A visual overview of the various segments within a Goldfarb Analysis.

1. Amy Caron Lindsay MacGregor Jeremie Marcoux

2. Name: Jim Age: 42 Marital Status: Married with 3 kids Occupation: Construction worker, blue collar Drives a 1996 Ford F150. Enjoys outdoor activities with his family. Values family tradition, and is committed to family responsibilities. Loves watching old comedies and enjoys watching Red Green re-runs, hockey, fishing and hunting shows. Name: Kate Age: 35 Marital Status: Divorced mother of 2 Occupation: Bank teller, blue collar Drives a 1998 Dodge Caravan. Recently divorced, loves her children and always does what is in their best interest. Leads a hectic lifestyle and finds it hard to find time for herself. Proud of her achievements and sensitive to criticism. Name: Kerrie and Doug Age: 32 and 36 Marital Status: Married with a live in parent Occupation: Legal Secretary and IPS Truck Driver Drives a Ford Escape. They have dinner together every night, and enjoy spending time with their friends. They like to try new things such as camping and working out.

3. We chose this picture of Jim because it portrays an activity that he could have taken part in with his own father. This demonstrates that he is a traditional family man who is dedicated to his children. We chose this picture of Kate because it demonstrates that she leads a hectic lifestyle, as she is a single mother of 2. She is a price conscious shopper, who feels great financial pressure due to her current position. We chose this picture of Kerrie and Doug because although they may not be your typical protective provider, they still care deeply for each other. They find it difficult to keep up with the cost of living due to the fact that Kerrie’s father also resides in their home. They provide and care for him as if he were their child.

4. Name: Jessica Age: 27 Marital Status: Open relationship Occupation: Accountant Drives a red Porsche. She’s self centred and loves to gossip. She has the newest gadgets, and has the latest fashions in clothes, shoes and bags. She lives alone in a condo, downtown Toronto. Name: Olivia Age: 25 Marital Status: Single and eager to meet new people Occupation: PR Representative Leases a BMW Z4 Roadster. She’s a socialite that loves hanging out with friends (shopping, dinner parties, theme parties) She has an optimistic attitude and is somewhat self centered. Ambitious seeking wealth and power, and doesn’t care what she has to do to get there. Young professionals who are working in a marketing firm as a team. They are hardworking, dedicated, and dress for success. They put in long hours at the office, while maintaining their social life. They enjoy group lunches, and happy hour after work. They live in trendy urban areas.

5. We chose this picture of Jessica because it shows that she is self absorbed and concerned only about her own well being. When it comes to rules she has no problem breaking them, as long as it will benefit her. We chose this picture of Olivia because it depicts her fashion sense, and her outgoing attitude as her and her girls spend the night out on the town. The photograph communicates that these girls get what they want, when they want it. We chose this photo because, although they are not wearing the latest fashions, they are still engaged and dedicated to getting the job done. This demonstrates their “go-getter” attitude.

6. Name: Betty Age: 24 Marital Status: Single Occupation: Office assistant Uses public transit on a daily basis. She is organized and easily intimidated. She is open minded and has a high degree of confidence. She is a follower, and not likely to try new brands or products before her friends. They are a close group of friends who spend a lot of quality time together. None of them are in relationships however they are very dependent upon each other. They have weekly “girls night in” movies nights and are very social amongst each other. They have been friends for what seems like an eternity, and they are all a part of the same retirement community. They enjoy watching shows such as The Price is Right and Wheel of Fortune. They rarely try new things, they still visit the bank instead of using ATM’s. They rely on each other for support.

7. We chose this picture of Betty because it portrays that she has a positive outlook on life. She projects a positive and confident attitude despite her lack of fashion sense. We chose this picture of a group of friends because it communicates they have a strong bond and that they can count on each other. The photo looks like they are at a school sporting event so it shows that they are involved in school activities and social events. We chose this picture of the Golden Girls because it depicts a strong bond amongst them. When we look at this picture we think of lifelong friendship and dedication to each other, as a family.

8. Name: Peter Age: 45 Occupation: Network Engineer Manager Drives a Chrysler 300C. Prefers to work out problems on his own rather than work in a group environment He is an innovative thinker, enjoys solving problems and overcoming challenges. He is a natural leader and comfortable with giving direction. Name: Richard Age: 59 Occupations: Executive CEO Owns several upscale vehicles (cars, boats, jets) Has attained a high level of wealth and success. He is a risk taker and enjoys seeking new adventures. Name: John Age: 47 Occupation: Actor Chooses interesting and challenging roles. Is not concerned about how people view him. Goes against authority and makes his own rules. Slightly dissatisfied with high profile lifestyle.

9. We chose this picture of Peter because it depicts his importance in the industry. He looks like a leader, who will get the job done efficiently and professionally. We chose this picture of Richard because it demonstrates his adventurous lifestyle. He is a successful business man; however he still knows how to have fun. We chose this picture of John because it displays his strong personal attitude, and style. He is uninterested in what others think about him; this is evident by his arrogant facial expression. Although is an A-list celebrity he is dissatisfied with the lime light.

10. Occupation: Owns his own business He attends Sunday mass with his family every week. He is always trying to encourage people to see the way of the Lord and lives by the Bible. He is involved with community patrol and plays by the rules all the time. They are a traditional married couple. They attend church each and every Sunday, and are actively involved with the church’s worship team. They live a routine lifestyle and are not perceived by others as materialistic. Name: Charlotte Age: 38 Occupation: Works at a hip downtown art gallery She is concerned about how others view her. She is dedicated to her Jewish lifestyle, after converting from the Catholic faith. She is committed to being a perfect wife and mother and is very traditional.

11. We chose this picture of Ned Flanders to depict Contented Traditionalists because he looks friendly and eager to spark up a conversation with everyone and anyone. He is well put together and organized from head to toe. We chose this picture of the married couple in church because they look happy and comfortable in their surroundings. It demonstrates they are involved in the church community, and remind us of people we would look to for advice. We chose this picture of Charlotte because it portrays her perfectionist attitude and zest for life. Her bubbly attitude is one of the characteristics that we feel defines a Contented Traditionalist.

12. Name: Aldo Age: 55 Occupation: CEO He is satisfied with his social standing and work life. He is well respected within the Advertising community. He is constantly trying to promote personal growth within his employees as well as within his company. He enjoys cultural activities such as visiting an art gallery or theatre. Name: Mathiew Occupation: Learning Facilitator He is dedicated to his work and the well being of his students. He is satisfied with his employment, and is constantly seeking new opportunity and growth. He is patient and willing to help others above and beyond what is expected. He is a role model to his students. Name: Obama Age: 49 Occupation: President/Political Leader He is concerned about human rights and politics. He is well educated and has very Liberal attitudes. He is active in his community and is concerned about the well being of others.

13. We chose this picture of Aldo because it portrays his professionalism. He looks like he is well put together and financially stable. Aldo reminds us of someone we could easily approach for advice or help about any issue. We chose this picture of a professor with his students because it depicts his willingness to help others succeed. Although he looks professional, he has a down to earth attitude, which many of his students can relate too. We chose this picture of Obama because you can tell that he is concerned, and in deep thought. He is a natural born leader and strives to make the right decisions.

14. Passive Malcontents Name: Clint Age: 72 Occupation: Retired His wife recently passed away, and he has not remarried. He is patriotic and is a law abiding citizen. He is a crabby old man, because he is lonely and depressed. Name: Emily Age: 23 Occupation: Librarian She is lonely and relies on feline friends to keep her company. She is an outsider and does not participate in social gatherings. She is seeking guidance and is lacking self confidence. Name: Gary Age: 42 Occupation: Unemployed He is unsure about his financial future. He is lazy and lacks motivation to leave his house and find a job. He wants to have a career but is unsure of how to obtain that goal, especially because of his age.

15. Passive Malcontents We chose this picture of Clint because it reminds us of a crabby old man who drinks beer on his porch and mutters insults to his neighbours all day. His negative attitude depicts the lifestyle of a lonely Passive Malcontent. We chose this picture of Emily to portray a Passive Malcontent because she is lonely and miserable. The highlight of her day is getting home from work and snuggling with her feline friends in front of the TV. We chose this picture of Gary because it demonstrates his laziness and unwillingness to make self improvements. He looks as though he has given up on finding a successful career choice, or companion.

16. Disinterested Outsiders Name: Corey Age: 17 Occupation: Student He carries a gloomy attitude and is uninterested in interacting with social groups. He is confused about his identity and denies authority. He has an “I’ll do what I want” attitude. Name: Carol Age: 32 Occupation: High school cafeteria lady She has never obtained her OSSD. Lives in alone in low income housing. She spends most of her time watching TV and browsing websites online. Finds herself very stressed about financial pressures such as, how the bills will get paid. Name: Eugene Age: 28 Occupation: Unemployed He is tech savvy and spends hours on internet gaming sites. He lives in his mother’s basement and does not have a girlfriend. He has always been uninterested in social encounters.

17. Disinterested Outsiders We chose this picture of Corey because it portrays a confused individual. By looking at this picture we thought of someone who does not fit into the “norm” of today’s society. We chose this picture of Carol because it depicts her depressive state. She lacks self confidence and is extremely lonely. You can tell by looking at this photo she struggles to find a reason to get out of bed in the morning. We chose this picture of Eugene because it is obvious he doesn’t get out much or associate very often with other people. It looks like he is taking a picture with his best friend, which would be his computer. He is uninterested in trends or fitting in.

18. Name: Willie Age: 65 Occupation: Retired Drives a 1973 Shagadelic Safre Camper VW Bus. Dedicated member of NORML (National Organization of the Reform of Marijuana Legalization). Free spirited, and open minded to sexuality, civil liberties and the role of women in society. He is not technologically advanced, but environmentally conscious. Name: Gandalf Age: 70 Lives alone in the woods, where he keeps to himself, away from the pressures of society. He experiments with magic and shares stories of his life experiences. He is in touch with nature and his surroundings. Name: Willow Age: 55 (This is a picture of her from the 60’s) She is free spirited and is comfortable with nudity and her sexuality. Has no need for materialistic things, as she is very down to earth and in touch with her surroundings. She is not threatened by authority, but challenges it often.

19. We chose this picture of Willie Nelson because he is a legendary musician. He demonstrates a free-spirited attitude through his music and although he may look old he is still young at heart. We chose this picture of Gandalf because he looks like an old wizard, with his long beard and pointy hat. This reminds us of a hippie because of his free spirited attitude. We can tell he is in touch with nature because of the landscape in the background. We chose this picture of Willow because she represents the true spirit of the 60’s. She is dancing freely, and expressing herself without a care in the world.

20. Thank You