User 3: David T.
User Characteristic: B2B
IT Application Requirements: 3D Graphics Design
Brief Bio
David (not his real name) is a 3D graphics designer in his mid-20’s working for a 3D graphics design firm in Tanjong Pagar, Singapore. 3D graphics design firms have a myriad of applications, ranging from 3D architectural modelling for the construction industry to 3D cartoon characters for advertisements. But whatever the application is, it is generally known that 3D modelling is a very demanding task on any computer. A programmer and a software engineer by profession, David knows this better than anyone else and considers himself being more than just a little savvy with PC’s and their components.
"I definitely know my way around my computers as my work is 100% computers."
In Conversation With
As a result of his deep knowledge of his field and the machines and tools required for the job, David knows exactly what he wants in a computer and is well equipped with the knowledge to discern between the different qualities that each computer brings with it, and he seems to pride himself on being able to make an informed choice himself rather than to depend on salesperson’s talk.
"For my work, for play, I know exactly what I need. For my work I definitely need a heavy duty processor, loads of memory to render 3D graphics and details. Not to mention – lots and lots of hard disk space to store my work."
David uses a PC equipped with an Intel CPU, for his workstation in the office, rendering 3D model after 3D model without a hitch. He seems happy with it as long as the PC continues delivering the performance he needs for his work. At home, however, David looks for different qualities in a PC.
"I don’t do any 3D work at home, so all my computers at home are for gaming. Whether it can handle intensive graphics – that’s all that I look for."
At home, David uses a PC, custom-built (probably by himself) with a high-powered graphics card and a high end Intel CPU. According to him, the PC was built with specifications that allowed him to play the latest games smoothly without any trouble. This further reinforced the notion that David is a methodical user of his equipment and selects them based on whichever qualities would be best for the job, be it for work or play.
"I am not really concerned with brands. I am more of a self-builder, but yes I would prefer Apple/Mac for general computing."
This attitude is common in technical people who are highly task-orientated. Their firm grasp of technical knowledge also puts them in a good position to select a product purely based on its performance and not be overly loyal to a particular brand.
Consumer-Brand Relationship Form
As a result of these observations, it can be concluded that David does not share a romantic type of relationship with Intel. Instead, he would be placed in the “Marriage of convenience” category – as long as Intel continues to fulfill his personal requirements in work/play, he does not see a reason to switch to another brand, a professional relationship at best. While this form of consumer-brand relationship is not the strongest – I believe it can evolve into a “Committed Partnership” through the building of David’s trust in Intel, and this trust will be best built by Intel’s consistent delivery of qualities that David is looking for.
