CASIO Friendship Group

CASIO FRIENDSHIP GROUP

• Group of High School friends now all in college with each other.

• All Females between the ages of 18-22.

  • One was wearing an apple watch,

  • one was an occasional watch wearer and was in the market for a new ‘heavy duty’ watch.

  • The other two were not wearers with

    • one wanting to buy an apple watch

• and the other only wanting a regular watch if absolutely necessary.

Main insights gleaned, surrounded the personalities/values of those more likely to favor a regular watch as opposed to a smart watch, as well as their buying behavior.

Those that preferred a regular watch cared more about what others thought about them with regards to manners and politeness:

“[wearing a watch] much more polite than pulling your phone out to check the time, its just casual. Yeah just handy cause I’m not gonna have my phone in my hand all the time.”

or

“I know like my dad would be “there look you can make a call” but like why would I make a call on my watch? I’d look like a fool! I mean if I needed one I just get like a regular watch.”

These people also cared more about durability and style compared to the other two.

Despite different values regarding watches the buying behavior was uniform. They would all first look at the price, then maybe research the product online, try it on, think about what outfits they could match it with etc.

In-depth interview:

• 20 year old male.

• He was wearing a CASIO G-Shock watch while being interviewed.

He was asked all the discussion guide questions with some more expounding questions fleshing out his stylistic drive.

He stated the main reasons he wears a watch are out of habit as well as for stylistic purposes.

He believes that watches make an outfit, but they should not be the main attraction. He doesn’t really have a code on when and when not to wear a watch, he just wears it whenever because he feels weird without it on. The idea of a smart watch and it’s multi-purpose functionality is appealing to him, but he finds himself unable to afford one. Though he eventually wants to buy a smart watch he admits that

Normal watches are classy and doesn’t think they will ever get old.

Interview notes:

• What are 3 words you would use to describe yourself?

  • Ina: funny, nice, outgoing

  • Amy: friendly, empathetic, competitive

  • Leah: I think, (not smart thats not true) honest, kind, loyal (whispered by friend)

  • Megan: shy, loving, caring

• Do you wear a watch?

  • Ina: shakes head

  • Amy: I wanna get a shark watch soon

    • Heavy duty one for mission

  • Leah: shakes head

  • Megan: points to apple watch on wrist

  • James: I have 4 watches

• Why or why not?

  • Amy: its much more polite than pulling your phone out to check the time, its just casual. Yeah just handy cause I’m not gonna have my phone in my hand all the time.

  • Ina: I would like something like an apple watch that can track my steps and stuff on your phone it kinda does it but not necessarily as accurate.

  • James: Honestly I feel weird not wearing a watch

    • Habit - something missing without it

    • watches match out fits - look cool

• What qualities matter most to you in a watch?

  • Ina: heart rate I think thats important, probably step counter, just like a normal smartwatch kinda thing, i can check texts to maybe make a phone call.

  • Leah: I feel like I wouldn’t need a watch like that, just cause I would use it that much, I would forget about it, I am a forgetful person

  • Amy: I think I would just want like a simple watch. Like I don’t need the extra, I tried a fit-bit for a while, and I just didn’t feel it, I didn’t use it. I feel like if I had an apple watch I would feel guilt-ed into using it cause it was so much money, but like if I wore a watch I’d literally need it just for time.

  • James: Text and call so useful

• Would you ever get an apple watch?

  • Amy: probably wouldn’t be the first purchase I would go out of my way to get. Because I feel like my phone can do the same thing. Just because of my previous experience where I tried a smart watch but I didn’t use it as much. Maybe someday if the opportunity was convenient- but I would never go out of my way for a smart watch. But I would get a regular nice watch- that says just the time.

  • Ina to Leah- you’ve always wanted an apple watch

    • Leah: I never told you that. It’s not me!

      • I am literally so forgetful, I feel like I would not use it that much. I know like my dad would be “there look you can make a call” but like why would I make a call on my watch? I’d look like a fool! I mean if I needed one I just get like a regular watch. Like if I really needed it. But if I didn’t need it I would not get a watch at all.

      • I would just uses my phone, or ask someone,

  • Megan: I didn’t buy [my apple watch] I got it for Christmas

  • James: Yes in the future I probably would - wouldn’t have to pull out phone to check everything.

• Still check time on phone - but I would check my watch a lot before

• Why do you wear your apple watch:

  • Megan: its nice to get notifications at work and school so I don’t have to put out my phone. I can leave my phone anywhere and just look and see if its important. Or if I lose my phone I can find it easy.

• Is it distracting?

  • Megan- no, cause I don’t have to look at my phone, I don’t feel like its distracting.

• For what kind of occasions do you not wear a watch?

  • Amy: soccer, showering

    • The only other watch I have ever worn is simply an aesthetic looking watch- so I would wear it with out fits that it looked good with, so it was not for the practical purpose of a watch

  • Ina: anything with water

  • James: Not really for special occasions when I leave the house

• I take it off for exercising, sleep, shower

• What do you use the watch for the most?

  • Amy: I would like a watch that can go with lots of things, that doesn’t stand out to go against things. But still is usable, I wouldn’t go out of my way just to get a pretty watch just to use it. I have once. In the future- If I was to get a watch now it would be just like go with everything

    • Ina: Not like rollex or anything

    • Amy: Exactly- not something thats fancy to be fancy but can go with stuff, multipurpose, durable. I want a watch thats gonna last me a long time. I would be willing to pay a bit more because I am getting a watch that lasts me and I’ll wear it every day.

  • Ina: you don’t want to buy something that is like 100 dollars and just breaks. I’m kinda hard on my jewelry

  • Leah: if it breaks I mean what was the point of it you know. You only ever use it to use it, I need it to not break on me.

  • James: it is convenient to check the time when biking - only reason

• Buying behavior:

  • Price first

  • Ina: I would probably look it up online and look at reviews, ask the person selling it.

  • Amy: narrow down search- research that one watch - because it is a big purchase

    • 2 watches I own - in person, but the next one, online just because I have heard so much about it from friends. Honestly I don’t know where to go to find it and it’s just easier to find it online.

  • Megan: I would try it on to make sure it fits good

  • James:

    • The most important thing for me when buying a watch is cheap - I’ve never spent more than 20 bucks on a watch

• Price - important because I need money and spending money on a watch is not something I’m willing to do

• Need money for college and food

• Color is next important to match my outfits

• White and black almost always match with my clothes