5. Name
• Aditi
• Srini
• Will
• Ashley
• Go by their first name or nick name
• Rarely introduce themselves by their full name
6. Psychosocial Profile
• Between 25 to 32 years old
• In a relationship but not committed
• Lives close to work in a rented apartment
• Lives with a roommate, has lots of friends
• Moved to a different city for a job
• Loves the added advantage of being independent
• Proud of being self-reliant
• Likes spontaneity as much as planning
• Doesn’t want to settle down in one place
7. Behavior
• Loves to go out and socialize
• Allocates a portion of their income to be spent on
new restaurants, experiences, activities, etc –
recommended by friends or self-discovered
• Plans and saves for big holidays
• Goes on spontaneous trips with friends
• Is on Twitter & Facebook, often makes new friends
• Reads for pleasure and for work
• Uses internet to learn new things & to solve problems
8. Family/Cultural Situation
• Parents live in a different city, go to visit them often
• Goes back home for important holidays and events
• Is close to family as well as extended relatives
• Grew up in an apartment, in a middle-class
community
• Is more spiritual than religious
• If asked, will say agnostic
• Avoids blind beliefs and superstitions
• Respects all faiths and religions
12. Name
• Arthi Patel
• Advaith Krishnan
• Steven Paul
• Karen Miller
• Their lineage matters for them
• Take pride in their name
13. Psychosocial Profile
• Between 30 to 45 years old
• Married someone they dated for a couple of years
• Owns and lives in a posh duplex
• Rich parents, well-brought up
• Used to a certain kind of lifestyle
• Moved to a different city because of a promotion
• Proud of everything they’ve achieved
• Hungry for success
14. Behavior
• Loves to socialize, but only with certain types of
people
• Wines and dines at hip and well-known places –
reviews and recommendations
• Likes to go on international holidays
• Plans and goes on weekend getaways
• Prefers Linkedin over Twitter, but likes Facebook
• Not much of a casual reader, reads mostly for
work
15. Family/Cultural Situation
• Parents live in a different city but visit often
• Hosts family and friends for important holidays and
events
• Respects parents immensely, is close to one of them
• Grew up in an independent house in a gated
community
• Believes in and follows the faith they were brought
up on
• Goes to church/temple regularly
16. A Comparison
The Autodidact
• Has an HTC phone
• Last shopping spree was at a
factory outlet mall
• Drives aToyota Corolla
• Last weekend getaway was to
Big Bear
• Volunteers at a non-profit
• Watched the Super Bowl at a
sports bar with friends
• Feb14 – Romantic dinner
(posh restaurant in a mall), soft
toys, and a handbag
The Upper-class Experimenter
• Has an Apple iPhone
• Last shopping spree was at
Nordstrom & Macy’s
• Drives a BMW
• Last weekend getaway was to
a Palm Springs spa resort
• Donates to CRY
• Had friends over for the Super
Bowl, dinner & drinks
• Feb 14 – Romantic dinner (at a
4-star), artisan chocolates, and
an iPad
