Introduction

 

This is an exploratory study that aims to find the values/lifestyles the brand target groups have and what role the brand plays in their lives.

 

We chose our participants (diary-writers) so that we covered both B2B as well as B2C consumers, also varying across functionality, i.e. basic processing, gaming and high level processing.

 

We believe this categorization covers a broad spectrum of our users and will help us attain a balanced perspective.

 

Here, we provide a brief bio of the user and summarize our interactions with them, their diary entries and our observations of them.

 

From there we proceed to draw conclusions about what kind of relationship our participant has with our brand (from the 15 brand relationships from Susan Fournier).

 

Defining these relationships will help us to better understand our consumers, identify the challenges we face and plan our future strategies in line with our learnings.