Johnson is a 28-year-old Singaporean IT executive working with a small but up-and-coming IT company in the CBD, specializing in innovating and improving on existing IT products and components. He graduated from NUS three years ago with 1st class honours in computing and is generally very comfortable around computers and other high tech products. Having worked in this company for three years, he is ambitious and eager to climb the corporate ladder. Thus although his job is stressful, he does not mind working hard as he enjoys what he is doing. His job performance has been outstanding and thus he has been promoted to junior supervisor just last year, with a few new staff working under him.
He owns a variety of IT gadgets which he uses for both work and play – from an iPod to a LUMIX digital camera to a Playstation Portable to a PDA, which he use regularly. Without these gadgets, he would feel lost. During the lunch break, his favourite pastime is to gather a few like-minded colleagues and play a multi-player game together on their PSPs. After work, he is sometimes invited by his colleagues or clients for a few drinks at Boat Quay, thus he has no choice but to entertain them as he does not want to be perceived as being anti-social. However, he would rather go home and play his favourite online game on his PC to relieve stress. On weekends, when he is not bogged down by work, he keeps fit by playing his favourite games on the Nintendo Wii, which requires him to move his body to activate the game sensors. He also keeps in touch with family and friends mostly through blogging, social networking sites such as Facebook and Friendster as well as instant messaging clients like MSN. Photography is a side hobby which also helps him to relax. He enjoys using photo-editing software to personalize his desktop wallpaper, and even create his own unique digital art, as he feels that doing so helps him express himself. Thus, he has been called a tech-geek by many, a label which he takes positively, as he feels a sense of satisfaction in using technology to help him lead an interesting lifestyle. Other than high tech gadgets, he leads a relatively simple life, not spending too much on clothing or on improving his appearance.
He is currently single and does not feel the hurry to get married, thus he is still staying with his parents in a condominium. He is filial to his parents and brings them on holidays at least twice a year, depending on the company bonus he receives. He enjoys traveling a lot and regularly uses his camera to take scenery shots. He extends his respect for his parents to other elderly as well, hence he has been regularly donating to charities, particularly to those that care for the elderly.
Four-Pleasure Analysis of Johnson
Physio-Pleasure
Johnson’s job is demanding which he balances by exercising while playing the Nintendo Wii, a physical activity that helps him stay in shape – Need Pleasure
Socio-Pleasure
Johnson enjoys sharing his passion for computer games with his peers by playing PSP games and online games. He also keeps in contact with them via both online and offline means. There is social interaction derived from engaging in these activities, something which fulfills Johnson’s basic social needs – Need Pleasure
Johnson takes pride from his status as a tech-geek given by his peers; he feels that he belongs to an intelligent group of people who are adept at using technology to add excitement and flavour to their lives – Appreciation Pleasure
Psycho-Pleasure
Johnson may enjoy his work, but he also gets stressed out and seeks temporary relief from stress by playing computer games and indulging in other hobbies such as photography – Need Pleasure
He feels the need to express himself via a digital medium as he is not the type who expresses himself outwardly by upgrading his wardrobe or improving his appearance – Need Pleasure
Creation of photography masterpieces and digital works of art gives him a sense of achievement that he is putting his IT skills to good use not only at work, but for leisure as well – Appreciation Pleasure
Ideo-Pleasure
Due to his high-tech lifestyle, he wants to avoid being perceived as anti-social and fears being neglected by his peers, thus he is willing to make compromises and to accompany them for drinks so as to make himself seem sociable. By doing this, as well as using popular software such as MSN and Facebook to stay in touch, he wants to make sure that he conforms to social norms and fulfills the need to fit into whatever group he is in, be it clients or online gaming buddies – Need Pleasure
He is ambitious and aims for a higher managerial post one day. He is already one step closer in realizing his ambitions and is doing all he can to achieve his goal – Appreciation Pleasure
His moral values are generally sound as he respects his parents, giving something back to them by bringing them for vacations at least twice a year. He also donates regularly to charities for the elderly. This goes to show that he is willing to make sacrifices in terms of time and money in order to repay his parents’ upbringing of him as well as make poor elderly people happy in their time of need.
Product Specification List
Practical Features
1. The handphone should be durable and not spoil or wear and tear easily due to frequent usage. It should also be lightweight as Johnson is likely to carry it around everywhere he goes.
2. The handphone should have features that allow Johnson to express his personality. For example, it can have the ability to download customizable themes and wallpapers, or even photo- and video-editing software which he can use while on the go.
3. The handphone should have useful functions for both work and play. It can incorporate a word processing software so Johnson can use it for work purposes, a schedule planner which he can use to plan appointments with clients, as well as an Internet browser and the ability to download games for his entertainment when he feels the need to relieve stress.
4. As a potentially heavy user of the phone, Johnson would find a large capacity hard disk of about 8GB useful as he can store many photos, documents, games and other files in the phone.
5. The handphone should enable Johnson to interact with his peers in a variety of ways other than just phone calls and SMSing. For example, it can have Bluetooth/Infra-red capability so he can play multi-player games with his colleagues, or instant messaging software installed on the phone for text chatting on the go. 3G capability is potentially useful for Johnson as well, since he can make video calls for more personal interactions with those peers he seldom meets offline.
Affective Features
1. The design of the handphone should reflect Johnson’s status as a tech-geek who is proud to be one. Thus, its appearance should be sleek, shiny silver and preferably a sliding phone, thus exuding a “cool” and “high-tech” feel. It should have its advanced features such as built-in speakers and high-resolution cameras displayed prominently. However, it should not be too colourful as Johnson does not have a flamboyant personality; probably a silver front and black back should do the trick. Moreover, it should come with cool-looking accessories such an expensive-looking earpiece, Bluetooth headset or even a stand for the phone.
2. To add to his sense of achievement of being at “expert” at IT products, the handphone should probably come with advanced features such as a touchscreen or stylus-enabled screen, as well as Global Positioning System (GPS) so that he can use the phone’s capabilities to its fullest when he is trying to find out how to get to a certain place to meet clients, for example.
3. The handphone should have a high-resolution camera of at least 5 megapixels so that he can indulge in some photography and take quality pictures when he feels like it. For scenery shots, it can even incorporate an advanced zoom and/or a wide-angle lens.
4. The handphone should have functions catered for frequent travelers. As an avid traveler, Johnson would not mind a “Maps” function installed in the phone that allows him to learn more about the geographical region that he is currently visiting. An installed currency converter and calculator would also be useful when calculating the exchange rate and foreign currency needed for expenditure purposes.
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