Assignment 9A Testing the Hypothesis Part-2

Testing the Hypothesis Part-2

Who:  In this round of interviews, I narrowed my search for individuals to only females who were over the age of 30.  Christy 38, Amanda 35, Ledarcy 41, Debbie 51, and Stacy 55.  In the first round of interviews, I found there are multiple markets so limiting my interviews to a specific gender and age group helped me focus more closely on which market I thought would be a better target audience.  I found there are definitely groups even within my groups that fall outside the boundary.

• While this group of women share many of the same beliefs and they all have tattoos, only Christy said she would want to remove hers.  She said she was young and she got it with some girlfriends on a trip in college.  She said she really did not want to get it but she gave in to peer pressure.  Her cancer sign tattoo is on her ankle and it is only about the size of a silver dollar but she does not like it.  
• Amanda really does not like her tattoo because it is located on her chest and she now wishes she did not have it but she said she could not bring herself to have it removed.  
• Ledarcy, Debbie and Stacy said they like their tattoos.  Debbie admitted she thought she had been passed over for a management opportunity once, (her tattoo is on her neck) but she said she would still keep her tattoo. She ended up getting the management position a couple of years later. She told me she thinks attitudes about tattoos are changing and they are more widely accepted.

What?:  The what, "tattoo regret" is the same with respect to the regret but differs in the level of regret individuals feel.  Some of my interviewees do not feel enough regret to want to have their tattoos removed which makes them fall just outside the boundary of the boundary as a prototypical customer.  Many do not feel regret at all and they are not my prototypical customer and again, fall outside the boundary of my opportunity.

Why?:  There are many reasons for tattoo regret and multiple individuals for whom this opportunity might be a solution to their problem.  The need is the same, getting rid of an unwanted tattoo but for many different underlying reasons. 

                     Inside the Boundary                                         Outside the Boundary

                        (Who is In?)                                                            (Who is Not?)

  People who get tattoos and they are old and faded        People who don't have tattoo regret

  People who regret the type or location of tattoo            People who have regret but not enough to   

  Women with a tattoo of an ex-partner's name                remove the tattoo

  Former prisoners trying to get employment when         Individuals who may not be able to afford

  they are released                                                             to have their tattoos removed

                  (What the Need Is)                                               (What the Need Is Not)

  To provide a solution to help people remove                 To help people who do not wish to remove 

  tattoos they regret and no longer want                           their tattoos 

   

               (Why the Need Exists)                                           (Alternative Explanations)

Many people who have tattoos have tattoo regret             If the need does not exist now, it could 

and want to have the tattoos removed                               be a need later on.  For example, some 

Some people who have tattoos need to have a                  younger people may later feel regret.

tattoo remove because they are unable to get a job           There are going to be limitations to this 

because of their tattoos                                                      because individuals are just that...individuals

Some individuals may have the need because they           

experience discrimination because of their tattoo