The University Undergrad
Name of Brand User: Nguyen Hong Tham (Rose Nguyen)
About the participant:
Age: 19
Occupation: University student at Lasalle—Fashion Designing
Thursday Observation:
Rose is a 19 year old fashion designing student at Lasalle College. She is currently doing her first year diploma. Most of her time is spent with her drawings and sketches and other class assignments and projects. As much as one usually thinks of art as being ‘easy’ she seems to prove this point wrong.
When she leaves the hostel in the morning for her classes, she spends around 15 to 20 minutes with her makeup regime. She is very meticulous and particular about her appearance. There are many beauty products lines up on the headboard of her bed.
Rose’s Thursday morning begins with her waking up around 9am. She spends about an hour working on one of her assignments which is due next week. Finally at around 10.30am she gets ready for her afternoon class. Her brunch was basically instant noodles because she was going to be late if she didn’t catch the bus before 11.30am. In the background, some Kpop songs are playing from her laptop while she gets dressed. Around 20 minutes of her time is spent on perfecting her look for the day. She doesn’t seem to feel the need to rush.
In class, she learns more about drawing human figures and the details to look out for in faces. She gets out of class at 2.30pm and meets up with another friend from college to work on their project together. After a few hours of working, they decide that they should take a break from their busy week and watch a movie together. She invites her friend to stay over at her hostel so that they can have a sleepover.
The two of them go to her friend’s house to pick up a few necessary things and then head back to the hostel. On the way back, they also buy some junk food including chocolates for their movie night. They spend the first few hours doing some last minute extra research for the project. Around 10.30pm they decide to start the movie. They were watching Memoires of a Geisha. When the movie finished it was almost 1am.
Rose started her cleansing regimen before going to sleep while her friend cleaned up around them. With everything done, the two of them go to sleep, sharing the single bed since the hostel isn’t really supposed to host guests. Rose falls asleep leaving the reading lamp on.
Relationship with Chocolate:
Based on observation, and from the daily diary, we can see that Rose seems to like chocolate, but isn’t quite addicted to it. But neither is she too detached from it. She only occasionally consumes chocolate and when she does, Kit Kat is among the brands in her consideration set. Her purchases are generally dependent on convenience. For Rose, the convenience of the packaging is also an important element.
Click here to view Rose's diary.
About the participant:
Age: 19
Occupation: University student at Lasalle—Fashion Designing
Thursday Observation:
Rose is a 19 year old fashion designing student at Lasalle College. She is currently doing her first year diploma. Most of her time is spent with her drawings and sketches and other class assignments and projects. As much as one usually thinks of art as being ‘easy’ she seems to prove this point wrong.
When she leaves the hostel in the morning for her classes, she spends around 15 to 20 minutes with her makeup regime. She is very meticulous and particular about her appearance. There are many beauty products lines up on the headboard of her bed.
Rose’s Thursday morning begins with her waking up around 9am. She spends about an hour working on one of her assignments which is due next week. Finally at around 10.30am she gets ready for her afternoon class. Her brunch was basically instant noodles because she was going to be late if she didn’t catch the bus before 11.30am. In the background, some Kpop songs are playing from her laptop while she gets dressed. Around 20 minutes of her time is spent on perfecting her look for the day. She doesn’t seem to feel the need to rush.
In class, she learns more about drawing human figures and the details to look out for in faces. She gets out of class at 2.30pm and meets up with another friend from college to work on their project together. After a few hours of working, they decide that they should take a break from their busy week and watch a movie together. She invites her friend to stay over at her hostel so that they can have a sleepover.
The two of them go to her friend’s house to pick up a few necessary things and then head back to the hostel. On the way back, they also buy some junk food including chocolates for their movie night. They spend the first few hours doing some last minute extra research for the project. Around 10.30pm they decide to start the movie. They were watching Memoires of a Geisha. When the movie finished it was almost 1am.
Rose started her cleansing regimen before going to sleep while her friend cleaned up around them. With everything done, the two of them go to sleep, sharing the single bed since the hostel isn’t really supposed to host guests. Rose falls asleep leaving the reading lamp on.
Relationship with Chocolate:
Based on observation, and from the daily diary, we can see that Rose seems to like chocolate, but isn’t quite addicted to it. But neither is she too detached from it. She only occasionally consumes chocolate and when she does, Kit Kat is among the brands in her consideration set. Her purchases are generally dependent on convenience. For Rose, the convenience of the packaging is also an important element.
Click here to view Rose's diary.