The Social Challengers

Within this project we focus on people who live in the 8 biggest cities of the Netherlands (Amsterdam, Den Haag, Rotterdam, Groningen, Haarlem, Utrecht, Tilburg and Eindhoven). We are not going to take the whole population of those cities as a target group, but like to focus on those who are between the age of 20 and 39. This number is based on population statistics about the biggest groups within a certain age that are living in the urban areas. The age of 20 till 39 is the average most common urban citizen. Because our product mainly focusses on living spaces in those cities, it is not important to create different kind of concepts for the different ages that lies between 20 and 39. We like to look at the characteristics of the citizens and focus on those who we think will implement the theme and concept best.

To define which characteristics describe our target group the best we made use of the BSR-model. This model divides people based on mentality instead of geographic qualities. People with the same characteristics are in the same “world”, indicated with four different colours. We want to address to people who like a challenge, are open for innovation and want to develop themselves and the world around them. That would be the red world. But we also want to address people who think social contact is important and want to go out with friends and enjoy life. Because of that we decided to combine those two worlds in to one, the orange world.

The Social Challengers

Innovation
Challenge
Enthusiasm
Social contact
Balance
Involved

We want to motivate those characteristics when they come in touch with our concept.

To define how we are going to improve the quality of life of the target group we made use of the ‘quality of life model’ [link]. This model helps measuring the quality of an individual’s life. It is separated in five different kinds of wellbeing, which will together cover al aspects of a person’s life.

For this project, we aim to focus on material wellbeing, social wellbeing and emotional wellbeing. Material wellbeing is accomplished due to the fact that we designed a product. A product which has a focus on good design and is easy to use for people. It is something that helps with the biodiversity and is a real eye-catcher. The social wellbeing is triggered by the idea of using each consumer to contact their close ones and pass the concept on. Emotional wellbeing will be accomplished by giving people the satisfaction of contributing themselves. It will give fulfilment and we will reward that feeling.

Persona