility and pros with access to new technology that can help him improve his game.

4. The first thing that they do to find a new golf range is of course, to search either on Google or on Yelp. They also search and ask on Social Networking Services to get advice from the local people. The words associated with their search were "lighted range" "TrackMan range" and "ranges nearby."

5. I learned that many golfers in general were facing this problem, and that a little technological innovation and sources of financial investment would greatly help solve this problem for all golfers.