Customer personas

It may not look like it but I actually did conduct a fair bit of research into these personas, particularly news streams, social networks both new and established, as well as looking at pay scales products and brands.

I have stated elsewhere that I do not agree ethically with the use of personas when producing art works, I find it is all to easy to fall into categorisation and stereotyping.

More importantly I am not seeking to commodify my work in this way. I did partly engage with the idea of the research, and thinking on who would actually support this project what their situation might be their politics etc. But equally I find it difficult to place people so neatly into these boxes, as I have mentioned it is a dangerous short cut and the feed back of this thinking is in danger of infecting the process of the work itself.

That does not mean I am totally against promoting my work Or heaven forbid actually getting it seen! No what it means is quite simply to create somthing in the first place that establishes and provides a space for the viewer/audience to find there own way into the work is of the utmost importance to me. I am not an entertainer, neither do I ever intend to be. If someone watches my film and they think, “huh I dont get that” That is fine. If on the other hand someone says “huh, I think I get that” That is equally fine. However if the work asks questions of the viewer and they say “huh I would like to figure that out a bit more, what does that mean?”Thats great too! But it is not for me to decide what one person connects with over another.

 I will not pander to the idea that a given audience is somehow more or less sophisticated in their visual understanding of moving image. Therefore I will try as much as possible not to spoon feed anyone. Part of this respect comes from treating people as individuals with there own minds, funny how people can be all of that and surprise you, particularly when you don’t place them in boxes.





Persona 1: positive/neutral



Phillip would be interested In the form of the project as a lover of all things film, he may support the project in principle and be interested in its progress. He may get involved by making a small donation.

“No problem is too big that it is unsurmountable”

Patagonia, North face, Volvo, Jordans.

Relevant Characteristics:

  • Demographics: Male 43 / Divorced lives alone but near his ex wife and two children

  • works as a Systems analyst for the local council / life experiences to this point / Degree educated / income

  • reasonably frugal living / Avid reader, colector of music and film buff / left of centre politics / jogs every morning, uses local climbing wall when can. A bit aloof but cordial at work, has good long term friendships through his passions for climbing and friends through online social media connected to music and film collecting. Would love more time to climb, still yearns to climb the North face of the Eiger but knows it is unlikely. Spends lots of time with his children and family still manage to go on holidays together.

Personality: Pragmatist, quiet, thinking person, values close friendships and his children.


  • He is interested in the idea, his politics sit just left of centre, and his love of film would make it an interesting experiment to watch (somewhat from the sidelines)

  • Interest, some small personal satisfaction at being involved in something different.


  • To see more of his children, and to see them happy (prefferably graduate)

  • To spend more time climbing and less in office (financial freedom)

Pain points:

  • The perceived failure of his Marriage

  • The idea that he is only a part time Dad.

Influencers / newstreams:

  • Independant, Twitter, Reddit,
  • friends, other outdoorsmen, explorers Ranulph Fiennes
  • He leans politically toward the left and sees this as a positive project.

  • His pragmatism mens he likes the idea of people doing things, he likes the practical

  • He is always on the look out for new film to watch and although doesn’t want to make them himself may like the idea of helping to shape or help make something.

  • He is very organised with little spare time, he does not want to engage beyond a

    casual interest.

  • He needs good reason to part with his money, and may not feel he has sufficient funds

  • He focusses much of his time on those in and around him in his physical not digital life.

Persona 2: positive



Does not identify with Brands as sees them as capitalistic tools of oppression.

Supports independent makers and start ups particularly those that are ethical

When we are finished playing with the idea of nation states we may truly begin to find identity and society”


Relevant Characteristics:

  • Demographics: Male 60 / never married

  • Workplace: Sociology lecturer FE/ and activist in his youth, worked as a social worker before going back to Edcation and then teaching / Masters Degree educated / income: 36,000 per annum

  • Lifestyle: Writes short stories& poetry in his spare time / reads a lot, socialist/Marxist politics / Enjoys the theatre, experimental /art cinema, regularly visits museums and art galleries. Enjoys engaging in meaningful debate, Doesn’t like the way the education system has gone but hangs in there for the students. Has many good long term friendships, regularly meets friends and colleagues. Has kept up with the digital world has many friends online and keeps in contact through social media. Would love to travel to India, and dreams of finishing his novel and be published

Personality: Lively warm and passionate (particularly on political and social issues)


  • Believes in positive social change, through education, and political discourse, still believes that communication and open debate can effect this change.

  • He loves writing short stories that he thinks are open to both adults and children, they have ethical debate and social change at there heart.


  • To finish His novel and perhaps to get it published or self publish

  • To travel and volunteer in India on retirement.

Pain points:

  • He struggles in the current education system which he believes is both politicised and monetised

  • He struggles to balance his dissapointment and anger at the system with his zest for teaching and keeping his hopes aloive for his students

Influencers / news streams:

  • The Guardian, New Internationalist, Twitter,
  • Friends, Carl Marx

Reason he would engage:

  • He agrees with the political ideolgies and the social ones

  • He supports activism and believes in freedom of speech

  • He is always looking for ways to engage in positive social ideas

Reasons he may not engage:

  • He may not find the site!

  • He may not feel qualified to get involved

Persona 3: positive



embracing life’s opportunities, getting out there and making a difference”

Brands: Likes charity shops for clothing bargains,

Slightly anti fashion, more interested in people.

Oxfam, Burt’s bees

Relevant Characteristics:

  • Demographics: female 28 single, house share.

  • Workplace: Mental health nurse 25,000 per annum

  • Lifestyle: Jenny likes being outdoors and reading, going to festivals and live gigs when she can, she is committed to her career as a nurse, loves camping and the outdoors. Watches most of her films online.

Personality: Lively talkative and passionate, caring but no nonsense approach to life.


  • Believes in social care and responsibility, is committed to the reduction of stigma in mental health.

  • Loves getting outdoors and believes we can all be happier If we lead more balanced lives


  • To continue in nursing but to specialise in drug dependency.

  • To work abroad in the future in Western lapland and learn different methods and a new language.

Pain points:

  • Struggles with the loss of money and funding in mental health, wants to see true reform

  • Feels she has missed out on travel through her study and wants to work abroad some time in the future

Influencers / newstreams:

  • The big issue, Facebook, Twitter, Instagram,Reddit, LinkedIn
  • friends, senior nurses at work, Gandhi
  • leans politically toward the left, and sees any project trying to break down stigma in mental health as a positive step

  • Is a doer, would look to get involved, definitely would have an opinion both personal and professional

  • Jenny is well organised and motivated and generally has a happy and practical view of life, she will not suffer fools though and would only support this project after a rigorous examination of its ethics and methodology, If these checked out she could be a key supporter.

  • She is busy with work and life balance, and would only get involved if the project checked out positively with her ideology and ethics.

  • She doesn’t have a lot of spare income and can be impulsive

  • She could potentially be quite directive in of the film and production

Persona 4: negative



Sup bitches”

Brands: Bentley, Lamborgini, Burberry, Gucci, Cartier,

Relevant Characteristics:

  • Demographics: Male 26 single lives at home with Mum

  • Workplace: Owns small business start up

  • Lifestyle: into cars, girls, a frustrated playboy (when he gets his own place) Is interested in all things designer branded, working toward his first million.

Personality: outgoing, loud, and a little bit shallow, has bed wetting issues


  • Believes in money, getting rich quick, Jason would be a entrepreneur, but currently lacks the real imagination or work ethic, he believes he should be successful, have lots of flash cars, and generally have a good time

  • He loves the idea of capitalism but has yet to learn how to spell it


  • To make money, lots of it

  • to move out of his mums basement to his own bachelor pad

Pain points:

  • He is struggling to make his businesses work and cant understand why

  • Wishes he could live in his own pad

Influencers / newstreams:

  • Facebook Twitter, Youtube, LinkedIn, Vine, Snapchat, Tinder

Reason he wouldn’t engage:

  • He is not interested in mad people or their problems

  • He thinks that art is waste of time

  • Films are for supposed to be for entertainment aren’t they?

    Reasons he would engage: none


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