SUE TULANSKI
Cleveland, QLD.
Age: 45-54 (female)
Income: 40,000-49,999
1-3 years of college
Family orientated
Primary: Thinker
Thinkers are motivated by ideals. Mature, satisfied, comfortable, and reflective. Value a order, knowledge, and responsibility. Seeks out information in the decision-making process. Well-informed internationally and nationally. Alert to opportunities to broaden their knowledge. Are open to consider new ideas. Incomes allow them many choices. Conservative, practical consumers; looks for durability, functionality, and value in the products they buy.
Seconday: Innovator
Innovators are successful, sophisticated, take-charge people with high self-esteem. Most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.

JO SMITH
Balwyn North, Vic.
Age: 22 (female)
Income: 25,000-29,999
1-3 of college
Still looks to parents for support
Primary: Experiencer
Motivated by self-expression. Young, enthusiastic, and impulsive consumers. Quickly become enthusiastic about new possibilities but are equally quick to cool. Seek variety and excitement, savouring the new, the offbeat, and the risky. Find outlets in exercise, sports, outdoor recreation, and social activities. Avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Place importance on looking “cool”.
Secondary: Makers
Motivated by self-expression. Live within a traditional context of family, practical work, and physical recreation and have little interest in what lies outside that context. Suspicious of new ideas and large institutions such as big business.

WENDY RATTER
Altona, Vic.
Age: 16 (female)
Income: 30,000 – 39,999
Still at High school living with parents.
Primary: Experiencer
Motivated by self-expression. Young, enthusiastic, and impulsive consumers. Quickly become enthusiastic about new possibilities but are equally quick to cool. Seek variety and excitement, savouring the new, the offbeat, and the risky. Find outlets in exercise, sports, outdoor recreation, and social activities. Avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Place importance on looking “cool”.
Secondary: Striver
Strivers are trendy and fun loving. Motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers. Lack of skills and focus often prevents them from moving ahead. ¬¬Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy.

Meet Sue Tulanski, Jo Smith and Wendy Ratter.

This can be a great way to help define your consumers and establish who they are and how they act and react in certain situations.

http://www.sric-bi.com/VALS/presurvey.shtml

Can I eat it?

Can it eat me?

Can I mate with it?

What are our moral obligations as designers?