Overview: Respondent profile template

Date: 26 March, 2007

Cheskin255 Shoreline Dr., Suite 350Redwood Shores, CA 94065650-802-2100

Respondent profile templates provide a flexible way to structure field data. They can serve as a snapshot for clients during field, a tool to identify ethno respondents and used post field to animate segments.

Provide insight into a respondent’s environment, relevant activities and behaviors.

Fuelers | Coffee is fuel to keep going

Overall coffee usage*

Lee – Charlotte

Motivation• Endurance

• Get day started/keep going

Personality/Lifestyle• No frills

• May skew active/on the go

Attitudes about coffee• Caffeine/availability most important

• Strong coffee dependence

• Not about the experience

• Not taste discriminators

• Preparation a chore

• Not a set routine

• Experiment out of necessity

Premium

Home C store CafeRTD

• Performance

Coffee need states

Barriers to Instant Coffee

Light Heavy

Coffee sources

Other

*Gut level hypothesis

Mainstream Instant Coffee

ExperimentationInvolvement

Low

High

Low

High

Equipment

2. A day in the life

City: San Francisco, CA

Age: 24

Hello, I'm Jonah Goodman. I'm 24 years old and I'm origianlly from New York City. I orginally went and graduated from Pomona College with a degree in Media Studies. After graduation I spent a year in Japan under the JET program teaching English to Japanese school children. Whilst there, I decided that what I really enjoyed doing was 3D animation, so I re-applied to school to get a second degree. Currently, I'm studying 3D animation at the Art Institute of California - San Francisco.

Jonah

The figure of Voltron is a great representation of me because it shows a multifaceted entity that can change itself and combine parts. Also, since he's a cartoon robot, it shows both my love of science, cartoons, and anime.  The surroundingfigures also demonstrate my love of cartoons, sci-fi, and random pop culture.

Who I am Who I’d like to be

Relationships I value most in my life

my best friend (who is with his current girlfriend) who I've known since 6th grade.

The Maya book shows thatI want to be a 3D artist, particularly in the filmindustry, doing either lighting, texturing, orparticle effects.

My girlfriend, whom Icurrently live with and have been dating for almost three and a half years.!

Friends

JoshExplorer

Lifestyle and personalityJosh describes himself as:

• Pushing the limits – physically, mentally, and creatively

• A fan of the underdog (he dislikes corporations)

• A video editor and movie maker

• Seeking to explore new ideas and “humanize” – put a face -- them

• A music lover – he feels it’s one of the most important things in life

“The thing that PC doesn’t have is it’s not nearly as exciting. It’s the difference between walking up to someone in a 3 piece suit versus a bright blue dress and blue eyeliner.”“I use my computer to express myself, now that I have to tools to create. I don’t even mind failing, so long as I try.”

Personal time/Passions

Josh doesn’t describe himself as “a Mac fanboy” who thinks the brand can do no wrong, but he is loyal to Mac because it’s easier and better for expression.

Josh doesn’t watch a lot of TV, he prefers to read because he learns more that way. But he does love movies—he likes to “get lost…and immerse [him]self in the experience.” Josh works in video editing, and wants to be a filmmaker.

Josh considers himself “a punk rock kid.” For him that means “thinking and always learning.. questioning everything on both sides of the spectrum… and having a spirit of always learning.”

Tom K.San Francisco

He loves sports, read classic novels, wine tasting, and go hiking in the weekend. He also enjoys exploring the city and taking weekend trips with his girlfriend.

Overview• 24-year old currently living with his

girlfriend. • He moved to SF after he graduated

from Michigan State.• He’s currently working as an

insurance broker but he is still trying to figure out his career path at the moment.

• His priority right now is to explore different career opportunities out there, establish a stable relationship with his girlfriend, and to enjoy the city.

• He loves anything that sports-related, and is huge in any outdoor activities.

• He is always exploring new hiking trails and short weekend getaways with his girlfriend.

He typically would go online when he needs information but sometimes would defer to offline means such as the phone books or newspapers.

Portable music player

Tracy32 year old mom of two young kids

CareerEducation level

Family Social Network

Technology used

LargeSmall

High School

Post Graduate

College Super engaged

Low engagement

Super engaged

Low engagement

DVR playerComputer

• Works as a nurse one evening a week

• Her world revolves around her children

• Misses her freedom and sense of self at times but chose to dedicate her time to her children

• Aspire to be more adventurous and spontaneous

Internet savvyEmail

IM

Search

Play games

Download music

2. A day in the life

TracyDay in the life

VIDEO CLIP GOES HERE

Make breakfast, do laundry, clean house, mow the lawn, etc., while kids play in yard

Get up Kids watch cartoons while I exercise

12 PM

8:00 7:00 9:00 12:00 10:00

Make lunch

AM

Have dinner with family, take a walk in the park with my husband and kids

Get the kids ready for bed

Ready for bed

12 PM

Put kids to napPick up where I left off with housework

Play with my kids Prepare dinner before my husband comes home

2:00 1:00 4:00 10:00

Run errands

6:00 8:00 PM

PM

• Get up. • Go workout• Check email on G4 desktop• Play music while getting ready

9:00 8:00 10:00 11:00AM

• Write down goals for the day / to dos (cathartic to cross things off paper list)

• Bike to work • Listen to iPod shuffle.

Resisted getting. Was given – as a gift

• Watch Steve Job’s Macworld speech – fun to watch “he’s the rockstar of the computer world”

• iChat with Patty (Mom) from work

Check email &Play music

• Go jog and work out, pre-season training for ultimate fighting

6:3012:00 - 6:00 8:00 1:00am 10:00

• Play music while editing video for improv project

• Download AFI discography from TorrentSpy

• Finish video production work at home on G4

• Look up directions to bar• Find name of Maxtor VP of

marketing, going to call him to sponsor Ultimate Joe

• Go out drinking

• Hang out with roommates• Plan Saturday –

vegetarian fair in Berkeley (want to learn what vegetarianism is all about)

Find directions

• Plan shoot schedule for Ultimate Joe, a daily reality video podcast

• Discuss with co-producer / boss• Use Motion to finish motion

graphics work

• Work - on staff at Pixel Corps

• Learn new photo extraction technique

• Editing video on G5

Edit video Email & surf Apple store

Relax Play and download music

Reminisce and connect

JoshExplorerA typical day…

3. Context, activities and meaning

Life event photos

Hadi

Screen shots

Mac activities: Personal/Play Professional/Business

iCal iTunes iPhoto iChat iWork Dashboard

Managing locations for video shoots

Archiving images of friends & family

Doesn’t use now - iSight is broken

Used to use for talking with Mom

Loved video chat

Used keynote once for travel seminar he gave on NYC (he’s been only once)

Stopwatch helps him edit videoDoesn’t want to be distracted by widgets

Firefox .Mac Final draft Soundtrack Pro

Uses it for Mail

Enabled him to iChat

Used to host podcast

Uses more than iMovie

Uses more than Garage band

For research—festivals to fruitflies

And non- .Mac email accounts

JoshExplorer

Artistic creation

Organization

Online activities (Research & learning)

Video editing

Create soundtracks for videos and edit podcasts

Uses Soundtrack Pro more now—it has better noise reduction

Allows him to compose music, otherwise he couldn’t

Use to teach Mom how easy it is to make simple movies “so she can feel like a kid again”

Sometimes still uses for his simple projects – mostly uses Final Cut Pro

Built and posted site for Ultimate Joe—a for fun project, created and promoted using all iLife

Loves WSIWG and that it allows non-internet fonts

Burns edited videos

Made disc of his impersonations for Mother’s Day gift

For events - e.g.. local fairs or planning video shootPrefers & primarily uses paper

Uploading musicPlaying music downloaded (illegally)Creating podcasts

iWeb iDVDGarage band iMovie

Exploring & testing limits

Communication(social interaction) Music listening,

acquisition, and creation

Screen-writing

Present-ations

Tom K.San Francisco

Meaning

Respondent selected

Truth 7

1Wonder Wonder 2

Wisdom 3 Wisdom 4 Enlightenment 5

Achievement 6

Self-expression 8 Self-expression 9 Self-expression 10

11Social recognition 12Truth

13Community 14Security 15Security16Social recognition 17Community

18Excitement

20Fun 21Excitement 22Wisdom 23Wisdom

He picked Einstein because search gave him a feeling of being experimental. He feels confident that he is able to quickly find the most information with online search.

He admitted that he’s learning to be better in how to search for things, such as what sites to use and what keywords to use.

He picked the punk and/or the painter because he thinks search gave him a feeling of individualistic expression. It’s a forum for everyone.

He picked the gardening image because it represent the process of weeding out crappy sites in order to find information that is trustworthy.

Profile structure is derived from the discussion guide and collaboration with researchers to develop relevant categories of information and the method for communicating data.

Is proving to be a successful method for data collection.

Researchers report that time to fill the data in is not any longer than typing up written notes.

Has been used on numerous projects over the past 6 months.

Thank you!