Interview with target Consumer

Cheryl Jones-44years old

1. Do you have any daily health or beauty regimes?
-Always use facial serum and eye bag cream, straighten my hair and take the tablets for my thyroid.

Do you use any Dove Products?
-Original role on deoderant and pro age bodyy wash

2. Do you feeel that keeping healthy is a concern or maybe an interest for you and your generation?
-Yes I think its a concern to my generation but more so for the up and coming generation who are more obese and less active. Even as children, we were always busy as kids outside.

If so how do you monitor your health and activity?
-moderate what I eat, sold my car and moved to a town so that I could walk more. I always use the stairs at work rather than the lift and go for a walk during my lunch break.

3. Would you be more likely to incorporate ahealth regime into your routine if there was some kind of incentive?
-Yes, or if we could incorporate it at work, we did a yoga class at work a few times and it was really good.

What do you think the incentive shoud be?
-The incentive should be that if you do so many classes, or so much activity, then you should get a class or activity free. Or you could get free products, perhaps dove products or points on a rewards card, like a nectar or boots card. Maybe even start a Dove card?

4. If ther were a wearable device which would naturally help you in the right direction towards activity, would you be interested and likely to invest? We were considering a price of around £30-40 included in a Dove gift set.
-Yes, this is a good price if you get it as a gift set, it would be best to market it around gift times of the year, for example mothers day and chrisdtmas or as a family set so that we could compare results.

Why do you think that having this device would help you to be more active?
Its a constant reminder,and if you can compare results your less likely to lose interest

5. Showed example of how we want the device to look.
How do you feel about the visual aesthetics of the product?
-I think its nice, you could keep it on all the time and its small enough not to become obtrusive,however some people might find the plaited leather too ethnic, for example, I can't imagine my Mum wearing it (she's 66) as she prefers more classic looking jewellery. I like the ethnic look though so i'd wear it.
Some kind of motif that changes colour could be incorporated into the desing as a subtle way of reminding you that you're being inactive(for example an evil eye or similiar design)

What is more important, visual aesthetics or functionality?
-Definitely functionality, I'd be really annoyed if I spent £30 on a bracelet and it didnt work properly. Theres no point in the bracelet unless it works effectively.

6. What are you already wearing on your wrist?
-My watch, I wear this every day but my accessories depend on the outfit i'm wearing.

Why do you always wear this?
-Its very comfy, very thin, doesn't get caught on things and its very sentimental to me. My partner bought it for me as a gift because he knows that I like marcacite jewellery.

Do you think that it is noticeable?
-Yes, I think that it is quite noticeable, its quite old fashioned looking, which I like and a lot of people do remark on it.

7. How would you like to be alerted about inactivity?
-A flashing light, perhaps a vibration as long as you could turn it of at night time because I wouldnt notice the flashing light at work. A change of colour would be good, simple red, yellow and green telling you how active you've been, everyone understands this and it would subtly remind you.

8. How would you like to view your data and gain hints, tips and feedback technology wise?
-On the internet, a tamagochi style game would be good, maybe a garden growing every time you gain more points for being active or a creature to look after which improves in health if you run up and down stairs for example. I would use it as an app on facebook, it would be good to compare your results with other people your age and local people as long as it was annonymous.
-I would be more likely to respond to a vibration or something at the time rather than a nudge via technology, for example a text or email as I dont check these until the end of the night.

9. Any additional elements that you would suggest?
Some kind of donation to charity every time you get a certain amount of points or reach a stage in a game due to your activity. Discounts on activities like the cinema or days out as a reward.
The product would be ideal if sold in two's so that you have someone to compare your results to. You could sell them as freinship or Mother, daughter sets.

Charlotte