Target Book and Persona

The Audience

Professional Chefs

The Task

Create an audience book for a venerated German knife maker that has been losing the spotlight to Japanese knife brands, including a fully fleshed-out persona, a research-backed strategic approach, and appropriate tactical recommendations.

First: Define what makes Wusthof stand out from its competitors

Our Summation

Social Listening Results



Next: Sculpt a data-driven persona (named Jack Novarro) and present it as a narrated “Day in the Life,” complete with a gif wall, background tunes, and accompanying one-sheet

The Gif Wall

The Script for our live presentation

A one-sheet summary of the persona



Finally, end with a set of recommendations and a call to action











My Contributions

• Played a key role in background research for chef’s attitudes towards Wüsthof, as well as used my own experience working in kitchens to identify a sub-audience for chefs that felt real and authentic.
• Spearheaded the creation of the audience persona, a process that essentially consisted of our group holing up in a work room for three hours and using our data points to derive personality traits, habits, and values, all to a soundtrack of punk and surf rock.
• Directed the general design of the final book, and narrated the “day in the life” persona section with “War Pigs” by Black Sabbath playing





Target Book and Persona

Target Book and Persona

Building a data-driven and evocative target book and consumer persona that doesn't feel like it was pulled out of thin air by an out-of-touch marketing team.