I chose to interview another group of mothers with children.
The alternative evaluation
In interviews, I found that these mothers are not searching actively for alternatives to the car table. They agree that there is a need to assist their children with eating food in the car, but have not really found a way to easily solve it. I then moved on to ask about price, quality, and style. All agreed that price would be a factor because of the fact that they are not currently actively searching for this alternative. If the price was right, they would be more willing to try out the product. They also said that quality was a big factor. Seeing as their children would be the primary user they wanted to make sure it would be well made and wouldn't affect the food in any way, in terms of the chemicals used on the product. Style was looked at more as an added bonus, besides one mom that was very crafty herself and loved the aesthetic of products. This product would be no different. With these interviews I found that price and quality were the two most important factors to this segment.
How/where do they buy?
For the most part, my interviewees answered this question based on random products they suggest. What I mean by this is, these moms bought different products from different places. All agreed that some key places to show this product would be Amazon, off-price retailers (such as Marshalls or Bealls Outlet), as well as Target. All moms liked convenience as well as the option to buy it off Amazon because they use that so frequently to avoid going to the store.
Post-purchase evaluation
Because they are not the sole users of this product, they will judge it mainly on how easy it is for their children to use. Was it made well? Does it clean easy? Was it too heavy for them to hold? Did it still cause a mess? They mentioned these attributes and others would be the questions they ask in order to determine whether they made a good purchase or not. Depending on the answers they give to these questions would show whether the product was actually beneficial to them and their children.
Draw Conclusions
This exercise reminded me that I am not only trying to please the decision maker (mothers of children). I am also trying to please the children, which could be a great way to market this product by first getting children on board through possibly making the product fun and engaging. Seeing as it will be in the hands of children, I need to make sure the quality is very high and safety is always priority one. I also need to show how beneficial this product really is. For so many years, people have been living without a solution to this problem so I need to show the importance of it and how much it will improve their every day life.
Hi Taylor,
ReplyDeleteGreat interviews, it sounds like you learned a lot about what potential customers are looking for in your product and their purchasing steps. These interviews also helped to remind you of who your actually selling the product to, the parents, even though it is mainly designed for children; you have to win both over so that they choose to purchase your product.
Hey Taylor,
ReplyDeleteFirstly, I would like to applaud your thoroughness with this assignment. It seems like you gained a lot of valuable knowledge about your segment. One area that I think will be important to your potential clients is the safety of the product, which falls under the quality. Because the product is going to be around young children it needs to be made certain that the children cannot harm themselves on it in any way (cut themselves, etc). I think that if the product is easy to use, safe, and functional then you shouldn't have a problem selling it regardless of the price (within reason of course).
Hi Taylor,
ReplyDeleteFrom your conclusions I can tell that this assignment was really helpful! Your interviews were very thorough and it is clear who your segment is. Although the object would help children eat in the car, I feel like you should still pay really close attention to getting the parents on board. The kids can be easily won over by making the table aesthetically pleasing. Maybe if you ever want to expand the business and sell other things, you can include other items to buy additionally like matching cups that fit exactly in the cupholder of the table or matching utensils for example.