Social Media Preferences

Decision Matrix

How does the profile make purchasing decisions?

Acquisition Activity

Are profiles actively making purchases and spending money?

Purchasing Quality Index

What does this profile value more? Affordability or Quality?

Hockey Dad

TThe Hockey Dad is an active participant in the lives of his children. They are involved in ensuring that the children get to their extracurricular activities safely and on time. They watch Hockey Night in Canada, take a Tim Horton’s coffee to the rink, gym or field and will stop at the drive through for fast food if running late. They are starting to expand their media options, slowly joining in on Social media, most often LinkedIn. They require a family van, full sized pick-up truck or cross over to move the kids and equipment. The family most likely owns 2 vehicles and sometimes 3, with 1 being a compact car.

Age: Range between 25 and 50 years of age

Gender: Male

Marital Status: Single, Married or Separated

Purchasing Quality Index: Average 3.0

Vehicle Group: Up to 12 years old, Minivans, Pick-up trucks, SUVs, Sport sedans, valued over $25K

Preferred Vehicles*:Ford F150 Series, Dodge Ram, Chevrolet Silverado, Equinox, GMC Sierra, Toyota Tundra, Nissan Frontier, Chrysler Voyager, Town & Country, Grand Caravan, Toyota Sienna, Honda Odyssey, Ford Explorer, Escape, Hyundai Santa Fe, Mazda CX9-GS, Acura RDX

Home/Condo: Own a home or condo, may also rent a townhouse

Home Value: The property is valued at more than $125K

Income Range: Low end $35K per year; high end $100K per year

Smoker: Average likelihood


*Note – Vehicle list represents typical vehicles preferred but not all possible choices