How Would You Like Your Hair Cut Today?

Belief: Many people have no idea what to ask/tell the hairdresser when deciding on a haircut.

Who: Anyone with hair.  My assumption would be men in particular.

Problem Origin: This problem has been around since the very first haircut

Current Solution: Searching for and sharing pictures of other people with haircuts similar to the one the client wants

Prototypical Person: Male/Female individuals with hair that is regularly cut

Interview 1: Male, 18

How often do you get your hair cut?

About 3 times every two months

Do you go to a barber or salon?

I used to go to a salon when I had longer hair.  But I finally decided to cut it short and now just go to the barber

How do you usually describe what you want to the hairdresser?

“3 on the sides and light trim on the top”

Do you ever find it difficult describing exactly what you’re looking for?

Not as much as a year ago.  It’s taken awhile to get my description down to ten words.  It still isn’t the perfect, I just don’t know exactly how to convert the image I have in my head to words.

Is there ever a perfect picture example?

There are some pictures that get pretty close.  But usually it’s a combination of pictures.  If I could, I’d pick 10 different photos and then pick 1 aspect that I like from each.  Unfortunately, that’s not practical and I never know whether the qualities I pick from each will be compatible. 

Do you still bring a picture(s)?

No.  Like I said, it isn’t really practical and it can be frustrating just trying to find one.  Just using words gets me to about 80-90% of what I want

Does your hair come out exactly as you wanted every time?  How many times has it not?  Ratio?

Not every time.  Sometimes it comes out too short or too long (or a mix of both, i.e. sides too long and top too short).  Lately, 100% of the time I leave the barber happy with how it turned out; but, I’ve kinda come to terms with the fact that I will only ever get my hair to about 80% of ideal.

Reflect: After a certain amount of visits with the same haircut, the customer has at least a sufficient understanding of how they want their hair cut.  There also appears to be a point at which the haircut is good enough.

Interview 2: Female, 50s

How often do you get your hair cut?

Once every 3-4 months

Do you go to a barber or salon?

Salon

How do you usually describe what you want to the hairdresser?

Bring a picture.  If can’t bring a picture, tell them what you want.  EG.  Inverted V.  high/short in the back and long in the front.  Layered in the front so doesn’t look like a bob.  In the back, not shaved, but start close to my neck and get stacked towards the top.

Do you ever find it difficult describing exactly what you’re looking for?

Yes

How did you learn the verbiage to accurately describe what you want?

It was a combination of several hair stylists telling me what the certain hair styles are called: stacks, layers, inverted v, etc.  I also learned through a lot of trial and error.

Is there ever a perfect picture example?

Yes.  Combination of two pictures… front and back.  Difficult to find both of those with same haircut

How long does it take you to find the picture?

A few minutes

Does your hair come out exactly as you wanted every time?  How many times has it not?  Ratio?

With the picture: sometimes two times needed (to grow  out).  One time they cut way too short.  Very rarely get exactly what I want.

Verbal description: Very rare.  Not good odds. Usually come in with picture.

If there were a way to simulate a haircut and customize it, would you use it?

Absolutely.  Selecting options for front and back which then auto-generate the profile would be very helpful.

Reflect: Pictures are sometimes painless to come by and easy to use.  Pictures are essential.  An interesting feature would be a system which autogenerates the side profile if given certain front and back styles.  Also, haircuts are about a quarter as frequent for females as males (from my dataset of two people thus far)

Interview 3: Female, 70s

How often do you get your hair cut?

Every 2-2.5 months

Do you go to a barber or salon?

A salon.  Since he’s a friend, he comes to my house sometimes (better pay for him).

I prefer the salon.  It’s a time where I rest and relax.  It’s a break.  They also wash my hair. 

How much does it cost?

$75. I don’t get my nails done or any other pampering, so going to the salon is my self-gift.

How do you usually describe what you want to the hairdresser?

Always the same.  Straight line on the sides.  It has a certain name, but I can’t remember.  I’ve gone to the same person for so many years, he knows what I want.

Did you ever find it difficult describing exactly what you’re looking for?

Never was difficult.  When I like something, I know how to describe it.

Would you ever use pictures to supplement the description?

No, I usually just verbally describe… or I draw the side profile on a piece of paper

If there were a way to simulate a haircut and customize it, would you use it?

If I would want to change style, maybe in the back, might be useful.  People like to experiment and change the back.  Giving options would be helpful

Reflect: For someone who has had the same haircut for decades with minimal changes, getting a haircut is simple.  However, it is also a fairly costly endeavor.  My first interviewee paid approximately $15 for his haircuts at a rate of 3 times every two months; that is $270 per year.  This interviewee pays $360-$450 per year.

Summary:

The original opportunity is still there. However, if marketing to women, the issue isn’t really describing what they want, but deciding.  I think for males, it is more likely the opposite.

By way of changes, there were a few repeated points: customization, viewing different options, and generating side profiles from given front, top, and back style selections.

There are definitely more functionalities to add to whatever software will address this opportunity.  However, I would try to limit the functionality as much as possible to just the bare minimum.

I believe it is critical for entrepreneurs to listen to their customers and implement the most common needs of their target audience.  However, it would be ineffective and costly to implement every comment and try to tailor the product to every customer.