Audience Analysis - Dougal Dumptruck

Dougal Dumptruck is the father of five children, aged between two and ten years old. Four are girls and the youngest is a boy. Dougal himself is 39 years of age. He works as a dentist with his own practice in Derby and his wife, Desirée, is a doctor in the same district. As a hardworking and devoted dad, Dougal has little time for exercise and is therefore very much overweight, but otherwise in good health. His children, Daniel, Davina, Dermot, Diana and Douglas, leave him little time for hobbies, especially as he must keep up to date with dentistry outside his clinical hours. However, with two high earners, his family is prosperous, and he and Desirée like to drive classic Daimlers, to eat out together quite often, and to take winter and summer family holidays in Europe, particularly in the Dordogne and the Dolomite mountains. Usually, the family drives on holiday, as the children need a lot of luggage. Dougal’s job does not allow him to access the Internet, but he has broadband access at home.

• Demographic Segmentation
• Age: 39
• Gender: Male
• Family Size: 7
• Family Relation: Father
• Income: High
• Occupation: Dentist
• Education: University

• Geographic Segmentation
• Lives and works in Derby, England. Often takes both Winter and Summer holidays in mountain ranges of France and Italy.

• Psychographic Segmentation

Having two high earning parents in the family and often taking at least two holidays a year would mean Dougal Dumptruck should be considered at least middle class, but more likely upper class. In his chosen field, Dougal seems ambitious; an early adopter of new technologies and clearly keen to keep abreast of new ideas and theories. As a dentist, Dougal may not suffer from quite the same amount of stress other similarly paid office-based jobs may bring. This coupled with his classic car purchases, bi-annual holidays and regular restaurant dining with his wife paints a picture of a contented man.

Three Likely Visits

• Most Often Accessed Site:http://www.dentistry.co.uk/
• Justification:In his chosen field, Dougal seems ambitious; an early adopter of new technologies and clearly keen to keep abreast of new ideas and theories. Accessing dentistry.co.uk would allow him to read up about the latest industry news and newest methods of treatment, keeping his practice ahead of competitors. Dentistry.com also exists, however, Dougal lives with his family in Derby, England. Content on dentistry.co.uk is more specifically tailored towards a British audience.

• Second Most Often Accessed Site:http://www.lastminute.com/
• Justification:Having two high earning parents in the family and often taking at least two holidays a year would mean Dougal Dumptruck should be considered at least middle class, but more likely upper class. However, there are five children in the family; securing cheap flights to their holiday destinations of Dordogne and Dolomite would be of great benefit.

• Third Most Often Accessed Site:http://www.daimlerclub.co.uk/
• Justification:Dougal and his wife Desirée are big fans of the class Daimler cars. The Daimler Club offers up many benefits to owners and enthusiasts such as cars and parts for sale, rare items, cars for hire, shows, galleries and more.

Example Audiences