Developing products or services that meet the desires and preferences of certain social classes can be a challenging task. In this article, we introduce four personalities from the upper class, each with distinct characteristics that help us better understand their needs and concerns.
David is 78 years old. He believes in success and responsibility. He thinks he has both in his own hands. His entire life is built on living and demonstrating his status as an educated and wealthy man. He desires exclusivity and orderly procedures. Postmodern frills are not his thing. David likes to belong to the "right" circles. What he doesn't like are things that serve no purpose, like video projections in the opera, because what's the point?
Simone is 52 years old. She believes in efficiency and innovation. Existing problems are here to be solved. She is liberal and cosmopolitan, and stands for personal responsibility. She loves exclusive objects, high-culture consumer goods, and is digitally savvy. Simone appreciates the quality and aura of high-end. What she doesn't like is when products aren't up to date. These days, excellent digital solutions are essential in all areas of her life.
Matilda is 51 years old. She considers herself a progressive realist. What does that mean? She looks to the future with optimism, even though she's aware that the challenges ahead are significant. A sustainable lifestyle without the ideology of renunciation is her thing. Matilda likes it when some exciting new events and products surprise and fascinate her. What she dislikes are outdated images and the elitist posturing of some individuals. Because surely we won't need that anymore in 2023, right?
Ferdinand is 63 years old. He wants a secure environment. After all the back and forth caused by the coronavirus and the war, he wants everything to go back to the way it was because it was a good thing! He is the "middle class" that supports this country, and therefore, the state should help him too! Because where will we end up if even people like him can no longer afford what they are entitled to? Ferdinand likes products with tradition and history – because here, the world is still in order. What doesn't he like? Doing everything online!
Committed! Confident! Roland is 58 years old and belongs to the educated elite with post-materialist roots. He is self-determined and desires a pluralistic world, one that is free from discrimination and diverse. He is the social corrective because someone has to be there, and he does it better than others. Roland likes it when young people become artists and culture professionals. That's important, because how else are they supposed to make it? He's not particularly fond of the political opportunism in our country.
