Demographics 61% male 48% aged 25-44       Work 67% working full time 34% have income £40K+   Home 62% married/ with a partner                69% without children  68% home owners

Persona Name:  Mark Age:  35 Status:  Married Children:  None Occupation:  Professional Income:  £40K+ Drives:  BMW Interests:  Travelling, visiting museums & galleries Favourite TV:  CSI Newspaper:  Financial Times Financial interests:  Bonds, stocks & shares, investment funds

    “I like to think that I have got to a stage where I can enjoy the finer things in life”

    “I enjoy listening to podcasts on my commute to work in the morning”
 

    “I’m always reading”
 

    “I like to play golf – when I get the chance”
 

    “I love to play chess with my colleagues at work”