Figuring Out Buyer Behavior No. 1: Assignment 12

Segment: 

Parents with kids

Interview #1: Mother of two children, ages 6 and 8 

Need awareness: 

-->  Her need becomes most salient when she sees her children growing fast and their adult teeth are coming in but growing incorrectly. 

--> Her 6-year-old already lost a couple of her front teeth but they are growing slanted 

--> her 8-year-old has all his adult teeth now but she doesn't want to put her son in pain at such a young age with braces. 

Information search 

--> Currently, she has to wait until her 8-year-old is old enough to get braces in order to fix his smile. 

--> She goes to the pediatric dentist every 6 months to make sure her kids have healthy 

Interview #2: Father of a teenager 

Need awareness: 

--> His son is 15-years-old and currently has braces, however, he is going through a lot of pain every month when there is a check-up and tightening of the braces. This is when he notices that he wishes there was a better option out there to straighten teeth because no parent likes seeing their kids go through a lot of pain.

Information search:

-->  When choosing the orthodontist to do the treatment, he wanted to find one that would give his son the fastest results to not be in pain for a long time. However, this was not possible because the son had an overbite, therefore, the treatment will take a minimum of 2 years. 

Interview #3: Parents of a 12-year-old 

Need awareness: 

--> The parents are currently going through a rough time in their household because the daughter is getting bullied for having her canine teeth above all the others. 

--> When thier daughter comes home from school, she is found sad sometimes. They are currently thinking about homeschooling her if it gets too much to handle for her. 

Information search: 

--> They are currently searching their local area for a cheap treatment so that they can afford their daughter getting braces. Braces cost about $2000 and the insurance they have doesn't cover it. 

--> They have family friends that are dentists, so they are trying to negotiate a deal with them in order to get this treatment for their daughter to feel more confident and have a higher self-esteem. 

Conclusion 

I learned that parents are willing to do anything for their children. They truly want the best for you and don't like seeing you in a sad mood. I also noticed that having a straight smile for these parents was really important to have for their kids. They didn't neglect and it and found importance in having a good smile because a good smile can get you a job offer in the future. These interviewees have done their research and want the best possible treatment for their children, however, there is not one that will prevent having messed up teeth.