INTERVIEW TO CUSTOMERS FROM THE MARKET SEGMENT
Questions asked:
1. WHEN DID YOU START HAVING INSOMNIA? IS THERE A SPECIFIC SITUATION YOU RELATE TO IT?
2. WHAT CHARACTERISES YOUR INSOMNIA?
3. WHAT ARE THE MOST PAINFUL SYMPTOMS YOU ASSOCIATE WITH INSOMNIA?
4. WHAT WOULD YOU LOOK FOR IN AN INSOMNIA SOLUTION?
5. WHAT CHARACTERISTICS WOULD IT NEED TO HAVE FOR YOU TO BE OPEN TO TRY IT?
6. WHAT EFFECTS WOULD YOU HOPE TO SEE AFTER USING THE PRODUCT? HOW WOULD YOU KNOW THE SOLUTION WORKED?
7. IN WHAT RANGE OF PRICES WOULD THE SOLUTION BE FOR YOU TO CONSIDER BUYING IT EACH 3 OR 4 MONTHS?
8. WHAT PRODUCTS HAVE YOU ALREADY TRIED? HAVE THEY WORKED?
9. WHAT WOULD YOU NOT LIKE IN THE SOLUTION, OR WHAT CHARACTERISTIC MAY GIVE YOU THE SENSE THE PRODUCT CAN’T BE TRUSTED?
ANSWERS:
Braddy Serralta
+52 1 998 420 8216
Q1
It started three years ago, approximately. I do not have an identified cause but I suppose it is because I worry too much, I have too many things in my head about school and my social life.
Q2
I can’t get myself to sleep, I end up sleeping at 2 or 3 in the morning and I have to get up at 6AM. It is very tiring.
Q3
As symptoms I associate that the stress I already have increased even more and I have really low performance during the mornings. I feel tired and sometimes angry when I wake up.
Q4
That it doesn’t have secondary effects that can trigger other illnesses or affects my health in a negative way. Some of those effects could affect even more my life than insomnia.
Q5
I would like that a capsule more than a pill or something like that. I would also like it if it was natural, and did not have many chemicals. Also that it did not produce addiction.
Q6
To sleep my 8 hours without any problems or incommodity, or without waking in the middle of the night. I would love to stop feeling uncomfortable when sleeping, I get hot and can’t stay asleep. I would also like to sleep through the night and not wake up repeatedly.
Q7
If the price is not higher than $500 mexican pesos then I would buy it.
Q8
I have not tried any products, I have just stopped drinking coffee. It has worked but not at 100%.
Q9
I would not want for it to make me sleepy throughout the day or in times where I should not sleep. It wouldn’t be trusty if they are placebos or generic brands without scientific approval.
Violeta Hernández Loza​
+525532093895
Q1
When I started to go to college, about one and a half year. I think it was mainly stress but I can’t really tell.
Q2
I wake up with frequency during the night or I only get to sleep from time to time. It is hard to get to sleep.
Q3
I guess it would be difficult to wake up in the morning and also difficult to concentrate during the rest of the day.
Q4
What I would search for in a solution would be to keep in control the hours I sleep and from that give me or get me started on a beneficial routine to fall asleep easier.
Q5
I would like it to be taken before I sleep so I don’t get sleepy throughout the day and so that I can get to sleep easily and that keeps me away from playing with my electronic devices all through the night.
Q6
I would see that it is working if with the passing of time, I would stop presenting difficulties when falling asleep and in the mornings I would not feel tired.
Q7
If it is a pill or some kind of medicine that can be taken or used before going to bed then I would pay about $1,100.
Q8
I have not tried any products for insomnia.
Q9
I would not trust a product if it came on an unrecognizable or professional container, without tag or information on the brand.
Elisa Regina Jurado Hernández
+52 (1) 55 5826 5728
Q1
I think I have always had these kind of problems, the first occasion I can recall is when I was ten years old. I consider that what causes it is mainly stress and that I am always fixating thoughts on negative futures and alternatives.
Q2
I can’t get to sleep at night or I sleep too little.
Q3
I feel unrested the next day and my eyes burn and it is hard to concentrate.
Q4
That it doesn’t have secondary effects that are too hard on my body or my emotions. I sometimes take sleeping pills but the next day I don’t get hungry and then I have binging habits in the night and it is not healthy.
Q5
I would look for something really basic, just to allow me to get to sleep quickly and not take hours.
Q6
It has to have reviews and comments about it really working. I don’t believe magical products or infomercial type products that promise to work in one night or in one use. I am just looking to get to sleep quickly and feel good the next day.
Q7
If after all of this time it helps me to sleep, I am willing to spend between 1,500 and 2,000 pesos.
Q8
If I recall correctly they are called Unisom, but they can’t be found in Mexico.
Q9
It would be weird or I would get suspicious if it says it is miraculous or that it gets rid of chronic insomnia.
Paul Philippe Crespo Contreras
+52 (1) 55 4912 5511
Q1
About a five or six years ago. I don’t know what triggered it, I suppose it was stress associated with school.
Q2
I have hyper insomnia which means that even if I sleep the sufficient hours then I feel tired and I sleep more than I should during the day or other times. As symptoms, I lose track of time, I can’t do my normal activities and I feel in a bad mood.
Q3
I have associated the bad moods, tiredness, sleeping on other times and even not being able to concentrate on activities or being unable to do exercise.
Q4
That it would be economical and easy to acquire, it has to be available on various points of sales.
Q5
That they solve my problem, allow me to sleep and to have quality of sleep (feeling uncomfortable, waking up multiple times or feeling I did not actually sleep). Basically just getting to rest.
Q6
Sleeping the right way, without waking up during the night and the previous things I mentioned. I also do not want to have other problems associated during the day like being sleepy or in changing moods.
Q7
From $200 to $300 pesos, I think so. Maybe more if the product really worked.
Q8
Coffee but to treat the symptoms not the insomnia.
Q9
That the product did not work over a large span of time, or that the benefits it announces are not present or have secondary effects that are not advised.
MarÃa Luisa Trinidad Ugalde
+52 1 55 4181 1589
Q1
Three months before my son was born, he woke me in the morning and I could not sleep again, I would wake up at three in the morning and not be able to fall back asleep. In actuality I think I have too many worries and I get the same feeling and the same insomnia all over again.
Q2
When I go to sleep I can’t fall asleep quickly, I have trouble getting into a deep sleep and I get woken up by anything. Any noise can wake me up and therefore I can’t stay asleep for much time.
Q3
Being and feeling like a zombie during the morning and then get a sleepy at like 9AM. If I don’t take a nap then the rest of the day I am in a bad mood, I get really bad headaches and it is just horrible.
Q4
That doesn't upset my nerves, have really bad secondary effects or that doesn’t let me sleep during the day.
Q5
The solution I don’t think should be eaten or swallowed. I would not like to take sleeping pills, I would prefer a natural solution.
Q6
That I can sleep all through the night and when I wake up I don’t feel tired. That I can also feel in a good mood and be animated to do my daily activities.
Q7
If it really works then about $1,000 pesos.
Q8
I have used all kinds of products, oils, aromatherapy, meditation, relaxing music. Nothing really worked, maybe for the short term but not on the long-term.
Q9
That it doesn't generate addiction or that makes me depend on it to sleep. That I don't have to necessarily consume it to get to sleep.
CUSTOMER NEEDS
GETTING TO SLEEP AT THE HOUR THEY NEED
The interviewees define their main concern as not being able to sleep, and they express their need to get to sleep as soon as their head touches the pillow. This means they will not take hours to fall asleep, and they would not be in the need of taking sleeping pills to finally fall asleep. The DreamScent counts with a pressure-activating device that starts the aromatherapy as soon as the head lies down so the customer is expected to be asleep in minutes, solving the need.
SLEEPING THROUGH THE NIGHT
Another symptom that was present in the majority of the cases was sleeping without interruptions, waking up intermittently and for a reasonable period of time. Since DreamScent has a special system that allows the oils to continue flowing according to your sleep phase, it takes care of the need by giving them close and personalized aromatherapy during the entire night.
NO SIDE EFFECTS
Pills and other solutions have made the users of insomnia products really scared of side effects. They ask to avoid oversleeping or being sleepy during the daytime, grogginess or other health related issues. This also related to the product being more natural and having less chemicals that could potentially affect their bodies. Our product is natural and the essential oils never touch the skin, preventing allergies. There are no side effects and the different amounts of oil throughout the night helps the person to wake up feeling refreshed and with energy.
QUALITY OF SLEEP
Another common symptom is to not feel rested enough, having the sense of passing a bad night and feeling uncomfortable when sleeping. The need is to have a good rest night and wake up with the energy needed to face the day. Many identify coffee as a need to be awake during the day, so to not have to consume anything during the day to compensate would be ideal.
ECONOMICAL
Even if the sector that will buy the product has a higher economic status, on the interviews they set a price of between $500 and $1,000. It shows the need they have to eliminate the problem and the budget for the product is larger.