Test - Candidate Persona – Update 1 2025 [Persona Profile]

Michael, 37

Living situation

Age: 37

Political affiliation: Centre

Type of innovation adaptation: Early majority

Professional and financial situation: Current (job) position: Sales Consultant (Jeweler); Net household income: 36.000 to 50.400 euros; Highest educational qualification: Vocational training

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

Marital status: Married

Personal characteristics & attitudes

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

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

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 eat less meat

Attitudes towards digital media: Best picture and sound quality is important to me; It's too expensive to be able to afford all the streaming services I want

Online shopping settings: Before making a major purchase, I research online; Customer reviews on the internet are very helpful; I want to see and touch an item before I buy it

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: 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

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

Facts for recruiting

Where are you looking for new jobs or open for job opportunities?: Job exchanges such as StepStone, Indeed and Co. incl. specialist job exchanges; Websites of companies & organizations; Classifieds portals; Search engine advertising

What is your favorite way to apply?: By email; By mail

What makes a good application process for you?: I would like quick feedback (confirmation of receipt, announcement of how to proceed and when).; The texts must be formulated in an appealing way.; It must be efficient (no unnecessary paperwork, clear process).; Respectful treatment of applicants throughout the process, including feedback after interviews or rejections.

What has ever stopped you from applying for a job?: Unclear information about working conditions, remuneration, corporate culture or benefits.; I had already heard negative experiences with the company or its reputation.; I had concerns about the working conditions or the working atmosphere in the company.

What content are companies most likely to use to make you aware of new jobs?: Short videos; Insights behind the scenes of the company (as video, photo, text); Social media content; Events on site (fairs,...)

Pain Points on the Job: Dealing with difficult customers; Long working hours; High targets and sales pressure

Number of sick days (last year): 0 days

... in detail

...

Media use & consumption

Digital advertising touchpoints: Search engines; Social media; Social media websites and apps; Online shops

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

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

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

TV usage by duration (per week): 6 to 10 hours

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

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

Activities on social media: Private messages sent; Liked posts from other users or followed people; Commented on posts; Pictures / videos / texts / status updates posted

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

Preferences for podcast content by genre: Business and economy; News & Politics; Science & Technology

Internet access by type: Broadband (DSL, cable, ...); UMTS / GPRS / LTE router

Internet usage by provider/brand: Vodafone

Sources of inspiration for new products: Search engines (such as Google); Social media websites and apps; Video websites and apps (like YouTube); Online shops

Information sources for product research: Social media websites and apps; Online shops; Customer reviews; In store; Friends and acquaintances

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

Smartphone by brand: Samsung

Food consumed regularly: Fruit or vegetables; Bread and bakery products; Fruits + Vegetables; Eggs

Michael
Name: Michael
Age: 37
Political affiliation: Centre
Type of innovation adaptation: Early majority
Current (job) position: Sales Consultant (Jeweler)
Net household income: 36.000 to 50.400 euros
Highest educational qualification: Vocational training
Place of residence: Hürth
Region: North Rhine-Westphalia
Type of housing: Rental flat
Marital status: Married;
Hobbies and interests: Technology & computers; outdoor activities; traveling; video games;
Important aspects of life and values: A happy relationship; Living an honest and respectable life; Security; Making my own decisions;
Attitude towards innovation: I like to keep up with the latest technological developments; I like to try out innovative products;
Attitudes toward food: I actively try to eat healthy; I avoid artificial flavorings and preservatives; I try to eat less meat;
Attitudes towards digital media: The best picture and sound quality is important to me; it's too expensive to afford all the streaming services I want;
Attitudes towards online shopping: I research online before making a major purchase; customer reviews on the Internet are very helpful; I want to see and touch an item before I buy it;
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;
Attitudes towards the Internet: It is important for me to have mobile Internet access wherever I am; I am well informed about cyber security;
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;
Attitudes towards insurance: I am well informed about my personal insurance contracts; I could imagine managing my insurance exclusively online..;
Number of sick days (last year): 0 days;
... in detail: ...
Digital advertising touchpoints: search engines; social media; social media websites and apps; online stores;
Settings for online advertising: I don't mind advertising if I get free content in return;
Non-digital advertising touchpoints: Commercials/advertising mailings; On television; Directly in the store;
Use of publishing media (last 12 months): Podcasts; books (print);
TV usage by duration (per week): 6 to 10 hours;
Preferences for films and series by genre: documentaries; comedies; sports;
Use of social media by brand: YouTube; Facebook; Instagram;
Activities on social media: Private messages sent; posts liked or followed by other users; comments on posts; pictures / videos / texts / status updates posted;
Products/topics that are talked about online: Computers, smartphones & technology; films & series; games / video games; politics; sport;
Preferences for podcast content by genre: Business & Economy; News & Politics; Science & Technology;
Internet access by type: broadband (DSL, cable, ...); UMTS / GPRS / LTE router;
Internet usage by provider/brand: Vodafone;
Sources of inspiration for new products: Search engines (such as Google); social media websites and apps; video websites and apps (such as YouTube); online stores;
Sources of information for product research: Social media websites and apps; online stores; customer reviews; in-store; friends and acquaintances;
High brand awareness by category: smartphones; PCs and laptops; cars, motorcycles, bicycles; shoes;
Smartphone by brand: Samsung;
Regularly consumed foods: fruit or vegetables; bread and bakery products; fruit + vegetables; eggs;

Michael, 37
Age: 37
Political affiliation: Centre
Type of innovation adaptation: Early majority
Professional and financial situation
Current (job) position: Sales Consultant (Jeweler)
Net household income: 36.000 to 50.400 euros
Highest educational qualification: Vocational training
Housing situation
Place of residence: Hürth
Region: North Rhine-Westphalia
Type of housing: Rental flat

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Test - Candidate Persona - Update 1 2025 [Persona-Sedcard]

Michael, 37

Living situation

Personal characteristics & attitudes

Facts for recruiting

... in detail

Media use & consumption

Newest contributions

Latest comments

Marital status	Married
Hobbies and interests	Technology & Computers Outdoor activities Travel Video games
Important aspects of life and values	A happy relationship Leading an honest and respectable life Security Making my own decisions
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 healthy I avoid artificial flavorings and preservatives I try to eat less meat
Attitudes towards digital media	Best picture and sound quality is important to me It's too expensive to afford all the streaming services I want
Online shopping settings	Before making a major purchase, I research online Customer reviews on the internet are very helpful I like to see and touch an item before I buy it
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	It is important for me to have mobile internet access wherever I am. I am well informed about cyber security
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 being in nature when I travel When I travel, I use my smartphone as a travel guide
Settings for insurances	I am well informed about my personal insurance policies I could imagine managing my insurance exclusively online.
Where are you looking for new jobs or open for job opportunities?	Job exchanges such as StepStone, Indeed and Co. incl. specialist job exchanges Websites of companies & organizations Classified ad portals Search engine advertising
What is your favorite way to apply?	By e-mail By post
What makes a good application process for you?	I would like quick feedback (confirmation of receipt, announcement of how to proceed and when). The texts must be formulated in an appealing way. It must be efficient (no unnecessary paperwork, clear process). Respectful treatment of applicants throughout the process, including feedback after interviews or rejections.
What has ever stopped you from applying for a job?	Unclear information about working conditions, remuneration, corporate culture or benefits. I had heard negative experiences about the company or its reputation. I had concerns about working conditions or the working atmosphere in the company.
What content are companies most likely to use to make you aware of new jobs?	Short videos Insights behind the scenes of the company (as video, photo, text) Social media content Events on site (trade fairs,...)
Pain Points on the Job	Dealing with difficult customers Long working hours High targets and sales pressure
Number of sick days (last year)	0 days
... in detail	...
Digital advertising touchpoints	Search engines Social media Social media websites and apps Online stores
Settings for online advertising	I have nothing against advertising if I get free content in return.
Non-digital advertising touchpoints	Advertisement/advertising mailing On television Directly in the store
Use of publishing media (last 12 months)	Podcasts Books (print)
TV usage by duration (per week)	6 to 10 hours
Preferences for films and series by genre	Documentaries Comedies Sport
Use of social media by brand	YouTube Facebook Instagram
Activities on social media	Sent private messages Liked posts from other users or followed people Commented on posts Posted images / videos / texts / status updates
Products/topics talked about online	Computers, smartphones & technology Films & series Games / video games Politics Sport
Preferences for podcast content by genre	Business and economy News & politics Science & technology
Internet access by type	Broadband (DSL, cable, ...) UMTS / GPRS / LTE Router
Internet usage by provider/brand	Vodafone
Sources of inspiration for new products	Search engines (such as Google) Social media websites and apps Video websites and apps (such as YouTube) Online stores
Information sources for product research	Social media websites and apps Online stores Customer reviews In-store Friends and acquaintances
High brand awareness by category	Smartphones PCs and laptops Cars, motorcycles, bicycles Shoes
Smartphone by brand	Samsung
Food consumed regularly	Fruit or vegetables Bread and bakery products Fruit + vegetables Eggs