Imaginary Subject Profile
Name: Veronica Loon
Age: 26
Nationality: Singaporean
Qualification: Bachelar of Communication, University of Western Sydney
Peronal traits: Tall and Long wavy hair
Career
She is a Feature Writer for Her World (Singapore). This is her first job after returning back to Singapore upon graduation 3 years ago. Right now, she is at the peak of her career, and she aims to become an editor within the next 3 years. Her job is demanding and stressful as she needs to conduct interviews and rush for deadlines. Being hard-working, she often works late in the office.
Social Life
Veronica is a sociable person who often meets up with her ex-schoolmates and colleagues for dinners at fine restaurants. She would also hang out at clubs such as Zouk with her friends twice a week. While with her friends, she enjoys being envied through comparisons of lifestyles, working status as well as item possessions. She is sophisticated and believes herself having a good sense of style. In addition, she wants to concentrate on her career at this point of time while being young, she has no intention to get a boyfriend. However, she does go out on dates with various male friends.
Other than Social Life...
She enjoys shopping very much. Due to her busy schedule, she would often shop online. Likewise, she felt that online shopping is more interesting than shopping physically as she is able to purchase goods that are not sold locally in Singapore and also at cheaper prices. Eventhough she is very cautious about her self image and enjoys being envied by her friends, she is not exaclty brand conscious. Rather, she is the type of person that goes for mainly the quality and design of a product; and will only purchase items which she felt would match her personal self image.
Due to her journalism job, Veronica has to maintain a good physical image especially when she needs to go for interviews regularly. She is therefore very cautious about her figure and complexion. She would go for spa and facial treatments at Angelsky VIII, and gym workouts at California Center on Saturdays. She has also begun to enjoying yoga lessons which she had signed up a month ago. She felt a great sense of achievement being able to perform yoga which she initially thought will be difficult. On Sundays, she would most likely relax at home engaging in activities such as listening to classical and pop music, watching cable movies, reading magazines and will pamper herself with aromatherapy.
Family
Veronica comes from a typical middle-class family, where her father is an English teacher in a local secondary school and her mother being a housewife. She has a younger sister who is currently studying in NUS. However, Veronica lives separately from family in a 3-room condominium apartment in the west as she wanted more personal space. She visits her family for dinners once a month, however she contacts her mother every once a week.
An Animal Lover
Veronica loves animals and personally owns three cats. She pampers her cats and will send them for spa treatments and grooming every once a month. She is also a member of the Society for the Prevention of Cruelty to Animals (SPCA), thus detests animal cruelty and abandonment.
___________________________________________________________________
Physio-Pleasure
• As she see needs to attend interviews regularly, Veronica maintains her physical image by attending gym, facial and spa to keep fit. – Need pleasure
• During weekends, she uses essential oils for aromatherapy while engaging in other activities such listening to music, reading and watching movies on cable television to keep her body relaxed after each hectic week. – Appreciation pleasure
• She stays alone in a condominium apartment as she percieves it as having more personal space.
Socio-Pleasure
• She gains a sense of belonging by going out with friends regularly for either dinners, dates or clubbing. – Social needs
• She enjoys being envied by her friends. The pleasure comes from the comparison of career achievements, material possessions and lifestyle. – Appreciation pleasure
Psycho-Pleasure
• She has recenly taken up yoga classes and she felt a sense of achievement beign able to do something she she never thought she could do. – Appreciation pleasure
• She enjoys purchasing items online as she is able to get them a much cheaper rate – Appreciation pleasure
Ideo-Pleasure
• Veronica wants to be seen as one who has good sense of style and taste. She isn't brand conscious, rather she is more particular with the quality and designs of items. In addition, she only purchases items that matches with her sophisticated image. – Need pleasure
• She enjoys being different as she tends to shop for goods that are not found in Singapore. while online.
• An animal lover who detests animal cruelty and abandonment.
• She wants to be perceived as a successful career woman and she aspires to become an editor in 3 years. – Appreciation pleasure
___________________________________________________________________
| Physhio | Socio | Psycho | Ideo |
| -Staying in shape | -Company | -Sense of achievement | -Stylish |
| -Maintaining good complexion | -Status | -Stress relief | -Detests animal cruelty and abandonment |
| -Physical and mental relaxation -Personal space | -Recognition | -Being unique |
Product Benefit Specification – Hand phone
Features
- 3G Slider phone
- MP3 and video radio
- Bluetooth connectivity
- Camera with at least 3 megapixels and in-built flash (with redeye reduction mode)
She may want to take pictures with her friends since she is a sociable. The flash lights would also allow her to take pictures in the dark while at club. Likewise, bluetooth function will also allow her to transfer photos to her friends instantly.
-Large memory space for her to store her pictures, videos and music
- Long battery life
Appearance
- Slim design so that she could slip it into her pocket while clubbing.
- Simple, sleek and classy exterior as Veronica wants to portray herself as a sophisticated career woman.
- In stylish colours such as hot pink, red, violet and black; and with limited sets to each colour since she likes being different
- Buttons that are designed and located in such as way that it facilitates ease-of-use for her.
Veronica has a demanding job with title schedules and may require her to make various calls, hence she will appreciate a phone that has buttons that are easy to press.
Example (Appearance):
MY example of a suitable phone design for Veronica phone would be the Samsung U600 10.9 Utra Edition (below) due to its slim, simple, sleek and classy design. In addition, the buttons are large, hence making it simple for her to press. Likewise, Veronica is not brand conscious, thus a normal brand such as Samsung would most liekly be accepted by her.
However as mentioned earlier, it would be better if there are a wider variety of unique colours for Veronica to choose from.
