15A
1. Kate, 33, young daughter.
She is a working woman with a husband who is very careful with her little girl.
She is very mindful of what products she chooses. Kate has a well-paying job,
so she doesn’t mind spending a little bit more for her daughter and her family.
Quality matters most to Kate. She is the one buying the bandages so she will
put whatever is best on her daughter. She prefers children’s bandages because
they tend to fit her daughter better but nude toned are good because they work
for the entire family. She will buy them at Kroger, her local grocery store,
while she is shopping. In the past, she determines if she will re-buy the
product by seeing how well it helped her daughter heal and how well it stayed
on without being a painful removal.
2. Regina, 45, has older sons
who are often scraping themselves up. She is taking care of a lot of kids, so
she tries to budget more. Quality for price is very important to her. She will
usually go for the store brand item so long as it is equivalent in quality. She
wants a bandage that will protect her sons and help them heal. Also, she owns a
farm so her husband often cuts himself working with machinery. She needs a
bandage that will be sturdy and help him heal. This is why quality is important.
She buys bandages at the grocery store, and determines whether to rebuy based
on performance.
3. Ally, 21, owns a scooter.
She has gotten some really bad scooter burns in the past and is looking for
something that will help her heal. Right now she doesn’t have any issues, but
she has had to get steroid cream for her burns because bandaids wouldn’t help
her heal. She wants something that will make it heal faster without scarring.
She said she would pay more for quality. She buys what she needs from the drug
store on campus. She will rebuy based off of how well it performs and if it
looks ok on her skin because she doesn’t want the bandage to be obvious.
I
have definitely determined through these interviews that quality and price
matter. People won’t rebuy the product if it doesn’t perform, but to a general
user unless in an extreme situation they want the bandage to be affordable.
Value has to maximize the price.
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ReplyDeleteJenna,
ReplyDeleteI agree with you and your statement in your reflection in that quality and price matter for your prototypical customers. However, it seems 2 out of the 3 interviews put quality way over price. The only consumer who didn't, was Regina in that she said she would buy the store name brand if cheaper. My mom does that too sometimes. Also, it seems you found that there are numerous events that could result in needing your opportunity/bandaid. Your prototypical customer range varies, maybe think about which segment you should start in/target first?
Hi Jenna,
ReplyDeleteDo you think you could come up with something specifically to help burns heal faster? I would think that would be great as not only did your interviewee encounter that , but I did too while cooking haha! I think have a line of bandages which help in a specific kind of wound could also be an opportunity? Maybe one with numbing cream pre-lined/pre-sealed for painful wounds for example.
Also just a random thought , personally I think having the bandage work in wet conditions is important as it is frustrating to get my bandage wet because I have to (washing something or showing) and it slipping off and having to replace it.
Hey Jenna,
ReplyDeleteI’m not completely sure what segment you are trying to target here specifically. Your interviewees were a little scattered. That said, there is definitely helpful feedback for your product here. I liked Ally’s in particular because it shows a potential need for different variation of your product for different injuries. You could have different additives soaked into the gauze and possibly different lengths of time the bandages are mean to be applied.