Target Profile

Assumptions:

We assumed that our ideal customer would be a married, moderately liberal, white, heterosexual, female between the ages of 20-29 as according to a 2023 Pew Research Center Study concluded that the average age of a first-time mother in the United States was 27 (Schaeffer and Aragão). We also believe that the majority of our customers would like on the East Coast and be purchasing this product for their first child. The assumed personal income of our customers was $100,000 to $200,000. We also thought that our customers would be spending at least 3 hours stimulating their child daily and not use PuzzleIt to replace human-driven stimulation for their children. We believed most of our customers would be Jewish as Jews tend to support other Jews in business. We anticipated that most of our customers would have received at least a bachelor's degree at the time of purchase. We also assumed that most of our customers would believe that children should start watching television between the ages of 2-3 years old. Lastly, we thought that most of our customers would believe that children are understimulated in the modern world which would be the reason for purchasing the product.

Reality:

In reality, our customer research concluded that 69.9% of our customers would be over the age of 30 and purchase this product for their child or grandchild. Additionally, 76.7% of our customers would live in the eastern coastal region of the United States with a personal income between $50,000 to $200,000 (64%). Our research also concluded that an equal number of customers would spend either 2 or more than 4 hours stimulating their child daily and use PuzzleIt to assist in these endeavors (both at 29.1%) (91.3%). The majority of our customers would identify as a white (55.3%) heterosexual (86.4%) female (53.4%) who belongs to the Jewish faith (61.2%). The majority of our customers would align with centrist political beliefs (33%). Level of education did not seem to truly affect our customer group as their percentages were quite well distributed between some high school education all the way to a masters degree. The research also concluded that most of our customers would be married at the time of purchase at 74.8% and be buying the product for their first child (71.8%). The majority of our customers allowed their child to start watching television between the ages of 1 and 2 years old (36.9%) while the use of tablets would be allowed at age 2 years (24.3%). Lastly, as we assumed, the majority of our customers would be purchasing a PuzzleIt because they think children are understimulated today (61.3%).