Customer type 1
Name: Jess (she/her)
Age: Late teens
Where they live: Typical British town
Occupation: College student (studying Fine art, English and Performing arts)
Income: None
Hobbies/interests: Making art, writing stories, watching/listening to musicals, reading
Media they engage with: Books, musicals (live and online), Netflix (teen shows e.g. Glee)
Where they shop: Etsy
Distinctive qualities: Musical theatre enthusiast
Why they're interested in my product: Loves musical theatre, keeps up to date with new upcoming shows, likely in the local area
Customer type 2
Name: Barnabus (he/him)
Age: Early 70's
Where they live: Cottage in rural England
Occupation: Retired (was an architect)
Income: None
Hobbies/interests: Playing piano, ballroom dancing lessons with his wife, going out for tea
Media they engage with: Nature documentaries, doesn't really use technology often
Where they shop: Book shops, marketplace
Distinctive qualities: Interested in traditional musical theatre, very old fashioned
Why they're interested in my product: Learn about how theatre has changed, he'll be exposed to more diverse theatre to change his old-fashioned views, not a fan of new musicals that are remakes of popular films
Customer type 3
Name: Jeanette (she/her)
Age: Mid 30's
Where they live: Small apartment in London
Occupation: Fiction writer
Income: Around £15,000 a year
Hobbies/interests: Attending protests/marches, supporting charity
Media they engage with: Poetry, amateur theatre productions, BBC dramas, Pinterest
Where they shop: Charity shops, smaller businesses
Distinctive qualities: Very supportive of and involved in community projects
Why they're interested in my product: Interested in new theatre pieces and is an advocate for diversity
Customer type 4
Name: Leighton (he/they)
Age: Teenager
Where they live: Rather rundown apartment block in an urban area of England
Occupation: High school student with a part time café job
Income: Minimum wage
Hobbies/interests: Performing, singing, dancing, fashion designing
Media they engage with: Musical theatre (newer, modern musicals), fashion magazines, RuPaul's Drag Race, social media (especially Instagram)
Where they shop: H&M, SHEIN
Distinctive qualities: Interested mainly in modern musical theatre
Why they're interested in my product: Loves new musical theatre and highly creative
Customer type 5
Name: Ricardo (they/them)
Age: Early 20's
Where they live: Very small apartment in London
Occupation: Actor
Income: Around £20,000 a year
Hobbies/interests: Going to the theatre, listening to music, photography, going to rock concerts
Media they engage with: Musical theatre (mainly rock musicals), rock music (through Spotify or records), old music videos
Where they shop: Vintage shops, record shops
Distinctive qualities: Is pursuing an acting career
Why they're interested in my product: In the musical theatre profession, aims to create more diversity in the industry
Customer type 6
Name: Delia (she/her)
Age: Mid 40's
Where they live: 'Fancier' regions of England
Occupation: Violinist in an orchestra
Income: Around £55,000 a year
Hobbies/interests: Writes her own compositions, gardening, going to the opera
Media they engage with: true crime documentaries and crime TV shows, not really present on social media
Where they shop: Waitrose, Selfridges, M&S
Distinctive qualities: Typically interested in classical music and performance, but is open to seeing new productions
Why they're interested in my product: Interested in the arts and is open to seeing new productions if the premise interests her
Customer type 7
Name: Katy (she/her)
Age: 19/20
Where they live: In London
Occupation: Dance student with a part time job at a florists
Income: Minimum wage
Hobbies/interests: Dance (ballet and tap especially), stretching and exercise, flower arranging, makeup and self care
Media they engage with: Nearly all social media platforms
Where they shop: Asos, boohoo
Distinctive qualities: Is highly creative and specialises in mainly dance, but also interested in makeup
Why they're interested in my product: Is indirectly interested in theatre through dance, has an appreciation for aesthetics which I also do
Customer type 8
Name: Jonathan (he/him)
Age: Early 30's
Where they live: Crowded, rather grungy apartment
Occupation: Aspiring musical theatre writer and composer, with a part time job at a diner
Income: Minimum wage
Hobbies/interests: Scriptwriting, composing, songwriting, swimming
Media they engage with: Old music on records, books, not interested in modern media
Where they shop: Vintage shops, small businesses
Distinctive qualities: Has very similar aspirations to mine
Why they're interested in my product: Also creating his own musical theatre shows, interested in new theatre
Link to Pinterest boards: https://pin.it/AbHvYkC
Commonalities
Age range: 17 - 35
Geographical location: UK
Occupation: Creative careers or studying creative subjects (especially in theatre)
Income brackets: Minimum wage - £30,000
Common leisure interests: Creative hobbies (e.g. reading, writing, performing, art)
Media channels: Theatre, books, Netflix shows, Instagram and Pinterest
Shops: Vintage shops, charity shops, businesses with handmade products (smaller businesses)
Attitudes: Support amateur theatre and the theatre industry, advocates for diversity and accessibility
Common themes: All like musical theatre in some way
Common reasons for wanting my product: Agree with my mission statement (interested in new theatre productions and want to see more diversity in theatre)
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