The document profiles two individuals - Suzie Kim, a 29-year-old South Korean kindergarten teacher earning €15,000, who enjoys travel, fashion, movies and photography; and Joerg Müller, a 52-year-old married German businessman earning €150,000 who enjoys cycling, fine food and drink, and is a technophile interested in history. Both individuals enjoy travel and could be interested in visiting Dublin for its music, sights and opportunities for Suzie to photograph, but have barriers around safety concerns for Suzie and lack of direct flights for Joerg.

1. Persona Profile: Suzie Kim
Age 29
Status Single
Nationality South Korean
Profession Kindergarten
teacher
Income €15,000
Education Graduate
Language(s) Korean and
English
PROFILE
Suzie lives with her parents and has a
long-term boyfriend.
She loves her job which she has done
for five years.
Suzie like to go out and meet people,
like fashion and going to the movies.
She likes to travel and has seen many
Asian countries. She is saving to visit
Europe – her number one destination
before she is 30 years old.
She like Irish pop music such as The
Script, Hozier and Niall Horan.
Suzie recently bought a digital SLR
camera and is taking a short online
course to learn how to use it.
INTERESTS/HOBBIES
Meeting friends, movies, travel, fashion,
playing the guitar and photography.
MOTIVATIONS
To learn English fluently.
To hold an exhibition of her travel
photographs
BARRIERS TO VISITING DUBLIN
Saw the terrorist attacks in Europe
reported on TV
Traveling in Ireland is expensive
IMPLICATIONS
To communicate that Dublin is safe place
to visit.
Suzie may be interested in seeing some
Irish music performers – many great
musicians on Grafton street. Would know
‘Once’ film.
Many picturesque opportunities for her to
take advantage in Dublin with her new
photographic skills; where she cycles on
hired Dublin Bike.
Personal philosophy:
‘Experience as much as you can’

2. Persona Profile: Joerg Müller
Age 52
Status Married
Nationality German
Profession SEO niche
software company
Income €150,000
Education Post Graduate
Language(s) German, English
and French
PROFILE
Joerg lives in Bavaria with his wife and
has two adult children that have
moved out of the family home.
He likes to keep fit and when
holidaying, tries to combine some
activities to his trip. While his longer
holiday is family-based, he has one or
two weekends a year where he does a
city break himself.
He likes a range of music types and
regularly plays music when at his
desk. U2 is one of his favourites
musical groups.
Joerg is a technophile and carries a
range of electronic gadgets on his
travels. He holds a private pilot licence
but struggles to keep it current.
INTERESTS/HOBBIES
European social history, eating out, fine
wines and whiskeys, cycling, reading and
photography.
MOTIVATIONS
Joerg likes to learn new things.
He likes to be prepared for what he does.
He leaves little to chance.
BARRIERS TO VISITING DUBLIN
No direct flights.
Availability of short-notice accommodation.
IMPLICATIONS
Joerg may be interested in learning about
U2 during his visit.
He will have a camera and will like to
capture plenty of photos to add to his
extensive digital collection.
Personal philosophy:
‘Work hard, but make time for fun’