12A - Figuring Out Buyer Behavior

The segment of people that would likely have the highest affinity for my potential product would be parents or grandparents that have children who have become pregnant (or impregnated another) before the age of 21.

Interviewee 1 (Relative, preferred that name not be disclosed when I told her what this was for):
This interviewee is someone who has experienced both ends of the spectrum with respect to early pregnancy (or what may be considered early in today's society): she had a kid at age 20 and then that kid had her kid at age 20 as well. So she has experienced this both as an young parent and as a 40 year old grandmother. When I spoke to her about my potential product, she had a few concerns. First, she wondered how I could build enough credibility to make my product respectable enough to purchase. And second, she mentioned how it could help people going through these situations; however, people are becoming more and more distant from reading and she thinks it would be difficult to find enough people who will actually take the time out of there day to read anything anymore.

Interviewee 2 (Elizabeth Conerly): This interviewee is a 75 year old great grandmother whose grandchild just had her first kids at the age of 19. She spoke about how this was hard on the family both financially and with respect to the relationships. With respect to my potential product, however, she says that the information contained may be useful. She also said though that people may not be inclined to take advice from a guide that may not have pertinent information to their specific situation. I explained how it would be very specific for people in a very specific situation, and she said that it just can't possibly account for all the intricacies of a certain family. I understand what she is saying, but I just see this as a buyer perspective that would make people less inclined to buy the product.

Interviewee 3 (JJ Ledbetter): JJ has two kids at ages 9 and 11. He had his first child when he was 22 and his ex-wife was 20. He talked about how it created a rift between him and his family who thought less of him for having children so early in life. He believes that my potential product could have saved their relationship during that time if they better understood the difficulties relating to these types of situations. However, similar to other interviewees, he was not a fan of the form in which my product was offered.

These interviews with people who have gone through the targeted experiences have taken away some confidence that my product will be successful, even with proper marketing. I will have to reconsider the form of my product and if it can it is even still viable.