I assisted a Chinese AI-driven haircutting solution provider in exploring the U.S. market through in-depth interviews, sidewalk surveys, and quantitative analysis.
Role
Industry
Duration
Challenge
As a Chinese company, ClipEase was unfamiliar with U.S. culture concerning haircutting patterns, pain points, and purchase behavior of U.S. users. These cultural gaps also limited their ability to effectively explore and penetrate the U.S. market.
Outcome
I developed a comprehensive user research plan and conducted two-stage interviews, including 8 in-depth on-site sessions. Through qualitative analysis, I identified 3 major user groups out of 7 potential groups.
Additionally, the insights I uncovered from interviews have shifted the product direction of ClipEase.
Approach
Twists and Turns
Initially, I set a whole process user research plan for the DIY user research to:
Identify the target user group and understand the proportion of each user segment.
Deepen and expand the exploration of user perceptions in the U.S.
However, a plan is just a plan.
ClipEase is developing rapidly, leaving little time for extensive surveys. I was asked to quickly identify several user groups for the first round of pilot testing.
Pivoting to Qualitative Research
For convenience and efficiency, I switched from extensive survey distribution to stratified convenience sampling, conducting smaller-scale surveys to identify potential users. Although this method might introduce bias, it allows for quicker conclusions.
I selected three locations for street interviews and two locations for distributing survey sheets. Afterward, I identified various types of potential users for further in-depth interviews.
User Interview Analysis
Identifying Potential User Groups Based on Economic Capacity & Appearance Requirements
Initially, ClipEase only had a vague understanding of their target persona, broadly identifying them as "short hair males." After conducting two rounds of surveys and interviews, I was able to identify several distinct potential user groups.
Overall, the trend towards DIY haircuts reflects a need for cost savings: a man's haircut typically costs $40 in metropolitan areas and $20 in rural towns, with tipping ranging from 10% to 20%. For individuals who prefer to keep their hair short or maintain a fade hairstyle, this could amount to a monthly expense of around $100.
Another factor influencing the decision to switch from DIY haircuts to becoming ClipEase customers is the requirement for a specific appearance. For example, an interviewee working in the modeling industry would not opt for DIY haircuts, instead relying on a personal stylist. In contrast, blue-collar workers and veterans generally aim to simply keep their hair short.
From the interviews, I uncovered some other interesting insights:
Unexpected Women Involvement
Initially, ClipEase expected its users to be predominantly males due to its capability to handle short hair.
However, interviews revealed that many users received haircuts from female partners and relatives. In some families, mothers, sisters, and wives take responsibility for maintaining the males' appearances.
Expanding the User Group
ClipEase is currently limited to handling hair lengths within 2 inches. While the user group for maintaining a brush cut is small, a larger group prefers the "fade" hairstyle. These users might like hair longer than 2 inches on top but require the sides to be trimmed close and blended into the skin.
Therefore, instead of a clipper that can complete the entire haircut, introducing a simpler tool specifically for trimming the sides might be a more effective entry point for market acceptance.
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