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Scenario
Male aged 17, Chinese ethnicity
Comes from Wellington, lives with his parents in the inner city
Year 12 at school (Wellington Rongotai College)
'Money=status' profile in 'Gen Y' tribes
Cares what others think of him - wants to impress people
Money is very important. A consumer, loves technology and the latest brands.
Hanging out with friends, fitting in with the group
Technology and internet
Has the latest smartphone and a state-of-the-art laptop.
Spends a lot of time online - a favourite way to connect with friends. Loves Facebook and social media. Downloads music and also uses Spotify.
Tertiary education and career goals
Interested in a Looking for a career where he can earn a very good income and potentially, run his own business. His parents would like him to study medicine. However, he's interested in business/commerce and IT.
Information needs from Victoria
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