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For breakfast
Between Meals

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"I'm super excited to try this new beverage with fiber & prebiotics."

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Available Price, Not High Costs (Daily Consumption)
Ready to Consume (Busy Lifestyle)
Convenient Size & Packaging

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Excited about products
Have expectations
Secure
Hopeful

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Health Focused
Maybe Digestion Issues
Focused Specifically Fiber Fractions from Oat
Maybe Athletes
Busy Life Style (eg: Parents)
Informed About Their Food Choices

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Focused on Diet
Between 20-40
On a diet

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- Read the “GOODY” case (5 min)

- Imagine the user of the a new food ingredient “GOODY”
- Create your “real” persona (25 min)

Describe:

- Personal characteristics - What type of person he/she is… (e.g. on a diet, stressed)

- Needs, motivations, goals – Why does he/she needs this product? (e.g. convenience)
- Feelings – How does she/he feels about this product? (e.g. excited, guilty)

- Key feature(s) of the product, developers need to consider in connection to persona?

- Quote a persona, e.g. What he/she thinks about the product or why she/he needs it?

- Situations - When would he/she use the product?