Consumer: Thomas
Identity
57 years old
Works as a high school security guard in Syracuse, NY
Spends most of his day standing and patrolling
Shopping
Almost never shops for himself except for work wear
Has bought products through QVC
Prioritizes features and price over brand
Wants
Lightweight boots that won’t kill his back after a long day
Anti-odor footwear (his pair of leather Bates were very stinky)
Strong boots that also work for weekend lanscaping projects
