Sample Personae: Some categories that might fit your customers.
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Name Ernest Demographics |
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Psychographics Financial Stage College planning Money personality Achiever Account Specifics Motivation Barriers Values |
Personality Responsible. Committed. Cautious. Family-oriented. Down-to-earth. Tends to be more introverted. Pet Peeves Hobbies Favorite movie star |
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Personal Background Ernest and his wife, Cathy, have two kids: Alison, their 9-year-old daughter, and Michael, their 6-year-old son. Family is the most important thing to Ernest. At the same time, he feels like his siblings resent him for the middle-class life he’s achieved. He grew up in a low-income family, and so concepts of planning for retirement and long-term savings were seen as a luxury, not a given. Ernest has always been motivated by people who have earned their way in life. He doesn’t seek advice from others very often—he prides himself on being able to rely on his own judgment—but he watches closely how others go about making decisions, and the subsequent results of those decisions. Financial Situation Ernest is determined to learn more about investing, but he finds it requires a lot of work. He wishes there were a simple way to learn about investment concepts, and to use what he’s learned to manage his own money. |
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