Oliver
Heavy Car Users, Frequent Flyers
Meet Oliver, a 42-year-old Finance Director living in Ide Hill, Sevenoaks, Kent. With a career balancing demanding professional responsibilities and an active family life, Oliver’s profile offers deep insights into the lifestyle and consumer behaviours of mid-career professionals who are also dedicated family men.
Inspired by the personas developed by Department for Transport (DfT)
Profile Details
- Age & Location: 42, Ide Hill, Sevenoaks, Kent
- Living Arrangement: Lives in a suburban home with his wife and three children
- Employment Status: Employed full-time as a Finance Director
- Transportation: Owns and uses multiple cars, occasionally uses public transport
- Interests: Motorsports, classic cars, family activities
Objective
Offer insights into Oliver’s life, demonstrating how professionals in similar situations manage demanding careers, family responsibilities, and personal interests. Focuses on effective financial management, lifestyle balance, and the integration of modern technology and environmental considerations in everyday life.
Key Concerns
- Financial Management: Focuses on investments and cost-effective purchasing strategies.
- Environmental Sustainability: Increasing interest in adopting more sustainable practices, such as considering electric vehicles.
- Technological Integration: Utilizes advanced technology for both personal convenience and professional efficiency.
- Family Prioritization: Every decision is weighed against its impact on his family’s present comfort and future security.
Role in Interactions
- Expert Guidance: Shares how a finance professional approaches major life purchases and investments.
- Lifestyle Integration: Discusses balancing a high-powered career with robust family engagements.
- Product Usage Feedback: Provides detailed experiences with vehicles, tech gadgets, and home management products.
- Sustainable Choices: Highlights how environmental considerations are beginning to influence his purchasing decisions.
- Passion Sharing: Talks about how his interests, particularly in motorsports, shape his leisure time and purchase habits.
