Figuring out Buyer Behavior No. 1 -- 12A

1) The segment I chose was women, as this is the targeted audience and majority of who I think my business idea of a facial-only business would apply most to, without restrictions of age.

2) For this assignment, I have decided to interview three women currently living in Gainesville. I decided to interview three different age ranges, one is an 18-year-old high school student, another a college junior at UF, and the third woman is a 35-year-old mother who works a full time job.

3) The need is definitely apparent, as indicated by each female I spoke with. All of them recognized the gap in the market of speedy spa-related services, as there are not businesses dedicated solely to one service. They expressed that while they do value skincare and are always wishing they could head in for facials periodically, their schedules and wallets do not always allow for that. My interviewees agreed that certain times could present more of a need, for example before a big event they are attending or if they've had a rather bad day or week and just want to treat themselves on the spot.

4) My interviewees collectively said the first thing they do when wanting to potentially schedule a spa service like a facial is consult Google to find businesses offering the service and further look into pricing, appointments, reviews, etc. The high school student and college junior both acknowledged that they also look to social media, such as Instagram or even Yelp after recognizing their need and seeking out a solution, while the 35-year-old mother consulted websites of the spas and occasionally consulting local friends or Facebook.

5) Through my interviews with these women, I learned that there is definitely an unmet need as they all expressed wanting to get a facial or other spa-related service at some point and backed out due to accessibility, scheduling or pricing issues. The convenience of my proposed facial bar gained interest from each woman as they liked the idea of being able to walk-in and have a target, customizable service performed speedily. The high school student and college junior also really resonated with the comparison to the Dry Bar, as they had both been aware of that business and the experiential factor  (the Instagram-ability of it) and would jump at the chance to use the service should it be available in Gainesville, even as a once-in-a-while treat to themselves as opposed to coming on a consistent basis when on a budget.

6) This segment was really helpful as the interviews I conducted within it helped me to see where I get more traction from women age-wise.  It also helped to solidify that I am targeting my business correctly in terms of how it could be branded as an experience with trendiness which capitalizes on the 'fad'-like attraction for customers to certain ideas. I definitely think this segment has an opening for a facial bar in the market of the purchase of pampering services.