2. Respondent profile templates
provide a flexible way to
structure field data. They can
serve as a snapshot for clients
during field, a tool to identify
ethno respondents and used
post field to animate
segments.
3. Provide insight into a
respondent’s environment,
relevant activities and
behaviors.
4. Fuelers | Coffee is fuel to keep going
Overall coffee usage*
Lee – Charlotte
Motivation
• Endurance
• Get day started/keep going
Personality/Lifestyle
• No frills
• May skew active/on the go
Attitudes about coffee
• Caffeine/availability most important
• Strong coffee dependence
• Not about the experience
• Not taste discriminators
• Preparation a chore
• Not a set routine
• Experiment out of necessity
Premium
Home C store CafeRTD
• Performance
Coffee need states
Barriers to Instant Coffee
Light Heavy
Coffee sources
Other
*Gut level hypothesis
Mainstream Instant Coffee
ExperimentationInvolvement
Low
High
Low
High
Equipment
6. City: San Francisco, CA
Age: 24
Hello, I'm Jonah Goodman. I'm 24 years old
and I'm origianlly from New York City. I
orginally went and graduated from Pomona
College with a degree in Media Studies. After
graduation I spent a year in Japan under the
JET program teaching English to Japanese
school children. Whilst there, I decided that
what I really enjoyed doing was 3D animation,
so I re-applied to school to get a second
degree. Currently, I'm studying 3D animation at
the Art Institute of California - San Francisco.
Jonah
The figure of Voltron is a great representation of
me because it shows a multifaceted entity that
can change itself and combine parts. Also,
since he's a cartoon robot, it shows both my
love of science, cartoons, and anime. The
surrounding
figures also demonstrate my love of cartoons,
sci-fi, and random pop culture.
Who I am Who I’d like to be
Relationships I value most in my life
my best friend (who is with his current girlfriend) who
I've known since 6th grade.
The Maya book shows that
I want to be a 3D artist, particularly in the film
industry, doing either lighting, texturing, or
particle effects.
My girlfriend, whom Icurrently
live with and have been
dating for almost three and a
half years.!
Friends
7. Josh
Explorer
Lifestyle and personality
Josh describes himself as:
• Pushing the limits – physically,
mentally, and creatively
• A fan of the underdog (he dislikes
corporations)
• A video editor and movie maker
• Seeking to explore new ideas and
“humanize” – put a face -- them
• A music lover – he feels it’s one of
the most important things in life
“The thing that PC doesn’t have is
it’s not nearly as exciting. It’s the
difference between walking up to
someone in a 3 piece suit versus a
bright blue dress and blue
eyeliner.”
“I use my computer to express
myself, now that I have to tools to
create. I don’t even mind failing, so
long as I try.”
Personal time/Passions
Josh doesn’t describe himself as “a
Mac fanboy” who thinks the brand can
do no wrong, but he is loyal to Mac
because it’s easier and better for
Josh doesn’t watch a lot
of TV, he prefers to read
because he learns more
that way. But he does
love movies—he likes to
“get lost…and immerse
[him]self in the
experience.” Josh works
in video editing, and
wants to be a filmmaker.
Josh considers himself “a
punk rock kid.” For him
that means “thinking and
always learning..
questioning everything
on both sides of the
spectrum… and having a
spirit of always learning.”
8. Tom K.
San Francisco
He loves sports, read classic novels, wine tasting, and go hiking in the weekend. He also enjoys
exploring the city and taking weekend trips with his girlfriend.
Overview
• 24-year old currently living with his
girlfriend.
• He moved to SF after he graduated
from Michigan State.
• He’s currently working as an
insurance broker but he is still trying
to figure out his career path at the
moment.
• His priority right now is to explore
different career opportunities out
there, establish a stable relationship
with his girlfriend, and to enjoy the
city.
• He loves anything that sports-related,
and is huge in any outdoor activities.
• He is always exploring new hiking
trails and short weekend getaways
with his girlfriend.
He typically would go online when he needs information but sometimes would defer to offline
means such as the phone books or newspapers.
9. Portable
music player
Tracy
32 year old mom of two young kids
CareerEducation level
Family Social Network
Technology used
LargeSmall
High
School
Post
Graduate
College Super
engaged
Low
engagement
Super
engaged
Low engagement
DVR playerComputer
• Works as a nurse one evening a
week
• Her world revolves around her
children
• Misses her freedom and sense
of self at times but chose to
dedicate her time to her children
• Aspire to be more adventurous
and spontaneous
Internet savvy
Email
IM
Search
Play games
Download music
11. Tracy
Day in the life
VIDEO CLIP
GOES HERE
Make breakfast, do laundry, clean house,
mow the lawn, etc., while kids play in yard
Get up Kids watch cartoons
while I exercise
12 PM
8:007:00 9:00 12:0010:00
Make lunch
AM
Have dinner with family,
take a walk in the park
with my husband and kids
Get the kids
ready for bed
Ready for bed
12 PM
Put kids to nap
Pick up where I left off
with housework
Play with my kids
Prepare dinner
before my husband
comes home
2:001:00 4:00 10:00
Run errands
6:00 8:00
PM
12. PM
• Get up.
• Go workout
• Check email on G4 desktop
• Play music while getting ready
9:008:00 10:00 11:00
AM
• Write down goals for the day /
to dos (cathartic to cross
things off paper list)
• Bike to work
• Listen to iPod shuffle.
Resisted getting. Was given –
as a gift
• Watch Steve Job’s Macworld speech
– fun to watch “he’s the rockstar of the
computer world”
• iChat with Patty (Mom) from work
Check email &
Play music
• Go jog and work
out, pre-season
training for ultimate
fighting
6:30
12:00 - 6:00 8:00 1:00am
10:00
• Play music while editing video
for improv project
• Download AFI discography
from TorrentSpy
• Finish video production work at
home on G4
• Look up directions to bar
• Find name of Maxtor VP of
marketing, going to call him to
sponsor Ultimate Joe
• Go out drinking
• Hang out with roommates
• Plan Saturday – vegetarian fair in
Berkeley (want to learn what
vegetarianism is all about)
Find directions
• Plan shoot schedule for Ultimate
Joe, a daily reality video podcast
• Discuss with co-producer / boss
• Use Motion to finish motion
graphics work
• Work - on staff at Pixel
Corps
• Learn new photo
extraction technique
• Editing video on G5
Edit video Email & surf
Apple store
Relax Play and
download music
Reminisce and
connect
Josh
Explorer
A typical day…
15. Mac activities: Personal/Play Professional/Business
iCal iTunes iPhoto iChat iWork Dashboard
Managing
locations for
video shoots
Archiving images
of friends & family
Doesn’t use now -
iSight is broken
Used to use for
talking with Mom
Loved video chat
Used keynote
once for travel
seminar he gave
on NYC (he’s been
only once)
Stopwatch helps
him edit video
Doesn’t want to
be distracted by
widgets
Firefox .Mac Final draft Soundtrack Pro
Uses it for Mail
Enabled him to iChat
Used to host podcast
Uses more than
iMovie
Uses more than
Garage band
For research—
festivals to
fruitflies
And non- .Mac
email accounts
Josh
Explorer
Artistic
creation
Organization
Online activities
(Research & learning)
Video editing
Create
soundtracks for
videos and edit
podcasts
Uses Soundtrack
Pro more now—it
has better noise
reduction
Allows him to
compose music,
otherwise he
couldn’t
Use to teach
Mom how easy
it is to make
simple movies
“so she can feel
like a kid again”
Sometimes still
uses for his
simple projects
– mostly uses
Final Cut Pro
Built and posted site
for Ultimate Joe—a
for fun project,
created and
promoted using all
iLife
Loves WSIWG and
that it allows non-
internet fonts
Burns edited videos
Made disc of his
impersonations for
Mother’s Day gift
For events - e.g..
local fairs or
planning video
shoot
Prefers &
primarily uses
paper
Uploading music
Playing music
downloaded
(illegally)
Creating
podcasts
iWeb iDVDGarage band iMovie
Exploring
& testing limits
Communication
(social interaction)
Music listening, acquisition,
and creation
Screen-
writing
Present-
ations
16. Tom K.
San Francisco
Meaning
Respondent
selected
Truth 7
1Wonder Wonder 2
Wisdom 3 Wisdom 4 Enlightenment 5
Achievement 6
Self-expression 8 Self-expression 9 Self-expression 10
11Social recognition 12Truth
13Community 14Security 15Security
16Social recognition 17Community
18Excitement
20Fun 21Excitement
22Wisdom 23Wisdom
He picked Einstein because search gave him a feeling of being experimental. He
feels confident that he is able to quickly find the most information with online search.
He admitted that he’s learning to be better in how to search for things, such as what
sites to use and what keywords to use.
He picked the punk and/or the painter because he thinks search gave him a feeling
of individualistic expression. It’s a forum for everyone.
He picked the gardening image because it represent the process of weeding out
crappy sites in order to find information that is trustworthy.
17. Profile structure is derived
from the discussion guide and
collaboration with researchers
to develop relevant categories
of information and the method
for communicating data.
18. Is proving to be a successful
method for data collection.
Researchers report that time
to fill the data in is not any
longer than typing up written
notes.
19. Has been used on numerous
projects over the past 6
months.
