Hair Ludwig 1:1 Interview Guide

Author: Mary Schwab

Main Research Goals

  • Discover what users enjoy about their current salon, and what makes them loyal to a salon (is the salon itself, the stylist, or a combination of both?)

  • Discover pain points when users have to find a new hair salon/stylist, and how they research for this service

  • Identify what are the most important features or aesthetics in a salon experience and/or specific stylist

  • Identify what users want to know about a salon before their first visit

For each interview, I will collect the following information:

  • Age

  • Gender

  • Location

  • Occupation

  • How many times a year they visit a salon for professional hair care service

  • Average amount of money they spend on hair care per year

Professional Salon Visit Questions: 

  • How often do you visit a hair stylist/salon (yearly average)?

  • How much money do you spend on professional hair care (yearly average)?

    • If needed, break this out by cut versus color

  • If you get both cut and color, do you go to the same stylist/salon or different?

  • How many different stylists have you seen in the past year?

  • How many different salons have you visited in the past year?

Professional Hair Care Experience Questions:

  • Tell me about your current salon and stylist

    • How did you find them?

  • What do you like about your current salon?

    • Are you more loyal to the salon, or your stylist?

  • Tell me about an enjoyable experience you’ve had with a salon or stylist (could be your current salon, or previous)

  • Tell me about an unenjoyable experience you’ve had with a salon or stylist (could be your current salon, or previous)

  • How far are you willing to travel for a stylist you like?

  • While at the salon, what extra perks are important to you?  

Professional Hair Care Research Questions:

  • Tell me about a time you had to find a new hair stylist

    • Why did you need to find a new stylist?

    • What was your research process like?

  • Before your first visit to a new salon, what do you want to know about them?

  • When looking at a salon’s website, what type of content is most important to you?

    • Are reviews important?  If so, how do you prefer to read reviews? (on the salon site, or via google/yelp etc.)

    • Do you like to visualize the salon space before visiting?

    • Do you want to know more about your stylist before your first visit to them?

    • Have you ever brought in an image of a hair style for the stylist to copy?  If yes, where did this image come from?

    • Do you look at a salon’s social media?