Target Audience- Jill and Grant

To make the targeting of our audience easier it was suggested that we create fictional characters with a bit of backstory so that throughout the ideas stage of the project we could ask ourselves whether they would like the idea which would act as a kind of guide as to which ideas were more appropriate for the market.

I started out with a vague idea of just Waitrose customers which is a pretty broad spectrum. However after reading some surveys about Waitrose customers a more specific picture emerged. Waitrose shoppers are typically:

-A's, B's and C1's (on the NRS social category system).

-More likely to be aged 45+.

-Not parents or have children which have moved out (80% of Waitrose customers have households with no children).

-95% more likely than average to buy premium items in general.

-Interested in quality food products.

-Interested in organic and ethical products.

All this information has helped me to create Jill and Grant.......




This is them on a romantic city break in Rome which Grant surprised Jill with on her 50th. Ahhhhhh.
Seriously though, they are both 50, he is a GP earning 55K p.a she is an experienced nurse on 20K p.a. They have just paid off the mortgage as their two children graduated and got jobs(!) in the last 3 years and live a comfortable life in a detached 3 bedroom property on a nice, leafy suburban road in a major town in southern England. He drives an new Audi A8 and she drives a reconditioned new Fiat 500 (which they traded their old cars in for and got a really good deal) , they try and take public transport when they can as they are environmentally aware but their jobs necessitate the cars (at least they are relatively efficient new models!). Being health professionals these two are health conscious and choose to shop at Waitrose for their choice of great fresh, quality ingredients. They also read The Independent and are aware of ethical issues relating to food which informs their product choices. Convenience is a big issue for them as they have long, hard days and are often busy when they get home so don't have time to create elaborate meals.

This should help me to decide between some of my ideas as I imagine the couple wheeling their trolley round the supermarket, glimpsing my product and deciding in a split second whether to give it a second look....