RMA

Name: Max

Age: 24

Occupation: student in NUS

Profile:

Max is a university student who is media- and tech-savvy. He professes to be "extremely attached" to his tech gadgets like laptop, digital camera, MP3 player and Xbox 360 game console, and claims he would "probably die" without them. With all his interest in technology, it is no wonder then that his area of interest in school is computer science, with a focus on interface (hence he can get rather anal about things with badly-designed interface).

Max is the eldest of 4 children and stays in the east side of Singapore. Hence he spends a lot of his time travelling to and from school via public transport, spending about a total of 3 hours a day commuting on the bus. He would rather do this than stay in hall because he believes he should spend time with his family every day. To him, people in his life are important. So apart from making the effort to stay home when he can to spend time with his family, he goes out with his close friends to do stuff together like play soccer or just go and "hang out".

As a hardworking and driven student who is gunning for 1st class honours, Max feels the constant need to be productive. He believes that good time management is essential, and that everything should be prioritised and organised so that there is maximum efficiency, then he can get as much free time as possible after focusing completely on his schoolwork. He is someone who definitely believes in working hard and playing hard.

Max is also a lover of music, and listens to many different genres. Often he can be seen "plugged in" to his MP3 player, especially when he does his regular jogs at east coast park on weekends. He is an avid gamer, and spends any free time he has playing sports games on his Xbox 360, claiming that it's his source of catharsis and relaxation. According to him, it's also because he gets an extra "kick" out of it because of the thrill of the games. Most of the time, he has enough discipline to know when to stop.

Some of his friends have been amazed at Max's ability to eat "anything". He isn't fussy about his food, and his favourite saying regarding this is "I don't care what it looks like. As long as eat already don't die then good enough" (i.e. He doesn't care what it looks like. As long as it's edible and doesn't kill him, he'll eat it). Some of this nonchalance is also evident when it comes to gadgets that Max gets. Things like size and colour of gadgets are secondary considerations to Max when he makes choices regarding his tech toys (unless they're in colours like shocking pink). To him, the functionality and features of any gadget, as well as the ergonomics of it are what matters (Max totally hates things that are badly designed ergonomically) , because he doesn't buy stuff because they look good or make him look good - he buys stuff to use it. Most of the time Max wouldn't splurge on a tech gadget unless he thought it was really worth it - so they have to have a certain appeal to him.

4-pleasure analysis:

physio

- Likes listening to music

- Keeps fit by running regularly

psycho

- plays sports games on his Xbox 360 to unwind and get a "kick"

- Likes to fiddle around with tech gadgets

socio

- Likes to make the effort to spend time with his family

- Likes to do activities like playing soccer with his friends.

- isn't image concious

ideo

- hardworking and driven

- efficient

- ambitious

- flexible and not fussy

- practical

- believes in the need for good design

- isn't a spendthrift


Product Benefit Specification (Aka a handphone for Max should have...)

1. many different functions

2. doesn't have to look fantastic

3. needs to be ergonomic

4. needs to have good interface

5. should not be too expensive


Reccommended product:

Nokia N73 Music Edition

Features:

• has up to 2GB of memory
• plays MP3s
• can sync with PC to manage music
• takes videos and photos
• can share photos, photos and video can be edited either in phone or on computer
• big screen with easily navigable user interface (according to nokia)