Thomas, 48
Living situation
- Age: 48
- Political affiliation: Centre
- Type of innovation adaptation: Early majority
- Professional and financial situation
- Employment situation: Managing Director
- Household income: 117.600 to 148.800 euros
- Highest educational qualification: Diploma in mechanical engineering
- Housing situation
- Place of residence: Tübingen
- Region: Baden-Württemberg
- Type of residence: Freehold house
- Marital status
- Married
- Household size
- 3 persons
- Effects of economic circumstances
- My cost of living has risen noticeably
Personal characteristics & attitudes
- Hobbies and interests
- Outdoor activities
- Technology & Computers
- Travel
- Read
- Cars & Vehicles
- Important aspects of life and values
- A happy relationship
- Lead an honest and respectable life
- Making my own decisions
- Attitude towards innovation
- I like to stay technologically up to date
- I like to try out innovative products
- Food attitudes
- I actively try to eat healthy
- I try to avoid plastic packaging when I buy groceries
- I avoid artificial flavorings and preservatives
- Attitudes towards digital media
- Digital services allow me to discover new and exciting content
- I prefer digital content because it's easier to manage
- Attitudes towards personal finances
- I could imagine handling all financial matters exclusively online
- I am well informed about my financial situation
- Internet settings
- Mobile phone reception is good in the area where I live
- I could no longer imagine a life without the internet
- Attitudes towards services
- I like to organise my life with my smartphone
- I am happy to pay for services that make my life easier and more convenient.
- I tend to book services and services online
- Attitudes to travel
- I want to experience something unique when travelling
- I like being in nature when I travel
- Settings for consumer electronics
- I want the best audio and movie experience on all my devices
- I would like to control my house by smartphone or voice
- When choosing electronic devices, I pay a lot of attention to their energy efficiency
- Settings for insurances
- I am well informed about my personal insurance contracts
- I trust my insurance company to take care of my claims.
Thomas in detail
Life and character
Thomas is someone who knows what he wants - and even more precisely, what he doesn't need. As a graduate engineer and managing director of a medium-sized company in Tübingen, he combines technical understanding with entrepreneurial vision. At 48, he belongs to a generation that not only experiences technological change, but actively helps to shape it - pragmatically, efficiently and with a feel for sustainable improvements.
His home is not only a place of retreat, but also a playground for innovation: whether it's an intelligent heating system, energy-saving lighting control or modern entertainment - everything is coordinated, well planned and intuitively controllable. Thomas loves technology, but not for its own sake. What he uses has to prove itself - measurably, in the long term, sensibly. He appreciates products that impress with their quality, durability and user-friendliness - not with empty promises.
Both privately and professionally, Thomas makes well-founded decisions. He informs himself extensively, compares options and weighs them up - without getting lost in the details. In his free time, he recharges his batteries on hikes or bike tours, tests new tools, reads specialist literature or plans his next road trip with his family. He is just as fascinated by cars as he is by intelligent assistance systems - preferably both in combination.
Thomas is a down-to-earth doer. His friends appreciate his calm, analytical manner - and his ability to make even complex topics understandable and tangible. He is not a loudspeaker, but a persuader - through arguments, not posturing. He is aware that quality of life is not only created through control, but also through conscious simplification. That's why he uses digital services that save him time - for example in financial management, travel or booking services.
For him, technology is not a gimmick, but a life-saver. He strives to make his life efficient, comfortable and future-proof - with clear values, real substance and a deep trust in technological advances that make life better.
What motivates him - what drives him?
Values & attitude:
Technology orientation without hype - solutions must be practical and comprehensible
Quality awareness - it is better to invest correctly once than to constantly make improvements
Self-determination - he makes well-founded decisions based on his own research
Responsibility - for family, company and sustainable management
Goals:
Digitalization with substance: creating automation, relief and competitive advantages
Simplify processes - through smart technologies such as AI that complement existing systems
Maintaining an overview and control in an increasingly complex technical world
Pain Points / Challenges:
Too many offers, too little orientation: the AI world often seems overloaded and unclear
Skepticism towards immature solutions or purely marketing-driven buzzwords
Desire for reliable, neutral advice with concrete implementation relevance
How does he inform himself?
Media and information behavior:
Reads trade press and business newspapers (e.g. FAZ, Süddeutsche, online trade portals)
Uses podcasts and YouTube channels with in-depth, technology-related content
Relies heavily on customer reviews, application examples and testimonials
Channels & formats:
Online white papers, case studies, specialist articles
Personal discussions with experts, LinkedIn contacts, webinars with a practical focus
Video formats for quick, well-founded information
Communication style:
Direct, factual, with technical depth
No marketing slang, but structured arguments and comprehensible results
Capable of dialog: Exchange with experts at eye level is appreciated
Which messages work?
Practical benefits instead of vision: how AI improves processes or saves resources
Calculable advantages: Savings, time effects, quality gains
Integration instead of upheaval: AI must fit into existing structures - not replace everything
Expertise instead of a cloud of buzzwords: advice that matches Thomas' level and doesn't "lecture" him
Which tonality fits?
Professional, fact-based, solution-oriented
Serious, but not stiff - a conversation at eye level instead of a sales pitch
Inspiring through real applications - not through exaggerated promises
Media use & consumption
- Settings for online advertising
- I have nothing against advertising if I get free content in return.
- Digital advertising touchpoints
- Search engines
- Video portals (e.g. YouTube)
- Online shops
- Social media websites and apps
- Non-digital advertising touchpoints
- On TV
- Directly in store
- On the radio
- Direct mail / direct mail
- Print media purchase by store brand
- Apple Books
- Amazon
- Use of publishing media (last 12 months)
- Podcasts
- eBooks
- Daily newspapers (print)
- Books (Print)
- Newspaper use
- FAZ
- Süddeutsche Zeitung
- Preferences for podcast content by genre
- Comedy
- Health & Fitness
- Business and economy
- Science & Technology
- History
- Preferences for films and series by genre
- Sports
- Docs
- Comedies
- Use of social media by brand
- YouTube
- Activities on social media
- Private messages sent
- Liked posts from other users or followed people
- Commented on posts
- Products/topics talked about online
- Sports
- Influencer genres followed
- Science & Technology
- Sports
- News & Politics
- Internet access by type
- Broadband (DSL, cable, ...)
- Internet usage by provider/brand
- Telecom
- Online shopping settings
- Before making a major purchase, I research online
- Customer reviews on the internet are very helpful
- I usually manage ordinary / recurring orders directly via my smartphone or tablet
- Sources of inspiration for new products
- Video websites and apps (like YouTube)
- Search engines (such as Google)
- Friends and acquaintances
- Information sources for product research
- Social media websites and apps
- Online shops
- In store
- Customer reviews
- Friends and acquaintances
- High brand awareness by category
- Smartphones
- Cars, motorcycles, bicycles
- PCs and laptops
- Shoes
- Clothing
- Online payments by brand
- PayPal
- Smartphone by brand
- Apple
Save as PDF
Latest comments