Figuring out Buyer Behavior No. 1 by Jenna Jaeger My segment is businesswomen in Tampa. I conducted three phone interviews with my mom and two associates of hers. She works in a legal firm in downtown Tampa. All these women use whitening strips at home, and have experienced this need for something to hold them in place. After speaking to all three women, I deduced that they usually whiten their teeth once a week with the exception of right before an important event they are attending. They make sure to whiten their teeth before going to the dentist twice a year. They are conscious about their hygiene, and want a good report back from their dentist. They realize they have this problem during use of the whitening strips. They brought to my attention that they usually don't discuss this problem with their dentist, but rather their spouse while using the product. I asked if they were to ask the dentist, if they thought he/she would have anything to help with the problem. They re...
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