The end-user profile is women between the ages of 24-35, living in North America. She is career driven, identifies as spiritual, is committed to her health and wellness and prefers ‘modern’ style design. She lives in an urban dwelling such as an apartment or townhome, and household income is about $70,000+ per year. She is in a long term stable relationship or marriage. She is interested in personal development. She eats at least one healthy item per day and enjoys a moderately active lifestyle. She is inspired by nature and enjoys its mental benefits. She enjoys self-care rituals such as bathing, lighting candles, and burning incense. She likes social outings, things to do and attractions when she has the time. She is on-the-go. She has or wants pets. She has a moderate respect for the environment but is likely to prefer aesthetic over environmental. She likes inspiration, inspiring quotes, symbolism, prayers and power words. She indulges in small luxury purhases, for example, specialty coffees, mochas etc. She is comfortably fashionable and will buy the odd ‘expensive’ item, will dress up if necessary. Gravitates towards mysticism and mysterious elements of life. She practices yoga, meditation. She enjoys retreats, festivals and travelling. She is educated, either college or university degree. She gets her news online or via word of mouth. She is afraid to fail and not living life to its fullest. She is afraid of ‘missing out’. She is cost-conscious but will spend if the value is perceived.
Life -Cycle Use Case
Respondents have indicated that the primary reason(s) for purchasing a new incense holder is indicated when they are: fitting new decor, require an item to help them relax more or assist in meditation, or the style and price are a right fit and they happen to come across one. It is largely motivated by the ‘style’ of the incense holder and the style needs to resonate with their preferred decor. Another reason indicated is when ‘one is outworn’ and requires updating, whether aesthetically or materially.
Respondents indicated that they go to acquire a new incense burner either at a metaphysical store, where they are likely to purchase incense sticks - or online.
When deciding upon the best option, respondents indicated that style/ appearance and price were the two most important factors. ‘It has to look beautiful’.
Preferred method of payment is debit card, credit and then cash.
Customers use the incense burners by placing them in areas of their home such as the kitchen, bathroom, mantle or a window sill. No specific time of the day was indicated for ‘when’ they burn, as it seemed that respondents like to burn in the mornings, evenings, or while cooking or taking a bath.
The value of the incense burner is indicated predominantly by the quality of the materials; how they feel after using the product; and what it looks like in their space.
Respondents feel that the best time to buy a new burner was when their old one had fallen apart (likely because it’s wooden) or when a new style of incense burner catches their eye. Also, when decor in their home changes.
60% indicated that they only purchase 1 incense burner at a time for their home, 40% indicated up to 2 or 3.
They are likely to spread awareness about the product by lighting it when friends are over; writing reviews.