Jaw Joint Group Case Study

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CUSTOMER EMPATHY ANALYSIS

EMPATHY MAP OF INDIVIDUAL CONSUMERS
The Jaw Joint team developed a survey which has had over 100 respondents, all of which are parents who have children that play sports. The survey had a range of questions, which included: 1.) the parents’ overall concern about concussions in their child, 2.) where they typically purchase their mouth guards, 3.) the children’s level of influence on the mouth guard purchase, and 4.) common complaints they hear from their children about their mouth guards
Over 80% of the survey responses stated that parents were either ‘somewhat concerned’ or ‘very concerned’ about the occurrence of concussions happening to their children during sporting activities. Given the elevated level of coverage …show more content…
We heard comments such as: “My kids like to see the Nike ‘Swoosh’ on their mouth guard”, or “I like Steph Curry’s mouth guard.” While most athletes have moved on from ‘basic’ mouth guards in favor of ones that provide greater comfort and protection, we have found that factors such as style, color, and popularity are taken into account when making the purchase of their mouth guards. Over 22% of our survey respondents stated that their child had complained about their mouth guard; we are assuming that most of those who are complaining about mouth guards are football and hockey players. Common complaints were that the mouth guards are bulky, uncomfortable, and cause problems …show more content…
The team review showed that customers choose mouth guard products based on their perception. An easy way for a consumer to understand perception is by looking at product reviews. The perception map was created after looking at Amazon reviews. The highest reviewed products were reviewed for comfort and price and were placed on the perceptual map based on their review ratings.
The reviews and ratings are as follows, Shock Doctor Pro Mouth Guard currently has 629 reviews and has only had 3.9 stars rating. Some of the comments for this product were mixed reviews for comfort. The BrainPad product was the LoPro+ Double Laminated Strap/Strapless Combo in one Mouth guard. There were 263 customer reviews having only 3.2 stars rating. While some stated it was a good product, others stated it was tough to fit or had size issues. Sisu 1.6 Aero Guard has 295 reviews with a 4.5 stars rating. The product is mostly described as thin and comfortable. While Under Armour is a growing company it has limited reviews for its mouth guards. It’s largest review was the Under Armour bite Performance Mouth wear Lower Mouth guard which had only 196 reviews and a 3.8 stars rating. Some of the comments added to the reviews stated that it “didn’t offer good protection”. While it could be comfortable, it
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