Candy has been working in this line for close to 10 years. Despite her good grades at the A' levels, she decided to attend design school instead of university; she thought university was a waste of her time, which she should spend pursuing her true interests.
She is confident both in character and in the work she does. Her creations are daring and avant-garde, well-liked by her company's clients. For that she is highly recognised by her superiors and that is reflected in her position and monthly salary.
Candy is currently single. She has had a few relationships in the past but believes it is not essential to her life. She is happy to be single, hangs out with her close friends for movie dates and afternoon tea breaks whenever possible, plus the occasional shopping sprees (not forgetting the weekly pedicure and body massage sessions). She cherishes the independence of her current lifestyle, and lavishes herself with expensive, flashy designer accessories from upmarket brands.
She attends hip hop dance lessons every week. She enjoys grooving to the beat, and appreciates the dance lesson to be a way of keeping her body, heart and mind young always; she believes this is very important for her work.
Candy lives alone in a rented condominium apartment. She loves the style and decor of her apartment, having spent quite abit of money to decorate the place with beautiful display accessories. She often visits her parents who lives in Kovan where she grew up. Her parents are proud of their independent and capable daughter who can achieve what the couldn't. Relatives and friends alike all admire her for her independence and her carefree, uptown lifestyle. Candy is proud of what she has achieved and of her successful-career-woman image. She believes that if she puts her mind to it, she can achieve much more.
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Physio-pleasure: Hip-hop dance classes which are physically demanding balances Candy's lack of physical exertion due to constraints of her work --> need
Pedicure and body massage sessions that rejuvenates her spirits --> appreciation and need
Socio-pleasure: Tea-sessions and movie dates with friends helps reinforce her relationship with her close friends, arising from a need to belong --> need
Being admired for her achievements and lifestyle, and all her expensive accessories --> appreciation
Psycho-pleasure: Candy enjoys her work tremendously. It is a creative outlet for her mind and it defines her importance in the society --> need
She likes to decorate her place and takes pride in it --> need and appreaciation
Ideo-pleasure: Being an independent woman in a male-dominated society is very important for Candy. She wants to prove her worth to everyone else --> need
She wants to achieve ever greater heights and be the envy of every man, woman and child in (at least) Singapore --> appreciation
She believes in her own brand of style and wants to be recognised for it through her choice of clothing, craftsmanship and brands --> need to portray envious image of herself
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Candy's phone is a personal tool to her, therefore it must portray her character and conform to her ideologies of beauty. Her handphone must be of a recognised brand, be avant-grade in its design, and reflect her status as an independent career woman (and therefore it must at least look expensive). In short, the phone must complement her urban tastes and sophisticated lifestyle.
Candy's work is very important to her, and she needs to communicate frequently with clients and source for information. Thus her handphone must possess relevant applications and technologies for this purpose (preferably 3G). As she is quite in love with herself, Candy's phone must have decent camera functions (to take pictures of herself and for her work).
Product closest to expectations: NTTDoCoMo handphone. Expensive. 3G enabled. Strong communications and camera functions. Sleek, stylish and advanced design. Hard colors and reflective surfaces confers upon it a masculine yet refined look, describing our independent yet cultured subject. Too bad its not available in Singapore.
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