Wednesday 7 February 2007

4 - "Target Audience" Persona 1 - Britney Jones (Meeting Date 01/02/07)

Between the last meeting and the latest we have all been doing research on different age groups to help us come to more realistic decisions.

Now that we have made up a few basic personas we want to flesh them out. In our meeting the other day we did this to the persona of Britney Jones (was all we had time for). We started at the top by defining her parents; Kevin and Sharon Jones.

First the facts:

Kevin is;

  • 30 years old
  • Unemployed
  • He claims the Doll
  • Likes to go to the bookies
  • Likes to go to pubs and watch football

Sharon is;

  • 22 years old
  • works in ASDA supermarket part time, because she has to take care of young Britney
  • She manages 20 hours a week
  • She enjoys her job to some extend, as it gets her out of the house, which doesn’t happen often otherwise
  • She has ambition, but is as yet going nowhere
  • She does all the housework and chores around the house and their lives
  • She is not well educated, and does not feed Britney a balanced diet, giving her trash like Chicken Dippers and Turkey Twizzlers, along with high sugar treats and drinks.

Britney is;

  • 19 months old
  • A chubby child, as she is not fed well
  • Often Hyperactive and stroppy
  • She has a bad immune system
  • Very attention seeking
  • If she doesn’t get what she wants she will cry and complain relentlessly


An average day for the family goes like so;

8:00 am – Sharon gets up and wakes Britney, then gets them both ready for the day. She gets ready for work and gets Britney ready to go to the state run crèche

10:00 am – Sharon starts work, having dropped Britney at the state run crèche shortly before. Kevin gets up.

12:00 pm – Creche feeds Britney (This is the main way Britney gets a balanced and appropriate diet). Kevin goes out ‘job hunting’ at the local bookies.

3:00 pm – Sharon finishes work and picks up Britney. She then takes Britney with her while she does the shopping or daily chores.

6:00 pm – Sharon cooks dinner, Kevin comes home and plays with Britney

7:00 pm – Kevin goes to the pub, Sharon watches TV with Britney because she is too tired to do much else more productive with her.

9:00 pm – Sharon puts Britney to bed. Britney does not fall asleep easily because she has had too much trash to drink and is hyperactive.

11:00 pm – Kevin comes home. Sharon and he argue, then she goes to bed. Kevin goes and watches TV

2:00 am – Kevin goes to bed.


Kevin spends very little quality time at home, he does not like to feel shackled down. When he is home, which is usually in the evenings he plays with Britney a lot and she really enjoys it, however he lets her do whatever she likes, as he does not want to have to discipline her. This often leads to undermining rules Sharon tries to maintain.

Sharon spends all day everyday with Britney except when she is at work. She enjoys the escape that work brings as she constantly feels tied down by Britney with no help from Kevin. They argue a lot because of this their relationship has deteriorated a lot. Sharon sometimes loathes Britney, as she has brought her young life to such a dead end, however she still loves her and tries to be a good mother, but finds it hard because Britney is so demanding, and she gets not only no help from Kevin, but he will frequently make things harder for her by undermining her authority because he does not understand that her rules will only keep Britney at bay if they are consistent, but all he want s to do is see her happy so he does whatever she wants with him even though it damages her stability.

Because Kevin lets Britney do whatever she likes Britney loves him more than her mother, as she is too young to know what is good for her, so she is even more of unreasonable a brat when with her mother. She is a playful girl, but so impatient, demanding and out of control because her parents give her mixed messages between them, and inconsistent treatment themselves too.

* Picture Credits: http://www.sxc.hu/browse.phtml?f=search&w=1&txt=baby&p=5

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