Target Audience For Dossier

Experienced User

Nigella is 45, a stay at home mother of 2 and a devoted wife. Although she has a tough exterior, Nigella often finds herself doubting her acceptance from her friends and is constantly trying to impress. Once a week, her and her friends get together at someones house for a dinner party. When it comes to Nigellas turn she finds herself eagerly planning out all the intricate details of her dinner so that it is the best one out of them all. Even though they don’t say it, she knows that her friends consider the dinner parties a competition rather than a fun night out. To accompany her dinner she wants to purchase a premium bottle of wine that will compliment the meal and make her friends go WOW. In the liquor store Nigella knows her way around, she has a rough idea of what we wants and comes across as not needing/wanting help but deep down she knows that if she gets help she is more likely to purchase the perfect product. Nigella needs two way communication initiated by staff, so that she doesn’t have to ask for help and come across as not knowing anything. She is worried about her image and how people perceive her. It is vital that she doesn’t feel out of her depth. 

• Guide me
• Inform me
• Assist me

Inexperienced user

Fred is in his early 20's and is just starting out his career as an accountant. He is very social and enjoys catching up with friends for drinks on the weekend. Fred loves to learn new things and is quite happy sitting down all day reading books. His good friend Carl is having his 21st this weekend and he wants to get him something nice. He knows Carl likes Rum but has never tried it himself. Fred likes to drink but is used to student drinking AKA buying the cheapest drink to get drunk off of so he doesn't have a clue what to get. In the liquor store Fred is bewildered by choice, he is used to walking into the fridge at the back but Rum is not kept there. Fred needs assistance from staff. He needs help choosing what to buy but also wants to know information about what he is buying.

• Inform me
• Guide me
• Involve me
• Educate me

Enthusiastic User

Eli is in his mid 40’s, middle class, works full time and has a wife and young child. In the search of a balance between life and work Eli has just been to a beer brewing course at the Occasional Brewer. Inspired and excited Eli would consider himself somewhat of an enthusiast when it comes to beer. Eli is always in search of trying new and unique beer and is after knowledge, connection and is keen for a chat about his new hobby. In the liquor store he would rather chat to other enthusiasts than look around by himself. He wants to immerse himself in knowledge and be surrounded by people that share his interests. Eli needs lots of dialogue and a place he can go to carry out his hobby. 

• Educate me
• Include me
• Connect me