15A – Figuring Out Buyer Behavior No. 2
I interviewed 3 parents who have children with speech therapy needs. Parents said that when it comes to speech therapy, is not the same as buying a product (example: computer), since it is a service, and a medical service which their children must have, they have no option but to pay the price for each therapy visit.
Since they are not familiar with therapy itself, it is hard for them to evaluate the quality of the therapy. The only way they have to evaluate it, is through the progress of their children, and even by judging quality that way is very complicated, since they are not able to tell if their children had or did not have progress due to the quality of the therapy, or due to their children ability to advance their communication and cognitive skills through therapy. The only thing that is easy for them to determined the quality is the customer service they received at the speech therapy clinic.
Factors that are important when considering a place for therapy for their children are cost and location. Hopefully close to their home since they will have to go there at least once or twice a week.
There is no such thing as buy online or finance options for speech therapy sessions.What matters most for these customers is their child's progress. They determined if the therapy is/was effective only after a few weeks or months since the child started being treated.
This segment is very unique through the lenses of segmentation. Customers have limited alternatives to evaluate before "buying", unless they are willing to relocate which is not really an option since therapy is not a good enough reason to do so. Post purchase evaluation is also complicated since it may take a long time before parents can make that evaluation.
Since they are not familiar with therapy itself, it is hard for them to evaluate the quality of the therapy. The only way they have to evaluate it, is through the progress of their children, and even by judging quality that way is very complicated, since they are not able to tell if their children had or did not have progress due to the quality of the therapy, or due to their children ability to advance their communication and cognitive skills through therapy. The only thing that is easy for them to determined the quality is the customer service they received at the speech therapy clinic.
Factors that are important when considering a place for therapy for their children are cost and location. Hopefully close to their home since they will have to go there at least once or twice a week.
There is no such thing as buy online or finance options for speech therapy sessions.What matters most for these customers is their child's progress. They determined if the therapy is/was effective only after a few weeks or months since the child started being treated.
This segment is very unique through the lenses of segmentation. Customers have limited alternatives to evaluate before "buying", unless they are willing to relocate which is not really an option since therapy is not a good enough reason to do so. Post purchase evaluation is also complicated since it may take a long time before parents can make that evaluation.
Hi Arthur,
ReplyDeleteI think your segment is so unique because they have very specific need for your product. I think this is an advantage of your product because it is targeted for a specific group of people. You will never have to 2nd guess if you are marketing to the right people which can be beneficial. I think your product fits a important need within the country.
Hi Arthur,
ReplyDeleteHope all is well with you. As you stated, the chosen segment is specific and unique. I continue thinking that your product is a great to tool to use for the development of children, especially for those who have speech delays. I don’t remember if you have mentioned before the age range for which you are offering the app? I think also that you should consider the level of delay. Hope these two suggestions help you in the development of your product. Continue with your great work!!