15A – Figuring Out Buyer Behavior No. 2
Based on the interview, I was able to get a grasp of the buying patterns for my potential customers. Unsurprisingly, price and quality were two of the important deciding factors for all the interviewees. Also one interviewer mentioned that the relationship with the photographers and the studio is equally important as well. It's important to have a photographer who is good with kids, who makes them comfortable. So, for the reccuring photoshoot in the year after, they know exactly where to go. One interviewer said, even if they find a photographer with an attractive price, if the quality of photo suffers, they wouldn't even consider using the service. One interviewee said every photographers have different styles when it comes to shooting and editting, and if the final results doesn't reflect her style, then she wouldn't use the same photographer again. That's why looking at the portfolio of the photographer you want to work with is important. Instantly, you can see what kind of style do this photographer has.
Since photography service requires face-to-face service, buying the service online is not the option, however, having a great website that shows who you are as a photographer is crucial. It also creates a window to innitial interaction with potential cutomers as they first take a look at the website and then reach out to the photographer. Interviewers prefers check payments, or use online payment software. Some interviewers preferred to have a payment plan and some preferred to pay all at once.
The overall experience of the photoshoot and the outcome of the pictures were important. If the quality matches the price they paid for the services, they consider it as a good purchase. Things such as poor customer service, slow turnaround for the pictures, unhappiness with their images due to a bad performance are all the factors that made the interviewees consider a 'bad purchase'.
In conclusion, potential customers from this specific segmentation have identifiable preference when it comes to photography. They all agreed the quality and the price of the photo is important, however if they have to choose one factor, they cannot sacrifice the quality over price. Third factor was that finding the unique style of a photographer that matched what they're looking for. Also, having an access to the photographer's portfolio online was an important step to make a purchase decision as the previous works tells a lot from the customers' perspective.
Since photography service requires face-to-face service, buying the service online is not the option, however, having a great website that shows who you are as a photographer is crucial. It also creates a window to innitial interaction with potential cutomers as they first take a look at the website and then reach out to the photographer. Interviewers prefers check payments, or use online payment software. Some interviewers preferred to have a payment plan and some preferred to pay all at once.
The overall experience of the photoshoot and the outcome of the pictures were important. If the quality matches the price they paid for the services, they consider it as a good purchase. Things such as poor customer service, slow turnaround for the pictures, unhappiness with their images due to a bad performance are all the factors that made the interviewees consider a 'bad purchase'.
In conclusion, potential customers from this specific segmentation have identifiable preference when it comes to photography. They all agreed the quality and the price of the photo is important, however if they have to choose one factor, they cannot sacrifice the quality over price. Third factor was that finding the unique style of a photographer that matched what they're looking for. Also, having an access to the photographer's portfolio online was an important step to make a purchase decision as the previous works tells a lot from the customers' perspective.
Byung,
ReplyDeleteI think it's cool that you learned the importance of your online platform. Do you have a website with your photos? Would you consider posting it here:)? I don't doubt that you're a lovely photographer. Its also good to know that your customers will not compromise on quality. Obviously, photos that are meant to mark a momentous occasion are priceless.
Byung,
ReplyDeleteI enjoyed reading your post! I am happy that you highlighted the importance of an online platform. Many customers like their photos to be natural with very minimal editing. The online platform can be used to showcase your work, so clients get a better idea of your style. I also agree that the photographer should have a close relationship with the clients and are good with kids. When a close bond between two parties are formed, the family is more likely to hire you again for future photo shoots.
I really enjoyed your post because you show a lot of passion for this idea. You chose a good selection of interviewees and with their interview you were able to see the buying patterns that could improve your product even more. You learned that there a certain qualities that that buyers are looking for, and creating an online platform to showcase the work is brilliant.
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