With a direction established, the next step was to identify the key needs and characteristics of our target audience (potential customers new to birth control pills) which we did through 90+ anonymous surveys and 5 follow-up interviews. There were three insights gathered from this research, that were key in informing our persona:
When seeking information on the pill and how it works, customers tend to look into the experiences of others, and consider experts’ opinions
Those who have knowledge of oral contraception will compare brand options that are suitable for their needs, those who don’t may rely on the doctor to prescribe
Being informed on the impact birth control pills have on one’s body and their additional uses affects the customer’s perceived value of the pill.