Four pleasure analysis
- Expand RMA profile you worked on in the seminar room into a story (target user profile)
- Analyse user profile using four-pleasure framework
- Identify user need pleasures and pleasure of appreciation
- Prepare “product benefit specifications”* for a hand phone for your target user profile.
- Upload it to your blog by next Monday morning.
*Product benefits specification: List of criteria to which a product should be designed. Specification list should cover both need pleasure and pleasure of appreciation (practical and affective) of target user.
Dave is a 29 year old sales executive living in Singapore. He works for a multinational company that owns offices around the world. He likes doing what he is doing now and is thinking of owning a multinational company of his own some day. For now, he wants to get onto the higher rungs of the corporate ladder, and to do that he must impress his boss and clients with capability and confidence ..
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Brought up in a well-to-do family, Dave seldom has to consider about the financial state of the family. He has two older sisters, one of which is a stock broker while the other is a wealth management consultant. His parents are both doctors. His family is of the traditional asian type, which has the mentality that the responsibilities of the family would be passed onto the male of the family. As the only son Dave feels the pressure of competition – to do better than his sisters and to earn more money than them. However, this is a pressure that Dave is happy to handle.
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Dave likes challenges – his schedule is often packed to the brim, yet stops short of overwhelming. He likes to juggle work and social life together, often inviting his co-workers to a drink at a posh pub in town, and usually turns some friends into potential clients. He has the gift, says his boss and friends around him. Dave likes this kind of life – challenging and fulfiling. Plus, he’s realising his dream of being the owner of his own multinational company.
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Other than working hard, Dave also finds time to party hard, hitting the dance floors regularly. He likes to party and occasionally throws parties that invites both friends and clients alike – so getting together with friends and to establish a more personal relationship with clients can be done together. Through this way he makes more friends and clients.
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Dave emphasis a lot on first impression, his job being the deal maker, and hence he works out at the gym routinely. He also drives out in his Mercedes with his girlfriend Joey to nearby Malaysia in the weekends to hit the beaches and to get a tan. He does these to tone his body to look healthy so that his image of confidence is not diminished. He also likes the attention he receives from the the ladies and envy from colleagues.
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Dave is not looking at marriage. He frequently sprinkles presents and affection on his girlfriend Joey whom he knows from his university days. As his family seldom get together because of their own social lives and busy schedules, Dave spends alot of time with Joey. Dave is secretly afraid that marriage will hamper his plans of going abroad to further his prospects, but he does not want Joey to wait too long either. Joey has been hinting about it for years, and Dave wants the stability of a family of his own. However, everything would have to wait until Dave has decided that he has enough of the coporate lifestyle, and for now, it is a long way off. For him, his career comes first.
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The four appreciation points of Dave:.
Physio-pleasure:
Dave has to move around a lot to meet clients. Because of this, he does not have time for normal sports, choosing instead to keep fit in the gym so that he can maintain a well-build body for his image. Need PleasureOccasionally, his boss will invite him to golf sessions. Dave is interested to network with the high-profile clients and top management, but enjoys the golf sessions for its challenges. Want pleasure.
Socio-pleasure:
Dave maintains an image of success and confidence for his clients to believe in him. Need PleasureDave enjoys the looks that he gets from the ladies because of his well-kept body. Appreciation PleasurePsycho-Pleasure:
Joey is Dave’s pillar of support for him to recharge and to handle the stress of his busy business life. Need PleasureHe also enjoys the closing of a sale and being in the limelight of his colleagues. – Appreciation Pleasure
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Ideo-Pleasure:
Dave wants to be recognised as successful by his peers. He also wants to be seen as the man of the family – to be better than his sisters. Need PleasureHe wants to be seen as a man with style, confidence, capability, dependablity – everything ideal for a deal, and promotion.
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Product benefits specification:.
Dave wants a phone that can impress. The phone should look good from the business arena to the beach to the dance floor..
While not being a fan of bleeding-edge technology, Dave would still appreciate some nice features that the mobile phone would contain, like an embedded camera, or internet connection capability so that he can access his emails. Its a nice want that Dave can live without, however, as he already has his laptop for mobile connection and style is above all for his search for a mobile phone.
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The phone should be able to connect him to his clients and to Joey – an intimate touch – such as to be able to log onto the internet to purchase gifts and to deliver them to Joey when he is overwhelmed with work. He would also want web-conference ability to be able to partake in business conferences while he is on the move.
