11. Parents with kids!
Who are we talking to?"
!
Michael and Kerry are entering their
peak earning and buying years.
They're tech-savvy and love to shop,
especially online. They have a high
value for education and knowledge.
Brand prestige alone won't woo
them, they purchase products they
percieve to be good value. They are
independent and like to save.!
Design Credit: HelloComputer!
13. Jack
BACKGROUND:"
Jack is a student living in Cape Town. !
He is searching for his identity and has
experimented with many things!
!
DEMOGRAPHICS:"
Male, 25, urban, student, !
part time bartender. !
!
IDENTIFIERS:"
Live for the now!
People don't understand me!
!
14. Jack
GOALS:"
Find happiness!
Find acceptance!
Find love!
!
CHALLENGES:"
Feels rejected!
Distrusts others!
Feels lost!
COMMON OBJECTIONS:"
Church rejects me!
Religion not for me!
Church is boring!
Don't trust people!
!
15. Emily
BACKGROUND:"
Single mom, outgoing, lots of friends,
loves clubbing & festivals. !
Grew up in a religious home!
!
DEMOGRAPHICS:"
28, female, urban, secretary, LA!
!
IDENTIFIERS:"
Live for the now!
Seeking!
!
16. Emily
GOALS:"
Find true love!
Find acceptance!
!
CHALLENGES:"
Not interested in religion!
Looking for true love & meaning!
!
COMMON OBJECTIONS:"
Religion not for me!
Christianity not cool enough!
Don't do traditional!
!