Demographics

Gender: Female

Age: 29

Socio-economic status: ABC1

Religion: Atheist

Education: Grammar School, BA in Law

Occupation: Lawyer

Income: £39,000

Status: Dating, middle class.

Nationality: British

Psychographics

Emma is a law graduate who works as a junior lawyer for a top London law firm. She graduated from Kings College with a degree in Law, and went on to the job of her dreams. At heart, Emma is a girl who loves to be at home, and is incredibly loyal to brands. However, she is willing to try new products, and if she likes them she will definitely stick with them. She loves thinking back to her time at school where she spent countless lunchtimes practising the violin. She first started playing when she was six, and at one point wanted to be in an orchestra, but once she developed her full character she realised she wanted a job that was safe, and had stability. She still plays in her spare time. She likes shops like John Lewis, Anthropology, Cos and Reiss, as they bridge the gap between modern and stylish as well as being trustworthy and reliable. She loves hearing about developments in the way classical instruments are viewed, and enjoys hearing about ways that teachers are making classical instruments seem more appealing to the younger generation. She is a fan of organisation, and needs things to be tidy and everything to be done and have its place. Emma also loves to go out to bars with her friends and her boyfriend at the weekend. Her boyfriend is a banker who works in Canary Wharf. They live in Fulham and either go out around where they live, central London, or in Shoreditch. She always reads the newspaper, which is The Mail, The Telegraph or The Times, and sometimes flicks through her boyfriend’s copy of the Financial Times. When she’s relaxing, if reading books she tries to go for classics but often reads some “chick-lit”, and when she’s watching TV she always tries to watch intellectual programs, but normally ends up watching BBC3 or family guy. She loves things that are traditional yet have a slight edge to them, and hopes to incorporate her unique style into her wedding planning. Whenever she goes on holiday she likes to mix it up between city breaks, and trips that are adventurous to exotic locations, or to France.