Ayesha is a 17-year-old female college student from the UK. She enjoys going out with friends, listening to music, and trying new experiences. As a student, she is budget conscious but still likes popular brands. She enjoys concerts, dancing, hanging with friends and watching music videos on different devices. Her music tastes include R&B, rap, hip hop and pop from both mainstream and up-and-coming artists.

1. READER PROFILE
Demographics
GENDER: Female
NAME: Ayesha
AGE: 17
ABC: C1-D with elements of E
EDUCATION: College/Sixth-form student
MARITAL STATUS: single or in a short term relationship
INCOME: Pocket money and a low income job e.g. retail
Psychographics:
A confident succeeding young lady who enjoys going out with her friends, listening to
music and exploring seeking discovery of new experiences, energy and individualism.
She is a student so is a conscious consumer and seeks a bargain as she doesn't get a lot
of income but enjoys shopping and buying brands that are popular within her age
group.
By nature she is a creative and positive individual. She goes to concerts of her
favourite rappers and singers ; her music choice is RnB, Rap, hip hop and pop. She
sometimes differs from listening to mainstream artists and instead listens to up and
coming artists that reflect herself and that she can vibe to.
She enjoys dancing, hanging with friends, concerts, singing and watching music videos
on many different platforms such as her game consoles , her TV, her phone and her
laptop.
LIKES: Makeup, parties, good food , good music videos and films’, rollercoasters,
bargains, brands, shopping, trainers and clothes and hanging with friends and listening
to music.
DISLIKES: Fake people, fat people and rubbish music.