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The segment I chose are women ages 16 to 24;
those that are just getting jobs and venturing out on their own or those that
are going to college/work alone. The one thing each of these women have in
common is that they are going out alone as proved through interviews. My first
interviewee was a 23-year-old woman that has taken college classes and
currently is working. She is single, so she goes out alone a lot. My second
interviewee was a 21-year-old woman that is finishing her nursing program and
has been working at hospitals. Also, she works at a restaurant which she leaves
around 10 pm. She is single and goes out with one or two friends occasionally. My
final interviewee was a 23-year-old woman that has worked warehouse jobs and
recently completed her certified nursing assistant program. She is single and
frequently goes out alone.
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These women had a few things in common—they go
out alone and feel scared when they are out alone. Two of the three mentioned
that they were especially worried when it is night time.
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Only one of these women have forms of protection
(specifically, concealed weapon, Taser, and pepper spray), however, even she
feels worried when out alone.
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They all have google searched different forms of
protection, such as, concealed weapons permit, pepper spray, self-defense
classes, and tasers.
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They all talk to family and friends, mostly
parents, about staying safe. I think this is important because we could
advertise and try to sell to the parents. They may be interested in buying this
product for their grown children.
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Draw conclusions: I believe that this segment could
benefit from my product the most. They are single, young women that feel
worried when they are out alone. The need for protection is definitely there. Their
sources of information are google search and advice from parents.
Hey! Our segments have a lot of overlap, as some of my prototypical customers are women that do not like to be outside at night by themselves to go get study material. I would ask the woman that has the pepper spray already if she thinks that your product would indeed make her feel safer, since she already has a line of defense available to her. I wonder how many of the women interested in your product have considered self-defense classes. Also, I think it is an area worth pursuing in marketing to parents. High schoolers’ parents through adults’ parents I believe could potentially have interest in purchasing your product for their children. This may even turn out to be more prosperous market than individuals purchasing the product for themselves.
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