CONSUMER PROFILES

In this weeks tutorial we learnt about creating consumer profiles, this will help us understand our consumers better and allow us to create the best strategy to appeal to our consumers and gain their interest in my product

I created my own character and created a consumer profile on her:

Name: Lily Field

Age: 21

What does she look like: She has blonde hair, blue eyes, is quite petite and a toned body

Who are they really: She is a fashion student struggling through her third year at university, she's vegan and works hard to keep up her image

Who do they want to be: She wants to be a successful fashion designer and create her own fashion brand

Who do they like: She is a follower of all major Instagramers, Youtubers and bloggers so that she can keep up with all of the lifestyle and fashion trends

Who is there peer group: She has many girl friends with a small group of three best friends; Ellie, Sophie and Lucy, she also has a long term boyfriend, Charlie - She spends most of her time with her friends or Charlie

Where do they live: She lives in Chelsea, London

Where do they work: She has a part time job in Topshop

Where do they party: She goes to all the trendiest bar and clubs in London, always drinking a Pornstar Martini

What motivates them: Her love for fashion and aim to fund her glamorous lifestyle

What are their needs: She loves attention and all of the newest fashion items and designer pieces.

How youthful do they act: She acts very youthful trying to enjoy her young years by partying and not having many responsibilities

How conservative are they: She isn't very conservative as she wears very revealing clothes and shares all of her life on social media

What are their pleasures: She enjoys shopping, being pampered and going to all of newest and trendiest bars and restaurants

From these questions I was really able to create an image of my consumer in my head from asking questions about her image and personality, she appeared to be quite a basic white girl, very stereotypical and materialistic. I then chose to create a more visual consumer profile with all of the images which best represent my consumer and show her lifestyle and interests.

I chose to create a visual board as I much prefer to see a clear image of what my consumer is like, varying from her appearance to her lifestyle to her interests and purchases so you can really learn everything about the consumer from just one collection of photos and know the best to way approach her. I choose to collect several images for each category that stood out to me from my questions as I feel it didn't clearly show each section with only one image. I also added key words on top of the images to really stand out and you can clearly see what type of girl she is from these. I choose to write in pink as this is stereotypically a girly colour and it is very evident that my consumer is a girly girl so I thought this was best suited. This is just the first stage of consumer research and if I was going to use this for a project or product release the next step I would take would be to heavily stalk her instagram as she seems the type of person to share all of her life on instagram so I can learn about the places she goes and the people she spends her time with, get inside of the way she thinks and what appeals to her. I would also create a creative diary for her to fill out for a couple weeks, this would be a good way of learning about her true self, as she is very much dedicated to keeping up a certain image on social media and in real life. By giving her something to fill in she won't feel the pressure of anyone judging her and she could express her real feelings and thoughts, allowing me to access that part of her thoughts and lifestyle which would be hidden from her instagram. I feature questions such as how long did you spend on your phone, did you watch tv and which channels? How long did you spend on your appearance, whats the reality behind taking and posting a instagram photo, what places did she go that she doesn't post about and how long did she spend doing nothing and having time for her self and what are her daily essentials? This allows me to learn all about my consumer and learn the best way of targeting her and everyone like her as there is so many girls like her.