Test - Buyer Persona - Update 4 2025 [Persona Profile]

Daniel, 43

Living situation

Age: 43

Political affiliation: Centre

Type of innovation adaptation: Early majority

Professional and financial situation: Employment situation: Head of chemistry and ballistics laboratory, full-time employee; Household income: 69.600 to 91.200 euros; Highest educational qualification: Master's degree or comparable

Housing situation: Place of residence: Gütersloh; Region: North Rhine-Westphalia; Type of housing: Rental flat

Marital status: Married

Household size: 4 persons

Effects of economic circumstances: My cost of living has risen noticeably; I have tried to spend less money; I have experienced anxiety and feelings of stress

Personal characteristics & attitudes

Hobbies and interests: Technology & Computers; Outdoor activities; Video games; Travel

Important aspects of life and values: A happy relationship; Lead an honest and respectable life; Security

Attitude towards innovation: I like to stay technologically up to date; I like to try out innovative products

Food attitudes: I actively try to eat healthy; I avoid artificial flavorings and preservatives; I try to avoid plastic packaging when I buy groceries

Attitudes towards digital media: Best picture and sound quality is important to me; I prefer to subscribe to a bundle of streaming services; I like watching movies and series on my smartphone

Attitudes towards personal finances: I am well informed about my financial situation; I could imagine handling all financial matters exclusively online; I could imagine managing all my financial affairs exclusively via smartphone

Internet settings: Mobile phone reception is good in the area where I live; It's important for me to have mobile Internet access wherever I am.; I am well informed about the topic of cyber security

Attitudes towards services: I like to organise my life with my smartphone; I am happy to pay for services that make my life easier and more convenient.; I tend to book services and services online

Attitudes to travel: I like being in nature when I travel; When I travel, I use my smartphone as a travel guide; I want to experience something unique when travelling

Settings for consumer electronics: I want the best audio and movie experience on all my devices; When choosing electronic devices, I pay a lot of attention to their energy efficiency

Settings for insurances: I am well informed about my personal insurance contracts; I could imagine managing my insurance exclusively online.

Daniel in detail

...

Media use & consumption

Digital advertising touchpoints: Social media; Search engines; Online shops; Video platforms

Settings for online advertising: I have nothing against advertising if I get free content in return.

Non-digital advertising touchpoints: On TV; Directly in store; On the radio; Direct mail / direct mail

Use of publishing media (last 12 months): Podcasts; Books (Print); Daily newspapers (print)

Preferences for podcast content by genre: Science & Technology; News & Politics; Sports

TV usage by duration (per week): 1 to 5 hours

Preferences for films and series by genre: Comedies; Docs; Sports

Use of social media by brand: YouTube; Instagram; Facebook; LinkedIn

Activities on social media: Private messages sent; Commented on posts; Liked posts from other users or followed people

Products/topics talked about online: Computer, smartphone & technology; Games / Video games; Sports; Movies & Series

Internet access by type: Broadband (DSL, cable, ...)

Internet usage by provider/brand: Vodafone

Online shopping settings: Before making a major purchase, I research online; Customer reviews on the internet are very helpful

Sources of inspiration for new products: Friends and acquaintances; Online shops; Search engines (such as Google)

Information sources for product research: Online shops; Customer reviews; Friends and acquaintances; In store; Online forums

High brand awareness by category: Smartphones; PCs and laptops; Cars, motorcycles, bicycles; Clothing

Smartphone by brand: Apple

Daniel
Name: Daniel
Age: 43
Political affiliation: Centre
Type of innovation adaptation: Early majority
Employment situation: Head of chemistry and ballistics laboratory, full-time employee
Household income: 69.600 to 91.200 euros
Highest educational qualification: Master's degree or comparable
Place of residence: Gütersloh
Region: North Rhine-Westphalia
Type of housing: Rental flat
Marital status: Married;
Household size: 4 persons;
Impact of economic circumstances: My cost of living has increased noticeably; I have tried to spend less money; I have experienced anxiety and feelings of stress;
Hobbies and interests: Technology & computers; outdoor activities; video games; traveling;
Important life aspects and values: A happy relationship; Living an honest and respectable life; Security;
Attitude towards innovation: I like to keep up with the latest technological developments; I like to try out innovative products;
Attitudes towards food: I actively try to eat healthily; I avoid artificial flavorings and preservatives; I try to avoid plastic packaging when I buy food;
Attitudes toward digital media: The best picture and sound quality is important to me; I prefer to subscribe to a bundle of streaming services; I like to watch movies and series on my smartphone;
Attitudes toward personal finances: I am well aware of my financial situation; I could imagine handling all financial matters exclusively online; I could imagine handling all my financial matters exclusively via smartphone;
Internet settings: Mobile reception is good in my neighborhood; It is important to me to have mobile internet access wherever I am; I am well informed about cybersecurity;
Attitudes toward services: I like to organize my life with my smartphone; I like to pay for services or services that make my life easier and more convenient; I tend to book services and services online;
Attitudes towards traveling: I like to be in nature when I travel; When I travel, I use my smartphone as a travel guide; I want to experience something unique when I travel;
Attitudes toward consumer electronics: I want the best audio and movie experience on all my devices; When choosing electronic devices, I pay close attention to their energy efficiency;
Attitudes towards insurance: I am well informed about my personal insurance contracts; I could imagine managing my insurance exclusively online..;
Daniel in detail: ...
Digital advertising touchpoints: social media; search engines; online stores; video platforms;
Settings for online advertising: I don't mind advertising if I get free content in return;
Non-digital advertising touchpoints: On TV; Directly in the store; On the radio; Commercials/advertising mailings;
Use of publishing media (last 12 months): Podcasts; books (print); daily newspapers (print);
Preferences for podcast content by genre: Science & Technology; News & Politics; Sports;
TV usage by duration (per week): 1 to 5 hours;
Preferences for films and series by genre: comedies; documentaries; sports;
Use of social media by brand: YouTube; Instagram; Facebook; LinkedIn;
Activities on social media: Private messages sent; comments on posts; posts liked by other users or people followed;
Products/topics discussed online: Computers, smartphones, and technology; games/video games; sports; movies and TV series;
Internet access by type: broadband (DSL, cable, ...);
Internet usage by provider/brand: Vodafone;
Attitudes toward online shopping: Before making a major purchase, I research online; customer reviews on the Internet are very helpful;
Sources of inspiration for new products: Friends and acquaintances; online stores; search engines (such as Google);
Sources of information for product research: online stores; customer reviews; friends and acquaintances; in-store; online forums;
High brand awareness by category: Smartphones; PCs and laptops; Cars, motorcycles, bicycles; Clothing;
Smartphone by brand: Apple;

Daniel, 43
Age: 43
Political affiliation: Centre
Type of innovation adaptation: Early majority
Professional and financial situation
Employment situation: Head of chemistry and ballistics laboratory, full-time employee
Household income: 69.600 to 91.200 euros
Highest educational qualification: Master's degree or comparable
Housing situation
Place of residence: Gütersloh
Region: North Rhine-Westphalia
Type of housing: Rental flat

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Test – Buyer Persona – Update 4 2025 [Persona Sedcard]

Daniel, 43

Living situation

Personal characteristics & attitudes

Daniel in detail

Media use & consumption

Newest contributions

Latest comments

Marital status	Married
Household size	4 persons
Effects of economic circumstances	My cost of living has increased noticeably I have tried to spend less money I have experienced anxiety and feelings of stress
Hobbies and interests	Technology & computers Outdoor activities Video games Travel
Important aspects of life and values	A happy relationship Living an honest and respectable life Security
Attitude towards innovation	I like to keep up with the latest technology I like to try out innovative products
Food attitudes	I actively try to eat healthily I avoid artificial flavorings and preservatives I try to avoid plastic packaging when I buy food
Attitudes towards digital media	The best picture and sound quality is important to me I prefer to subscribe to a bundle of streaming services I like to watch movies and series on my smartphone
Attitudes towards personal finances	I am fully aware of my financial situation I could imagine handling all my financial matters exclusively online I could imagine handling all my financial matters exclusively via smartphone
Internet settings	Mobile reception is good in my neighborhood. It is important to me to have mobile internet access wherever I am. I am well informed about cybersecurity.
Attitudes towards services	I like to organize my life with my smartphone I like to pay for services or services that make my life easier and more convenient I tend to book services and services online
Attitudes to travel	I like to be in nature when I travel When I travel, I use my smartphone as a travel guide I want to experience something unique when I travel
Settings for consumer electronics	I want the best audio and video experience on all my devices When choosing electronic devices, I pay close attention to their energy efficiency
Settings for insurances	I am well informed about my personal insurance policies I could imagine managing my insurance exclusively online.
Daniel in detail	...
Digital advertising touchpoints	Social media Search engines Online stores Video platforms
Settings for online advertising	I have nothing against advertising if I get free content in return.
Non-digital advertising touchpoints	On television Directly in the store On the radio Commercials / advertising mailings
Use of publishing media (last 12 months)	Podcasts Books (print) Daily newspapers (print)
Preferences for podcast content by genre	Science & Technology News & Politics Sports
TV usage by duration (per week)	1 to 5 hours
Preferences for films and series by genre	Comedies Docs Sports
Use of social media by brand	YouTube Instagram Facebook LinkedIn
Activities on social media	Sent private messages Commented on posts Posts liked or followed by other users
Products/topics talked about online	Computers, smartphones & technology Games / video games Sports Movies & series
Internet access by type	Broadband (DSL, cable, ...)
Internet usage by provider/brand	Vodafone
Online shopping settings	Before making a major purchase, I research online Customer reviews on the Internet are very helpful
Sources of inspiration for new products	Friends and acquaintances Online stores Search engines (such as Google)
Information sources for product research	Online stores Customer reviews Friends and acquaintances In-store Online forums
High brand awareness by category	Smartphones PCs and laptops Cars, motorcycles, bicycles Clothing
Smartphone by brand	Apple