12A – Figuring Out Buyer Behavior No. 1
1) Pick a segment
The segment I picked for this assignment are customers with the following characteristics: (1) parents who have children who need speech therapy (2) do not have health insurance and have to pay for visits out of their own pocket (3) their child needs speech therapy in English.
2) Interviews
a. Questions
i. How often does your child need speech therapy?
ii. What is the average cost you spend on therapy for your child per month?
iii. Have you even been in a situation where you did not have money to pay for the therapy session?
iv. If so, what did you do about it?
v. How often does that happen?
vi. Would you be open to an alternative opportunity, where your child could still have a version of therapy, that would cost you very little amount of money per month?
b. Summary
Through the interviews conducted for this assignment, I was able to discover information I had no knowledge of before. Average monthly cost of therapy for interviewees were:
Interviewee #1: $480/month
Interviewee #2: $250/month
Interviewee #3: $900/month (for two children)
Two out of the three people I interviewed said that, whenever they were in a situation where they could not afford therapy they either tried to do a random extra job, to try to pay for it, or simply did not attend the therapy session so they would not have to pay for it. They don't really talk to other people about it, as they feel ashamed of not having money to pay for therapy for their children.
c. Conclusion
I believe these interviews revealed very valuable information regarding this project, the parents reacted positively towards an alternative option where they would be able to save money. I would describe this specific segment as a segment with a high potential for success.
The segment I picked for this assignment are customers with the following characteristics: (1) parents who have children who need speech therapy (2) do not have health insurance and have to pay for visits out of their own pocket (3) their child needs speech therapy in English.
2) Interviews
a. Questions
i. How often does your child need speech therapy?
ii. What is the average cost you spend on therapy for your child per month?
iii. Have you even been in a situation where you did not have money to pay for the therapy session?
iv. If so, what did you do about it?
v. How often does that happen?
vi. Would you be open to an alternative opportunity, where your child could still have a version of therapy, that would cost you very little amount of money per month?
b. Summary
Through the interviews conducted for this assignment, I was able to discover information I had no knowledge of before. Average monthly cost of therapy for interviewees were:
Interviewee #1: $480/month
Interviewee #2: $250/month
Interviewee #3: $900/month (for two children)
Two out of the three people I interviewed said that, whenever they were in a situation where they could not afford therapy they either tried to do a random extra job, to try to pay for it, or simply did not attend the therapy session so they would not have to pay for it. They don't really talk to other people about it, as they feel ashamed of not having money to pay for therapy for their children.
c. Conclusion
I believe these interviews revealed very valuable information regarding this project, the parents reacted positively towards an alternative option where they would be able to save money. I would describe this specific segment as a segment with a high potential for success.
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