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?


The Wannabe is a social person and is engaged in activities that that allow them to demonstrate the things they value. Appearance is important and living in the right neighbourhood is preferred. The Wannabe is most likely to live in a detached home but some may rent. They have been at their current location for less than 10 years, preferring to live in a suburban neighbourhood or town. They have a family and most likely have had a college or university education. They work in a white collar job or a white collar service industry. When they can they will choose a formal restaurant for an evening out. They consume all forms of media and are active users of Social media, and have a detailed LinkedIn profile.

Age: Range between 38 years old and 55 years of age

Gender: Male or Female

Marital Status: Married or Single

Purchasing Quality Index: Average 3.5

Vehicle Group: Up to 8 years old, generally a practical vehicle that may also display a sporty flair, 2 doors or 4 doors, valued under $35K

Preferred Vehicles*: Honda Accord, Civic, Toyota Corolla, Camry, Dodge Charger, Durango, Chrysler 300, Voyager, Ford Taurus, Chevrolet Malibu, Volkswagen Rabbit, Golf, Jetta, Subaru Impreza, Nissan Maxima, Altima, Rogue, Hyundai Sonata, Santa Fe, Acura MDX, Lexus RX, Mazda CX-5, Jeep Grand Cherokee, Lincoln MKT, BMW 3 Series, Buick LaCrosse

Home/Condo: Own a home or condo, or are a tenant

Home Value: The property value is between $175K and $400K

Income Range: Low end $50K per year; high end $115K per year

Smoker: Less than average likelihood


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