Person 1 is a college student living in Florida and drives
to work every day. He is in the segment
because he doesn’t have a garage and routinely uses his car for
transportation. I asked him about the
seatbelt problem, and he believes price is most important. Because he is a college student, he has
limited money and therefore searches for alternatives that result in the least
expensive option. He says he is more
likely to use cash to pay for the product because he saves his credit card for
larger purchases. He thinks the purchase
is good if it lasts for at least five years with no problems and effectively
cools seatbelts.
Person 2 is a doctor who lives in my town. He is in the segment as well and owns a
sports car. Person 2 places most
emphasis on style and quality when evaluating alternatives. He doesn’t mind paying money for a new device
if the quality is good. He wants the
device to not be noticeable for the appearance of his sports car. Payment options are not a significant factor
in his decision. He likes the idea and
feels the purchase is good if it works correctly.
Person 3 is a teacher who parks their car in the high school
parking lot every day for 8 hours. They fit in the segment and are very similar
to person 1. When evaluating alternatives,
price is the most important factor. She
will choose the cheapest option if given the opportunity. Person 3 thinks the purchase is a bad idea if
it breaks within 1 year.
Overall, I found the results to vary greatly within the
segment. For alternative evaluations,
some individuals want quality while others look at price. They result in different purchase decisions
throughout the segment. Most people in
the segment will agree that the purchase was a good idea if my seatbelt cooling
device works and a bad idea if it doesn’t properly function to cool.
Adam,
ReplyDeleteIt is encouraging that you found individuals in different walks of life who were receptive to your product and who had useful feedback for you to consider. The reasoning behind two of your interviewees being focused on price, while the more affluent, sportscar-driving doctor cared most about style and appearance, makes a lot of sense. Which do you think would be your best target market? Have you considered the busy mom of children who has her children getting into a hot car after being at the beach or a park? This could be another segment for you to explore. My guess would be that price would be the biggest factor to moms as well.
Susan
Adam,
ReplyDeleteI think your product is so applicable to everyone, that as long as the quality is ensured, people will most likely buy it. Although people say that price is the most important thing, the price is really what determines just how valuable the product is. If it ended up being a game-changing seatbelt design, then most likely people will buy it eventually. It does make sense though, why people would say price because the product could vary in cost and most people, like myself, wouldn't really know what to expect out of this product. But overall, I think you're right.
Adam,
ReplyDeleteYou got some really good information from your interviews. The only thing to consider with your product when it comes to price would be the absolute need for the product. It is more of a convenience product than an absolute necessity so people who are concerned about price might choose to not buy it altogether. And then of course, if the customer did decide to buy the product,it would need to work properly in order for it to gain value. Great job!
Hey Adam,
ReplyDeleteI think you got a nice variety of answers that will help you create your device. Have you mentioned before whether it would come in different styles or just one? Also, would there be a warranty for it and the option to add an extended warranty? I can’t remember if you’ve mentioned either of those before. I think that would help people feel more secure when purchasing it.
Adam,
ReplyDeleteI believe what person 1 said. The price of your solution to hot seatbelts is going to be a deal breaker for your products success. I think that these interviews let you pick the brains, figuratively, and see what your potential buyers are thinking. You got a lot of good information from these interviews. Good Job!
Hey Adam,
ReplyDeleteI think that even if your market segment is so vast, that most people would consider price and durability the most important factors when deciding to buy your product. The results of my interviews varied significantly too and I thought that, since the segment comprises many different individuals, I could offer different alternatives to satisfy everyone’s specific need. In your case, you could offer some products that focus on style and others that focus on the quality/price ratio.