Transcript Developing consumer personas

FLEXIBLE ABOUT FOOD
Personal Profile
Name:
Tara Murphy
Age:
32
Occupation:
Retail Assistant
Marital Status: Married
Location:
Thomastown, Co. Kilkenny
Children:
2
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Aspirations
 Raise her children to a strong,
fulfilled life
 Eventually retire and spend
time with her children
 Someday take over the family
boutique
Sarah Murphy is a 32 year old mother of 2 small children.
Sarah works part-time in a family owned boutique close to her home.
Sarah lives in Thomastown in county Kilkenny with her husband James and their two
children Aimee aged 4 and 18 month old Ella.
Sarah works three days a week in the boutique while her husband James works full-time
in Kilkenny city in an office.
Sarah also has to look after her two children. Aimee attends pre-school 5 days a week
from 9 a.m. until 12.30 p.m. While Sarah is working both children attend a crèche in
Thomastown.
Sarah eats a balanced diet along with her family.
Everyday Sarah likes her family to sit down and have dinner together.
Sarah tries to have high levels of fruit and vegetables in her families diet but also tries to
ensure they have a high fibre diet that is both nutritional and enjoyable.
As she is very busy with looking after her small children and balancing it with work
Sarah likes to use foods which are easy to prepare with minimal cooking time.
Sarah is also open to using ready to eat foods such as ready meals for her family.
She has a bad attitude towards the purchasing of healthy foods as she thinks its more
expensive to buy but she is very conscious of the nutritional values of foods.
Sarah feels that eating a balanced meal is the most important part to the day as it keeps
you alert and prepared for the days activities.
“I want to provide my
family with healthy
nutritional meals
everyday that we can
enjoy together”
PRODUCTS FOR TARA MURPHY
Dolmio Bolognese Sauce
Dolmio is a well known brand in pasta sauces across Europe. Dolmio
is owned by the American multinational Mars, Incorporated. Dolmio
sauces are bought ready to use which is convenient for consumers
when preparing meals. The sauces were developed by Italian chefs to
create a nutritional sauce for everyone to enjoy. The Dolmio sauces
come in a range of flavours including original, organic, extra
mushroom extra onion and garlic and much more. Dolmio sauces are
added to any meal to create the prefect meal that all will enjoy. This is
suited well to Tara’s busy lifestyle as it is a quick and easy way to
create a wholesome meal for all the family.
Knorr Season & Shake
Knorr is a German based company food and beverage brand.
Knorr provide a wide variety of products to cater for all types of
people. The Knorr product range contains packet soups, stock
cubes, seasonings and much more. The Knorr Season & Shake
is a recent product of the company. Although it has been
available on the market for a number of years it has only taken
off in recent times. The Knorr Season & Shake is a quick and
easy option to prepare a meal. It cooks the meal in the bag to
reduce large amounts of preparation for the user. Knorr Season
& Shake is available in numerous flavour and is also used for
many products such as chicken, beef or salmon. With this
variety Tara can cook different meals for her family everyday.
FOOD AS A FRIEND
Personal Profile
Name:
Age:
Occupation:
Marital Status:
Location:
Children:
Carmel Coyle
61
Retired accountant
Married
Glenbeigh, Co. Kerry
5 (non-dependent)
Aspirations
 Travel and see more of the
world
 Volunteer for Saint Vicent
DePaul
 Spend time with her
grandchildren as they grow
up
• Carmel Coyle is a 61 year old retired accountant.
• Carmel live in Glenbiegh county Kerry with her husband Jim, who is also retired. They are
married 35 years and have 5 children, David 34, Tracey 32, Helen 29, Colm 27 and Michael
25. They also have 6 grandchildren.
• Carmel and Jim met when they were just 16 and both attending St Farnan’s Post Primary
school in nearby Glenncarr.
• Carmel went on to study accountancy in Dublin Business school. Jim also moved to away
to Galway where he took up an apprenticeship as a carpenter. They finally got together
when they both returned home to work a number of years later where they married 18
months later.
• Carmel helps out on a Friday evening in the local branch of the Credit Union as her
accounting skills benefit them. Carmel also volunteers for the St Vicent DePaul centre in
the town during the week.
• Carmel grows some of her own fruit and vegetables in an allotment in the town where she
loves spending time looking after her patch and also chatting with others in the gardens
which she gains new ideas and recipes.
• Carmel always shops local supporting all the local businesses and producers which help
contribute to her balanced diet. She spends her days at local farmers markets picking new
products.
• She enjoys cooking and loves creating great meals for herself and Jim. On a Sunday Carmel
has all the family over for Sunday roast which she enjoys as they all lead busy lifestyles.
“I prefer to shop
local, no matter
what the cost
difference is. I like
to support our
local people”
PRODUCTS FOR CARMEL COYLE
Farmers Market
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Farmers markets take place all across the world. A farmers
market is usually when many locals which are producers of fresh
foods come together and trade to the general public takes place.
Farmers markets are a source of culture and have a great
atmosphere about them. Farmers markets differ across the
world, they usually reflect the produce of the local area. They
also differ in size, they can range from just a few stalls to streets
of stalls with loads of different types of products available.
The farmers market would be an ideal visit for Carmel as she
would be able to select all her own fresh foods to create the meals
she desires and she would also be supporting all local. It will
also be a great way for her to find out about all the local produce
that is available.
500 High Fibre Recipes Cookbook by Dick Logue
This recipe book composed by Dick Logue contains 500 high fibre
recipes for all types of people. The recipes in the cookbook are full
of great nutritious foods good for the heart. This cookbook shows
that a high fibre diet doesn’t result in cutting out good flavoured
foods or adding more time in food preparation. It’s the exact
opposite.
The cookbook has foods for everyone from savoury stews to sweet
treats. There is a high fibre alternative to foods you that some
consumers wouldn’t even think possible, such as breads and
pastas.
Carmel will find this a great benefit as she enjoys cooking she will
be trying out all these new recipes.
FOOD AS FUN
Personal Profile
Name:
Age:
Occupation:
Marital Status:
Location:
Children:
Jane Thornton
39
Housewife
Married
Birmingham, England
3
Aspirations
 Go back to her nursing job
when her children grow up
 Wants to soon open a small
cookery class for children
when she is still a
homemaker
• Jane Connelly is a 39 year old nurse.
• Jane has 3 children Cillian 12, Nathan 9 and Graham 6, with husband Kevin. Jane took
time out of her career to concentrate on her family.
• The Thornton family live on the outskirts of Birmingham, England.
• Jane studied in King’s College, London. She then began nursing in Glenfield nursing
home in Birmingham in 1998, where she later relocated to.
• Jane met her husband Kevin when they were both on a work night out in the city. Kevin
has his own recruitment business in the city.
• Jane likes to try new foods all the time and encourages her family to do the same.
• When shopping for food every week Jane insists on purchasing at least two new products
for her family to try.
• She has a love of cooking and likes to take time everyday to prepare a wholesome meal for
the family to sit down and try together.
• The family love to travel and have picked up a love for oriental foods which Jane finds
great as this allows her to experiment on a daily basis with the foods she makes.
• Jane also enjoys teaching her 3 boys to cook as she believe it is a useful skill which they
should acquire in life and she hopes to host small cookery classes for children to share her
skills with them.
“Convenience
or ready
made meals
are not for me
or my family,
I like to cook
fresh meals
everyday”
PRODUCTS FOR JANE CONNELLY
The Food Network
The Food Network is an award winning UK channel
dedicated primary to food and cooking. The Food
Network is available on Sky, Freesat and Freeview all
across the UK. It has many different programmes aired
throughout the day for food lovers. The Food Network
show you how to create all different types of dishes to
suit your needs. It is accompanied by
Foodnetwork.co.uk where you can find out more about
the TV chefs, TV listings and find the recipes you have
missed.
The Food Network is ideal for Jane and her love of
cooking. This will help her to create more dishes and
try new foods.
Fabulous Food Cookery App
Fabulous Food is one of the leading cookery magazine brands in
the UK. They have developed an app that is available on
android and apple. The app gives you daily updates and has
new recipes everyday for users. Fabulous Food app has features
from top celebrity chefs including Gordon Ramsey, James
Tanner, Greg Wallace and many more. The chefs offer their top
tips in creating the perfect dish. Every month Fabulous food give
users the top tips to creating new menus and choosing the perfect
dishes to complement each other. They also tell about organising
the perfect dinner party and selecting the right wines and drinks
for the special occasion you are planning.
This app would be great for Jane as she will always have it on
hand when she is under pressure.
FOOD AS A FILLER
Personal Profile
Name:
Age:
Occupation:
Marital Status:
Location:
Children:
Kieran Donnelly
40
Sales Rep
Married
Irvinestown, Co. Fermanagh
2
Aspirations
 Kieran would like to work
less hours so he can spend
more time looking after
himself and his family. He
is hoping to join a gym
soon and change his eating
habits.
• Kieran Donnelly is a sales rep for Pfizer in the north of the country. He is based in
the Fermanagh/Tyrone area.
• Kieran lives in Irvinestown on the border between Fermanagh and Tyrone with
his wife Michelle and their two children Sophie 13 and Millie 7.
• Kieran use to be a professional rugby player for the Ulster Rugby team until he
was forced to retire from a serious knee injury 12 years ago. Where he then took
up the position as Sales Representative for Pfizer.
• Him and his wife Michelle have been together for 16 years, they met when
Michelle was physiotherapist for the Ulster rugby team.
• With Kieran’s job he is constantly on the road. Some days he has to leave home as
early as 6 a.m. and may not return until late at night.
• His wife Michelle looks after their two children and their home full time while
Kieran travels.
• Kieran tends to eat on-the-go a lot and ready meals and convenience foods are
always an easier choice.
• Kieran also buys from deli counters when he is away at work. He tries to select
the healthier options of it is available but is sometimes confused as to which foods
are the better selection.
• He now sees that his children are beginning to eat convenience foods and is
becoming more concerned that this is due to his influence and busy lifestyle.
“As I am always
on the go I don’t
have time for a
proper breakfast
in the mornings
or to prepare
healthy meals,
but I do not want
my kids to
continue this
habit”
PRODUCTS FOR KIERAN DONNELLY
Frame by Frame Quick and Easy Cookbook
This is a cookbook that gives you a step by step guide to cooking. The
guide is aided by images to show you how to do each step. The book has
a great layout to show you at a glance just what to do. The quick and
easy guide allows anyone to create a healthy wholesome meal with ease.
The no-fuss recipes allows for all levels of cooks, from amateurs to
professionals. The book consists of recipes that range from meat, fish,
vegetarian to desert options and also a number of baking recipes for the
more adventurous cooks.
This book would benefit Kieran greatly, as it would fit perfectly into his
lifestyle. Kieran would be able to create quick and easy meals even when
he is in a hurry which will benefit his children and stop him worrying
about what they eat.
BelVita Breakfast Biscuit
BelVita is a biscuit company which originated in the Untied
States. BelVita manufacture breakfast biscuits that are
made to anyone that doesn’t have time for breakfast to keep
going throughout the day. The biscuits are designed to
provide enough nutrition and energy that will get you
through the long morning. The biscuits are made with a
combination of grains which slowly but regularly release
the energy when its most needed. BelVita Biscuits come in
a variety of flavours including Milk & Cereals, Fruit &
Fibre, Honey & Nut, Forest Fruits, all new Cranberry and
much more.
These BelVita biscuits would be best suited to Kieran as he
has such a hectic lifestyle and never has breakfast he can
take the packet with them and eat on the way.
FLIPPANT ABOUT FOOD
Personal Profile
Name:
Age:
Occupation:
Marital Status:
Location:
Children:
Dean McCloskey
21
Student
Single
Carrickfergus, Co. Antrim
None
Aspirations
 Dean is almost finished his degree
in college and hopes to find a job
overseas when he graduates.
 Dean also wants to change his
lifestyle and hopefully learn to
cook proper wholesome meals for
himself.
• Dean is a 21 year old college student. He is studying Law in Trinity college in Dublin.
• Dean is originally from Carrickfergus in county Antrim where he lived with his parents,
Sean and Fidelma and his younger sister Danielle.
• Dean moved away from home to attend college and visits home when he has breaks from
his studies.
• Deans lives on campus in Trinity College with two other boys who are both in his class in
college.
• Neither Dean or his house mates are very good cooks. They spend a lot of time in college
and don’t see the need for home cooked meals.
• Dean enjoys playing sports as he plays for the college GAA team, so he trains twice a week
in the college.
• Although Dean is quiet active he has a poor diet that is not good when he is in need of
high energy and protein foods to keep him active.
• Deans lack of cooking skills and long days leads to him eating convenience foods and
ready made meal regularly.
• He doesn’t pay much attention to what he eats once there is little effort required. This
results in Dean eating sugary or sweet foods as he enjoys eating them as opposed to
eating for healthy reasons.
• Dean believes that ready to eat foods are the way forward as they taste great and are a
positive substitute to home cooked meals.
“I don’t pay
much attention
to what I eat
once its quick
and easy to
prepare I’m
happy out”
PRODUCTS FOR DEAN McCLOSKEY
Cully & Sully Soup
Cully & Sully is an Irish owned company originating in
Ballymaloe county Cork. Cully & Sully were two friend
one with a knowledge of the food business and the other
who simply loved to cook. The business is now one of
the leaders in the Irish market providing convenience
foods. Cully & Sully aim to provide Irish customers with
home cooked food without the hassle. The product
range is from ready made meals to soups and pies.
There is a wide variety of soups available for every
consumers tastes. They range from vegetable to Thai
chicken or Pea & Minty. The soups would cater for
Dean’s need for an energy filling food without the hassle.
Birds Eye Ready made Traditional Beef Dinner
Birds Eye is a leader in the frozen food market across Britain
and Ireland. They are a UK based, food processing company.
Birds Eye have many different types of products ranging from
fish, vegetable to frozen dinners and desserts. Birds Eye
provide nutritional meals that are quick and easy to prepare.
The Birds Eye frozen dinners consist of a full meal that takes
only a few minutes before its ready to be eaten.
These type of meals are suitable for Dean as he has a busy
lifestyle been a student and he does not like spending time
preparing meals for himself. So he can simply heat the meal
and he has a nutritious meal that is similar to a home cooked
meal.