1) Find three people who would fit that segment and arrange to interview them. I interviewed three people that fit my segment: Jillian Melinek, Arielle Fritz, and Hayley Landman. They are all students that attend the University of Florida, and none of them are in the business school so they all have in person classes.
3) Begin with alternative evaluation. We began discussing alternative evaluation and how they make their buying decisions. They all agreed that price wasn’t their main priority, but if a product were exceedingly expensive, then they would keep that in mind. Quality matters the most to Jillian and Hayley; they would spend more money on a higher quality product, rather than Arielle, who would rather have a lesser quality product if she could spend less money. Style matters to Hayley, but Jillian and Arielle said comfort is more important. I’m sure all of these factors affect buying decisions so I don’t think one in particular stands out. This affects my product in certain ways because I know that the quality and price are the most important things to emphasize. If I could make my deodorant strips as cheap as possible, they would be most successful.
4) How/where do they buy? All three of the girls I interviewed like online purchases more. However, when I described my product, they all agreed that they would like to test the strips before purchasing because they don’t know if they work or not. They are more likely to finance this purchase because now a days cash is just inconvenient to carry around.
5) Post-purchase evaluation. What matters most to your customers when they think back on the 'rightness' of the purchase? What helps them determine the purchase was a good idea? What sorts of things make them think a purchase was a bad idea? They base the rightness on the purchase on whether or not they use the product and how often they do. If they buy a product and find themselves rarely using it they would consider it a bad purchase.
6) Report the findings. Overall, all three interviewees were basically on the same page. They all prefer price and quantity to style, and my product only has to do with convenience so it works out perfectly.
7) Draw conclusions. This segment would respond well to my business idea because they don’t put much thought, time, and effort into their buying decision making. Their main goal is price, quality, and convenience, and I think my product hits all 3.
Hey Taylor,
ReplyDeleteMy interviews were sort of similar in the sense that they thought price wasn't a big deal unless it was excessively expensive, and that quality was most important. I also only had one person that said style mattered. Also, the people I interviewed had the same ideas about what a good purchase and bad purchase are, but I feel most everyone has that same opinion.
Taylor,
ReplyDeleteSimilar to you, everyone I interviewed said they would prefer to purchase my product online with Amazon Prime. For my invention, people care most about quality and if it actually works. Personally, price and quality are the most important aspect of your product. I want the strips to be cheap, but also effective in that they prevent sweat from forming.