Out of the data of the surveys and secondary research, I made up a user persona for both the employee and the student.
Employees
The majority of the participating employees who work in student bars, are women's and work as students in the bar (57,1%). The ages range from 18 to 43 years old, with 23 being the most common age.
Most of the participating employees (80%) belong to generation Z or like Prenksy (2001) says the ‘Digital Natives’. Here is also a description according to Rothmand (2016): “This generation is tech-savvy and prefers to communicate using social media over direct contact with people” (p. 2).
Hannah
As Hannah is always up to date with the latest trends, she belongs to the "Opinion seeker" according to Marketing Zara. This is a group of young people between 18-25 years old. "They seek a sense of affirmation in their purchasing decisions and are easily influenced by the mass media, social media and those around them. They find the opinions of people around them very important." (Marketing Zara) The target group for VSCO are young adults that age from 19-29 (Hong, 2018). As demonstrated by the research of Ruben Kogel’s, the majority (73%) is under the age of 25 and 76% of VSCO’s users are female. According to Similar Web, 30.2% of the users also have Instagram.
Students
Out of the participating student, the majority goes to bars 1 to 2 times a week (66,7%) and do this together with another 2 to 4 persons (61,9%). The ages range from 19 to 27 years old, with 20 being the most common age.
Also here the majority of the students (98%) belong to the 'digital native' generation Prenksy (2001).
Student Vince
A description from the study Journalism: "You are a digital native who can also work digitally, and you understand that a journalist in the 21st century operates cross-media."
Vince is into Music. He daily updates his playlists on Spotify to stay up to date with new music. In this way he keeps his followers on Spotify. According to Similar Web, 34.6% of Spotify users also have Instagram. Vince favourite clothing brand is Nike. He needs good sport clothes to play basketball.
