Segment Group: Women between the ages of 20-55
Part One: Alternative Evaluation
Once again I interviewed women who I believed were in my chosen segment who were looking for ways to better their lives in the waterproof mascara department. When it came to how they picked between different alternatives, it was mostly based on which brand of mascara they prefer. One customer told me that she has always used Maybelline mascara since she turned thirteen and was allowed to wear makeup. She will not deviate from this brand no matter what. However, another lady I interviewed said she just picks whichever brand is available; sometimes she has to pick up a tube of mascara while she’s grocery shopping, and Publix carries Loreal, so that is the brand she gets. Her preferences are based on convenience, not a certain brand.
Part Two: How/Where They Buy
Since mascara is a pretty simple product, all three of my potential customers said they buy theirs in a store. However, each of their store preferences were different. One said she buys at Utla because they have so many brands to choose from, another said Walmart because prices are usually less, and my customer who is all about convenience said she buys wherever is closest on the day she runs out. However, for my product I could see it being sold on Amazon or other online stores.
Part Three: Post-Purchase Evaluation
When it came to my potential customers determining if they had made the right decision in their purchases, it mostly came down to how long the mascara tube lasted, as well as if it was clumpy or not when they first opened the tube. One customer said, “I love the sound the tube makes when you first put the wand in- that’s how I know if it’s a good one or not.” If the mascara got clumpy and gross in a short amount of time, my customers said that it would have been a bad purchase.
Conclusions
Once again, I see that this is the appropriate segment to be in when it comes to selling my waterproof overcoat. These potential customers want a convenient, long lasting, reliable product that will be available when they need it. That is exactly one of the reasons I came up with my product as a solution, and intend to help these women out in their time of need!
Hi Laura,
ReplyDeleteYour interviews were very helpful when determining what people's outlooks are on the different types of mascara that they buy. I think that your product would be truly beneficial because there are so many times when my mascara is running off, literally melting from the humidity, and it seems like there is no solution. As soon as I see your product out, I'll definitely be interested in picking some up! :)
Hey Laura, this was interesting to read! Great job in getting the info you needed. It seems gaining consumer awareness of your product, if solely sold online, could be your greatest challenge for women who are used to and satisfied with the convenience of a brick and mortar store. Competing with huge makeup companies for in-store shelf space sounds unrealistic, though, so I think it' smart to sell online.
ReplyDeleteHey there Laura! I agree with you in the idea that you definitely have the right customer segment nailed. You for sure do know who wants your product and what they need, and that’s the best thing you can do is know your target audience that well. Interviews like these only help you reinforce your knowledge on what you’ve already assumed. Keep up the good work knowing your consumers!
ReplyDeleteGreat job on the information gathered from the interviews. I would so invest in your product because it will help me. I am a cry baby so I would benefit from it. I am very particular when it comes to purchasing mascara. I shop for mascara either through Ulta, Avon, or Sephora. I have to have good quality mascara. I also don’t mind spending the funds for a quality product.
ReplyDelete