Segment and Interviewee Information
I segment I picked was strictly dog owners. The three people I interviewed were all dog owners with only one dog and with no other pets in their home. The first person was a 21-year-old male who works at BestBuy who hates to leave his dog alone. The second person was a 23-year-old male student at UF studying Business who often has concerns as to how long he can leave his dog alone without the dog looking to get into some sort of trouble. The third person was a 45-year-old female who works in the bakery department at Publix. She said she wonders about her dog constantly while she's at work and has some sort of security camera set up in her living room to keep an eye on her dog, but it doesn't always do what she needs it to do.
Summary of what I learned
I learned from these three people that there is a need and demand for my product. The need awareness for all three of these people seems to be the same. They all have need awareness when they have to leave the house and can't take their dog with them. They also have need awareness when they just all of a sudden start thinking about their dog. When these people are home their need awareness doesn't exist because they can physically see, feel, and talk to their dog.
The first thing all three of these people did to try and solve the problem was to talk with their friends who also owned a dog. The third person I interviewed told me that's how she found out that a security camera would work. When searching Google, the terms used by these three people included: pet monitoring devices, security cameras, baby monitoring, and two-way cameras. All three people stated they had tried using the term security camera in a previous Google search.
Conclusion
I believe that this segment that focuses on dog owners shows they all have need awareness for a pet monitoring device. The reason for the need is because they all are concerned about their dog when they're away from them. The information search terms used is narrow because some sort of camera must be used to monitor the dog. It seems that all three of these people were thinking the same way about need awareness and information search.
Hi Victor!
ReplyDeleteI like your post and summary of findings. Your customer base sounds like people who want to find instant assurance that their pet is safe. One of the best indicators of safety is location. Your Safe Collar could be easily monitored through an app on a smartphone. Pet owners could easily find an answer to their pet status question with the tap of a finger! How long would the battery last on the tracking device/collar and would it be rechargeable? You could even add cool features like "miles walked" and "calories burned" which could help out in terms of pet nutrition/diet care for pets that need that attention.
- Jenna
Victor, I suggest adding your interview questions and interviewee answers to your post so we can get full context. I still feel like this smart collar might need something else to fully convince paranoid pet owners to buy your pet monitoring device versus other monitoring devices already out there. Like Jenna said, the life span of the collar would also be an issue.
ReplyDeleteMichelle Lam