FOX DIM Capstone Project: Chef X

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Audience Segmentation

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THE HUNGRY GAMER 
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  • A hybrid of The Foodie and The Social Gamer
  • Very tech savvy, active on multiple social media platforms, has multiple Pinterest recipes and kitchen wish list boards
  • Wants to become a better cook, goal-oriented and competitive
  • A ‘weekend warrior’ of the kitchen
  • Has a high disposable income and wants to invest in nicer high quality kitchen appliances
  • Seeks thrill in seeing name at the top of the leader board
THE FOODIE
PIC FROM MERCURY PRESS (PICTURED: Clare Daly, 29, was diagnosed with melanoma after thinking she had just pulled a muscle) A newly-wed who thought she'd pulled a muscle passed away just three months after it turned out to be a deadly cancer. Clare Daly, 29, from Maghull, Liverpool, had an ache in her shoulder - but doctors first thought it was just a pulled muscle. In September of last year, she was diagnosed with melanoma and tragically passed away just two short months afterwards on on December 7. Her heartbroken brother, Michael McNally, 35, spoke about the family's loss - and says Clare was always smiling, even after her diagnosis. SEE MERCURY COPY
  • Wants to learn to be a better cook
  • Income ~$80-100K
  • Cook for themselves or family/significant other
  • Regularly posts and shares meals that they have cooked #foodporn
  • Likes gadgets and owns cooking ones that she / he doesn’t know how to use
  • Interested in increasing skill level in relation to cooking
THE SOCIAL GAMER
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  • Wants to be a part of ‘something’
  • Willing to pay $50-100 for a professionally designed and executed game
  • Interested in education and social aspect of a gaming community
  • Goal-oriented and competitive; enjoys achievement and rewards aspect of social gaming
  • Enjoys learning alongside others as well as digitally
  • Wears a FitBit and checks leaderboard frequently