Buyer behavior 1/assignment 12A

Segment:  Adults who play/coach sports recreationally and wear eyewear

Interviews

1.  Atticus, 27, wears sunglasses when needed

• When I spoke to Atticus I asked him at what age he began to feel the need to even start wearing sunglasses to which he responded that he's been wearing them for as long as he can remember.  He really noticed the slippage in high school however when he started playing baseball.  One time he found it so frustrating that the first thing he decided to do was not wear them at all which hurt his play but was less of an annoyance.  He also said that he never put much thought into a solution for this issue because he then grew out of playing competitively so it was not that big of an issue.  However, now he is a youth sports coach and is constantly in the heat so the issue has come back to haunt him.  He seemed very interested in my product to stop the glasses from slipping as long as it seemed cost effective and efficient.

2.  Joan, 50, wears corrective lenses all the time

• Joan, unlike Atticus, wears glasses all the time not just sunglasses.  She as a middle-aged woman does not spend nearly as much time playing sports as she did in her youth.  BUT she does these exercise classes at the indoor trampoline places.  So even though the sun is not a factor sweat is and that is what ultimately causes falling of the glasses.  She has tried to think of a solution and has even put double stick tape on her glasses which worked temporarily but it wasn't waterproof so therefore ultimately failed.  She found that temporary fix on the internet to which I asked her search terms and they were "How to stop glasses from falling down the bridge of my nose?"  When I explained my product idea and mockup she seemed very into it, especially at the thought of being able to keep the tube in her purse or pocket and apply it on the go whenever needed.  

3.  Rusty, 30, father of 3

• Not only do I count being a father of 3 a sport, but rusty also plays on the local kickball team through one of the churches.  He also wears glasses full time but has the non-slip kind as regular glasses, but plastic ones as sunglasses.  He, therefore, experiences the slippage when playing on the kickball team.  He first noticed it as a child but he did not mind then, but now as an adult, it really bothers him.  He hasn't tried to look for many solutions because it is only an issue with his sunglasses and said he can deal with it.  When I explained my idea though he seemed somewhat interested again if it were cost effective.

Summary

Ultimately, I found that these adults truly do want a solution but it MUST cost effective.  Nothing super expensive.  They could not give me a ballpark number they would just have to see if it felt right at the time.  The need did arise on its own for all of them because it is an annoyance, but they really didn't go that far out of their way to fix it themselves.