The Young Dad
Name of Brand User: Jacky Lee
About Participant:
Age: 31
Occupation: Banker, Young Dad
Sunday Observation:
Jacky is an investment banker in a multinational bank in Singapore. A young dad, his life revolves around his work and his four-year old son.
As he works long hours for six days a week, Sunday is an opportunity for Jacky to unwind and spend time with his family.
This Sunday, he woke up at 9 am and had breakfast with his family. After bathing and dressing his son, and showering himself, he took his son for a play-date to the nearby park.
Having spent an enjoyable two hours in the park, they proceeded to a nearby restaurant for lunch where they are joined by the rest of the family (Jacky’s parents and wife).
Post lunch, Jacky retired to his room for a short nap.
At 4 pm, he accompanied his son to his child enrichment class that was held in a nearby community center.
Pre-dinner, he spent some time on his laptop, replying to his email and checking is various accounts on social networking sites.
After dinner-another family affair, he tucked his son to bed and read him a bedtime story.
He then spent some quiet time, watching television and reading a novel, before retiring to bed, preparing himself mentally for another gruelling week.
Relationship with Chocolate:
Based on observation and Jacky’s diary, it can be seen that he does not have any special sort of affection towards chocolate. For him chocolate is just another food item, to be had once in a while, when one is hungry or feels like it.
Click here to access Jacky's diary
About Participant:
Age: 31
Occupation: Banker, Young Dad
Sunday Observation:
Jacky is an investment banker in a multinational bank in Singapore. A young dad, his life revolves around his work and his four-year old son.
As he works long hours for six days a week, Sunday is an opportunity for Jacky to unwind and spend time with his family.
This Sunday, he woke up at 9 am and had breakfast with his family. After bathing and dressing his son, and showering himself, he took his son for a play-date to the nearby park.
Having spent an enjoyable two hours in the park, they proceeded to a nearby restaurant for lunch where they are joined by the rest of the family (Jacky’s parents and wife).
Post lunch, Jacky retired to his room for a short nap.
At 4 pm, he accompanied his son to his child enrichment class that was held in a nearby community center.
Pre-dinner, he spent some time on his laptop, replying to his email and checking is various accounts on social networking sites.
After dinner-another family affair, he tucked his son to bed and read him a bedtime story.
He then spent some quiet time, watching television and reading a novel, before retiring to bed, preparing himself mentally for another gruelling week.
Relationship with Chocolate:
Based on observation and Jacky’s diary, it can be seen that he does not have any special sort of affection towards chocolate. For him chocolate is just another food item, to be had once in a while, when one is hungry or feels like it.
Click here to access Jacky's diary