PERSONA-SEDCARD: EXAMPLE (Male, early 40s, Brandenburg)
Christian, 41
- Housing situation
- Residence: Cottbus
- Type of housing: Rental flat
- Marital status: married, 1 child
- Professional and financial situation
- Net household income: 51,000 euros
- Occupation: Full-time employee
- Education: University degree
Values & Attitudes
- Hobbies & Interests
- Music
- Exercise
- Travel
- Healthy diet
- Video games
- Read
- Fitness
- Meet friends
- Technology & Computers
- Important aspects of life
- A happy relationship
- Have a good time
- Safety and security
- An honest and respectable life
- Making my own decisions
- A look at the personal future
- Quite optimistic
- Types of innovation adaptation
- Early majority
Christian in a Nutshell
- For the sporty family man, a healthy work-life balance is just as important as having fun at work. Whether it's a new iPhone or smart software, Christian has a soft spot for computer and technology trends . Among his friends, he is the expert on new technical purchases and a helper in a pinch when the computer has problems. The 41-year-old is helpful, committed and determined.
As an ambitious runner, he trains regularly after work, but also appreciates ending the evening with a good meal. The weekend belongs entirely to the family: together with his wife Stefanie and his child Ben, he regularly goes on excursions in nature.
He does most of his shopping online. Christian reviews from other users are particularly important. When making an expensive purchase, he also researches test results and uses price comparison portals. He is not a bargain hunter, but the price-performance ratio has to be right. Christian has little use for status symbols - with two exceptions: Shoes and cars. Politically, Christian is interested but not committed. He votes for a centrist party - which reflects his canon of values: A happy relationship in a financially secure environment is more important to him than having a career and taking risks.
Media use
- Media use
- Search engines
- Digital music content
- Digital video content
- TV
- Radio
- Video websites and apps (e.g. YouTube)
- Social media websites and apps
- Video hardcopy (e.g. DVD, Blu-ray)
- News websites and apps
- Corporate websites and apps
- Print media
- Social networks by brand
- Facebook
- Instagram
- YouTube
- Rather rarely: Snapchat, Pinterest, Twitter, professional: LinkedIn
- Print usage by brand
- Picture on Sunday
- The Mirror
- Focus
Settings for...
- ... food
- I actively try to eat healthy.
- I try to avoid plastic packaging when buying food.
- I try to eat less meat.
- ... Mobility
- Owning a car is important to me.
- I am a car enthusiast.
- The public transport system in my area is good.
- ... Travel
- When I am on holiday, I use my smartphone as a guide.
- I want to experience something unique on my travels.
- When it comes to travel, I always look for the best deal.
- ... Health topics
- I am actively doing something for my health, but I would like to do more.
- I could imagine consulting doctors via app or online chat.
- I undergo regular medical check-ups.
- Sources
- Statista Global Consumer Survey 2021 - Update 1 (15,661 respondents)
- Federal Statistical Office
- Popular-First-Names.com
- Photo credits
- goodluz / Adobe Stock
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