15A - Figuring Out Buyer Behavior No. 2
15A – Figuring Out Buyer Behavior No. 2
Evaluating How Your Customers Evaluate Stuff
Choosing a segment:
For this assignment, I chose a segment of experienced CPAP users aged 60 and older, that have used a CPAP machine for a minimum of 2 years and find that cleaning their CPAP masks is a nuisance.
Questions:
Alternative Evaluation – How Customers Pick:
1) If you were looking into a CPAP mask cleaning service, what would be most important to you? Please rank the order from highest importance to lowest importance.
A) Location
B) Speed
C) Cost
D) Convenience
E) Ease of Use
F) Time
G) Availability
H) Quality
I) Communication
2) What benefits would you like to see in an ideal CPAP cleaning service?
How/where do they buy?
3) Would you sign up for a CPAP mask cleaning service over the internet, by phone or in person?
Evaluating How Your Customers Evaluate Stuff
Choosing a segment:
For this assignment, I chose a segment of experienced CPAP users aged 60 and older, that have used a CPAP machine for a minimum of 2 years and find that cleaning their CPAP masks is a nuisance.
Questions:
Alternative Evaluation – How Customers Pick:
1) If you were looking into a CPAP mask cleaning service, what would be most important to you? Please rank the order from highest importance to lowest importance.
A) Location
B) Speed
C) Cost
D) Convenience
E) Ease of Use
F) Time
G) Availability
H) Quality
I) Communication
2) What benefits would you like to see in an ideal CPAP cleaning service?
How/where do they buy?
3) Would you sign up for a CPAP mask cleaning service over the internet, by phone or in person?
4) If you were interested in a CPAP mask cleaning service, would you be more interested in paying a subscription based service or paying individually for week to week service?
5) How interested would you be in a CPAP mask cleaning service that would come to your neighborhood as needed to clean your masks for you?
Very / Somewhat / Indifferent / Somewhat Not / Not
6) How interested would you be in dropping your CPAP masks off at a CPAP mask cleaning facility? Interested / Interested / Indifferent / Somewhat Not / Not
7) How interested would you be in a CPAP mask cleaning service that you could utilize via a prepaid mail system? Very / Somewhat / Indifferent / Somewhat Not / Not
Post-purchase evaluation:
8) If you were to use a CPAP cleaning service, what do you think would matter the most to you when thinking back on if purchasing the service was the correct choice?
9) What helps you determine if purchasing a CPAP cleaning service is a good idea?
10) What would make you think that purchasing the CPAP cleaning service was a bad idea?
Interviews: Random CPAP Users that are 60and older – I do not know them at all
Interview 1
If Mrs. R was looking into a CPAP mask cleaning service her top five most important factors, in order from highest to lowest are: Cost, convenience, ease of use, time and speed. The patient said that she would not be interested in a CPAP cleaning service. She explained that she would rather own her own personal cleaning machine. She also stated that she currently cleans her mask and hoses in the sink. She said she thinks that living here in Germany, a cleaning service would be too expensive and if her insurance didn’t cover it than she would not be able to use it.
Interview 2:
If Mrs. K was looking into a CPAP mask cleaning service her top five most important factors, in order from highest to lowest are: Quality, availability, time, communication and ease of use. The patient said the benefits she would like to see in an ideal CPAP cleaning service would be a cleaner mask and time saved. She said that she would sign up for a service in person because she would want to check out the service for cleanliness. She would choose subscription based for mode of payment for ease. She would not be interested in a service that came to her neighborhood nor would she be interested in dropping masks off at a facility; she said that it would take away from the time saved if she would clean her own mask. She would be somewhat interested in a prepaid mail system. I post-purchase evaluation she thinks that cleanliness and quality would matter the most. She said knowing if the service helped her in anyway would be what determined if it was a good idea to have the service. Thinking of what would make her thing purchasing the cleaning service was a bad idea would reflect time and quality of the cleaning.
Interview 3:
If Mrs. J was looking into a CPAP mask cleaning service her top five most important factors, in order from highest to lowest are: Quality, availability, cost, speed and location. She feels that masks need to be cleaned daily so she would prefer a device be provided from the service for her to clean it herself. When asked how she would sign up for a service she said any of the three, but if had to select one, probably the internet. When asked how she would pay, she said in the beginning she would choose week to week to see if she liked the service and if it was worth it she would sign up for a subscription. She seemed more interested in a service that came to her neighborhood. She would not want to drop off the mask because at this time she only owns one. She is indifferent to a prepaid mail service. When asked about her post-purchase evaluation, she said that what would matter most to her when thinking back on the purchase would be whether or not the service made keeping it clean easier. What would help her determine if purchasing a service was a good idea would be whether or not they could guarantee sterilization, and that she was guaranteed that she was getting her own mask back that wasn’t contaminated by anyone else’s. As far as what would make her think that purchasing the service was a bad idea, she said she doesn’t think it would be the most ideal way of keeping her mask clean, as she only owns one and needs it nightly. She said it might be a good idea if you were a person that owns multiple masks and switched back and forth between using them, so you always had a mask available while the other is being cleaned.
Conclusions Drawn:
Whew, these interviews were exhausting. This segment of elderly aged, experienced CPAP users that find cleaning the masks a nuisance seemed to be apprehensive of a cleaning service. I learned with this segment, that they would much rather purchase a cleaning device and use it themselves. That leads me back to where I was in the beginning, wanting to create a device to put in the washing machine. Two out of the three place quality at the top of their list of importance. I thought that was interesting. I think that people would be interested in a mailing service, or at least that was the impression I got. Anything else seemed like they felt they would lose the time they were benefiting from. The post purchase evaluations went as I thought they would. The only one that stuck out to me was a guarantee that they would receive their mask back and not anyone else’s. Although you would think that was a given, it’s interesting that people would want that assurance. Overall, I do believe that there could be a market for this service, finding that interested segment is the hard part. I do feel that inventing a cleaning device and selling it would open up a larger market.
5) How interested would you be in a CPAP mask cleaning service that would come to your neighborhood as needed to clean your masks for you?
Very / Somewhat / Indifferent / Somewhat Not / Not
6) How interested would you be in dropping your CPAP masks off at a CPAP mask cleaning facility? Interested / Interested / Indifferent / Somewhat Not / Not
7) How interested would you be in a CPAP mask cleaning service that you could utilize via a prepaid mail system? Very / Somewhat / Indifferent / Somewhat Not / Not
Post-purchase evaluation:
8) If you were to use a CPAP cleaning service, what do you think would matter the most to you when thinking back on if purchasing the service was the correct choice?
9) What helps you determine if purchasing a CPAP cleaning service is a good idea?
10) What would make you think that purchasing the CPAP cleaning service was a bad idea?
Interviews: Random CPAP Users that are 60and older – I do not know them at all
Interview 1
If Mrs. R was looking into a CPAP mask cleaning service her top five most important factors, in order from highest to lowest are: Cost, convenience, ease of use, time and speed. The patient said that she would not be interested in a CPAP cleaning service. She explained that she would rather own her own personal cleaning machine. She also stated that she currently cleans her mask and hoses in the sink. She said she thinks that living here in Germany, a cleaning service would be too expensive and if her insurance didn’t cover it than she would not be able to use it.
Interview 2:
If Mrs. K was looking into a CPAP mask cleaning service her top five most important factors, in order from highest to lowest are: Quality, availability, time, communication and ease of use. The patient said the benefits she would like to see in an ideal CPAP cleaning service would be a cleaner mask and time saved. She said that she would sign up for a service in person because she would want to check out the service for cleanliness. She would choose subscription based for mode of payment for ease. She would not be interested in a service that came to her neighborhood nor would she be interested in dropping masks off at a facility; she said that it would take away from the time saved if she would clean her own mask. She would be somewhat interested in a prepaid mail system. I post-purchase evaluation she thinks that cleanliness and quality would matter the most. She said knowing if the service helped her in anyway would be what determined if it was a good idea to have the service. Thinking of what would make her thing purchasing the cleaning service was a bad idea would reflect time and quality of the cleaning.
Interview 3:
If Mrs. J was looking into a CPAP mask cleaning service her top five most important factors, in order from highest to lowest are: Quality, availability, cost, speed and location. She feels that masks need to be cleaned daily so she would prefer a device be provided from the service for her to clean it herself. When asked how she would sign up for a service she said any of the three, but if had to select one, probably the internet. When asked how she would pay, she said in the beginning she would choose week to week to see if she liked the service and if it was worth it she would sign up for a subscription. She seemed more interested in a service that came to her neighborhood. She would not want to drop off the mask because at this time she only owns one. She is indifferent to a prepaid mail service. When asked about her post-purchase evaluation, she said that what would matter most to her when thinking back on the purchase would be whether or not the service made keeping it clean easier. What would help her determine if purchasing a service was a good idea would be whether or not they could guarantee sterilization, and that she was guaranteed that she was getting her own mask back that wasn’t contaminated by anyone else’s. As far as what would make her think that purchasing the service was a bad idea, she said she doesn’t think it would be the most ideal way of keeping her mask clean, as she only owns one and needs it nightly. She said it might be a good idea if you were a person that owns multiple masks and switched back and forth between using them, so you always had a mask available while the other is being cleaned.
Conclusions Drawn:
Whew, these interviews were exhausting. This segment of elderly aged, experienced CPAP users that find cleaning the masks a nuisance seemed to be apprehensive of a cleaning service. I learned with this segment, that they would much rather purchase a cleaning device and use it themselves. That leads me back to where I was in the beginning, wanting to create a device to put in the washing machine. Two out of the three place quality at the top of their list of importance. I thought that was interesting. I think that people would be interested in a mailing service, or at least that was the impression I got. Anything else seemed like they felt they would lose the time they were benefiting from. The post purchase evaluations went as I thought they would. The only one that stuck out to me was a guarantee that they would receive their mask back and not anyone else’s. Although you would think that was a given, it’s interesting that people would want that assurance. Overall, I do believe that there could be a market for this service, finding that interested segment is the hard part. I do feel that inventing a cleaning device and selling it would open up a larger market.
Hi Elizabeth, I really enjoyed reading your blog post. I did not realize how complicated and tedious it was to clean a CPAP mask until I did some research on my own. If it is not cleaned right or properly, you can have negative health consequences, which is terrible. The part I really liked about your blog post was that you asked the people you interviewed what would be the top 5 things they cared about. Overall I really liked your blog post.
ReplyDeleteHi Elizabeth, you did a fantastic job going in-depth into all of your interviews and giving a comprehensive analysis of the different buying behaviors. I think the complexity of your segment definitely contributed to the research that most of your interviewees put into their purchasing decision. Overall great job breaking down the complexity of a purchase that I wasn’t even knowledgeable about.
ReplyDeleteHey Liz,
ReplyDeleteOnce again, excellent job on this post. Throughout the semester, I feel you've gotten even better at gathering information from your interviews, and they always seem to help you further understand your market segments and determining how to deliver an effective service. I read your buyer behavior number 1 as well, and I think this time around you did an even better job of eliminating the potential options of creating a good vs a service, and thus you were able to hone in on making a product the users could use at home, without needing a service to come and do it for them. I think this was the exact point of the alternative evaluation, and thus you did a very good job!