Name
Raymond
'Money=status' profile in 'Gen Y' tribes
See also: Theo in KYM profiles
Scenario
Male, aged 17, Pakeha.
Comes from Auckland, Year 12 at school (Kings College).
Lives with his parents but has an independent outlook. His parents are high income earners - they went to uni themselves. They're supportive but not closely involved in his decision making about uni.
Sees Wellington has a hip and cool place to live and study. Interested in government or possibly law. But wouldn't want to live in Wellington once he's graduated.
Cares what others think of him. Money is 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 movies and uses Spotify and YouTube for music.
Tertiary education and career goals
Raymond is looking for a recognised career (ie, one that carries some status) where he can eventually earn a very good income - and potentially, run his own business. Raymond's parents would like him to study medicine. However, he's more interested in business/commerce.
Raymond sees university as a place where he will become more independent through managing his own money, study and schedule. He'd like to extend his circle of interests and acquaintances.
Living at home while he studies would make economic sense to him.
Information needs from Victoria
Victoria's business school has an excellent reputation, and Raymond would like to find out more about the undergrad and postgrad programmes they offer. He's also very interested in the achievements of the school and its senior academic staff.
Raymond wants to know how long he'll need to study for and what it will cost. Will he need to get a part-time job?