This is an assignment I completed in my Project and Portfolio II: Market Research class. The objective of this assignment was to define a chosen product/service and its ideal customers with a brand positioning statement and buyer personas. Buyer personas help businesses understand and empathize with their customers so they can do a better job of serving their needs.

1. Customer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for Spotify subscription free
Customer Name: Jay Hammonds
I am a… 16-year-old high school Junior.
Roles: Student with an older sister. Lives with mother and sister.
Goals:
1. Wants to become successful recording artist.
2. Wants to play on his high school basketball team.
3. Wants to go to college for Sport Management.
Challenges:
1. Not self-motivated.
2. Only boy in the house.
3. Suffers from depression.
Demographics:
• Age: 16 years old
• Income: None (Parents income $60,000)
• Education: Current 11th grader
• Usage Rates: Daily
• Current Location: Kent, Washington
• Hometown: Renton, Washington
Story:
Jay Hammonds is a high school junior currently living with his mother and sister.
Although his family lives a good family life, he is the only boy in the house and often times
feels left out. He started doing music as an artist to express himself and cope with life
experiences. He wants to become a successful recording artist. Jay also wants to play
basketball for his high school team in hopes of gaining a scholarship so he can attend college
for Sport Management.
Recently Jay started struggling with depression and a family friend encouraged him to
start listening to music to cope with experiences and emotion. Jay started listening to music
on Spotify which even encourages him more to make music of his own and to address his
struggles with depression.

2. Customer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for Spotify subscription premium
Customer Name: Kim Adams
I am a… 46-year-old mother.
Roles: College student and mother of 2 girls.
Goals:
1. Obtain a Masters degree in Social Work.
2. Leave her work at her office.
3. Spend more time with her family.
Challenges:
1. Works full-time.
2. A full-time student.
3. Doesn’t spend a lot of time with her children.
Demographics:
• Age: 46
• Income: $90,000
• Education: Current graduate student studying Master of Social Work
• Usage Rates: 7x a week
• Current Location: Victoria, Australia
• Hometown: Melbourne
Story:
Although Kim is a great mother, she struggles with balancing her work and school life
with her family life. Kim wants to become more active in her daughters everyday lives. She
also wants to obtain her Master of Social Work degree in hopes of landing her dream job,
which will allow her more time at own with her daughters.
One of Kim’s friends recommended her to get a Sportify subscription and start
listening to music, as her stress level has been high recently. As a result of listening to music
Kim has noticed that her stress levels are reducing and that she is less easily agitated.

3. Customer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for Spotify subscription student
Customer Name: Allan Michaels
I am a… 20-year-old college student.
Roles: Student with 4 siblings 3 in which are older.
Goals:
1. Obtain BA in Music Business.
2. Become an Artist Manager.
3. Work for Atlantic records.
Challenges:
1. No family support.
2. Struggles with Anxiety.
3. Works and goes to school full-time.
Demographics:
• Age: 20 years old
• Income: $15,000
• Education: Current college student studying Bachelors in Music Business
• Usage Rates: Daily
• Current Location: Orlando, Florida
• Hometown: Atlanta, Georgia
Story:
Despite the lack of Allan’s family support, he continues to succeed in school. Allan is
currently working towards earning his BA in Music Business. Post-graduation he hopes to
land a job with Atlantic records as an artist manager. One way in which Allan keeps up on the
new hottest trends in the music industry is by listening to music every day.
Allan has a student subscription and is an active daily listener. By listening to music daily he
is staying aware of what styles are trending and getting an idea of what king of artist he
would want to work with. He also listens to music during his down time.

4. Brand Positioning Statement:
For Spotify subscribers who depend on an interactive and up-to-date platform, Spotify offers
reliable subscription plans that meet the needs of every listener. Music fans with a Spotify
subscription plan have access to over 50 million songs, access to podcast, audio books, and
videos ad free.