Bio Motivations [rank 1 for high, 5 for low]

James Dsouza is a 44 yrs old IT professional happily married with 3.5 yr old kindergarten going twins, living in a 2bhk suburb in Financial incentive: 02
Mumbai and travels all the way to the business district down-town for work. His in-laws live with him and he feels the need to Practicality and value: 01
have a better transportation that can accommodate his big family. He has a tough job schedule that requires him glued to his Social status: 04
desk and he misses going out on trips with family and friends. In his free time he watches online streaming movies over Netflix Safety and comfort: 01
and amazon prime. He is tech savvy and well read and well travelled and seeks to aspire to move up a level in life in terms of Technology & Relevance: 02
better job prospects, a bigger house and a bigger family vehicle so that he can have a better quality of life. He is also well
networked and keeps himself abreast of the latest happenings around him through his peers and colleagues. He also is well
educated and does not easily believe in advertisements. He is very practical in his approach while purchasing and always looks for
value over the fancy and shiny stuff.

“You are what you drive”
Demography and Geography
Age: 44
Education: MBA, NMIMS University
Work: Principal Consultant UX Design
Marital status: Married with 2 children
Location: Mumbai, Suburb
Assets owned: Wagon-R, Honda Activa
Goals
Life-goals
Short-term:
• Save enough to buy a bigger house for the family
• Upskill self for a better career opportunity
• Develop a fitter lifestyle • Create a retirement corpus
• Upgrade family vehicle to accommodate larger family
• Travel with family
• Maintain the pace of savings
• Educate children in a good university

Psychographic details Define a section Influencers and brands Marketing channels

Personality: Friendly, outgoing yet very
family oriented. Peace loving and calm
demeanour.
Interests: Loves food and likes to travel
places.
This is an open section for you to decide what segment of Social Media: As this persona is glued to his desktop
information would be important to have about your persona. for most part of the day due to the nature of his job.
Few ideas are: technology, frustrations, needs, marketing messaging, Youtube Influencers: As this persona spends time
etc. following curated video content on youtube for brand
reviews

Lifestyle: Sedentry lifestyle due to nature of

work, but willing to spend on the very best LinkedIn: Trusts professional reviews and consumes
of amenities and facilities for self and family. tech & career related information from LinkedIn.