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Hypothesis

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by

rendel rieckmann

on 22 August 2013

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Transcript of Hypothesis


1. People want to
change their style
when they face a
new environment 2. People don't
consciously decide
to change their
style
3. Younger, richer
people want this
service

Just moved to New York City
28 years old, single, no children
Unemployed, Master's in Civil Engineering
Savings: $5,000 from internship
Potential income $80,000
Life: Recently moved from the countryside to NY to find a job
Likes: "trust me, I'm engineer"
Eager to adjust herself to the new environment (gym, animals, green & sustainable, architecture)
Find: seeks mentor, reads about recruiting news through internet
Website: linkedin, monster, facebook
Actions: google job keywords
Objective:
Test our hypotheses to validate May Johnson as a persona with ~100 people

How:
Online survey

Demographic of the participants:
94 respondents, >90% age 21-30, ~50% M/F,
85% earn <$80,000/year
Blue - Group D
Ellen Dong
Saddiq Nuru
Rendel Rieckmann
Patrick Symmonds


Initial Hypotheses
Market Test #1
May Johnson

40% were interested in hiring a stylist even with low incomes
it is not related to an above average income
60% would pay $0-$25 for 60 min stylist, 30% would pay $50
"when you changed your environment , did you change your style ?" 21% said no ( based on multiple choice answers)

Objective:
Test revised 3rd hypothesis with ~40 people: There is a correlation between price that people pay for their clothes and their interest in hiring a stylist

How:
Interviews conducted in person or via phone

Demographics of the participants:
40 respondents, age 21-30, ~50% M/F,
median pay for jeans: $42.50
Market Test #2
Based on our market testing Sharesomestyle.com should
Focus on three target groups: Advertise online on jobsearch machines (monster), moving companies & psychology forums
Rephrase: Do not advertise with word 'stylist'
Refine Google search
Lower entrance barrier:
Negotiate discounts with clothing companies (asos.com, macy's)
Partner with business to include SSS in recruitment package

Recommendations
The conversations revealed: the word 'stylist' seems daunting
The barrier is 'how to get people to the website'
The website itself is attractive to our target persona
Outcome
Outcome

1. People want to
change their style
when they face a
new environment 2. People don't
consciously decide
to change their
style
3. Younger, richer
people want this
service
Initial Hypotheses
(new job, new me, new place)
expensive clothes buyers
Revised
www.ShareSomeStyle.com
Low-End vs. High-End Jeans Buyers
(Text analysis)
Full transcript