Consumer Interview Paper

Joanna Campagnone

Consumer Interview

Due: December 4, 2015

        The product that I chose for this consumer interview project was Aussie Aussome Volume Hairspray. I chose this product because it is a product that I myself use almost every day and thought it would be interesting to see what other would have to say about this product. I conducted three interviews one interviewee is a heavy user, light user, and non-user. The interviewees consist of two females and one male. Aussie hair products are used by both men and women and have been around since the late 1970's and was founded by a man named Tom Redmond who was an American Entrepreneur. Before discovering Aussie Hair products Mr. Redmond had more than twenty years of experience working in a professional hair salon environment. When visiting Australia, he found that a various amount of ingredients could be put together to make a various amount of wonderful hair products. Aussie hair products are also part of the Procter and Gamble family. Procter and Gamble family is an organization that was created to help improve lives and communities which their employees and consumers live in. This organization started in 1837, for almost one hundred and seventy-five years they have created products they help consumers improve their lives and one of them of course is Aussie hair products.

My first interviewee was a female in her early 50’s and uses Aussie Aussome Volume Hairspray every day. She is mother with three children who are all grown up in their 20’s and works as a certified nursing assistant at a nursing home in Revere, MA. I knew this woman would love to be interviewed because she uses this product every day and always raves about how awesome this product is. The very first question I asked her was, why do you chose to use this product? She simply looks at me and says, that she has been using it for years and it holds her hair in every style she wants it in. She also mentioned that she uses many other Aussie products when she is styling her hair. The next question I ask was, if there were any benefits to using this product on her hair. She said that she didn’t know what I meant by that question but she than answered and said it benefits her because this product is meant for thin and flat hair and helps her boost and style her hair in any way she wants. While I was conducting this interview I thought to myself I need to ask if she thought that this product was expensive. She said that it depends were you purchases the product, she mentioned that she buys a bundle of them on the Aussie website because she uses them so much. I randomly asked this question because I always thought it was inexpensive for myself and I only go through two bottles a month. Followed by that questions, I asked if she uses this product for special occasions as well as using it every day. She looked at me a smiled and said “honey, I use this product every day and would never chose to use anything else.” I laughed when she said this and asked what she will do if this product gets discontinued. She said, she would be very disappointed but she knows that they have other products that are just as good and would find a replacement. I then asked her if she ever had a bad experience with this product. She mentioned that sometimes the product bottle may not spray after one or two sprays and then she would have to shake it and try to spray again. She said, that it can get annoying but she loves the product so much that she cannot stop using it because it keeps her hair perfectly curled and in place. Followed by this question, I asked if she had any memorable experiences using the product. She said that the most memorable experience she had using this product was getting reading for little sister’s wedding a few years ago. She said while all the girls where getting reading for the wedding they were all using all different Aussie hair products, but she of course was using Aussie Aussome Hairspray to keep up her beautiful hair style for the wedding. I then asked her how she felt about the texture and smell of the product. She said, she loves the smell and the texture because the texture is what keeps her hair place. To close up the interview, I asked if she would recommend this product to non-user. She said absolutely but she wouldn’t recommend it to women with curly or freeze hair because it is meant for flat thin hair. This interview lasted about a half hour and I learned that this women loves using all kinds of Aussie hair products and has been using the products for years. I also learned that someone can have a true passion and need for a product as simple as hairspray. It was a very interesting interview and glad to hear that she loves using it as much as she does.

My second interview was with a young woman in her late 20's. She has been using Aussie products for many years and just started to use Aussie Aussome Hairspray. She mostly uses this product when styling her hair and putting it up in a bun, not as much as the women from my last interview. I asked her how long she has been using this product and why she uses the product. She said, she has been using it for about a few months not as much as she uses other products made by Aussie and she chooses to use this certain product because it’s the best to keep her hair in place since she as well has fine, thin hair. The next question I asked her if she thought the product was expensive. She answered by saying she did think it was expensive at drug stores like CVS and Walgreens and mentioned that it was about a few dollars cheaper at Walmart and Target. I always knew that it was cheaper at Walmart but it was nice to hear someone else mention that it was. I than asked her if she would ever buy it in bundles online like the women in previous interview does. She said, that she probably wouldn't do that because she just buys the product when she needs it or if she's out food shopping she would stop buy the hair accessory aisle and just grab one. I also find myself doing this with many hair accessories products when just shopping around.  I than asked if she thought their where any benefits by using this product. She said the only benefit by using the product is that it helps hold her hair when it needs to be held in a style or a bun. I defiantly agree with her because whenever I needed my hair kept in place this product was always the first one I would go to. As the conversation went on I then asked if she would be disappointed if this product would ever get discontinued. She said that she would be disappointed because she is finally getting use to the product but there are so many Aussie products that she could probably trust to buy a new hair spray to work for her certain hair. My next question was, if she had any bad experiences with this product. She looked at me and said many. I quickly answered her and asked if she had so many bad experiences why does she still us the product. She said, she likes the quality of the product and how it works on her hair but she said there have been many times were the spray bottle would stop spraying when the bottle was completely full. She said, this has happened to her many times and all she had to do was shake the bottle and then spray would eventually come out, but she said this can come rather annoying and very frustrating. I have also heard this happening to many other users of this product and saw on consumer reviews that Aussie was going to fix the problem and use new spray bottles. I thought since we started talking about a bad experience with this product it would be the perfect time to ask if she had any memorable experiences while using this product. She said, that she had to think about this question and then a few seconds later a memorable experience came to mind. She told me one time she was scrunching her hair so it would look a little bit curly and she said it would get so hard by her using so much hairspray that she looked like a donkey. We both started to laugh and I also thought it was funny because I could relate to it since I as well have very fine and thin hair and scrunch my hair when I am feeling lazy and don’t want to blow-dry my hair. In the middle of the interview another question popped into my head and thought to ask what she thought of the smell and texture of the product. I didn’t ask the first interviewee this question because it was a question that just came about while having a conversation with my second interviewee. She then mentioned that she thought the product smelled good and the texture can make her hair a bit hard when using an observed amount of it, like when she is scrunching her hair. To finish up this interview I asked if she would recommend this product a non-user. She said, she probably wouldn’t recommend it to users that use hairspray on an everyday basis but more for users that like to style their hair. I thought this was interesting because my first interviewee loves this product so much that she uses it on an everyday basis. This interview lasted about forty-five minutes because we had a lot of side talk about the product and enjoyed talking about all the similarities we had when using the product.