1) Find three people who would fit that segment.
The segment I chose again are adults who play or coach a sport recreationally on a regular basis. The people I interviewed play, golf, tennis, and coach a little league soccer team respectively. They are Ira, Stephen, and John.
2. Begin with an alternative evaluation
All three of my interviewees are men that have families. Therefore money is always on their mind. They all three said they would rather pay less for an item that is less aesthetically pleasing. Therefore this led me to think of some way for men and women to have different products with the men being more visible at a lower price. This doesn't totally make sense to me and I'm not sure it would be the best option but it certainly is a thought.
3. How/where do they buy?
They would definitely buy in store at first. They could pay with card or cash at any local drugstore. I would think about putting it online either on Amazon, or even Ulta/Sephora's websites but for now solely in store. This is certainly not a big enough purchase to need to finance it over a period of time.
4. Post-purchase evaluation
For my product, the obvious evaluation was if the glasses stayed in place or not. However, another thing may look for is if they think it lasted as long as it should or if it had to be replaced after too short of an amount of time.
5. Report the findings
Essentially all of these interviews were pretty similar. That probably has something to do with the fact that my clientele for this week were all incredibly similar as they were all 3 men, and as mentioned earlier all have families. While there were a few differences. Ira as a golf player needs the product to hold up under less sweat than Stephen who plays tennis which is higher intensity.
6. Draw conclusions.
It seems to me most people are concerned about money which rightly so. Also, customers are worried about how long the product will hold up over time, and how long it will last in one sitting.
Hi Rebeca,
ReplyDeleteI think you did a great job of identifying your segment and receiving good information from your interviews. I am not entirely sure what you were meaning by the different products for men and women but I think that is definitely an area that you can continue to focus on to learn more about and better understand. Overall though, I think you did a great job!
Hello Rebeca,
ReplyDeleteI think that the insights that you have gained are completely on target. I would have an interest in your product and I also feel that cost would be a driver, but I would also expect a certain life-span out of the product. I would not mind spending a little bit more if I get a quality product in return.
Hi Rebecca!
ReplyDeleteGreat job on your post! This was such a well-organized and easy to follow selection. It was interesting to see the insights that you gained from talking to each of these men and to see some of the broad strokes of similarities between each. I thought your findings on these men wanting to pay less for something less aesthetically appealing was extremely interesting and can help to give you some further insight to the direction you take your product.