The Overworked Fresh Grad
Name of Brand User: Ambrish
About the participant:
Age: 23
Occupation: Conference Producer
Wednesday Observation:
Ambrish is a conference producer in Singapore. He is 23 years old and finished his bachelor’s degree in a local university. He has started working as a conference producer in his current company since the start of the year. He spends his weekdays going to work for long hours, and then spends his weekends relaxing at home or doing overtime work in his office. Everyday, he goes to gym because he gives being healthy and fit a lot of importance. Every morning he goes for a run or goes to the gym before work which requires him to wake up early.
His Wednesday begins with him waking up early in the morning and having a shower before gym. He gyms for about an hour before he gets ready and heads to work. Once he’s in the office, he gets himself a cup of milo, and starts working at his computer. During the day he spends a lot of time on the phone, calling speakers for his conference and dealing with overall logistics. For lunch he usually heads out with his co-workers to a cheap food court, but because of his busy schedule he picks up chicken rice from nearby and eats at his desk. He says he doesn’t like to spend a lot of money and prefers saving up to treat himself to something later.
After a long day at work, staying past the required hours, he heads home. He then heats up dinner from himself using microwavable meals and relaxes while watching TV. He then eats a Kit Kat – one of his favourite chocolates, while reading his books. He usually has difficulty sleeping so he spends his time reading a book until he falls asleep.
Relationship with Chocolate:
Based on observation and Ambrish’s diary, it can be seen that he loves chocolate. He loves Kit Kat among other brands, and usually consumes chocolate every day. But he’s very particular about working out so if he eats too much chocolate on one day, he tends to feel guilty about it. His chocolate purchases are based on what he prefers to eat the most, and then on the prices of each package.
Click here to view Ambrish's diary.
About the participant:
Age: 23
Occupation: Conference Producer
Wednesday Observation:
Ambrish is a conference producer in Singapore. He is 23 years old and finished his bachelor’s degree in a local university. He has started working as a conference producer in his current company since the start of the year. He spends his weekdays going to work for long hours, and then spends his weekends relaxing at home or doing overtime work in his office. Everyday, he goes to gym because he gives being healthy and fit a lot of importance. Every morning he goes for a run or goes to the gym before work which requires him to wake up early.
His Wednesday begins with him waking up early in the morning and having a shower before gym. He gyms for about an hour before he gets ready and heads to work. Once he’s in the office, he gets himself a cup of milo, and starts working at his computer. During the day he spends a lot of time on the phone, calling speakers for his conference and dealing with overall logistics. For lunch he usually heads out with his co-workers to a cheap food court, but because of his busy schedule he picks up chicken rice from nearby and eats at his desk. He says he doesn’t like to spend a lot of money and prefers saving up to treat himself to something later.
After a long day at work, staying past the required hours, he heads home. He then heats up dinner from himself using microwavable meals and relaxes while watching TV. He then eats a Kit Kat – one of his favourite chocolates, while reading his books. He usually has difficulty sleeping so he spends his time reading a book until he falls asleep.
Relationship with Chocolate:
Based on observation and Ambrish’s diary, it can be seen that he loves chocolate. He loves Kit Kat among other brands, and usually consumes chocolate every day. But he’s very particular about working out so if he eats too much chocolate on one day, he tends to feel guilty about it. His chocolate purchases are based on what he prefers to eat the most, and then on the prices of each package.
Click here to view Ambrish's diary.