Character Profile
Michael
Name:
Michael
Age:
40
Occupation:
Manager of a property management company
Where do they live (geographic coordinates or location)?
UK, Midlands
Why did they choose to live where they live?
Close to where his parents live and where he went to school
What kind of dwelling do they occupy?
Semi-detached semi-suburban three bedroom house
With whom do they live?
Partner of four years (previously married but divorced). No children. Two cats.
How do they get to work?
15 minute drive by car
How do they get around their community in general?
Drive (by car)
How do they relate to the people in their community?
Some interaction with neighbours (BBQs etc.) but has always somehow thought they will move somewhere else. Goes to the pub a fair amount.
Who do they interact with most?
Work colleagues and work clients
Do they travel?
Yes, but almost all UK based - lots of driving around to properties to sort out problems.
Where have they commonly traveled?
UK home counties. Holiday trips to 'Brit' havens - southern spain, florida etc.
What is the furthest distance they have travelled? Where?
Florida, on holiday.
What is the one place they would like to visit and why?
Generally not very interested in seeing 'different' places. If pushed would choose New Zealand for the scenery in films they have seen.
What is their attitude toward food?
Love it, tend to over-eat. Not ambitious with it though.
What is their favourite meal? What is something they have never eaten but would like to try?
Steak & chips. Not generally adventurous with food, like 'tried and tested' options, but would try Wagyu steak given its premium branding.
What is the highest level of education they pursued/completed?
A levels, got a couple at C grade.
How much do they earn monthly?
£6500 (before tax)
What was their most expensive purchase?
A new car (a Jaguar).
How do they relate to material wealth?
Generally showy - like flashy watches and visible weath, want to be seen to be doing well.
What is their global footprint? To what do you attribute the largest part of their footprint? (ie travel, purchases, food)
Fairly high in terms of driving (high mileage, big engine, not economically driven), but not much on airtravel - very UK-centric. Tendency to be wasteful - if something breaks or gets old it is replaced.
What are their hobbies and interests?
TV, computer games.
What is their favourite colour?
Blue
Who is their favourite music band?
Queen, soft pop.
What was the last book they read?
A Robert Ludlam thriller
What is their attitude toward technology and why?
Love computers, DVDs, games consoles - because they spend so much of thier time on them.
Love 'gadgets' - the latest phone, smallest laptop, blackberry etc.
Have set up Facebook profile with pics of the house, car, cats etc., Twitter etc.
Love 'gadgets' - the latest phone, smallest laptop, blackberry etc.
Have set up Facebook profile with pics of the house, car, cats etc., Twitter etc.
What technology could they not live without?
Blackberry - has sat nav on it, as well as meaning can stay in touch on the move.
What are their key values?
Generally well intentioned, but doesn't contribute much to society. Fairly inward looking, like doing their own thing, being comfortable. Like to feel 'ahead of the game' vis a vis others. Fundamentally a bit insecure. Don't like things they are not in control of.
How would you describe their upbringing? How have things changed?
Upper middle class, but academic underachiever - could have done better but never put his mind to it.
What are their personal strengths and weaknesses?
Strengths - fundamentally well-meaning, honest and caring. Hardworking.
Weaknesses - narrow vision, focussed on self.
Weaknesses - narrow vision, focussed on self.
What is their next big life event?
Mid-life crisis - not sure if life should be about something better...
What do they care about?
Comfort, consistency, stability.
What six words would describe their personality or character traits?
Comfortable, insecure, middle of the road, unambitious, unexciting, selfish
What do they believe in and why?
Comfort, the structure of work, the enjoyment of escapism (computer games), feeling he is a bit superior ('good' education, responsible work role, reasonably financially well-off, nice car etc.).