Assignment 18 – Create a Customer Avatar

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The customer segment I chose two assignments ago is characterized by 18 to 25 years old students who pursue a sporty lifestyle and care a lot about their nutrition. In this assignment, I would like to go a bit further and describe a very specific type of customer, i.e. to create a customer avatar.

Customer Avatar


The prototypical customer I want to describe is a 22-year old girl, who is a second-year student at a US university. Her major is law. She is very ambitious in her studies and strives to finish her bachelor with a very good grade. She is very open-minded and loves to travel – she even made a trip to Europe last summer. After she did an internship at a law firm in Britain, she decided to explore the European continent and made a road trip for one month on her own. Besides traveling, she loves to hang out with her friends, to cook and to do a lot of sports. From going to the gym to swimming to playing ultimate frisbee – she can’t decide what to prefer more.  When hanging out with her friends, they oftentimes meet for a coffee and just chitchat with each other. Sometimes they also go out to a restaurant, but that’s a bit difficult because many of her friends love Steakhouses and she is a Vegetarian. Thus she cannot find much on the menu. Besides being vegetarian, she is also very nutrition-conscious, e.g. she tries to limit taking in carbs and eating sweets. She also loves to go out at night - just dancing and having fun. Afterward, when she and her friends leave the club, they are always so hungry that they make a stop at a fast-food restaurant on the way home. But here she has the same problem as with the steakhouse. The fast-food restaurant does not offer much for her.
Besides the problem with limited food options at fast-food restaurants, there is also the issue of environmental pollution that bothers her a lot. That’s why she started to do beach clean-ups at different beaches in Florida.

Comparison

I would like to comment on the last set of questions mentioned in the assignment. Indeed, I have some commonalities with the avatar I just created. For example, I am also a student and quite ambitious in what I am doing. I love to travel and see the world as much as she does. Furthermore, I have quite the same hobbies: traveling, cooking, hanging out with friends, doing a lot of sports, although the type of sports differs. I am a vegetarian too and regularly have to face the same problems with limited vegetarian options on restaurants’ menus.

I think it’s definitely not a coincidence that I have so much in common with the avatar. The unmet need for having more vegetarian options at a fast-food restaurant was a need I discovered for myself. That’s why I think that more people like me might have the need. And indeed, as I found out in my buyer behavior interviews, there are a lot of students – similar to me – facing the same unmet need.

Comments

  1. UnknownOctober 26, 2018 at 5:10 PM

    Hello,
    I think your customer describes a wide range of people who would benefit from this. Many people that I know who are vegetarian are very big into the gym and eating healthy. I also do know people that are vegetarians simply because they adore all animals and can't find themselves to eat them. They believe that every animal deserves a life. Great Job.

    ReplyDelete
  2. UnknownOctober 29, 2018 at 1:58 PM

    Emilia,
    I'm still so annoyed that I was not able to bring over the avatar I created. I just couldn't figure it out! However, I enjoyed the reading the story that you presented about your avatar and how in a round about, but very specific way that her vegetarian lifestyle sometimes presents some issues, especially on the go with her friends.

    ReplyDelete

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