Audience profile development and analysis

Audience Profile

The subject is a 22-year-old Caucasian female with blonde hair, blue eyes, and a medium to slender body type. A recent college graduate, the subject is interested in intellectual pursuits, primarily economics, business, and politics. Although she has a mixed voting record, she considers herself a classic liberal. She is rather liberal when it comes to social matters, but remains fiscally conservative. She was once identified with the Protestant, and more specifically Lutheran faith, but after some schooling became inclined to atheism. Although she was once rather militant and vocal regarding her atheism, she retains the faith but it does not define much of her lifestyle. She is a fourth generation American, the only child of her parents, and can trace her heritage to Germany.

A child of two ex-hippies who married young, the subject grew up in a comfortable, middle-class home. Her father made around $80,000 working at the local steel mill though he had no education further than college. Her mother stayed at home with her until she entered school. At that time, her mother found several small jobs working with the school corporation where she could keep an eye on her daughter; she worked as a recess aid, drove a bus, and ran errands for teachers. Having just completed college, the daughter has exceeded both of her parents in schooling and is about to exceed them in income, working as a computer programmer for the Chicago Board of Trade. The subject recently moved from the Indiana suburbs into the city of Chicago, where she enjoys meeting new people at work, nightclubs, and fitness events.

The subject's values spring mainly from what she enjoys and what she reads as an intellectual. She values nutrition, and is not a yo-yo dieter, but prefers to simply eat right. She enjoys running and working out, in addition to exercise classes, enjoying both the social atmosphere of the class and the instructions. She also likes to read and use the Internet at coffee shops with her Dell laptop. When not drinking coffee, she enjoys classy restaurants, especially those featuring international cuisine. Additionally, she spends some of her nights at the classier bars in town, catches movies at the theater, and occasionally attends a live show with friends.

The subject is very thrifty with her money, so she does not often go on major shopping trips. Most of what she purchases are services -- high speed Internet, cable, and gym membership to name a few. When she does shop, she often purchases athletic clothes and sports magazines to fuel her interest in fitness, or fine wines and designer foods to entertain her friends. She also enjoys cooking. She shops at small electronics boutiques for hardware related to computer and often shops on the Internet for software. When taking a trip to a mall, she sometimes stops at a beauty store and purchases lotions, fragrances, and the like, though she does this only as an indulgence, keeping only a small collection of personal items of this nature.