General information Name: Emma Gender: Female Age: 27 Occupation: Junior counsel Household income: $100,000 per year Education: Master of Law Media profile 1. Content: Diseases of premature infants; Methods of caring for premature babies; Products that help premature babies; Negative reviews of competing brands. (For example: the prime’s congenital diseases such as congenital heart disease, and looking for ways to improve the immunity of premature infants in online discussion group, and how to pacify baby's emotion when they are sick.) Format: online ads, online discussion group, TVC, posters. 2. Fragmented time (such as lunch, cooking, commuting time) 3. Most: When the baby is sick and crying, the mother feels tired and upset. Least: After the baby recovers from illness; Grow out of diapers. 4. Moms’ online group (recommendations from other moms); social media community (Facebook discussion group). 5. Office; Public transport. 6. Social media platforms; The third-party product review websites Preoccupations 1. The affirmation of mother (including baby, husband and the society, such as colleagues, superiors). 2. Extrication (Baby is no longer sick; Relax tension and relieve stress) 3. Baby can get a set bedtime; Have more private time and have a relax. 4. The baby sleeps peacefully and recovers gradually. 5. Because of the premature birth, the mother cannot touch the baby personally, and feel guilty about the baby. Environment 1. Most of her friends' babies are healthy; Her long hours and heavy workload leave her with less time to care for her children. 2. Most are mothers of healthy babies, and a few are mothers of premature babies. Also include colleagues at work and clients. 3. Friends in life (no premature babies), colleagues (premature babies). 4. junior counsel (paper work/client consulting) 5. Both jobs (heavy workload and competition) and her premature baby (The baby often get sick and cannot always accompany her baby; she feels guilty that her friends' babies are growing up healthy.) Behavior 1. She loves her family , and taking care of her baby very carefully, and she feels guilty and depressed about her baby’s premature For her works, she is very responsible for her job and always finish her job in an accurate and efficient way. 2. Her iamge is a mature, capable working women, with short hair, and she always wearing suit and shirt, 3. What she said was external: she is optimistic to face her baby's illness and believe that her baby will recover. For her works, she always promises to her boss's that the tasks can be completed on time, and she did. Also she always says that she can balance take good care of the baby and her heavy works well What she think was internal: She thought herself helpless, depressed, because she thinks she could do nothing to cure her child; she is also suffered worried because of her busy work and neglect the baby's care. Influences 1. Her close friends always persuade her to relax, pay more attention to her children and cut back on her work. Other friends who have the premature babies always Giving her advice on how to better care for premature babies. They also complain that they had premature babies, who are often sick and crying, and they are also troubled by the problem 2. Her husband always encourage her and do what he can to share the child care Her parents can not help her to take care of the baby because they are old and inexperienced in taking care of premies 3. Actually the baby influences her most, Her mood changes with her baby's mood and health Pain 1. Because the care of premature infants needs more time than the care of ordinary babies, the mother does not have time to rest, plus the pressure of work, physical and mental fatigue; Premature birth causes the baby to suffer, so she also feels guilty about not being able to help. 2. The biggest frustration is due to her premature birth, results in poor baby immunity, and the baby is often sick 3. Due to premature birth, her body is still very weak, not like ordinary people take care of the child's energy; Due to high work pressure, it is difficult to balance work and family. Due to her premature birth, her baby has poor immunity and often gets sick 4. She is often worries about her premature baby won't grow up healthy; Worry that she is too tired, too stressed and sick (depression) to care her baby 5. Gain 1. She wants her baby can sleep peacefully, improve body quality and improve immunity 2. She wants her baby can grow up healthy and no longer suffer from illness and she can get her life back to normal without heavy pressure. 3. She thinks that if Babies cry less, get sick less and sleep more regularly, it means that she is success 4. The shortcut for her to find better baby caring products (like nappies) and her friends’ advice which could teach her how to take care of the premature child more effective and carefully
Purchase answer to see full attachment