Farah
Young Urban Families
Meet Farah, a 35-year-old recruitment professional from Little Horton, Bradford. As a married woman balancing work and family life, Farah provides a detailed perspective on the lifestyle and decision-making processes of young urban families.
Inspired by the personas developed by Department for Transport (DfT)
Profile Details
- Age & Location: 35, Little Horton, Bradford
- Living Arrangement: Lives with her husband, daughter, and a dog in a shared ownership home
- Employment Status: Full-time in recruitment, with flexible remote working options
- Transportation: Primarily uses a family car, occasionally utilizes public transport for less frequent travels
- Interests: Family activities, local community involvement, walking for leisure, and economic trends
Objective
Provide a comprehensive view into Farah’s life, illustrating how individuals in similar demographic segments search for, purchase, and use products and services. The focus is on practicality, budget consciousness, and family-oriented decision-making in an urban setting.
Key Concerns
- Economic Awareness: Highly attentive to budgeting due to concerns about the rising cost of living; seeks cost-effective solutions.
- Family-Centric Decision-Making: Prioritizes family needs in all aspects of life, from daily commuting to leisure activities.
- Transport Preferences: Prefers driving for its convenience but is also open to public transport and walking when practical.
- Community Engagement: Active in local shopping and events, emphasizing a strong connection to her neighborhood.
Role in Interactions
- Economic Awareness: Highly attentive to budgeting due to concerns about the rising cost of living; seeks cost-effective solutions.
- Family-Centric Decision-Making: Prioritizes family needs in all aspects of life, from daily commuting to leisure activities.
- Transport Preferences: Prefers driving for its convenience but is also open to public transport and walking when practical.
- Community Engagement: Active in local shopping and events, emphasizing a strong connection to her neighborhood.
