Secondary Persona The secondary persona, The Independent, represents hard working young adults ages 25-35, in careers such as doctors or nurses who are often on call and rushing out of their homes for emergencies. This persona is relatively new in their career, and they are working long, hard hours in order to make the money they need to live and save for the future. They often live in small apartments alone or with a significant other or roommate. When these people finally get home, the little time they have to relax is important to them. Oftentimes, they light candles before bed, and they fall asleep with the candle lit. In her research, Ashley discovered that 54% of candle users fall victim to leaving their candles unattended. “Roughly one-third (36%) of home candle fires started in bedrooms. These fires caused 32% of the associated deaths and 47% of the associated injuries. Falling asleep was a factor in 11% percent of the home candle fires and 30% of the associated deaths” (“Candle Fires by the Numbers”). Due to these statistics, Swick would be a perfect option for the secondary audience because they would not have to worry about candle fires in the home if they fall asleep with one lit. 39
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