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1. perceive to be more classy

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Functional: Soft cover, No line, add chart, Notebook to take notes during meeting.
Emotional: Feel secure when carry notebook along with her.
Social: Having the notebook, she feel confident and looks professional.

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A milestones for her accomplishment with a notebook , a different chapter in her life
Don't want to disappoint the boss with a premium notebook, all notes are recorded.. good impression, quality personnel

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Functional: For work and learning, to visualize her ideas, can tear the page to share with others, no lines - free to add charts, tables
Emotional: Secured - part of her, equipped to start her new job
Social: To be seen as prepared, able to communicate her ideas

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1. Moleskine a trusted brand.
2. Mori has been using physical note book since her study days (Master Degree)
3. part of her to use note book all this while
4. bonding tool with her daughter

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Social - To share idea with audience during meeting & appear confidence 

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Social - To share idea with audience during meeting & appear confidence 

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Functional - Work & Learning
Emotional - Tangible, Easy to refer & Convenience

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The notebook looks distinctive and stands out
Part of her , personality

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1. colour of the note book doesn't matter as long as no line in the page.
2. easily translate the idea in to visual, drawing/ sketch or writing.

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Notes without lines
Mainly for work purposes and scribbles for idea
Don't like hard cover, comes with soft cover

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1. No lines and more freedom for brain dump
2. Soft cover
3. Can do doodling / sketches
4. For work purpose
5. Moleskin has better quality

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1. Security item to be able to hold something physical
2.

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1. Felt natural and comfortable with a physical notebook

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How much does it take for you on deciding to purchase the notebook?

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How much does it take for you on deciding to purchase the notebook?

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What stops you from moving to a different platform like a tablet?

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What stops you from moving to a different platform like a tablet?

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3. Do you keep more than one notebooks for different categories?

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3. Do you keep more than one notebooks for different categories?

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2. How long does it take for you to fill up the notebook?

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2. How long does it take for you to fill up the notebook?

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Are you a regular customer of this brand? 

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Are you a regular customer of this brand? 

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How do you feel when making notes on the physical notebooks instead of digital way?

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What makes you choose a physical notebook as compared to an electronic gadget ?
Eg: Weight, Design, Size, Battery, Mobility

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2. How do you intent to use this notebook ?

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how do you feel by carrying a notebook to a meeting ?

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how do you feel by carrying a notebook to a meeting ?

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Why buy Moleskine notebook rather than other brands?

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Why buy Moleskine notebook rather than other brands?

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Why do you prefer this "Moleskine" over other brand? How do you come to know about this brand?

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Why do you prefer this "Moleskine" over other brand? How do you come to know about this brand?

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Peter is going to Interview Mari about a recent purchase: Moleskine notebooks

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What and when do you use this notebook for?

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What and when do you use this notebook for?