1) Pick a segment. I am going to mainly focus my interviews to those who are constantly shopping for new clothes to wear in public, or to wear to work.
2) Find three people who would fit that segment and arrange to interview them.
- Need awareness: When shopping or searching for clothes online, her thought process starts with if the outfit or article of clothing looking to be purchased is her style. If it is something that she can see herself in, she will then try it on to see if it will work for her. After this she then determines her decision off of the price of the item, making or braking the sale.
- Information Search: Having the choice of being able to pick items in a store and determine if it is something the buyer really wants makes me want to know more about how she discovers these items, stores, brands. Knowing which brands and items she was more into would help companies be able to identify different customer needs and desires, which could ultimately be incorporated into their future business models.
- Need awareness: My co-worker believes in being comfortable while on the clock. He has a much different approach when going through the thought process of shopping for clothes for casual wear, work, etc. His process begins with the thought of needing something new when it comes to his usual attire. When deciding what kind of shirt to buy, he says he checks which of his current shirts looks beat u, and could use a replacement. He then decides which articles of clothing to search for then purchase if the price is right. He also said luckily his wife does a lot of the shopping for him.
- Information search: One thing that separates my first interview from this one is the thought process where my first interviewee goes out to shop for enjoyment and will possibly purchase something if it is something that sparks her interest. Whereas my co-worker goes out shopping mainly if he needs something new, or if he gets lucky and his wife brings him home something new.
- Need awareness: The third person I interviewed is very into the hobby of buying, trading and reselling name-brand, designer clothes to others who are into that type of hobby. His thought process of buying clothes "on-drop" is completely different than my past two interviewee. His thought process of buying clothes is tat he could always sell it for what he payed, potentially even more. He doesn't necessarily need to like an item to buy it and for it to hold a value. Due to the fact that there is very likely someone out there who will pay the same price for this piece.
- Information search: This thought process could be dangerous in the sense that someday there might not be a re-sell market available and you are then stuck with all these items you purchased just to resell. Unlike the other stores my past interviewee shop from, these online stores have no refund policies, so you either have to buy it to either keep, to resell, or not buy and save the money for the next drop.
5) Report the findings of your research. I learned that thought process is different in everyone when it comes to buying these types of clothes, for work or for pleasure. I think that being able to depict these thought process for those I interviewed will really help them be able to step back and think about their purchasing habits. Being able to actually think about your thoughts in the process of your spending habits helped myself be more weary when spending on things that could go unused, or stuff that is not necessary to my success.
6) Draw conclusions. One of the many things I took away from this experience was being able to acknowledge the steps tat occur when deciding on buying something. Having this knowledge of what you thinking about in your head while its all happening will definitely help me to be able to make smarter spending choices.
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