Personas A target audience is the group of people a brand aims to sell its products to. Having a specific target audience is very important to have as a designer, as they aid in the development and design of a product. The target audience determines what the product looks like, how it functions, where and when it would be used, and its accessibility. Without a target audience, there is no problem to solve, thus no purpose for creating a product. For her senior project, Ashley did a lot of research on who uses candles, and those who are interested in fire safety products in order to accurately determine her three target audiences. After conducting research and interviews, she narrowed her audience down to three personas; The Pet Lover, The Independent, and The Hero. The Pet lover is the secondary persona, who avoids burning candles due to the fear of their pets interfering with the open flame. The Independent consists of hard working young adults in careers such as doctors or nurses who are often on call and rushing out of their homes for emergencies. This target group often forgets to blow out their candles as it is the last thing on their mind in the time of an emergency. Lastly, The Hero consists of firefighters who have a deep interest in protecting themselves and their community from fire. They are some of the top consumers and advocaters of fire safety products. As Ashley conducted this research, she felt less alone knowing that others shared her worries. 35
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