Demographics That Might Provide Helpful Context for Their Responses
Teacher/full-time working adult
Mid-late 50s
Very busy, likes to host/entertain/travel and generally stay busy (always on the go)
Key Findings from the Interview
Thinks that online shopping is too easy for her, so she spends too much money. The instant gratification and easy access works well with what limited time she has on the day to day. She most frequently shops at Amazon, Target and Wayfair for clothes/decor, particularly because these companies can guarantee quick arrival, sufficient variety, and affordability.
Returns are a big pain for her, and she keeps way more than she wants/needs because of how difficult it is.
Even though she shops more online, she would prefer to shop in person if she had more free time. She enjoys the in person experience of touching and trying on products to know if you really like something. She also likes the idea of shopping locally and in person, but it is hard to beat big chain prices. She aspires to consume less and shop more in person to “be less consumery” and because she feels that she needs less stuff at this stage in life. She has what she needs.