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  • 1. What are they doing!
  • 2. What are they doing! when?
  • 3. What are they doing! when? how?
  • 4. Who are they? Pick two personas representative of brief’s target audience
  • 5. 24/7 When?
  • 6. 24/7 When? Break it down
  • 7. What do we do? 00.00 24.00
  • 8. What do we do? 00.00 24.00 Wake up
  • 9. What do we do? piss breakfast 00.00 24.00 Wake up
  • 10. What do we do? commute piss breakfast 00.00 24.00 Wake up
  • 11. What do we do? commute piss breakfast cocoon 00.00 24.00 Wake up
  • 12. What do we do? commute piss breakfast cocoon 00.00 work 24.00 breaks meetings Wake up lunch
  • 13. What do we do? commute piss breakfast cocoon 00.00 work 24.00 breaks meetings Wake up lunch Socialise
  • 14. What do we do? commute piss cocoon work breakfast 00.00 work 24.00 breaks meetings Wake up lunch Socialise
  • 15. What do we do? commute piss cocoon gosip work breakfast 00.00 work 24.00 breaks meetings Wake up lunch Socialise
  • 16. What do we do? commute piss cocoon gosip work breakfast news 00.00 work 24.00 breaks meetings Wake up lunch Socialise
  • 17. What do we do? commute piss cocoon gosip work breakfast news 00.00 work 24.00 breaks drink meetings eat Wake up lunch shop Socialise
  • 18. What do we do? commute piss cocoon gosip work breakfast commute news 00.00 work 24.00 breaks drink meetings eat Wake up lunch shop Socialise
  • 19. What do we do? commute piss cocoon gosip work breakfast commute news 00.00 work 24.00 breaks drink meetings eat Wake up lunch shop Socialise Socialise
  • 20. What do we do? commute piss cocoon gosip work breakfast commute news 00.00 work 24.00 breaks drink meetings eat Wake up lunch shop Socialise news Socialise
  • 21. What do we do? commute piss cocoon gosip work cook breakfast commute tv news read 00.00 work 24.00 breaks drink meetings eat Wake up lunch shop Socialise news Socialise
  • 22. What do we do? commute piss cocoon gosip work cook breakfast commute tv news read 00.00 work 24.00 breaks drink meetings eat Wake up lunch shop Socialise sex news Socialise
  • 23. What do we do? sleep commute piss cocoon gosip work cook breakfast commute tv news read 00.00 work 24.00 breaks drink meetings eat Wake up lunch shop Socialise sex news Socialise
  • 24. Layer media on it
  • 25. Layer media on it picture their infosphere
  • 26. What do we use? Socialise sleep commute piss gosip work cook breakfast tv news read 00.00 work 24.00 breaks drink meetings eat lunch shop Wake up check mail/facebook/twitter news sex Socialise
  • 27. Layer services on it
  • 28. Layer services on it where do we reach them
  • 29. Layer services on it where do we reach them enhance their lives
  • 30. Layer services on it where do we reach them enhance their lives how do we engage with them (and let them engage with others)