Dataset 02 · Interview Method

Customer Interview Data

Qualitative interview findings from customers who visited a Rosie display but did not make a purchase. Conducted at 8 retail partner locations.

Participants24 Non-Purchasing Customers

Locations8 Retail Partners

Duration15–25 min per interview

MethodSemi-Structured Interview

Section A

Study Overview & Participant Profile

24 semi-structured interviews were conducted with customers who had spent at least five minutes at a Rosie display but left without purchasing. Interviews were conducted in a private seating area near the display with participant consent. All interviews were recorded, transcribed, and coded thematically.

Interviews conducted

Recurring themes identified

83%

Had spoken with an associate

58%

Said they might return to purchase

Participant demographics: 13 identified as primary household managers, 7 as secondary decision-makers, and 4 as early-stage researchers. 15 participants had children under 18 at home. 19 of 24 had interacted with at least one associate before leaving.

Section B

Recurring Themes — Coded Analysis

Interview transcripts were analyzed using open coding followed by thematic grouping. Five major themes emerged with sufficient frequency (appearing in 5+ interviews) to be considered significant patterns.

Theme 01Unanswered AI Privacy Concerns21 of 24

The most prevalent theme across interviews. Participants consistently described leaving with unresolved questions about data collection, voice recording, and what happens to their household information. Many noted that associates either changed the subject or provided vague reassurances that did not satisfy their concern.

Theme 02Spec-Focused Conversations / No Personal Connection18 of 24

Participants described associates talking extensively about features but rarely asking questions about the customer's home, family, or lifestyle. Customers left not knowing which model was right for them — not because they hadn't been told about the models, but because no one helped them connect those models to their actual situation.

Theme 03Value Uncertainty at Premium Price Points16 of 24

Price was frequently cited — but rarely as a standalone barrier. Participants who hesitated on price described not feeling confident they understood the value well enough to justify the investment. The Elite model's tutoring feature was frequently mentioned as something that "sounded amazing" but left customers wanting more explanation before committing.

Theme 04Desire to Be Understood, Not Sold To14 of 24

Multiple participants expressed a desire to be asked questions about their household before receiving a recommendation. Several described feeling like they were being given a product presentation rather than having a conversation. Those who had a more conversational interaction rated the experience positively even when they still chose not to purchase.

Theme 05Compatibility Uncertainty9 of 24

Participants who already owned smart home devices expressed uncertainty about whether Rosie would work with their existing setup. Associates were generally unable to confirm compatibility beyond "it should work with most things," which customers found insufficient for a $1,499+ purchase decision.

Section C

Representative Participant Quotes

The following quotes are drawn directly from interview transcripts and are representative of the themes identified above. Participant names have been replaced with identifiers.

She told me it was "completely secure" but I don't even know what that means. Is it recording in my house right now? Is that audio going somewhere? I have kids. I need to actually understand this before I bring something like that home.

Participant 04 · Parent of 3 · Considering Rosie Elite

He knew everything about the specs. He could rattle them off perfectly. But he never once asked me anything about my house or my family. How am I supposed to know if the Pro is right for me if nobody helped me figure that out?

Participant 09 · Household of 4 · Considering Rosie Pro

The tutoring thing for my daughter actually made me tear up a little, honestly. Private tutors are so expensive. But I needed someone to walk me through how it actually works before I'm spending $2,300. It wasn't explained enough for me to feel confident.

Participant 17 · Parent of 2 school-age children · Considering Rosie Elite

I have a Ring system and a Google Home already. I just wanted someone to tell me definitively whether Rosie would play nice with those. "It should be compatible" isn't good enough when I'm spending fifteen hundred dollars.

Participant 22 · Smart home owner · Considering Rosie Pro

The associate was nice. But it felt like a presentation, not a conversation. I would have bought today if someone had just sat down with me and figured out what I actually need.

Participant 11 · Solo homeowner · Considering Rosie Classic

Key Finding: The dominant barrier to purchase is not product quality, pricing, or competition — it is the quality of the sales conversation itself. Customers who felt heard and understood left more likely to purchase, even when they did not buy that day. Customers who received spec-focused presentations left with unresolved concerns and lower purchase intent.