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.
The individual to which this questionnaire relates is Dougal |
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Which website is most often accessed by this individual? |
www.google.co.uk |
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With reference to audience segmentation, why do you think this is the case? |
As he is a family man looking for places to eat out, holidays to take and routes to these holidays, which are primarily by car, Google will be a site he uses regularly, i.e. Google maps for directions, general searches for accommodation and ferry or channel tunnel routes and searching for restaurants.He would also use Google as a search facility for assisting his children with homework or other projects.He may also search for information on fitness due to his being overweight. |
The individual to which this questionnaire relates is Dougal |
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Which website is the second most often accessed? |
www.bda.org |
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With reference to audience segmentation, why do you think this is the case? |
As a dentist he will want to keep up to date with changes in his profession. As he is unable to do this from work therefore he is more likely to access this information from home. |
The individual to which this questionnaire relates is Dougal |
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Which website is the third most often accessed? |
www.carandclassic.co.uk |
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With reference to audience segmentation, why do you think this is the case? |
In the UK "Car and Classic" is the foremost sponsored link in a Google search and currently has a listing of some 49 Classic Daimler motor cars for sale. The site also offers information on classic car meetings and other relevant events. |