12A Figuring Out Buyer Behavior No. 1
– “For Your Kids Sake”
Most Prominent Market
Segment: New Parents, Age 25-35, Average to High Income, Florida: These
persons are known for being more stressed with the well-being of their new
infant and toddler. New parents share the worry of caring for this
all-important, very fragile being and haven’t done this before (generally
speaking). It’s a large undertaking with little to no experience. I chose
Florida simply as a starting point to research these persons. If it seems
worthy, I can branch out to larger geographical areas and even online.
Interviews Summary:
The times when their needs are the strongest are when:
1.
The baby is an infant, most dependent on their
help for survival. At that same time, they lack experience in caring for a
baby.
2.
When baby is ill, highly aware of the need for
assistance and you can’t have a doctor answer your every question 24/7.
3.
When they leave baby with a caregiver while they
are at work, etc. and cannot check in on baby constantly.
How they handle the information research:
1.
Online research comes in handy to look up what
to do in certain situations. For example, if your child gets sick and keeps
running a fever.
2.
Call their doctor to find out what to do, but,
what about in the middle of the night?
3.
Go to the hospital with emergency questions and
concerns.
Takeaway Summary:
I have noticed that I am selling the idea of
using this product for lots of parental health worries, not for the specific
reason of keeping a child safe in a hot car. That is because I don’t think that
alone will sell the product. I believe that parents won’t buy a device to
remind them to get the baby out of the car, instead, they will buy the device
to constantly be in the know about their infant, toddler, or small child. I
learned that there is a need for this product on many levels, and that saving
children from overheating cars is a by product worth investing in.
Hi Virginia, I really like this post and how you sort of altered your idea to make it more inclusive and not just about one specific problem. I think this will definitely reach a larger target market because almost all new parents have so many similar questions and this will help put them at ease quickly. I like how it started with the idea to solve the issue of babies in hot cars and developed into something much bigger/more useful!
ReplyDeleteHey Virginia, I like the direction you are taking with the ideas of taking care of babies. Many new parents want the best for their parents and frankly a lot of times everything can be overwhelming. However, with a device like this parents can rest assured and understand what is happening to their child. The instincts of a parents are strong and if you take this product in the right direction you can make the world a much better place.
ReplyDeleteHey Virginia! You bring up a good point when you mentioned that parents won't buy a reminder. I think going about it in a child health mindset is definitely the way to go. All parents want to know how their baby is feeling, especially since the children can't speak for themselves. Keep up the good work!
ReplyDelete