Global Persona Framework

Under 1 · 1-2 · 3-5 · 6-9 · 10-12 · 13-15 · 16-17 · 18-24 · 25-34 · 35-44 · 45-54 · 55-64 · 65-74 · 75-84 · 85+

Rule. Completed years; exhaustive age bands for this framework, not universal developmental stages. Do not infer interests.

Ask. Which age-related design needs were actually stated?

Evidence. Voluntary self-report; coarse age bands preferred

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Nonnegative age in completed years · months for infants when necessary

Rule. Avoid collecting birth date when a band is sufficient. Record reference date.

Ask. Is exact age necessary for this service?

Evidence. Voluntary self-report; coarse age bands preferred

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Child · Learner · Worker · Job seeker · Caregiver · Homemaker · Business owner · Retiree · Other self-description

Rule. Roles may coexist and are not assigned from chronological age.

Ask. Which roles shape the current need?

Evidence. Voluntary self-report; coarse age bands preferred

Authored classification; illustrative, extensible options. No population estimates.

Independent · Shared decisions · Supported decisions · Authorized representative

Rule. Describe the task-specific arrangement, not intelligence or legal capacity inferred from age.

Ask. Who needs to be involved in the decision?

Evidence. Voluntary self-report; coarse age bands preferred

Authored classification; illustrative, extensible options. No population estimates.

Starting education · Graduation · First job · Career change · Moving · New partnership · Parenting · Caregiving · Retirement · None

Rule. Ask directly; transitions may overlap or reverse.

Ask. What recently changed?

Evidence. Voluntary self-report; coarse age bands preferred

Authored classification; illustrative, extensible options. No population estimates.

Today · This month · This year · 1-3 years · More than 3 years · Uncertain

Rule. Framework bands; record the particular goal.

Ask. How far ahead is the person planning?

Evidence. Voluntary self-report; coarse age bands preferred

Authored classification; illustrative, extensible options. No population estimates.

Local cohort label · No cohort identification · Self-description

Rule. Optional cultural context only; do not apply one country's generation labels worldwide.

Ask. Is a cohort label meaningful to the person?

Evidence. Voluntary self-report; coarse age bands preferred

Authored classification; illustrative, extensible options. No population estimates.

Woman · Man · Nonbinary · Gender-fluid · Agender · Another self-description

Rule. Optional and locally adaptable. Never infer budget, interests, family roles, or ability.

Ask. How should the person be addressed, when relevant?

Evidence. Self-description only; never infer from names, photos, voice, or browsing

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Self-specified pronouns · Name only · Local respectful form · No preference

Rule. Use the person's language and stated preference.

Ask. What form of address is appropriate?

Evidence. Self-description only; never infer from names, photos, voice, or browsing

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

One self-described identity · Multiple identities · Local community description · Not collected

Rule. No globally exhaustive race or ethnicity list; preserve local and self-described categories.

Ask. Is cultural context relevant and voluntarily provided?

Evidence. Self-description only; never infer from names, photos, voice, or browsing

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

One nationality · Multiple nationalities · Stateless self-description · Not collected

Rule. Do not substitute nationality for residence, language, or culture. Avoid identity documents.

Ask. Does a service genuinely require nationality context?

Evidence. Self-description only; never infer from names, photos, voice, or browsing

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Self-described affiliation · Multiple affiliations · Not collected

Rule. Collect only for an appropriate voluntary research or service purpose; never for exclusion.

Ask. What community-specific requirements does the person choose to share?

Evidence. Self-description only; never infer from names, photos, voice, or browsing

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Self-described tradition · Multiple traditions · Spiritual description · Nonreligious · Not collected

Rule. Never infer from ethnicity, dress, location, or diet. Do not infer political choices.

Ask. Are there voluntarily stated observance requirements?

Evidence. Self-description only; never infer from names, photos, voice, or browsing

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Voluntary self-description · Not collected · Prefer not to say

Rule. Restricted optional adult research context; not a general marketing field.

Ask. Is this field genuinely necessary for the stated purpose?

Evidence. Self-description only; never infer from names, photos, voice, or browsing

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Private · Open in selected settings · Open broadly · Context-dependent

Rule. Respect differences between settings; never expose private identity in messaging.

Ask. What information should remain private?

Evidence. Self-description only; never infer from names, photos, voice, or browsing

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Open description in the person's own words

Rule. Preserve nuance rather than forcing a fixed persona stereotype.

Ask. How does the person describe themselves?

Evidence. Self-description only; never infer from names, photos, voice, or browsing

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Any country or area · Multiple residences · No fixed residence

Rule. Store a current country/area code plus self-description where needed; do not infer citizenship.

Ask. In which market must the product or service work?

Evidence. Self-report; permitted aggregate location; national statistical classifications

UN M49 geography reference; other bands are authored. Source ↗

Africa · Americas · Asia · Europe · Oceania · Antarctica or unassigned · Multiple regions

Rule. Broad framework grouping; use M49 for country/area mappings rather than cultural assumptions.

Ask. Which geographical markets are in scope?

Evidence. Self-report; permitted aggregate location; national statistical classifications

UN M49 geography reference; other bands are authored. Source ↗

Region · State or province · District · City or town · Broad locality

Rule. Use only the geographical precision needed; avoid exact addresses.

Ask. What local availability constraints matter?

Evidence. Self-report; permitted aggregate location; national statistical classifications

UN M49 geography reference; other bands are authored. Source ↗

Major city · Smaller city · Suburban area · Town · Village · Rural area · Remote settlement · Mobile

Rule. Authored descriptors; reconcile with national definitions before comparisons.

Ask. What service or transport access is available?

Evidence. Self-report; permitted aggregate location; national statistical classifications

Authored classification; illustrative, extensible options. No population estimates.

One stable base · Multiple bases · Seasonal residence · Frequent relocation · No fixed base

Rule. Describes a pattern, not household wealth.

Ask. Does the service need to work across locations?

Evidence. Self-report; permitted aggregate location; national statistical classifications

Authored classification; illustrative, extensible options. No population estimates.

Hot · Cold · Humid · Dry · Seasonal variation · Coastal · High altitude · Other local conditions

Rule. Record experienced conditions relevant to the use case, not stereotypes about residents.

Ask. Which environmental conditions affect product requirements?

Evidence. Self-report; permitted aggregate location; national statistical classifications

Authored classification; illustrative, extensible options. No population estimates.

Home delivery only · Walking distance · Local town · Wider region · National · Cross-border

Rule. Boundaries depend on the purchase or activity.

Ask. How far can the person realistically travel?

Evidence. Self-report; permitted aggregate location; national statistical classifications

Authored classification; illustrative, extensible options. No population estimates.

Local market reference · Urban/rural comparison · Dated cost-of-living source

Rule. An area average is not personal financial capacity.

Ask. Which local price context should a budget use?

Evidence. Self-report; permitted aggregate location; national statistical classifications

Authored classification; illustrative, extensible options. No population estimates.

Lives and works in one country · Cross-border worker · Transnational household · Frequent international mobility

Rule. Prefer practical needs over visa or immigration-status collection.

Ask. Are language, payments, or service access cross-border?

Evidence. Self-report; permitted aggregate location; national statistical classifications

Authored classification; illustrative, extensible options. No population estimates.

Limited lighting · Disrupted routes · Unreliable services · Seasonal access · No stated constraint

Rule. Describe practical access needs, not dangerousness attributed to communities.

Ask. What could prevent safe access?

Evidence. Self-report; permitted aggregate location; national statistical classifications

Authored classification; illustrative, extensible options. No population estimates.

Any named language · Sign language · Multiple languages · Nonverbal communication

Rule. An open vocabulary must allow every language and local variety.

Ask. Which languages should the experience support?

Evidence. Self-report; language preferences and observed task needs

Authored classification; illustrative, extensible options. No population estimates.

Home language · Search language · Shopping language · Work language · Support language

Rule. Record task-language pairs; do not assume one language fits every activity.

Ask. Which language is preferred for this task?

Evidence. Self-report; language preferences and observed task needs

Authored classification; illustrative, extensible options. No population estimates.

Short plain text · Everyday text · Detailed text · Technical text · Audio or assistance preferred

Rule. Self-reported task preference, not an intelligence label.

Ask. How much reading is comfortable?

Evidence. Self-report; language preferences and observed task needs

Authored classification; illustrative, extensible options. No population estimates.

Native or fluent · Conversational · Basic · Interpreter preferred · Nonverbal mode

Rule. Record separately for each language and setting.

Ask. Is interpretation or another communication mode useful?

Evidence. Self-report; language preferences and observed task needs

Authored classification; illustrative, extensible options. No population estimates.

Native script · Romanized script · Voice input · Handwriting · Predictive text · Assisted input

Rule. A script preference does not imply literacy level.

Ask. How will the person enter a query?

Evidence. Self-report; language preferences and observed task needs

Authored classification; illustrative, extensible options. No population estimates.

Local currency · Local units · Local dates · Local calendar · Local names · Address conventions

Rule. Capture the actual conventions needed for the market.

Ask. Which formats will feel clear and familiar?

Evidence. Self-report; language preferences and observed task needs

Authored classification; illustrative, extensible options. No population estimates.

Festivals · Fasting periods · Community occasions · Family rituals · No stated observance

Rule. Ask about practical requirements rather than inferring religion.

Ask. Does timing or product suitability depend on an observance?

Evidence. Self-report; language preferences and observed task needs

Authored classification; illustrative, extensible options. No population estimates.

Self-stated food, ingredient, material, or handling requirement

Rule. Record requirements directly; beliefs need not be collected to meet them.

Ask. Which ingredients or materials must be included or avoided?

Evidence. Self-report; language preferences and observed task needs

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Formal · Conversational · Highly direct · Indirect or contextual · Depends on setting

Rule. A preference, not a national character trait.

Ask. What communication style is preferred?

Evidence. Self-report; language preferences and observed task needs

Authored classification; illustrative, extensible options. No population estimates.

Lives alone · Couple · Parent-child household · Extended family · Multigenerational · Shared housing · Communal living

Rule. Allow overlapping structures; do not assume marriage or biological relationships.

Ask. Who shares the living space?

Evidence. Voluntary self-report; avoid names of other household members

Authored classification; illustrative, extensible options. No population estimates.

1 · 2 · 3 · 4 · 5 · 6-7 · 8+

Rule. Count usual residents using a documented local definition.

Ask. How many people must the solution serve?

Evidence. Voluntary self-report; avoid names of other household members

Authored classification; illustrative, extensible options. No population estimates.

Single · Partnered · Married · Separated · Divorced · Widowed · Another arrangement

Rule. Optional; no assumptions about household composition or buying power.

Ask. Is relationship context necessary for the use case?

Evidence. Voluntary self-report; avoid names of other household members

Authored classification; illustrative, extensible options. No population estimates.

No regular earner · One earner · Two earners · Three or more · Shared external support

Rule. Do not equate number of earners with total resources.

Ask. How are resources contributed?

Evidence. Voluntary self-report; avoid names of other household members

Authored classification; illustrative, extensible options. No population estimates.

Independent decisions · Joint decisions · Delegated decisions · Category-specific decision owner

Rule. Roles vary by category and occasion.

Ask. Who decides for this purchase?

Evidence. Voluntary self-report; avoid names of other household members

Authored classification; illustrative, extensible options. No population estimates.

Fully pooled · Partly pooled · Separate budgets · Shared noncash resources · Varies

Rule. Distinguish ownership from access.

Ask. Which resources are actually available to this decision?

Evidence. Voluntary self-report; avoid names of other household members

Authored classification; illustrative, extensible options. No population estimates.

None · Children · Adult relatives · Older adults · Nonrelative dependents

Rule. Ask directly; dependents may live elsewhere.

Ask. Who depends on this person's time or resources?

Evidence. Voluntary self-report; avoid names of other household members

Authored classification; illustrative, extensible options. No population estimates.

Reliable nearby support · Reliable remote support · Occasional support · Limited support · Self-description

Rule. Do not use limited support to exploit vulnerability.

Ask. What practical assistance is available?

Evidence. Voluntary self-report; avoid names of other household members

Authored classification; illustrative, extensible options. No population estimates.

None · Dogs · Cats · Birds · Small animals · Aquatic animals · Horses · Livestock · Other

Rule. Pets and working animals can require different care arrangements.

Ask. Must the solution account for animal care?

Evidence. Voluntary self-report; avoid names of other household members

Authored classification; illustrative, extensible options. No population estimates.

Not a caregiver · Parent · Guardian · Foster caregiver · Adoptive parent · Shared caregiver · Other

Rule. Do not infer from age, gender, marital status, or purchases.

Ask. Is the person buying for someone in their care?

Evidence. Voluntary report of practical care needs

Authored classification; illustrative, extensible options. No population estimates.

Under 1 · 1-2 · 3-5 · 6-12 · 13-17 · Adult · Older adult

Rule. Use coarse bands; avoid identifying children.

Ask. Which age-related support needs have been stated?

Evidence. Voluntary report of practical care needs

Authored classification; illustrative, extensible options. No population estimates.

Occasional · Several times weekly · Daily part-time · Daily substantial care · Continuous availability

Rule. Authored categories; actual hours may be recorded voluntarily.

Ask. How much time does care occupy?

Evidence. Voluntary report of practical care needs

Authored classification; illustrative, extensible options. No population estimates.

Household care · Shared family care · Paid home care · Daycare · School-based care · Residential care

Rule. Availability differs by location; no preferred arrangement is assumed.

Ask. What arrangement must the product fit?

Evidence. Voluntary report of practical care needs

Authored classification; illustrative, extensible options. No population estimates.

Same home · Nearby household · Long-distance · Multiple locations

Rule. Do not collect another person's exact address.

Ask. Is remote coordination necessary?

Evidence. Voluntary report of practical care needs

Authored classification; illustrative, extensible options. No population estimates.

Transport · Scheduling · Meals · Learning support · Mobility support · Supervision · Administration

Rule. Describe tasks, not diagnoses of dependents.

Ask. Which recurring task is difficult?

Evidence. Voluntary report of practical care needs

Authored classification; illustrative, extensible options. No population estimates.

Child-seat fit · Stroller space · Age suitability · Washability · Simple storage · No stated constraint

Rule. Apply only to explicit needs; not every parent needs every feature.

Ask. What must fit or work in everyday use?

Evidence. Voluntary report of practical care needs

Authored classification; illustrative, extensible options. No population estimates.

Researcher · Payer · Buyer · End user · Installer · Care coordinator

Rule. Buying and using may involve different people.

Ask. Who evaluates, pays for, and uses the product?

Evidence. Voluntary report of practical care needs

Authored classification; illustrative, extensible options. No population estimates.

Self-described unmet practical need · No stated gap

Rule. Use to improve access, not fear-based selling.

Ask. What support would make this task easier?

Evidence. Voluntary report of practical care needs

Authored classification; illustrative, extensible options. No population estimates.

Owner with loan · Owner without loan · Renter · Family-provided · Employer-provided · Collective housing · Temporary housing

Rule. Tenure is not a direct measure of wealth.

Ask. Who can authorize home changes?

Evidence. Self-report; nonidentifying observations

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Detached home · Attached home · Apartment · Room · Dormitory · Mobile dwelling · Informal dwelling · Other

Rule. Allow locally specific housing types.

Ask. What physical setting must the solution fit?

Evidence. Self-report; nonidentifying observations

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Very limited storage · Shared rooms · Dedicated workspace · Outdoor space · Workshop space · Ample storage

Rule. Prefer usable space or measurements over status labels.

Ask. What can physically fit?

Evidence. Self-report; nonidentifying observations

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Kitchen access · Laundry access · Indoor water · Cooling · Heating · Private bathroom · Shared facilities

Rule. Record availability rather than assuming household standards.

Ask. Which facilities can the person use?

Evidence. Self-report; nonidentifying observations

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Reliable · Occasional outages · Frequent outages · Off-grid · No electricity access

Rule. Infrastructure condition, not a personal trait.

Ask. Is offline or low-power operation needed?

Evidence. Self-report; nonidentifying observations

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

In-home access · Shared access · Collected water · Intermittent supply · Other arrangement

Rule. For service and design needs only; do not stigmatize.

Ask. Does the solution depend on reliable water?

Evidence. Self-report; nonidentifying observations

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Strong coverage · Weak coverage · Shared connection · Data cap · No home internet

Rule. Separate availability from ability to pay.

Ask. Does the solution need an offline option?

Evidence. Self-report; nonidentifying observations

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Can modify · Permission required · Temporary changes only · Cannot modify

Rule. Ask separately from ownership status.

Ask. Is permanent installation possible?

Evidence. Self-report; nonidentifying observations

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Stable expected stay · Lease ending · Move planned · Temporary accommodation · Uncertain

Rule. Sensitive context; not a predictor of reliability or creditworthiness.

Ask. Does the solution need to be portable?

Evidence. Self-report; nonidentifying observations

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Do it myself · Hire a specialist · Shared community help · Managed service · Mixed

Rule. Depends on task, skills, cost, and time.

Ask. Which tasks should be self-service?

Evidence. Self-report; nonidentifying observations

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

No formal schooling · Primary · Secondary · Vocational · Short-cycle tertiary · Bachelor's level · Master's level · Doctoral level · Other

Rule. Authored broad labels; map local credentials before international comparisons. Not an intelligence proxy.

Ask. What knowledge can the material reasonably build on?

Evidence. Self-report; credentials only when needed; direct skills evidence

Authored classification; illustrative, extensible options. No population estimates.

School · University · Apprenticeship · Professional training · Informal learning · Self-study · None

Rule. Learning may be formal or informal and occur at any age.

Ask. What is the person currently learning?

Evidence. Self-report; credentials only when needed; direct skills evidence

Authored classification; illustrative, extensible options. No population estimates.

Education · Arts and humanities · Social sciences · Business · Law · Science · Technology · Engineering · Health · Agriculture · Services · Other

Rule. Broad authored categories; allow local specialties and multidisciplinary study.

Ask. Which subject context matters?

Evidence. Self-report; credentials only when needed; direct skills evidence

Authored classification; illustrative, extensible options. No population estimates.

Named credential · Local license · Trade certification · Portfolio evidence · None

Rule. Record jurisdiction and relevance; do not assume equivalence worldwide.

Ask. Is a specific credential needed for this role?

Evidence. Self-report; credentials only when needed; direct skills evidence

Authored classification; illustrative, extensible options. No population estimates.

New to the category · Basic familiarity · Experienced user · Specialist · Expert practitioner

Rule. Assess for the product or topic, not as a global label.

Ask. Should the explanation start with basics?

Evidence. Self-report; credentials only when needed; direct skills evidence

Authored classification; illustrative, extensible options. No population estimates.

Repair · Craft · Coding · Data work · Design · Writing · Languages · Trades · Research · Other

Rule. Self-report or task evidence; not predicted from education.

Ask. Which tasks can the person complete unaided?

Evidence. Self-report; credentials only when needed; direct skills evidence

Authored classification; illustrative, extensible options. No population estimates.

Reading · Audio · Video · Demonstration · Hands-on practice · Live instruction · Peer learning

Rule. Preferences are not fixed learning-style diagnoses.

Ask. Which formats should be available?

Evidence. Self-report; credentials only when needed; direct skills evidence

Authored classification; illustrative, extensible options. No population estimates.

Under 15 minutes · 15-30 minutes · 31-60 minutes · 1-3 hours · More than 3 hours per session

Rule. Authored session bands; separate preference from actual availability.

Ask. How much time is available to learn?

Evidence. Self-report; credentials only when needed; direct skills evidence

Authored classification; illustrative, extensible options. No population estimates.

Qualification · Career change · Skill improvement · Personal interest · Practical problem · Social connection

Rule. Goals may be combined.

Ask. What would successful learning enable?

Evidence. Self-report; credentials only when needed; direct skills evidence

Authored classification; illustrative, extensible options. No population estimates.

Employee · Self-employed · Business owner · Freelancer · Gig worker · Subsistence producer · Unpaid family worker · Student · Retiree · Job seeker

Rule. People may have multiple jobs and unpaid roles; no income assumption.

Ask. Which work activities shape the need?

Evidence. Self-report; distinguish role, work arrangement, and income

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Any local occupation · Multiple occupations · Nonemployment role

Rule. Preserve local job titles; use a documented occupational code when comparing datasets.

Ask. What tasks does the person perform?

Evidence. Self-report; distinguish role, work arrangement, and income

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Agriculture · Manufacturing · Construction · Trade · Transport · Hospitality · Technology · Finance · Education · Health · Public services · Other

Rule. Authored broad labels, not an official industry-code mapping.

Ask. Which sector-specific context matters?

Evidence. Self-report; distinguish role, work arrangement, and income

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Permanent · Fixed-term · Temporary · Seasonal · Casual · On-demand · Informal · Own enterprise

Rule. Terms differ by jurisdiction and may coexist.

Ask. How predictable is the work arrangement?

Evidence. Self-report; distinguish role, work arrangement, and income

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

On-site · Remote home-based · Hybrid · Mobile or field-based · Multiple sites

Rule. Do not infer occupation or income from working remotely.

Ask. Where must the solution function?

Evidence. Self-report; distinguish role, work arrangement, and income

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Regular daytime · Night shift · Rotating shifts · Flexible hours · On-call · Seasonal peaks

Rule. Record timezone and practical availability when relevant.

Ask. When can the person research or use the service?

Evidence. Self-report; distinguish role, work arrangement, and income

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Exploring entry · Early career · Established contributor · Management · Leadership · Career transition · Leaving paid work

Rule. Do not derive career stage from age.

Ask. What career problem is being addressed?

Evidence. Self-report; distinguish role, work arrangement, and income

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Secure · Some uncertainty · Highly uncertain · Contract ending · Not applicable

Rule. Voluntary self-perception; not a risk score for exclusion.

Ask. Is flexibility or a shorter commitment important?

Evidence. Self-report; distinguish role, work arrangement, and income

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Considering · Starting · Operating · Expanding · Maintaining · Exiting · Not applicable

Rule. Separate business stage from business size.

Ask. Which business-building task is current?

Evidence. Self-report; distinguish role, work arrangement, and income

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Mostly seated · Standing · Walking · Lifting · Outdoor exposure · Travel · Mixed

Rule. Record tasks and stated accommodations rather than medical diagnoses.

Ask. What ergonomic or durability needs arise?

Evidence. Self-report; distinguish role, work arrangement, and income

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Salary · Hourly pay · Commission · Piece rate · Business profit · Tips · In-kind · Unpaid

Rule. Income structure is different from total income.

Ask. Is income timing predictable?

Evidence. Self-report; distinguish role, work arrangement, and income

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Local-currency amount · Zero · Negative net business income when relevant

Rule. State gross/net, period, reference date, and included sources; never mix annual and monthly figures.

Ask. Which income definition is relevant?

Evidence. Voluntary amounts or local statistical bands; never infer from identity

Authored classification; illustrative, extensible options. No population estimates.

Combined household amount in local currency

Rule. Define household membership, gross/net basis, period, and shared resources.

Ask. How much income is pooled for this household?

Evidence. Voluntary amounts or local statistical bands; never infer from identity

Authored classification; illustrative, extensible options. No population estimates.

Q1 lowest 20% · Q2 · Q3 · Q4 · Q5 highest 20% · Not benchmarked

Rule. Requires a dated comparable local distribution and matching household/person basis. Not a world class label.

Ask. Where does income fall within the chosen reference population?

Evidence. Voluntary amounts or local statistical bands; never infer from identity

Authored classification; illustrative, extensible options. No population estimates.

Employment · Self-employment · Pension · Investments · Rent · Transfers · Remittances · Benefits · In-kind · Other

Rule. Source does not imply amount or stability.

Ask. Which resources support this person?

Evidence. Voluntary amounts or local statistical bands; never infer from identity

Authored classification; illustrative, extensible options. No population estimates.

Predictable monthly · Predictable other cycle · Seasonal · Variable · Irregular · No current income

Rule. Specify a reference period.

Ask. Would variable payment timing help?

Evidence. Voluntary amounts or local statistical bands; never infer from identity

Authored classification; illustrative, extensible options. No population estimates.

Essentials not fully covered · Essentials covered only · Some discretionary room · Substantial discretionary room · Uncertain

Rule. Self-reported resource position; not an official poverty or class threshold.

Ask. How much flexibility remains after essentials?

Evidence. Voluntary amounts or local statistical bands; never infer from identity

Authored classification; illustrative, extensible options. No population estimates.

Financially constrained · Working-class self-description · Middle-class self-description · Affluent self-description · Other local term

Rule. Subjective identity, not a globally comparable numeric segment. Keep separate from income quintile.

Ask. How does the person describe financial position?

Evidence. Voluntary amounts or local statistical bands; never infer from identity

Authored classification; illustrative, extensible options. No population estimates.

Own living costs · Household costs · Child support · Relatives · Education · Business obligations · Cross-border support

Rule. Ask only what is needed; do not collect recipients' identities.

Ask. Which commitments constrain discretionary spending?

Evidence. Voluntary amounts or local statistical bands; never infer from identity

Authored classification; illustrative, extensible options. No population estimates.

Household size · Equivalence method · Income definition · Reference population

Rule. No adjustment is applied automatically; document the method before comparing households.

Ask. Are the two resource figures actually comparable?

Evidence. Voluntary amounts or local statistical bands; never infer from identity

Authored classification; illustrative, extensible options. No population estimates.

Local currency and date · Price level reference · Suitable PPP series and year · No comparison

Rule. PPP is not a retail exchange rate or exact personal cost-of-living estimate. Match series to purpose.

Ask. Should this comparison use local purchasing power rather than dollar conversion?

Evidence. Voluntary amounts or local statistical bands; never infer from identity

World Bank PPP concept reference. No PPP values or global income cutoffs supplied. Source ↗

Resources expected to improve · Stay similar · Decline · Highly uncertain

Rule. Self-reported expectation, not a forecast.

Ask. Is a long commitment comfortable?

Evidence. Voluntary amounts or local statistical bands; never infer from identity

Authored classification; illustrative, extensible options. No population estimates.

Liabilities exceed assets · Approximately balanced · Positive net assets · Not measured

Rule. Define included assets, liabilities, valuation date, and ownership share.

Ask. Is wealth distinct from current cash availability?

Evidence. Self-report in broad bands; no account identifiers

Authored classification; illustrative, extensible options. No population estimates.

No accessible reserve · Limited reserve · Moderate reserve · Large reserve · Uncertain

Rule. Qualitative bands are self-described; do not imply numeric thresholds.

Ask. Can an unexpected expense be absorbed?

Evidence. Self-report in broad bands; no account identifiers

Authored classification; illustrative, extensible options. No population estimates.

None · Under 1 month · 1 to under 3 months · 3 to under 6 · 6 to under 12 · 12+ months

Rule. Authored bands of stated essential expenses; not financial advice or a recommended reserve.

Ask. How much flexibility is available in a disruption?

Evidence. Self-report in broad bands; no account identifiers

Authored classification; illustrative, extensible options. No population estimates.

Cash · Property · Business assets · Financial assets · Land · Equipment · Valuables · Other

Rule. Record broad types only; ownership does not guarantee liquidity.

Ask. Which resources are usable versus illiquid?

Evidence. Self-report in broad bands; no account identifiers

Authored classification; illustrative, extensible options. No population estimates.

None reported · Housing · Education · Vehicle · Consumer · Business · Informal borrowing · Other

Rule. No account numbers, credit scoring, or affordability determination.

Ask. Which existing commitments affect the stated budget?

Evidence. Self-report in broad bands; no account identifiers

Authored classification; illustrative, extensible options. No population estimates.

Easily manageable · Manageable with trade-offs · Difficult · Unable to meet some payments · Not stated

Rule. Self-report; never use hardship to pressure a purchase.

Ask. Is a lower-commitment option needed?

Evidence. Self-report in broad bands; no account identifiers

Authored classification; illustrative, extensible options. No population estimates.

Household support · Extended family · Community support · Formal assistance · No available support

Rule. Availability does not mean the person wants or qualifies for a product.

Ask. What support is already part of the person's plan?

Evidence. Self-report in broad bands; no account identifiers

Authored classification; illustrative, extensible options. No population estimates.

Meet essentials · Build reserve · Reduce debt · Education · Home · Retirement · Business · Experiences · Giving

Rule. Record current priorities, not investment recommendations.

Ask. What is this purchase competing with?

Evidence. Self-report in broad bands; no account identifiers

Authored classification; illustrative, extensible options. No population estimates.

Stated ability to absorb loss · Stated comfort with uncertainty · Not assessed

Rule. Keep ability and preference separate; not a suitability or credit assessment.

Ask. Is the person's comfort different from their available resources?

Evidence. Self-report in broad bands; no account identifiers

Authored classification; illustrative, extensible options. No population estimates.

Any local currency code · Multiple currencies with stated conversion date

Rule. Every monetary amount needs a currency. No automatic exchange or purchasing-power conversion.

Ask. In which currency is this budget?

Evidence. Explicit budget or observed transaction data with permission

Authored classification; illustrative, extensible options. No population estimates.

Per item · Per purchase · Per month · Per year · Per trip · Per person · Per household · Per project

Rule. A monthly ceiling cannot be compared directly with a one-time price.

Ask. What does the budget cover?

Evidence. Explicit budget or observed transaction data with permission

Authored classification; illustrative, extensible options. No population estimates.

Zero or positive local-currency amount · No minimum

Rule. Optional stated lower bound, not assumed from income.

Ask. Is there a minimum quality or specification requirement?

Evidence. Explicit budget or observed transaction data with permission

Authored classification; illustrative, extensible options. No population estimates.

Stated preferred local-currency amount · Not yet decided

Rule. A target is different from a maximum or a market price.

Ask. What amount would feel comfortable?

Evidence. Explicit budget or observed transaction data with permission

Authored classification; illustrative, extensible options. No population estimates.

Stated all-in ceiling · No fixed ceiling · Not yet decided

Rule. Ask whether taxes, fees, delivery, installation, and ongoing costs are included.

Ask. What is the maximum total commitment?

Evidence. Explicit budget or observed transaction data with permission

Authored classification; illustrative, extensible options. No population estimates.

Fixed ceiling · Small flexibility · Flexible for proven value · Open budget · Unknown

Rule. Qualitative self-report; do not invent a percentage premium.

Ask. What would justify spending more?

Evidence. Explicit budget or observed transaction data with permission

Authored classification; illustrative, extensible options. No population estimates.

Below P20 · P20 to below P40 · P40 to below P60 · P60 to below P80 · P80+ · Not benchmarked

Rule. Authored tiers require a dated local category-price distribution. They do not define financial class.

Ask. Is the budget entry-level or high-end for this particular market?

Evidence. Explicit budget or observed transaction data with permission

Authored classification; illustrative, extensible options. No population estimates.

0% · Above 0 to under 1% · 1 to under 5% · 5 to under 10% · 10 to under 25% · 25 to under 50% · 50%+

Rule. Illustrative analytical bands; match numerator and denominator periods. Not an affordability verdict.

Ask. How significant is this purchase in the stated budget?

Evidence. Explicit budget or observed transaction data with permission

Authored classification; illustrative, extensible options. No population estimates.

Upfront preferred · Recurring preferred · Either · No recurring commitments

Rule. Preference does not establish qualification for credit.

Ask. Is the total price or monthly commitment the relevant constraint?

Evidence. Explicit budget or observed transaction data with permission

Authored classification; illustrative, extensible options. No population estimates.

Not important · Slightly important · Moderately important · Very important · Essential

Rule. Ask directly about maintenance, energy, supplies, subscriptions, and exit costs.

Ask. Which ongoing costs belong in the comparison?

Evidence. Explicit budget or observed transaction data with permission

Authored classification; illustrative, extensible options. No population estimates.

Current income · Savings · Household contribution · Employer funding · Gift · Borrowing considered · Other

Rule. Record plans without recommending borrowing or inferring approval.

Ask. Who is funding the purchase?

Evidence. Explicit budget or observed transaction data with permission

Authored classification; illustrative, extensible options. No population estimates.

Can postpone indefinitely · Can wait months · Can wait weeks · Must act soon · Urgent replacement

Rule. Urgency must be stated; do not manufacture pressure.

Ask. Can the purchase wait?

Evidence. Explicit budget or observed transaction data with permission

Authored classification; illustrative, extensible options. No population estimates.

Lowest workable price · Value for money · Balanced price and features · Premium preferred · Price secondary

Rule. Keep separate from wealth, income, and gender.

Ask. What does good value mean for this purchase?

Evidence. Direct preference questions; stated trade-offs; observed choices when permitted

Authored classification; illustrative, extensible options. No population estimates.

No luxury interest · Occasional splurge · Luxury in selected categories · Routine luxury preference · Bespoke interest · Collector interest

Rule. Self-described category preference, not a class or personality assignment.

Ask. Where does the person choose to spend on luxury?

Evidence. Direct preference questions; stated trade-offs; observed choices when permitted

Authored classification; illustrative, extensible options. No population estimates.

Craftsmanship · Materials · Design · Heritage · Exclusivity · Personal service · Performance · Experience · Resale interest

Rule. Do not assume luxury is primarily about status.

Ask. Which premium attribute matters?

Evidence. Direct preference questions; stated trade-offs; observed choices when permitted

Authored classification; illustrative, extensible options. No population estimates.

No visible branding · Subtle branding · Prominent branding · No preference · Varies by occasion

Rule. A style choice, not evidence of financial position.

Ask. Should branding be discreet or visible?

Evidence. Direct preference questions; stated trade-offs; observed choices when permitted

Authored classification; illustrative, extensible options. No population estimates.

Function mainly · Symbolic meaning mainly · Both · Depends on category

Rule. Ask about actual meaning; do not infer from demographics.

Ask. Is the purchase serving a practical or expressive goal?

Evidence. Direct preference questions; stated trade-offs; observed choices when permitted

Authored classification; illustrative, extensible options. No population estimates.

Standard product · Configurable · Personalized · Made-to-measure · Bespoke · Handmade

Rule. Preference does not imply ability to pay.

Ask. How much customization is useful?

Evidence. Direct preference questions; stated trade-offs; observed choices when permitted

Authored classification; illustrative, extensible options. No population estimates.

None · Low · Moderate · High · Specialist collector

Rule. Interest is not a prediction of resale value.

Ask. Does edition, provenance, or collectibility matter?

Evidence. Direct preference questions; stated trade-offs; observed choices when permitted

Authored classification; illustrative, extensible options. No population estimates.

Self-service · Standard assistance · Specialist advice · Concierge · White-glove support

Rule. May be driven by access needs or time, not wealth.

Ask. What level of support is wanted?

Evidence. Direct preference questions; stated trade-offs; observed choices when permitted

Authored classification; illustrative, extensible options. No population estimates.

Private use · Shared household use · Social display · Professional presentation · Mixed

Rule. Context is voluntarily stated and category-specific.

Ask. Who will see or use the purchase?

Evidence. Direct preference questions; stated trade-offs; observed choices when permitted

Authored classification; illustrative, extensible options. No population estimates.

Higher upfront price · Longer wait · Higher upkeep · Specialist servicing · None of these

Rule. Capture actual trade-offs, not inferred willingness to pay.

Ask. Which premium trade-offs are acceptable?

Evidence. Direct preference questions; stated trade-offs; observed choices when permitted

Authored classification; illustrative, extensible options. No population estimates.

Checks evidence independently · Often associates price with quality · Skeptical of premiums · Context-dependent

Rule. Treat as a self-reported belief, not an objective truth.

Ask. What evidence would justify a premium?

Evidence. Direct preference questions; stated trade-offs; observed choices when permitted

Authored classification; illustrative, extensible options. No population estimates.

Nonnegative local-currency total for a defined period

Rule. Define included purchases and household members; avoid double-counting shared expenses.

Ask. What does the spending total include?

Evidence. Voluntary spending diary or consented transaction summaries

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Category · Amount · Currency · Period · Share of total · Observed or planned

Rule. Repeat for each category. Planned budget and actual spending must be separate.

Ask. Where is money actually being spent?

Evidence. Voluntary spending diary or consented transaction summaries

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Daily · Several times weekly · Weekly · Monthly · Quarterly · Annually · Less often · One-off

Rule. Measure within a category and reference period.

Ask. How often is this purchased?

Evidence. Voluntary spending diary or consented transaction summaries

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Local-currency average plus observation count and period

Rule. Do not confuse one large purchase with typical spending.

Ask. What is the typical purchase amount?

Evidence. Voluntary spending diary or consented transaction summaries

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Self-defined essential · Discretionary · Mixed · Unclassified

Rule. Necessity depends on circumstances; do not impose one universal list.

Ask. Which spending can realistically be changed?

Evidence. Voluntary spending diary or consented transaction summaries

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Mostly planned · Mixed · Mostly unplanned · Not measured

Rule. Use a diary or explicit report; do not diagnose impulse-control conditions.

Ask. Does the person prefer to plan purchases?

Evidence. Voluntary spending diary or consented transaction summaries

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Stable year-round · Festival peaks · School cycle · Travel season · Weather season · Business cycle · Other

Rule. Local calendars and income cycles differ.

Ask. When do category needs increase?

Evidence. Voluntary spending diary or consented transaction summaries

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Self · Household · Children · Other relatives · Friends · Community · Employer or business

Rule. The buyer is not necessarily the user.

Ask. Who benefits from the spending?

Evidence. Voluntary spending diary or consented transaction summaries

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Increasing · Stable · Decreasing · Newly started · Stopped · Not measured

Rule. Specify category, comparison period, and price changes.

Ask. Has the spending pattern changed recently?

Evidence. Voluntary spending diary or consented transaction summaries

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Mostly recorded · Partly recorded · Mostly unrecorded · Unknown

Rule. Missing transaction data is not zero spending.

Ask. Which cash or informal transactions are missing?

Evidence. Voluntary spending diary or consented transaction summaries

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Savings · Investments · Loan principal · Taxes · Transfers · Gifts of money · Business capital

Rule. Track separately from consumption; distinguish financing from purchases to avoid double-counting.

Ask. Is this an expense or a movement of funds?

Evidence. Voluntary spending diary or consented transaction summaries

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Full control · Shared control · Approval required · Restricted category allowance

Rule. Task-specific; do not infer from gender, age, or household role.

Ask. Who authorizes spending?

Evidence. Voluntary spending diary or consented transaction summaries

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Staples · Fresh produce · Prepared groceries · Snacks · Water · Nonalcoholic drinks · Special-diet groceries

Rule. Separate groceries from restaurant services; use local subcategories.

Ask. What matters most in everyday food spending?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Rent · Housing service costs · Repairs · Shared accommodation fees · Temporary lodging

Rule. Separate asset purchases and loan principal from consumption; maintain local accounting definitions.

Ask. Which housing costs constrain the budget?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Electricity · Cooking fuel · Heating fuel · Water · Waste services · Shared utility fees

Rule. Record actual availability and payer.

Ask. Which utility costs matter?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Everyday clothing · Workwear · Occasion wear · Footwear · Alterations · Repair · Rental

Rule. Style and functional needs are independent from gender.

Ask. Is fit, durability, price, or expression most important?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Furniture · Kitchenware · Appliances · Bedding · Cleaning goods · Tools

Rule. Distinguish new ownership, replacement, and repair.

Ask. Is the purchase necessary, optional, or a replacement?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Cleaning · Laundry · Cooking help · Gardening · Maintenance · Household management

Rule. Service use may reflect time or accessibility needs, not status.

Ask. Which household task should be outsourced?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Routine care · Dental · Vision · Medicines · Assistive products · Therapy · Preventive services

Rule. Restricted voluntary context; do not infer diagnoses or target hardship.

Ask. What access or payment constraints should the service accommodate?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Public transit · Taxi · Ride services · Fuel · Parking · Tolls · Bicycle costs · Vehicle upkeep

Rule. Separate vehicle acquisition from ongoing operation.

Ask. What does everyday mobility cost?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Purchase · Lease · Rental · Shared vehicle · Subscription · Borrowed access · No vehicle

Rule. Do not equate owning a vehicle with needing another.

Ask. Does the person need ownership or just access?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Local trips · Domestic trips · International trips · Accommodation · Package travel · Travel support

Rule. Record purpose, party size, timing, and local currency.

Ask. What travel experience is being funded?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Cafes · Casual dining · Fine dining · Takeaway · Delivery · Catering · Work meals

Rule. Separate actual spending from cuisine interests.

Ask. Is convenience, experience, or price the priority?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Mobile plan · Home internet · Data top-ups · Shared connectivity · Calling services · Postal services

Rule. Account for prepaid and shared access.

Ask. What connectivity commitment is manageable?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Phones · Computers · Tablets · Wearables · Audio · Cameras · Accessories · Repair

Rule. Distinguish access, ownership, and upgrade interest.

Ask. Is a device purchase solving a specific limitation?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Productivity · Storage · Creative tools · Security · AI tools · Gaming services · Other

Rule. Record recurring costs, renewal terms, and actual use.

Ask. Which subscription remains useful?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Cinema · Streaming · Music · Live shows · Museums · Books · Digital media

Rule. Digital and offline consumption may coexist.

Ask. What entertainment is worth paying for?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Memberships · Classes · Equipment · Event entry · Outdoor activities · Facility access

Rule. Do not infer participation from viewing sports content.

Ask. Is the person paying to participate, watch, or both?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

School fees · Tuition · Tutoring · Courses · Credentials · Learning materials · Workshops

Rule. May be for self or dependents; record beneficiary.

Ask. What outcome should the education spending achieve?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Toiletries · Haircare · Skincare · Grooming · Salon services · Cosmetics

Rule. Self-stated needs only; no gendered spending assumptions.

Ask. Which personal-care benefits matter?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Childcare · Elder support · Respite · Home assistance · Supported living · Other

Rule. Sensitive service needs; no diagnosis required for a spending category.

Ask. What care support is needed?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Insurance premiums · Account fees · Payment fees · Advisory fees · Other service charges

Rule. Do not mix premiums or fees with investment principal or claims.

Ask. Which services are actually being paid for?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Food · Veterinary services · Grooming · Boarding · Equipment · Training · Working-animal care

Rule. Record type of animal and purpose only when relevant.

Ask. What care or travel constraints are involved?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Renovation · Tools · Energy upgrades · Security equipment · Decor · Landscaping

Rule. Capital improvements may sit outside consumption measures; avoid double-counting.

Ask. Is the project maintenance or an upgrade?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Birthdays · Weddings · Festivals · Anniversaries · Hospitality · Gifts · Other occasions

Rule. A cross-category occasion tag; do not add again to category totals.

Ask. What occasion and recipient shape the choice?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Fashion · Jewelry · Watches · Art · Design objects · Vehicles · Experiences · Other

Rule. Cross-category preference tag, not an additional expense division.

Ask. In which category is a premium intentionally chosen?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Donations · Mutual aid · Community projects · Membership contributions · Volunteering expenses

Rule. Cash transfers differ from purchased goods and services.

Ask. Is support financial, practical, or both?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Tools · Software · Equipment · Work travel · Training · Office costs · Supplies

Rule. Keep business and personal spending separate; identify reimbursement.

Ask. Is the person buying for work or household use?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Seeds · Feed · Equipment · Repairs · Storage · Irrigation · Market access · Other

Rule. Business inputs and own-use production need separate accounting.

Ask. Is the purchase for livelihood production?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Lawful adult-category spending · None · Not collected

Rule. Aggregate only where necessary and lawful; do not use for minor profiling or infer dependency.

Ask. Is an aggregate category necessary for the research purpose?

Evidence. Self-report or permitted spending records; zero is a valid amount

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Paid work · Own-use production · Domestic tasks · Caregiving · Learning · Volunteering · Socializing · Leisure · Personal care

Rule. Inspired by time-use classification; proportions require actual observations.

Ask. Which activities occupy the day?

Evidence. Time diary or voluntary report; distinguish simultaneous activities

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Hours per day or week · Zero when applicable

Rule. State period and include only defined activities.

Ask. How much time remains outside work or study?

Evidence. Time diary or voluntary report; distinguish simultaneous activities

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

None · Low · Moderate · High · Highly variable

Rule. Self-defined bands; no gender assumptions.

Ask. Which routine task consumes time?

Evidence. Time diary or voluntary report; distinguish simultaneous activities

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Very limited · Short occasional gaps · Regular short periods · Regular long periods · Highly variable

Rule. Distinguish available time from desired time.

Ask. How much attention can the person give now?

Evidence. Time diary or voluntary report; distinguish simultaneous activities

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Early morning · Morning · Afternoon · Evening · Late night · Variable

Rule. Use local time; do not infer from age or occupation.

Ask. When is interaction convenient?

Evidence. Time diary or voluntary report; distinguish simultaneous activities

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Highly regular · Somewhat regular · Frequently changing · Event-driven

Rule. Timing preferences need periodic refresh.

Ask. Should reminders or appointments be flexible?

Evidence. Time diary or voluntary report; distinguish simultaneous activities

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Focused session · During commute · While caring · During breaks · Background listening · Other

Rule. Design for interruption; do not infer low engagement from context.

Ask. Can the activity be paused and resumed?

Evidence. Time diary or voluntary report; distinguish simultaneous activities

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Not important · Slightly important · Moderately important · Very important · Essential

Rule. Record willingness to trade effort or money for convenience separately.

Ask. Which step should be simplified?

Evidence. Time diary or voluntary report; distinguish simultaneous activities

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Activity · Hours · Frequency · Companions · Setting

Rule. Record chosen activities rather than imposing a lifestyle label.

Ask. How does the person choose to spend free time?

Evidence. Time diary or voluntary report; distinguish simultaneous activities

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Work deadlines · School calendar · Care schedules · Community events · Religious observances · Travel · None

Rule. Only self-stated constraints; protect sensitive observance information.

Ask. Which dates or periods must be avoided?

Evidence. Time diary or voluntary report; distinguish simultaneous activities

Time-use reference: ICATUS 2016. Persona bands are authored. Source ↗

Security · Family · Relationships · Health · Learning · Career · Independence · Creativity · Adventure · Community · Other

Rule. Priorities can coexist, conflict, and change.

Ask. What is most important right now?

Evidence. Direct questions, interviews, and voluntary ranking; never inferred identity

Authored classification; illustrative, extensible options. No population estimates.

Practical task completed · Problem removed · Capability gained · Time saved · Other outcome

Rule. Describe a concrete desired outcome rather than a demographic label.

Ask. What should this help the person do?

Evidence. Direct questions, interviews, and voluntary ranking; never inferred identity

Authored classification; illustrative, extensible options. No population estimates.

Reassurance · Enjoyment · Confidence · Calm · Pride · Belonging · Relief · Other

Rule. Voluntary self-description, not hidden-state inference or manipulation.

Ask. How does the person hope to feel afterward?

Evidence. Direct questions, interviews, and voluntary ranking; never inferred identity

Authored classification; illustrative, extensible options. No population estimates.

Connect · Collaborate · Support family · Express identity · Participate · Be recognized · No social goal

Rule. Do not equate social expression with status seeking.

Ask. Does the choice affect social participation?

Evidence. Direct questions, interviews, and voluntary ranking; never inferred identity

Authored classification; illustrative, extensible options. No population estimates.

Independent control · Guidance welcome · Shared decisions · Delegation preferred · Depends on task

Rule. Capability and preference are separate.

Ask. How much control does the person want?

Evidence. Direct questions, interviews, and voluntary ranking; never inferred identity

Authored classification; illustrative, extensible options. No population estimates.

Familiar options · Proven improvements · Mix of familiar and new · New experiences preferred

Rule. Task-specific preference, not an age-based trait.

Ask. Is novelty a benefit or a concern?

Evidence. Direct questions, interviews, and voluntary ranking; never inferred identity

Authored classification; illustrative, extensible options. No population estimates.

Durability · Repairability · Reuse · Energy use · Packaging · Materials · Local impact · No stated priority

Rule. Stated values and observed spending must be recorded separately.

Ask. Which sustainability attribute affects the decision?

Evidence. Direct questions, interviews, and voluntary ranking; never inferred identity

Authored classification; illustrative, extensible options. No population estimates.

Labor practices · Animal welfare · Supply transparency · Local livelihoods · Community impact · Other

Rule. Record stated criteria without inferring ideology or judging choices.

Ask. What sourcing evidence is important?

Evidence. Direct questions, interviews, and voluntary ranking; never inferred identity

Authored classification; illustrative, extensible options. No population estimates.

Maximum convenience · Maximum control · Balanced · Task-dependent

Rule. Do not assume a universal preference across categories.

Ask. Should this be automated or configurable?

Evidence. Direct questions, interviews, and voluntary ranking; never inferred identity

Authored classification; illustrative, extensible options. No population estimates.

Possessions prioritized · Experiences prioritized · Balanced · Category-dependent

Rule. Neither implies a particular income class.

Ask. Where does discretionary value come from?

Evidence. Direct questions, interviews, and voluntary ranking; never inferred identity

Authored classification; illustrative, extensible options. No population estimates.

Self-described education, family, work, home, creative, or lifestyle goal

Rule. Record aspirations as statements, not predicted outcomes.

Ask. What future goal does this decision support?

Evidence. Direct questions, interviews, and voluntary ranking; never inferred identity

Authored classification; illustrative, extensible options. No population estimates.

Budget overrun · Privacy loss · Time burden · Poor fit · Reliability concerns · Maintenance burden · Other

Rule. Let people state their own limits.

Ask. What would rule out an option immediately?

Evidence. Direct questions, interviews, and voluntary ranking; never inferred identity

Authored classification; illustrative, extensible options. No population estimates.

Immediate · Same day · Several days · Weeks · Months · No deadline

Rule. Measure for the current decision; not a stable trait.

Ask. How much deliberation time is expected?

Evidence. Self-report plus permitted observation of decision tasks

Authored classification; illustrative, extensible options. No population estimates.

Minimal · A few checks · Several comparisons · Extensive research · Specialist assessment

Rule. Not an intelligence or sophistication ranking.

Ask. How much supporting detail is useful?

Evidence. Self-report plus permitted observation of decision tasks

Authored classification; illustrative, extensible options. No population estimates.

One strong option · Small shortlist · Broad choice · Full catalog · Guidance needed

Rule. Preference may change with category knowledge.

Ask. How many alternatives should be presented?

Evidence. Self-report plus permitted observation of decision tasks

Authored classification; illustrative, extensible options. No population estimates.

Criterion · Importance · Evidence needed · Deal-breaker status

Rule. Use explicit weights only when supplied or elicited; do not invent scores.

Ask. Which criteria matter most?

Evidence. Self-report plus permitted observation of decision tasks

Authored classification; illustrative, extensible options. No population estimates.

Specifications · Demonstration · Independent testing · Owner experience · Professional advice · Trial · Warranty

Rule. Different evidence can answer different questions.

Ask. What would make a claim credible?

Evidence. Self-report plus permitted observation of decision tasks

Authored classification; illustrative, extensible options. No population estimates.

Needs strong certainty · Accepts limited uncertainty · Comfortable experimenting · Varies by stakes

Rule. Context-specific self-report; no psychological diagnosis.

Ask. What uncertainty needs resolving?

Evidence. Self-report plus permitted observation of decision tasks

Authored classification; illustrative, extensible options. No population estimates.

Self-directed · Partner · Family · Friends · Peers · Specialist · Community

Rule. Record actual chosen advisors, not identity-based assumptions.

Ask. Whose input is wanted?

Evidence. Self-report plus permitted observation of decision tasks

Authored classification; illustrative, extensible options. No population estimates.

Budget filter · Must-have filter · Availability · Evidence quality · Trial results · Personal preference

Rule. Describe the method rather than prescribing a winner.

Ask. What removes an option from the shortlist?

Evidence. Self-report plus permitted observation of decision tasks

Authored classification; illustrative, extensible options. No population estimates.

Not important · Slightly important · Moderately important · Very important · Essential

Rule. May motivate trials, returns, or shorter commitments.

Ask. How important is the ability to change the decision?

Evidence. Self-report plus permitted observation of decision tasks

Authored classification; illustrative, extensible options. No population estimates.

Confident · Mostly confident · Unsure · Needs more information · Decision paused

Rule. Self-reported current state, not inferred emotion.

Ask. What information would increase confidence?

Evidence. Self-report plus permitted observation of decision tasks

Authored classification; illustrative, extensible options. No population estimates.

Domain · Topic · Subtopic · Local or niche label

Rule. Open hierarchy accommodates any interest, not just the examples in this library.

Ask. What exactly is the person interested in?

Evidence. Self-reported interests; consented activity evidence

Authored classification; illustrative, extensible options. No population estimates.

No interest · Curious · Casual interest · Active interest · Deep enthusiast · Professional involvement

Rule. Professional involvement and enthusiasm need not coincide.

Ask. How deeply does the person engage?

Evidence. Self-reported interests; consented activity evidence

Authored classification; illustrative, extensible options. No population estimates.

Reads or watches · Discusses · Practices · Creates · Competes · Collects · Teaches · Organizes

Rule. Watching an activity is not evidence of practicing it.

Ask. What does participation actually involve?

Evidence. Self-reported interests; consented activity evidence

Authored classification; illustrative, extensible options. No population estimates.

Current · Recently started · Seasonal · Long-standing · Dormant · Former interest

Rule. A historical interest may no longer be relevant.

Ask. Is this interest active now?

Evidence. Self-reported interests; consented activity evidence

Authored classification; illustrative, extensible options. No population estimates.

Daily · Weekly · Monthly · Seasonal · Occasional · Rare

Rule. Record the activity and period.

Ask. How often does engagement occur?

Evidence. Self-reported interests; consented activity evidence

Authored classification; illustrative, extensible options. No population estimates.

No spending · Occasional small spend · Regular budget · Major priority · Not measured

Rule. Amount bands require local context; do not infer income.

Ask. Is interest accompanied by spending?

Evidence. Self-reported interests; consented activity evidence

Authored classification; illustrative, extensible options. No population estimates.

Beginner · Developing · Experienced · Advanced · Specialist

Rule. Self-description or task evidence; separate from education and age.

Ask. What level of detail would be useful?

Evidence. Self-reported interests; consented activity evidence

Authored classification; illustrative, extensible options. No population estimates.

Named club · Informal group · Online community · Solo participation · No affiliation

Rule. Avoid collecting private group memberships without a valid purpose and permission.

Ask. Where does the person share the interest?

Evidence. Self-reported interests; consented activity evidence

Authored classification; illustrative, extensible options. No population estimates.

Enjoyment · Skill · Social connection · Achievement · Income · Identity expression · Contribution

Rule. Let the person select multiple motivations.

Ask. Why does this interest matter?

Evidence. Self-reported interests; consented activity evidence

Authored classification; illustrative, extensible options. No population estimates.

Association football · Cricket · Basketball · Volleyball · Rugby · Baseball · Hockey · Racquet sports · Athletics · Combat sports · Motorsport · Other

Rule. Distinguish watching, playing, coaching, and collecting.

Ask. Which sport and participation mode matter?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Walking · Running · Strength training · Cycling · Swimming · Yoga · Dance · Group classes · Adaptive movement

Rule. Interest does not establish fitness level or medical status.

Ask. Which activity does the person enjoy?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Hiking · Camping · Birdwatching · Gardening · Climbing · Water recreation · Conservation · Nature photography

Rule. Separate interest from equipment ownership and access.

Ask. What setting and equipment are relevant?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Local exploration · Culture · Food · Nature · Adventure · Relaxation · Heritage · Family trips · Long stays

Rule. Desired travel is not observed travel frequency.

Ask. What kind of trip is appealing?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Home cooking · Baking · Regional cuisines · Street food · Fine dining · Food science · Preservation · Gardening for food

Rule. Cuisine interest does not determine nationality or religion.

Ask. Which food topics or experiences are interesting?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Local genres · Classical · Folk · Popular music · Jazz · Electronic · Hip-hop · Rock · Devotional by choice · Other

Rule. Use an open genre vocabulary; do not infer beliefs from listening.

Ask. Does the person listen, perform, produce, or collect?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Drama · Comedy · Documentary · Animation · Regional cinema · Science fiction · Thriller · Reality · Other

Rule. Age suitability and local content preferences are separate.

Ask. Which genres and languages are preferred?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Fiction · Nonfiction · Poetry · Comics · Biography · History · Technical reading · Local literature

Rule. Reading preference does not imply education level.

Ask. Which subject, format, and depth are appealing?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Drawing · Painting · Sculpture · Digital art · Architecture · Graphic design · Interior design · Exhibitions

Rule. Distinguish making, studying, viewing, and buying art.

Ask. Is the person creating or appreciating?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Theater · Dance · Comedy · Traditional performance · Opera · Musical theater · Public speaking

Rule. Local traditions and self-described subgenres remain open.

Ask. Does the person attend or perform?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Phone photography · Portraits · Landscape · Documentary · Video creation · Editing · Equipment

Rule. Equipment interest alone is not a purchase signal.

Ask. What does the person want to capture or create?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Sewing · Knitting · Woodwork · Pottery · Jewelry making · Model making · Paper crafts · Repair

Rule. Skills and equipment access are separate dimensions.

Ask. What project is underway?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Everyday style · Streetwear · Formalwear · Modest style · Traditional dress · Vintage · Design · Accessories

Rule. Styles are not assigned by gender, religion, or income.

Ask. What aesthetic does the person choose?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Skincare · Haircare · Makeup · Fragrance · Grooming · Nail care · Personal-care routines

Rule. Interest is open to any identity; avoid appearance-based inference.

Ask. What routine or technique is being explored?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Decor · Organization · Renovation · Furniture · Lighting · Small-space living · Smart home · Gardening

Rule. Renting does not preclude interest in home design.

Ask. Which home project or style matters?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Consumer devices · Software · AI · Robotics · Electronics · Cybersecurity · Open source · Emerging technology

Rule. Do not equate interest with expertise or tool adoption.

Ask. What technology topic is being explored?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Space · Physics · Biology · Chemistry · Earth science · Mathematics · Environment · Citizen science

Rule. Include informal curiosity as well as professional study.

Ask. Which scientific question attracts interest?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Mobile · Console · PC · Tabletop · Puzzles · Strategy · Role-playing · Esports · Social gaming

Rule. Separate playing, watching, creating, and competitive participation.

Ask. What kind of gaming experience is preferred?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Cars · Motorcycles · Bicycles · Public transport · EVs · Restoration · Vehicle design · Accessible mobility

Rule. Enthusiasm does not establish ownership or purchase intent.

Ask. Is this an interest, practical need, or active purchase?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Starting a business · Operations · Marketing · Product building · Leadership · Freelancing · Local enterprise

Rule. Do not assume the person owns a business.

Ask. Which business challenge is being explored?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Budgeting · Saving · Economic literacy · Investing education · Retirement learning · Business finance · Consumer rights

Rule. Educational interest only; no financial recommendation or suitability inference.

Ask. What financial concept does the person want to understand?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Local history · Family history · Archaeology · Museums · Architecture · Oral traditions · Cultural preservation

Rule. Do not infer ancestry or identity from interest.

Ask. Which history or heritage topic is relevant?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Language study · Translation · Literature · Cultural exchange · Calligraphy · Local traditions · Sign languages

Rule. Separate curiosity, proficiency, and cultural identity.

Ask. Which language or cultural skill is being learned?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Ethics · Philosophy · Meditation · Meaning · Comparative belief study · Personal reflection

Rule. Voluntary topic interest; not a religious or psychological classification.

Ask. Which ideas does the person choose to explore?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Volunteering · Local services · Community projects · Accessibility · Public spaces · Mutual aid

Rule. Do not infer voting preferences or political affiliation.

Ask. What community activity interests the person?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Communication · Parenting education · Caregiving · Friendship · Family activities · Relationship skills

Rule. Interest is not evidence of marital status, pregnancy, or personal difficulty.

Ask. What topic does the person choose to learn about?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Pet care · Animal behavior · Wildlife · Conservation · Equestrian activities · Aquatic life · Working animals

Rule. Interest does not prove animal ownership.

Ask. Is the person caring for an animal or exploring a topic?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Home gardening · Farming · Livestock · Beekeeping · Aquaculture · Soil · Food systems · Rural enterprise

Rule. Distinguish livelihood activity, study, and recreation.

Ask. What growing or production activity matters?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Sleep routines · Relaxation · Everyday movement · Food literacy · Work-life balance · Supportive habits

Rule. Interest does not identify a condition; no diagnosis or treatment assumptions.

Ask. Which everyday routine is the person exploring?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Art · Books · Coins · Stamps · Watches · Memorabilia · Toys · Antiques · Digital collectibles · Other

Rule. Collecting is not evidence of wealth or investment suitability.

Ask. What is collected, and why?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Festivals · Concerts · Sports events · Workshops · Meetups · Community celebrations · Exhibitions

Rule. Participation may be occasional and budget-independent.

Ask. Which type of shared experience is appealing?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

Any niche topic · Local tradition · New activity · Cross-domain interest

Rule. Add domain, subtopic, and self-description instead of forcing a closest match.

Ask. What interest is missing from the current vocabulary?

Evidence. Voluntary selection; do not infer identity, beliefs, health, or buying intent

Authored classification; illustrative, extensible options. No population estimates.

At home · Outdoors · Local venues · Travel · Online · Mixed

Rule. Preference and practical access are separate.

Ask. Where does the person like to spend leisure time?

Evidence. Voluntary report; avoid fixed lifestyle stereotypes

Authored classification; illustrative, extensible options. No population estimates.

Solo · One-to-one · Small group · Large group · Varies

Rule. Not a clinical personality assessment.

Ask. What group size is comfortable for this activity?

Evidence. Voluntary report; avoid fixed lifestyle stereotypes

Authored classification; illustrative, extensible options. No population estimates.

Restful · Light activity · Moderate activity · Intense activity · Mixed

Rule. Activity preference is not a health or fitness diagnosis.

Ask. How active should the experience be?

Evidence. Voluntary report; avoid fixed lifestyle stereotypes

Authored classification; illustrative, extensible options. No population estimates.

Detailed plan · Loose plan · Spontaneous · Depends on occasion

Rule. Record per activity rather than as a permanent trait.

Ask. Does the person prefer advance planning?

Evidence. Voluntary report; avoid fixed lifestyle stereotypes

Authored classification; illustrative, extensible options. No population estimates.

Mostly home-centered · Balanced · Mostly outside home · Situation-dependent

Rule. May reflect constraints rather than preference.

Ask. Is staying home a choice or a requirement?

Evidence. Voluntary report; avoid fixed lifestyle stereotypes

Authored classification; illustrative, extensible options. No population estimates.

Clubs · Gyms · Libraries · Community groups · Professional networks · Subscription communities · None

Rule. Membership is not proof of frequent participation.

Ask. Which memberships are actually used?

Evidence. Voluntary report; avoid fixed lifestyle stereotypes

Authored classification; illustrative, extensible options. No population estimates.

Writing · Making · Performing · Designing · Cooking · Photography · Other · No stated activity

Rule. Creative expression can occur without paid hobbies.

Ask. How does the person express creativity?

Evidence. Voluntary report; avoid fixed lifestyle stereotypes

Authored classification; illustrative, extensible options. No population estimates.

Mostly private · Close circle · Community sharing · Public sharing · Varies

Rule. Do not publish private activity without permission.

Ask. Is sharing part of the experience?

Evidence. Voluntary report; avoid fixed lifestyle stereotypes

Authored classification; illustrative, extensible options. No population estimates.

More time · Less clutter · More activity · Greater connection · Simpler routines · Other

Rule. A stated aspiration, not a claim that change is needed.

Ask. What does the person want to change?

Evidence. Voluntary report; avoid fixed lifestyle stereotypes

Authored classification; illustrative, extensible options. No population estimates.

Omnivorous · Vegetarian · Vegan · Pescatarian · Flexitarian · Other self-description

Rule. Allow variation by day and setting; do not infer beliefs.

Ask. Which options should be included?

Evidence. Self-report of practical needs; no identity or health inference

Authored classification; illustrative, extensible options. No population estimates.

Named ingredients to avoid · No exclusions · Not stated

Rule. Treat safety-related exclusions carefully; do not infer a diagnosis.

Ask. What must be excluded?

Evidence. Self-report of practical needs; no identity or health inference

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Any named local or international cuisine · Mixed cuisines · Open to discovery

Rule. No globally exhaustive cuisine list; record self-described preferences.

Ask. Which cuisines are appealing?

Evidence. Self-report of practical needs; no identity or health inference

Authored classification; illustrative, extensible options. No population estimates.

Usually prepares · Shares preparation · Others prepare · Mostly buys prepared food · Varies

Rule. Do not assign by gender or household role.

Ask. Who prepares meals?

Evidence. Self-report of practical needs; no identity or health inference

Authored classification; illustrative, extensible options. No population estimates.

Skill · Equipment available · Time · Kitchen access

Rule. Capability differs from interest in cooking.

Ask. What can realistically be prepared?

Evidence. Self-report of practical needs; no identity or health inference

Authored classification; illustrative, extensible options. No population estimates.

Routine meal · Work meal · Family meal · Celebration · Social outing · Solo dining · Travel meal

Rule. The same person may choose different price tiers by occasion.

Ask. What is the meal occasion?

Evidence. Self-report of practical needs; no identity or health inference

Authored classification; illustrative, extensible options. No population estimates.

Cook from scratch · Meal components · Ready-to-eat · Delivery · Mixed

Rule. Preference may be constrained by time or facilities.

Ask. Which preparation effort is acceptable?

Evidence. Self-report of practical needs; no identity or health inference

Authored classification; illustrative, extensible options. No population estimates.

Mild · Spicy · Sweet · Sour · Bitter · Savory · Texture-specific · Other

Rule. Record actual preferences without cultural stereotypes.

Ask. Which tastes or textures are preferred?

Evidence. Self-report of practical needs; no identity or health inference

Authored classification; illustrative, extensible options. No population estimates.

Price · Freshness · Local origin · Seasonality · Convenience · Ingredient transparency · Other

Rule. Stated priorities are not observed spending unless measured.

Ask. What matters most when choosing food?

Evidence. Self-report of practical needs; no identity or health inference

Authored classification; illustrative, extensible options. No population estimates.

Accessible seating · Quiet setting · Child-friendly setup · Quick service · Group seating · Takeaway · None

Rule. Ask practical needs rather than inferring a family or disability persona.

Ask. What must the dining experience accommodate?

Evidence. Self-report of practical needs; no identity or health inference

Authored classification; illustrative, extensible options. No population estimates.

Walking · Cycling · Public transit · Private vehicle · Shared vehicle · Ride service · Assisted transport · Other

Rule. Access does not imply ownership or preference.

Ask. How does the person usually get around?

Evidence. Self-report; coarse route context only

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Own vehicle · Household-shared · Employer-provided · Rental or shared service · Borrowed · No access

Rule. Separate driver, passenger, payer, and owner.

Ask. Is reliable vehicle access available?

Evidence. Self-report; coarse route context only

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

No regular commute · Short local · Longer daily · Several sites · Overnight travel · Variable

Rule. Use actual distance or time when needed; labels are not geographic standards.

Ask. What travel task needs solving?

Evidence. Self-report; coarse route context only

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Distance · Unit · One-way or round-trip · Minutes · Days per week

Rule. Keep time, distance, and frequency separate.

Ask. What is the real travel load?

Evidence. Self-report; coarse route context only

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Work · Education · Caregiving · Shopping · Health services · Leisure · Family visit · Other

Rule. One trip can serve several purposes.

Ask. Why is the trip being made?

Evidence. Self-report; coarse route context only

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Solo · Partner · Friends · Children · Extended family · Colleagues · Assisted group

Rule. Record relevant practical needs without inferring relationships.

Ask. Who is traveling?

Evidence. Self-report; coarse route context only

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Never in period · Once · Several times yearly · Monthly · Weekly · More often

Rule. Specify local, domestic, or international travel and period.

Ask. How frequently must travel be supported?

Evidence. Self-report; coarse route context only

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Same day · Under 1 week · 1-4 weeks · 1-3 months · More than 3 months

Rule. Authored planning bands; occasion-dependent.

Ask. How far ahead does planning begin?

Evidence. Self-report; coarse route context only

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Family or friends · Budget lodging · Apartment · Hotel · Resort · Camping · Accessible accommodation · Other

Rule. Preference and available budget remain separate.

Ask. What type of stay fits the need?

Evidence. Self-report; coarse route context only

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Budget · Time · Documentation · Care responsibilities · Accessibility · Route availability · Other

Rule. Collect practical constraints, not detailed legal or medical status unless essential.

Ask. What could prevent the trip?

Evidence. Self-report; coarse route context only

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Cargo capacity · Seating · Child-seat fit · Accessibility · Range · Charging · Comfort · Reliability

Rule. Direct requirements generate relevant questions; demographics alone do not.

Ask. Which features are nonnegotiable?

Evidence. Self-report; coarse route context only

Consumption reference: COICOP 2018. Persona fields and bands are authored, not an official crosswalk. Source ↗

Larger text · High contrast · Screen reader · Magnification · Nonvisual alternatives · No stated need

Rule. Do not infer a diagnosis from an accommodation preference.

Ask. Which visual presentation options are needed?

Evidence. Self-stated accommodation needs; accessibility testing

Accessibility reference: W3C WAI. Options describe support needs, not diagnoses. Source ↗

Captions · Transcript · Sign-language support · Visual alerts · Volume control · No stated need

Rule. Support may also be situational, such as a noisy environment.

Ask. Must information be available without sound?

Evidence. Self-stated accommodation needs; accessibility testing

Accessibility reference: W3C WAI. Options describe support needs, not diagnoses. Source ↗

Keyboard access · Voice control · Switch access · Larger controls · Reduced precision · Alternative input

Rule. Record the desired interaction, not a medical label.

Ask. How should controls be operated?

Evidence. Self-stated accommodation needs; accessibility testing

Accessibility reference: W3C WAI. Options describe support needs, not diagnoses. Source ↗

Plain language · Short steps · Consistent layout · Memory aids · Extra time · Reduced distraction

Rule. Self-stated support only; not an intelligence score.

Ask. What would make the task easier to understand?

Evidence. Self-stated accommodation needs; accessibility testing

Accessibility reference: W3C WAI. Options describe support needs, not diagnoses. Source ↗

Text chat · Alternative communication · Interpreter · Asynchronous communication · Voice communication

Rule. Voice-only experiences may not meet the stated need.

Ask. Which communication methods should be supported?

Evidence. Self-stated accommodation needs; accessibility testing

Accessibility reference: W3C WAI. Options describe support needs, not diagnoses. Source ↗

Quiet · Reduced motion · Lower light · Low fragrance · Fewer visual distractions · Flexible environment

Rule. A preference does not establish neurotype or diagnosis.

Ask. What environment is comfortable?

Evidence. Self-stated accommodation needs; accessibility testing

Accessibility reference: W3C WAI. Options describe support needs, not diagnoses. Source ↗

Step-free access · Seating · Rest breaks · Accessible toilet · Delivery · Assisted service · No stated need

Rule. Record concrete facility or service requirements.

Ask. What must the physical service provide?

Evidence. Self-stated accommodation needs; accessibility testing

Accessibility reference: W3C WAI. Options describe support needs, not diagnoses. Source ↗

User-named device or software · Compatibility requirement · No stated requirement

Rule. Collect only the compatibility detail needed for testing.

Ask. Which assistive technology must work?

Evidence. Self-stated accommodation needs; accessibility testing

Accessibility reference: W3C WAI. Options describe support needs, not diagnoses. Source ↗

Injury-related support · Hands occupied · Bright light · Noisy setting · Fatigue · Low connectivity

Rule. Context may be temporary; avoid making it a permanent identity label.

Ask. What is making this task harder right now?

Evidence. Self-stated accommodation needs; accessibility testing

Accessibility reference: W3C WAI. Options describe support needs, not diagnoses. Source ↗

Voluntarily stated service constraint or accommodation · Not collected

Rule. No diagnoses or treatment recommendations are generated by this framework.

Ask. What practical support is needed?

Evidence. Self-stated accommodation needs; accessibility testing

Accessibility reference: W3C WAI. Options describe support needs, not diagnoses. Source ↗

Share only with service provider · Share with chosen support person · Do not retain · Other instruction

Rule. Do not disclose sensitive needs in public persona descriptions.

Ask. Who is allowed to see this information?

Evidence. Self-stated accommodation needs; accessibility testing

Accessibility reference: W3C WAI. Options describe support needs, not diagnoses. Source ↗

Relevant dimensions · Size system · Space constraints · Fit preferences

Rule. Measurements may be personal; collect only what is necessary.

Ask. What must fit the body, room, or equipment?

Evidence. Direct requirements; user-provided measurements where necessary

Authored classification; illustrative, extensible options. No population estimates.

Natural materials · Synthetic materials · Metal · Wood · Fabric · Specific materials · No preference

Rule. Material preference is not a medical or cultural identity.

Ask. Which materials are preferred or excluded?

Evidence. Direct requirements; user-provided measurements where necessary

Authored classification; illustrative, extensible options. No population estimates.

Minimal · Traditional · Contemporary · Colorful · Neutral · Ornate · Functional · Eclectic · Self-description

Rule. Style is open and not assigned from age, gender, or class.

Ask. What visual style does the person choose?

Evidence. Direct requirements; user-provided measurements where necessary

Authored classification; illustrative, extensible options. No population estimates.

Any named color or palette · No preference · Task-specific requirement

Rule. Ask directly; do not assign gendered colors.

Ask. Which colors are preferred?

Evidence. Direct requirements; user-provided measurements where necessary

Authored classification; illustrative, extensible options. No population estimates.

Texture · Sound · Smell · Weight · Temperature · Lighting · Tactile feedback

Rule. Differentiate preference from an explicit safety requirement.

Ask. Which sensory properties affect comfort?

Evidence. Direct requirements; user-provided measurements where necessary

Authored classification; illustrative, extensible options. No population estimates.

Long life · Easy repair · Washable · Weather resistance · Low maintenance · Replaceable parts

Rule. Requirements vary by use and environment.

Ask. What conditions must the product withstand?

Evidence. Direct requirements; user-provided measurements where necessary

Authored classification; illustrative, extensible options. No population estimates.

Pocket-sized · Portable · Foldable · Stackable · Fixed installation · Minimal storage

Rule. Use dimensions or task examples rather than vague suitability claims.

Ask. How will it be moved and stored?

Evidence. Direct requirements; user-provided measurements where necessary

Authored classification; illustrative, extensible options. No population estimates.

Existing device · Existing system · Household setup · Workplace standard · Other dependency

Rule. Record actual version or specification when needed.

Ask. What must it work with?

Evidence. Direct requirements; user-provided measurements where necessary

Authored classification; illustrative, extensible options. No population estimates.

Explicitly excluded materials, practices, or product characteristics

Rule. Record requirements, not inferred identity or political beliefs.

Ask. What is unacceptable in this product?

Evidence. Direct requirements; user-provided measurements where necessary

Authored classification; illustrative, extensible options. No population estimates.

No access · Occasional shared access · Mobile-only · Fixed-only · Both mobile and fixed · Other

Rule. Digital absence is a valid profile, not missing interest or low ability.

Ask. Can the service be used offline?

Evidence. Self-report and permitted device evidence; include offline populations

Digital-access context: ITU Facts and Figures 2024; no statistics imported. Source ↗

Feature phone · Smartphone · Tablet · Computer · Smart TV · Console · Shared device · No personal device

Rule. Access and ownership are distinct.

Ask. Which device can the person actually use?

Evidence. Self-report and permitted device evidence; include offline populations

Digital-access context: ITU Facts and Figures 2024; no statistics imported. Source ↗

Feature phone · Smartphone · Tablet · Computer · Other device · Assisted access

Rule. Task-specific; a person may use different devices for work and shopping.

Ask. Which device should the experience prioritize?

Evidence. Self-report and permitted device evidence; include offline populations

Digital-access context: ITU Facts and Figures 2024; no statistics imported. Source ↗

Private device · Shared household device · Shared public device · Employer-managed · Mixed

Rule. Sharing affects privacy and session continuity.

Ask. Is a private session possible?

Evidence. Self-report and permitted device evidence; include offline populations

Digital-access context: ITU Facts and Figures 2024; no statistics imported. Source ↗

Reliable · Intermittent · Frequently unavailable · Offline

Rule. Record actual experience instead of inferring from country or income.

Ask. Can progress survive a connection loss?

Evidence. Self-report and permitted device evidence; include offline populations

Digital-access context: ITU Facts and Figures 2024; no statistics imported. Source ↗

No meaningful cap · Limited allowance · Pay-per-use · Cost-constrained · Unknown

Rule. Do not assume low use means low interest.

Ask. Is a low-data experience needed?

Evidence. Self-report and permitted device evidence; include offline populations

Digital-access context: ITU Facts and Figures 2024; no statistics imported. Source ↗

Home · Workplace · School · Public facility · Mobile network · Community point · Other

Rule. Avoid precise location tracking.

Ask. Where is access normally available?

Evidence. Self-report and permitted device evidence; include offline populations

Digital-access context: ITU Facts and Figures 2024; no statistics imported. Source ↗

User-named operating system, browser, app, or version

Rule. Keep technical details current; do not infer personal identity from devices.

Ask. Are there compatibility constraints?

Evidence. Self-report and permitted device evidence; include offline populations

Digital-access context: ITU Facts and Figures 2024; no statistics imported. Source ↗

Keyboard · Printer · Camera · Microphone · Headphones · Scanner · Assistive equipment · None

Rule. Ask only for the task's requirements.

Ask. Can the person complete the required input or output?

Evidence. Self-report and permitted device evidence; include offline populations

Digital-access context: ITU Facts and Figures 2024; no statistics imported. Source ↗

Phone · SMS · Paper · In-person · Downloadable files · Local agent · None

Rule. The framework must support people outside digital channels.

Ask. What is the fallback channel?

Evidence. Self-report and permitted device evidence; include offline populations

Digital-access context: ITU Facts and Figures 2024; no statistics imported. Source ↗

Needs assistance · Can do basic tasks · Comfortable with common tasks · Advanced user · Task-dependent

Rule. Self-report or observation, never inferred from age or schooling.

Ask. Which steps need guidance?

Evidence. Self-report; consented usability observation

Authored classification; illustrative, extensible options. No population estimates.

No account preferred · Account acceptable · App acceptable · Browser only · Assisted setup

Rule. Record preference separately from technical capability.

Ask. Is installation or registration a barrier?

Evidence. Self-report; consented usability observation

Authored classification; illustrative, extensible options. No population estimates.

Manual control · Suggestions only · Automate with approval · Automate selected tasks · Task-dependent

Rule. Do not infer willingness to delegate from device use.

Ask. What can be automated?

Evidence. Self-report; consented usability observation

Authored classification; illustrative, extensible options. No population estimates.

None · User-configured · Session-only · Saved preferences · Broader personalization with permission

Rule. Respect stated boundaries and do not treat silence as permission.

Ask. Which preferences may be remembered?

Evidence. Self-report; consented usability observation

Authored classification; illustrative, extensible options. No population estimates.

Minimal data · Anonymous browsing · No tracking · Limited retention · Private channels · User-managed controls

Rule. A preference is not a complete record of legal consent.

Ask. What information should not be collected?

Evidence. Self-report; consented usability observation

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Plain explanations · Account recovery help · Fraud-awareness support · Shared-device privacy · Accessible authentication

Rule. Do not identify people as easy fraud targets.

Ask. What would make secure access easier?

Evidence. Self-report; consented usability observation

Authored classification; illustrative, extensible options. No population estimates.

None · Email · SMS · App notification · Messaging · Scheduled summary

Rule. Separate channel preference, timing, and permission.

Ask. How should updates be delivered?

Evidence. Self-report; consented usability observation

Authored classification; illustrative, extensible options. No population estimates.

Keep familiar tools · Change when necessary · Adopt after evidence · Experiment willingly · Context-dependent

Rule. Self-reported choice, not a fixed adopter type.

Ask. What would justify switching tools?

Evidence. Self-report; consented usability observation

Authored classification; illustrative, extensible options. No population estimates.

Facebook · Instagram · YouTube · TikTok · Snapchat · X · Reddit · Pinterest · LinkedIn · Threads · Bluesky · Any other service

Rule. Illustrative names, not a complete platform inventory or global reach ranking.

Ask. Which platforms does this person actually use?

Evidence. Voluntary platform report or consented records; no private-message scraping

Illustrative platform names, not popularity or country-availability claims. Open vocabulary; validate locally. Source ↗

WhatsApp · Telegram · Signal · LINE · KakaoTalk · WeChat · Zalo · Viber · SMS · Other

Rule. Record actual use; geography or ethnicity does not establish platform preference.

Ask. Which messaging service is chosen?

Evidence. Voluntary platform report or consented records; no private-message scraping

Named examples only; no regional adoption assumptions. Source ↗

Any local service · ShareChat · Zalo · Bilibili · Other self-named platform

Rule. Open list; verify names and availability in the relevant market.

Ask. Which locally important platform is missing?

Evidence. Voluntary platform report or consented records; no private-message scraping

Named examples only; allow any local service. Source ↗

Discussion forum · Private group · Creator community · Professional network · Gaming community · Local neighborhood group · Other

Rule. Membership does not establish trust or buying influence.

Ask. Which community format is useful?

Evidence. Voluntary platform report or consented records; no private-message scraping

Illustrative platform names, not popularity or country-availability claims. Open vocabulary; validate locally. Source ↗

Platform · Never · Less than monthly · Monthly · Weekly · Daily · Multiple times daily

Rule. Record period; do not mix ever-use with daily use.

Ask. How often is each platform used?

Evidence. Voluntary platform report or consented records; no private-message scraping

Measurement example only: Pew, US adults, 2025. Not global prevalence or buying influence. Source ↗

Platform · Minutes per day or week · Self-report or device measure

Rule. Usage time is not purchase influence; document measurement method.

Ask. Where is attention actually spent?

Evidence. Voluntary platform report or consented records; no private-message scraping

Authored classification; illustrative, extensible options. No population estimates.

Keep in touch · Entertainment · Learning · News · Work · Discovery · Product research · Shopping · Support

Rule. The same platform can serve different purposes.

Ask. What job does each platform perform?

Evidence. Voluntary platform report or consented records; no private-message scraping

Illustrative platform names, not popularity or country-availability claims. Open vocabulary; validate locally. Source ↗

Reader or viewer · Commenter · Contributor · Creator · Moderator · Seller · Organizer

Rule. Reading without posting is still participation.

Ask. How does the person participate?

Evidence. Voluntary platform report or consented records; no private-message scraping

Illustrative platform names, not popularity or country-availability claims. Open vocabulary; validate locally. Source ↗

Platform · Discover · Explore · Compare · Decide · Use · Reported influence · Evidence

Rule. A hypothesis is not observed influence; validate the stated pathway.

Ask. Did this platform affect this specific decision?

Evidence. Voluntary platform report or consented records; no private-message scraping

Authored classification; illustrative, extensible options. No population estimates.

No creators followed · Entertainment creators · Subject experts · Local creators · Product reviewers · Peers

Rule. Following does not imply trust or agreement.

Ask. Whose content is chosen, and for what purpose?

Evidence. Voluntary platform report or consented records; no private-message scraping

Illustrative platform names, not popularity or country-availability claims. Open vocabulary; validate locally. Source ↗

No sharing · Private messages · Small groups · Public posting · Varies by topic

Rule. Do not expose private activity or infer hidden beliefs.

Ask. Where would the person share a question?

Evidence. Voluntary platform report or consented records; no private-message scraping

Illustrative platform names, not popularity or country-availability claims. Open vocabulary; validate locally. Source ↗

No shopping activity · Discovers products · Researches products · Contacts sellers · Purchases · Sells

Rule. Distinguish each activity and platform; use does not prove transaction completion.

Ask. Does the journey move from content to purchase?

Evidence. Voluntary platform report or consented records; no private-message scraping

Illustrative platform names, not popularity or country-availability claims. Open vocabulary; validate locally. Source ↗

Owner groups · Hobby groups · Family chats · Professional peers · Local communities · None

Rule. Only use voluntarily shared, relevant community context.

Ask. Which group helps answer practical questions?

Evidence. Voluntary platform report or consented records; no private-message scraping

Illustrative platform names, not popularity or country-availability claims. Open vocabulary; validate locally. Source ↗

No account · No device access · Language barrier · Accessibility barrier · Connectivity · Personal avoidance · Other

Rule. Do not assume missing platform data equals no interest.

Ask. Is the selected channel actually accessible?

Evidence. Voluntary platform report or consented records; no private-message scraping

Illustrative platform names, not popularity or country-availability claims. Open vocabulary; validate locally. Source ↗

Television · Radio · Print · Websites · Email · Podcasts · Streaming · Social platforms · Messaging · In-person sources

Rule. Include offline media and shared-device access.

Ask. Where does the person get information?

Evidence. Media diary, self-report, or permissioned analytics

Authored classification; illustrative, extensible options. No population estimates.

Short text · Long article · Images · Short video · Long video · Audio · Live session · Interactive tool · Download

Rule. A format preference can differ by topic.

Ask. What format fits the task?

Evidence. Media diary, self-report, or permissioned analytics

Authored classification; illustrative, extensible options. No population estimates.

Headline or summary · Practical overview · Step-by-step · Detailed analysis · Technical reference

Rule. Do not derive from education or age.

Ask. How much detail is useful?

Evidence. Media diary, self-report, or permissioned analytics

Authored classification; illustrative, extensible options. No population estimates.

Channel · Language · Script · Translation preference

Rule. Search, entertainment, and support languages may differ.

Ask. Which language belongs in each channel?

Evidence. Media diary, self-report, or permissioned analytics

Authored classification; illustrative, extensible options. No population estimates.

Search · Feed · Recommendation · Subscription · Word of mouth · Browse · Offline event · Direct visit

Rule. Document observed mechanism versus assumed discovery.

Ask. How did the person find this?

Evidence. Media diary, self-report, or permissioned analytics

Authored classification; illustrative, extensible options. No population estimates.

Focused reading · Background audio · Shared viewing · Quick scanning · Saving for later · Live participation

Rule. Low dwell time alone does not establish low interest.

Ask. How is content used?

Evidence. Media diary, self-report, or permissioned analytics

Authored classification; illustrative, extensible options. No population estimates.

Live · On-demand · Both · Topic-dependent

Rule. Consider timezone and availability separately.

Ask. Must the content be usable later?

Evidence. Media diary, self-report, or permissioned analytics

Authored classification; illustrative, extensible options. No population estimates.

Free only · Ad-supported · Paid for selected value · Regular paid subscriptions · Undecided

Rule. Ability to pay and willingness to pay are separate.

Ask. What value would justify paying?

Evidence. Media diary, self-report, or permissioned analytics

Authored classification; illustrative, extensible options. No population estimates.

Avoids ads · Accepts limited ads · Accepts relevant ads · No strong preference

Rule. Preference is not legal consent to tracking.

Ask. What promotion level is acceptable?

Evidence. Media diary, self-report, or permissioned analytics

Authored classification; illustrative, extensible options. No population estimates.

Source identity · Date · Evidence · Multiple sources · Author expertise · Disclosure · None stated

Rule. Self-report may differ from observed verification.

Ask. What makes the information trustworthy?

Evidence. Media diary, self-report, or permissioned analytics

Authored classification; illustrative, extensible options. No population estimates.

Reads only · Saves · Shares · Comments · Asks questions · Contacts provider · Purchases

Rule. Do not treat engagement as a purchase by default.

Ask. What action follows useful content?

Evidence. Media diary, self-report, or permissioned analytics

Authored classification; illustrative, extensible options. No population estimates.

Mainly entertainment · Mainly practical use · Balanced · Depends on channel

Rule. Record actual purpose rather than assigning a lifestyle stereotype.

Ask. Is the audience seeking enjoyment or a solution?

Evidence. Media diary, self-report, or permissioned analytics

Authored classification; illustrative, extensible options. No population estimates.

General search · Marketplace · Social search · Video search · Map or local search · AI assistant · Specialist site · Offline advisor

Rule. No channel is assumed from demographics.

Ask. Where does this task start?

Evidence. Explicit report or permitted logs; illustrative fan-out is not engine telemetry

Authored classification; illustrative, extensible options. No population estimates.

Typed keywords · Full sentence · Voice · Image · Screenshot · Assisted entry · Other

Rule. Access mode and search intent are separate.

Ask. How will the person express the need?

Evidence. Explicit report or permitted logs; illustrative fan-out is not engine telemetry

Authored classification; illustrative, extensible options. No population estimates.

Broad need · Category named · Requirements stated · Shortlist named · Exact item · Troubleshooting detail

Rule. Classify the visible query, not hidden intent.

Ask. What detail is missing from the question?

Evidence. Explicit report or permitted logs; illustrative fan-out is not engine telemetry

Authored classification; illustrative, extensible options. No population estimates.

Learn · Find a place · Compare · Check eligibility · Buy · Book · Use · Repair · Cancel · Other

Rule. Intents may coexist and change within one session.

Ask. What outcome does the query seek?

Evidence. Explicit report or permitted logs; illustrative fan-out is not engine telemetry

Authored classification; illustrative, extensible options. No population estimates.

Definitions · Fit · Options · Cost · Availability · Credibility · Process · Aftercare · Other

Rule. Record the missing answer that would move the task forward.

Ask. What does the person still need to know?

Evidence. Explicit report or permitted logs; illustrative fan-out is not engine telemetry

Authored classification; illustrative, extensible options. No population estimates.

Adds budget · Adds use case · Adds location · Adds constraints · Changes channel · Asks a person · Stops

Rule. Observe or ask; do not claim these are actual engine-generated subqueries.

Ask. Which clarification is likely to be useful to test?

Evidence. Explicit report or permitted logs; illustrative fan-out is not engine telemetry

Authored classification; illustrative, extensible options. No population estimates.

Never used · Tried · Occasional use · Regular use · Main starting point · Avoids AI

Rule. Usage is task-specific and does not establish trust.

Ask. Is AI part of this workflow?

Evidence. Explicit report or permitted logs; illustrative fan-out is not engine telemetry

Authored classification; illustrative, extensible options. No population estimates.

Explanation · Brainstorming · Comparison · Drafting · Planning · Data analysis · Coding · Action assistance · Other

Rule. Record actual uses; no product capability claims are implied.

Ask. Which task is delegated to AI?

Evidence. Explicit report or permitted logs; illustrative fan-out is not engine telemetry

Authored classification; illustrative, extensible options. No population estimates.

Always checks · Checks important claims · Sometimes checks · Rarely checks · Not applicable

Rule. Self-report or observed task behavior; not a truthfulness score.

Ask. What evidence should accompany an answer?

Evidence. Explicit report or permitted logs; illustrative fan-out is not engine telemetry

Authored classification; illustrative, extensible options. No population estimates.

Information only · Draft for review · Recommend options · Prepare action for approval · Limited authorized execution

Rule. Explicit authorization is separate from general tool use.

Ask. What may the assistant do without further approval?

Evidence. Explicit report or permitted logs; illustrative fan-out is not engine telemetry

Authored classification; illustrative, extensible options. No population estimates.

One language · Searches multiple languages · Reads translation · Uses transliteration · Asks for simplified language

Rule. A language change does not change identity or knowledge automatically.

Ask. Would another language improve the search?

Evidence. Explicit report or permitted logs; illustrative fan-out is not engine telemetry

Authored classification; illustrative, extensible options. No population estimates.

Direct answer · Shortlist · Comparison table · Checklist · Demonstration · Source-backed explanation · Human consultation

Rule. Match the stated task rather than assuming one answer format for all personas.

Ask. What would a usable answer look like?

Evidence. Explicit report or permitted logs; illustrative fan-out is not engine telemetry

Authored classification; illustrative, extensible options. No population estimates.

Physical store · Brand website · Marketplace · App · Social seller · Phone · Local agent · Informal market

Rule. Preference differs from available channels and completed purchases.

Ask. Where would the person prefer to buy?

Evidence. Stated preferences or consented purchase evidence

Authored classification; illustrative, extensible options. No population estimates.

Online research/online purchase · Online research/store purchase · Store research/online purchase · Offline only · Mixed

Rule. Treat as an observed or stated path, not a universal segment.

Ask. Where does the journey move between channels?

Evidence. Stated preferences or consented purchase evidence

Authored classification; illustrative, extensible options. No population estimates.

Local independent · Large retailer · Direct brand · Marketplace seller · Specialist · Community seller · No preference

Rule. Seller type does not guarantee trustworthiness or quality.

Ask. What kind of seller is preferred?

Evidence. Stated preferences or consented purchase evidence

Authored classification; illustrative, extensible options. No population estimates.

New · Used · Refurbished · Open-box · Repaired · Rental · No preference

Rule. Condition preference is not income class.

Ask. Which conditions are acceptable?

Evidence. Stated preferences or consented purchase evidence

Authored classification; illustrative, extensible options. No population estimates.

Own · Rent · Lease · Subscribe · Share · Borrow · Access without ownership

Rule. State the product category and commitment period.

Ask. Is ownership necessary?

Evidence. Stated preferences or consented purchase evidence

Authored classification; illustrative, extensible options. No population estimates.

Rarely considers promotions · Compares offers · Waits for offers · Uses offers selectively · Unknown

Rule. Do not infer financial hardship or target distress.

Ask. Does timing depend on an offer?

Evidence. Stated preferences or consented purchase evidence

Authored classification; illustrative, extensible options. No population estimates.

Rarely compares · Checks a few sellers · Compares extensively · Uses an advisor · Category-dependent

Rule. No claim that more comparison guarantees a better decision.

Ask. What comparison support is needed?

Evidence. Stated preferences or consented purchase evidence

Authored classification; illustrative, extensible options. No population estimates.

No trial needed · In-person inspection · Sample · Demonstration · Trial period · Independent inspection

Rule. Requirements depend on product risk and reversibility.

Ask. What must be tested before commitment?

Evidence. Stated preferences or consented purchase evidence

Authored classification; illustrative, extensible options. No population estimates.

Targeted purchase · Browsing · Stock-up · Emergency replacement · Occasion shopping · Mixed

Rule. Shopping mode can change from one occasion to the next.

Ask. What is the purpose of this shopping session?

Evidence. Stated preferences or consented purchase evidence

Authored classification; illustrative, extensible options. No population estimates.

Prefers current brand · Open with evidence · Actively exploring alternatives · No brand preference

Rule. Do not infer loyalty from one prior transaction.

Ask. What would justify trying an alternative?

Evidence. Stated preferences or consented purchase evidence

Authored classification; illustrative, extensible options. No population estimates.

Individual · Household · Group purchase · Employer procurement · Gift recipient involved · Other

Rule. Distinguish decision-maker, payer, and user.

Ask. Who needs to agree?

Evidence. Stated preferences or consented purchase evidence

Authored classification; illustrative, extensible options. No population estimates.

Domestic only · Occasionally cross-border · Frequently cross-border · Willing but inexperienced · Avoids

Rule. State shipping and payment context; no legal or tax conclusions are generated.

Ask. What cross-border uncertainty needs clarification?

Evidence. Stated preferences or consented purchase evidence

Authored classification; illustrative, extensible options. No population estimates.

Independent tests · Owner experience · Personal contacts · Credentials · Official documentation · Demonstration · Other

Rule. Trust is self-reported and does not prove factual reliability.

Ask. Which source would help answer this concern?

Evidence. Direct questions; verified first-party experience

Authored classification; illustrative, extensible options. No population estimates.

First encounter · Recognized name · Previously considered · Previous customer · Ongoing relationship

Rule. Awareness is not satisfaction or purchase intention.

Ask. What does the person already know about the seller?

Evidence. Direct questions; verified first-party experience

Authored classification; illustrative, extensible options. No population estimates.

Financial loss · Poor fit · Low quality · Safety · Privacy · Non-delivery · Difficult support · Lock-in

Rule. Concerns must be stated, not inferred from demographics.

Ask. Which concern must be addressed with evidence?

Evidence. Direct questions; verified first-party experience

Authored classification; illustrative, extensible options. No population estimates.

Recent reviews · Detailed owner accounts · Similar use cases · Verified transactions · Critical reviews · Specialist reviews

Rule. Review format preferences are not a guarantee against manipulation.

Ask. What review details are useful?

Evidence. Direct questions; verified first-party experience

Authored classification; illustrative, extensible options. No population estimates.

Full price · Product specifications · Seller identity · Sourcing · Terms · Limitations · Ongoing costs

Rule. Prioritize facts relevant to the stated task.

Ask. What must be disclosed clearly?

Evidence. Direct questions; verified first-party experience

Authored classification; illustrative, extensible options. No population estimates.

Warranty · Returns · Trial · Inspection · Support commitment · Documentation · None stated

Rule. Assurance terms require current provider verification in real use.

Ask. What assurance would reduce uncertainty?

Evidence. Direct questions; verified first-party experience

Authored classification; illustrative, extensible options. No population estimates.

Contact details only · Necessary delivery details · No marketing use · No saved payment · Other restriction

Rule. Preference must not be treated as a substitute for lawful permission.

Ask. Which data is the person willing to provide?

Evidence. Direct questions; verified first-party experience

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

No reported issue · Product failure · Service issue · Unexpected fees · Privacy concern · Delivery failure · Other

Rule. Record voluntary experience without creating a permanent vulnerability profile.

Ask. What happened previously that should not recur?

Evidence. Direct questions; verified first-party experience

Authored classification; illustrative, extensible options. No population estimates.

No current need · Need recognized · Discover · Explore · Compare · Decide · Purchase or book · Onboard · Use · Renew · Exit

Rule. Stages can loop, overlap, or be skipped. This is an authored planning model.

Ask. What decision is the person trying to make now?

Evidence. Explicit current intent; observed events where permissioned

Authored classification; illustrative, extensible options. No population estimates.

No recognized problem · Recognizes symptoms · Can define problem · Has a clear requirement

Rule. Classify stated awareness, not a hidden need invented by the seller.

Ask. Can the person explain the problem?

Evidence. Explicit current intent; observed events where permissioned

Authored classification; illustrative, extensible options. No population estimates.

No solution known · Category aware · Several approaches known · Preferred approach · Exact solution chosen

Rule. Awareness and commitment are separate.

Ask. Which approaches are already understood?

Evidence. Explicit current intent; observed events where permissioned

Authored classification; illustrative, extensible options. No population estimates.

Not considering · Curious · Actively exploring · Shortlisting · Ready to act · Paused

Rule. Interest alone is not purchase intent.

Ask. Is this active research or general curiosity?

Evidence. Explicit current intent; observed events where permissioned

Authored classification; illustrative, extensible options. No population estimates.

Today · Within 1 week · Within 1 month · Within 3 months · Within 12 months · Later · No planned purchase

Rule. Use an explicit reference date; these are authored bands.

Ask. When is action expected?

Evidence. Explicit current intent; observed events where permissioned

Authored classification; illustrative, extensible options. No population estimates.

Requirements defined · Budget set · Options found · Comparison done · Approval pending · Trial pending · Ready

Rule. Tasks need not occur in a fixed order.

Ask. What remains unfinished?

Evidence. Explicit current intent; observed events where permissioned

Authored classification; illustrative, extensible options. No population estimates.

No shortlist · Broad list · Few alternatives · One preferred option · Reopened search

Rule. A preferred option is not a completed purchase.

Ask. Which alternatives are still being considered?

Evidence. Explicit current intent; observed events where permissioned

Authored classification; illustrative, extensible options. No population estimates.

Price · Fit · Features · Quality · Reliability · Service · Convenience · Compatibility · Ongoing cost · Other

Rule. Record only criteria actually stated or observed.

Ask. What should the comparison answer?

Evidence. Explicit current intent; observed events where permissioned

Authored classification; illustrative, extensible options. No population estimates.

First purchase · Replacement · Upgrade · Gift · Life event · Replenishment · Emergency · Work need

Rule. The same person can occupy several different purchase personas.

Ask. Why is this purchase happening?

Evidence. Explicit current intent; observed events where permissioned

Authored classification; illustrative, extensible options. No population estimates.

End user · Researcher · Recommender · Decision-maker · Payer · Purchaser · Gatekeeper · Supporter

Rule. Roles belong to a decision, not permanently to an identity.

Ask. Who is asking, paying, and using?

Evidence. Explicit current intent; observed events where permissioned

Authored classification; illustrative, extensible options. No population estimates.

Definition · How-to · Requirements · Shortlist · Comparison · Price · Availability · Process · Troubleshooting

Rule. Link a persona dimension to a useful question, not to invented search volume.

Ask. Which question type would help next?

Evidence. Explicit current intent; observed events where permissioned

Authored classification; illustrative, extensible options. No population estimates.

Chosen option · Completed task · No purchase needed · Information gained · Problem resolved · Other

Rule. Success does not always mean conversion.

Ask. What would make this journey complete for the person?

Evidence. Explicit current intent; observed events where permissioned

Authored classification; illustrative, extensible options. No population estimates.

Failure · New need · Life transition · New responsibility · New availability · Recommendation · Routine replacement · Other

Rule. Record the event explicitly; do not infer private life events from browsing.

Ask. What started the search?

Evidence. User-stated needs and obstacles; no inferred vulnerability

Authored classification; illustrative, extensible options. No population estimates.

Budget · Time · Unclear options · Availability · Trust · Accessibility · Approval · Compatibility · Other

Rule. A barrier is a design problem, not a persuasion opportunity.

Ask. What prevents progress?

Evidence. User-stated needs and obstacles; no inferred vulnerability

Authored classification; illustrative, extensible options. No population estimates.

Essential task blocked · Deadline · Replacement · Convenience · Opportunity · No urgency

Rule. Do not fabricate scarcity or fear.

Ask. Why does timing matter?

Evidence. User-stated needs and obstacles; no inferred vulnerability

Authored classification; illustrative, extensible options. No population estimates.

Constraint · Hard limit or preference · Stated threshold · Evidence

Rule. Hard limits and preferences must not be mixed.

Ask. What cannot be compromised?

Evidence. User-stated needs and obstacles; no inferred vulnerability

Authored classification; illustrative, extensible options. No population estimates.

Terminology · Unknown requirements · Too many choices · Unclear terms · Missing comparison · No knowledge barrier

Rule. Avoid equating uncertainty with low intelligence.

Ask. Which explanation would remove confusion?

Evidence. User-stated needs and obstacles; no inferred vulnerability

Authored classification; illustrative, extensible options. No population estimates.

Location · Transport · Connectivity · Language · Payment · Physical access · Service hours · Other

Rule. Identify a workable alternative rather than excluding the person.

Ask. What access route would work?

Evidence. User-stated needs and obstacles; no inferred vulnerability

Authored classification; illustrative, extensible options. No population estimates.

Documentation · Approval · Account setup · Eligibility clarification · Booking process · Other

Rule. Collect only necessary details; no legal eligibility conclusions from persona labels.

Ask. Which administrative step is blocking progress?

Evidence. User-stated needs and obstacles; no inferred vulnerability

Authored classification; illustrative, extensible options. No population estimates.

Uncertainty · Frustration · Disappointment · Concern about regret · No stated concern · Other

Rule. Do not infer psychological state or exploit distress.

Ask. What reassurance or information is requested?

Evidence. User-stated needs and obstacles; no inferred vulnerability

Authored classification; illustrative, extensible options. No population estimates.

Repair · Borrow · Share · Delay · Change routine · Use existing product · No action

Rule. Include nonpurchase options in a user-centered journey.

Ask. Is a purchase actually necessary?

Evidence. User-stated needs and obstacles; no inferred vulnerability

Authored classification; illustrative, extensible options. No population estimates.

Cash · Debit · Credit card · Bank transfer · Mobile money · Digital wallet · Cash on delivery · Local method · Other

Rule. Access is not preference; availability differs by market and provider.

Ask. Which methods can the person actually use?

Evidence. Voluntary preferences; no account, card, or identity-document numbers

Authored classification; illustrative, extensible options. No population estimates.

Cash · Card · Transfer · Mobile money · Wallet · Invoice · Other

Rule. Ask directly; do not derive from nationality or income.

Ask. How would the person prefer to pay?

Evidence. Voluntary preferences; no account, card, or identity-document numbers

Authored classification; illustrative, extensible options. No population estimates.

Bank account · Nonbank payment account · Mobile-money access · Shared financial access · No formal account

Rule. Voluntary practical context, not a creditworthiness score.

Ask. Is an account-free route needed?

Evidence. Voluntary preferences; no account, card, or identity-document numbers

Authored classification; illustrative, extensible options. No population estimates.

Prepaid · Pay as used · Postpaid · Either · Task-dependent

Rule. Preference does not determine approval or legal eligibility.

Ask. Which payment cycle is appropriate?

Evidence. Voluntary preferences; no account, card, or identity-document numbers

Authored classification; illustrative, extensible options. No population estimates.

Not interested · Considering · Already arranged · Needs information · Not applicable

Rule. Do not recommend credit or infer affordability.

Ask. Are repayment terms an unanswered question?

Evidence. Voluntary preferences; no account, card, or identity-document numbers

Authored classification; illustrative, extensible options. No population estimates.

None · Plain instructions · Language help · Accessible flow · Trusted-person help · In-person completion

Rule. Do not collect the helper's identity unless necessary.

Ask. What support is needed to complete the transaction?

Evidence. Voluntary preferences; no account, card, or identity-document numbers

Authored classification; illustrative, extensible options. No population estimates.

Local currency · Multiple currencies · Transparent conversion · Cross-border payment · No cross-border need

Rule. Actual exchange rates and fees need transaction-time verification.

Ask. Which currency and total charges should be clear?

Evidence. Voluntary preferences; no account, card, or identity-document numbers

Authored classification; illustrative, extensible options. No population estimates.

Paper receipt · Digital receipt · Business invoice · Tax details · Expense reimbursement · No preference

Rule. Record local requirements without making tax conclusions.

Ask. What proof of purchase is needed?

Evidence. Voluntary preferences; no account, card, or identity-document numbers

Authored classification; illustrative, extensible options. No population estimates.

Never save · Save with permission · One-time token only · Provider-specific · Undecided

Rule. Do not equate saved-card preference with blanket tracking permission.

Ask. Should payment details persist?

Evidence. Voluntary preferences; no account, card, or identity-document numbers

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Home delivery · Pickup · Store visit · Local agent · Digital access · On-site service · Remote service

Rule. Physical address is unnecessary in a persona definition.

Ask. How will the person receive the product or service?

Evidence. Explicit logistical and support requirements

Authored classification; illustrative, extensible options. No population estimates.

Fixed window needed · Day-specific · Flexible within a week · Flexible longer · Immediate digital access

Rule. Task-specific; do not promise availability.

Ask. What timing can the person accommodate?

Evidence. Explicit logistical and support requirements

Authored classification; illustrative, extensible options. No population estimates.

Self-setup · Guided setup · Professional installation · Migration help · Accessibility setup · None

Rule. Skill and willingness to self-install are separate.

Ask. What is required to start using it?

Evidence. Explicit logistical and support requirements

Authored classification; illustrative, extensible options. No population estimates.

Phone · Email · Chat · Messaging · Video · In-person · Community · Self-service

Rule. Separate preference from actual provider availability.

Ask. Which support channel works?

Evidence. Explicit logistical and support requirements

Authored classification; illustrative, extensible options. No population estimates.

Any preferred language · Interpreter · Sign language · Plain-language support

Rule. Do not assume support language from residence.

Ask. In which language should support be provided?

Evidence. Explicit logistical and support requirements

Authored classification; illustrative, extensible options. No population estimates.

Business hours · Evenings · Weekends · Shift-compatible · Around-the-clock · Asynchronous

Rule. Requirements are inputs, not guarantees of service.

Ask. When must help be accessible?

Evidence. Explicit logistical and support requirements

Authored classification; illustrative, extensible options. No population estimates.

Self · Household member · Employer · Paid specialist · Managed provider · Shared

Rule. Responsibility does not imply expertise.

Ask. Who will maintain the product?

Evidence. Explicit logistical and support requirements

Authored classification; illustrative, extensible options. No population estimates.

Home · Workplace · School · Outdoors · Shared space · Mobile · High-wear environment · Other

Rule. Use case directly informs specifications and questions.

Ask. Where and under what conditions will it be used?

Evidence. Explicit logistical and support requirements

Authored classification; illustrative, extensible options. No population estimates.

Store return · Mail return · Collection needed · Digital cancellation · Transfer · Disposal · Other

Rule. Actual terms require current verification.

Ask. How would the person undo or end the purchase?

Evidence. Explicit logistical and support requirements

Authored classification; illustrative, extensible options. No population estimates.

Backup access · Offline access · Replacement unit · Transferability · Data export · Portable plan · No stated need

Rule. Capture continuity requirements rather than inferred risk.

Ask. What happens if the service is interrupted?

Evidence. Explicit logistical and support requirements

Authored classification; illustrative, extensible options. No population estimates.

Unaware · Aware · Prospect · Trial user · New customer · Active customer · Lapsed customer · Former customer

Rule. Define event and timing rules locally; not demographic persona categories.

Ask. What relationship already exists?

Evidence. First-party events and explicit feedback

Authored classification; illustrative, extensible options. No population estimates.

Never used · Under 1 month · 1-6 months · 7-12 months · 1-3 years · More than 3 years

Rule. Framework bands; category experience is distinct from provider tenure.

Ask. Is this a first-time user?

Evidence. First-party events and explicit feedback

Authored classification; illustrative, extensible options. No population estimates.

Not started · Rare · Monthly · Weekly · Daily · Multiple times daily

Rule. Specify product and period.

Ask. Is the product being used as intended?

Evidence. First-party events and explicit feedback

Authored classification; illustrative, extensible options. No population estimates.

Very dissatisfied · Dissatisfied · Neither · Satisfied · Very satisfied

Rule. Direct feedback only; not inferred from silence or repeat purchase alone.

Ask. What is or is not working?

Evidence. First-party events and explicit feedback

Authored classification; illustrative, extensible options. No population estimates.

Not yet realized · Partly realized · Meets expectations · Exceeds expectations · Not assessed

Rule. Capture the person's stated outcome, not only seller-defined success.

Ask. Has the original need been met?

Evidence. First-party events and explicit feedback

Authored classification; illustrative, extensible options. No population estimates.

Plans to renew · Undecided · Plans to stop · Not applicable

Rule. Intent is not a forecast or completed renewal.

Ask. What does renewal depend on?

Evidence. First-party events and explicit feedback

Authored classification; illustrative, extensible options. No population estimates.

Setup effort · Compatibility · Contract terms · Learning effort · Data transfer · Household agreement · None

Rule. Use to reduce friction, not create lock-in.

Ask. What would make switching difficult?

Evidence. First-party events and explicit feedback

Authored classification; illustrative, extensible options. No population estimates.

No advocacy · Private recommendation · Public review · Referral · Community help · Content creation

Rule. Record actual action or stated willingness separately.

Ask. How does the person share experience?

Evidence. First-party events and explicit feedback

Authored classification; illustrative, extensible options. No population estimates.

Brief survey · Detailed survey · Interview · Review · Support conversation · No feedback request

Rule. Ask within permission and burden constraints.

Ask. How does the person prefer to provide feedback?

Evidence. First-party events and explicit feedback

Authored classification; illustrative, extensible options. No population estimates.

Need ended · Price · Poor fit · Quality · Support · Alternative · Relocation · Privacy · Other

Rule. Do not force one reason when several apply.

Ask. Why is the relationship ending?

Evidence. First-party events and explicit feedback

Authored classification; illustrative, extensible options. No population estimates.

User · Champion · Researcher · Technical evaluator · Procurement · Budget owner · Approver · Executive sponsor

Rule. One person may hold several roles; job title alone is insufficient.

Ask. What part of the decision does this person control?

Evidence. Self-reported remit or verified organizational process

Authored classification; illustrative, extensible options. No population estimates.

Sole operator · Small team · Growing organization · Large organization · Public body · Nonprofit · Community group

Rule. Authored descriptors; size definitions require local context.

Ask. What organizational setting shapes the task?

Evidence. Self-reported remit or verified organizational process

Authored classification; illustrative, extensible options. No population estimates.

Any sector or local industry classification · Multiple sectors

Rule. Do not substitute company industry for a person's occupation.

Ask. Which operational requirements matter?

Evidence. Self-reported remit or verified organizational process

Authored classification; illustrative, extensible options. No population estimates.

Headcount with defined scope and date

Rule. Specify team versus entire organization and employees versus contractors.

Ask. How many users or stakeholders are involved?

Evidence. Self-reported remit or verified organizational process

Authored classification; illustrative, extensible options. No population estimates.

Can recommend · Can evaluate · Can spend within limit · Must obtain approval · Final approver

Rule. Actual process matters more than seniority assumptions.

Ask. Who must authorize the purchase?

Evidence. Self-reported remit or verified organizational process

Authored classification; illustrative, extensible options. No population estimates.

Per user · Per team · Per project · Department budget · Central budget · Reimbursed expense

Rule. Separate company budget from personal income or wealth.

Ask. How is this purchase funded?

Evidence. Self-reported remit or verified organizational process

Authored classification; illustrative, extensible options. No population estimates.

Need definition · Requirements · Market review · Evaluation · Pilot · Approval · Contracting · Rollout · Renewal

Rule. Authored model; organizations can skip or repeat stages.

Ask. Which procurement task is current?

Evidence. Self-reported remit or verified organizational process

Authored classification; illustrative, extensible options. No population estimates.

Integration · Security review · Training · Migration · Staffing · Procurement rules · Accessibility · Other

Rule. Requirements must be documented, not inferred from organization size.

Ask. What could block implementation?

Evidence. Self-reported remit or verified organizational process

Authored classification; illustrative, extensible options. No population estimates.

Metric · Baseline · Target · Owner · Evaluation period

Rule. Targets are user-supplied, not invented ROI claims.

Ask. How will the organization judge success?

Evidence. Self-reported remit or verified organizational process

Authored classification; illustrative, extensible options. No population estimates.

Downtime · Cost overrun · Adoption · Compatibility · Support · Data handling · Vendor continuity

Rule. Questions, not claims about a specific provider.

Ask. What evidence must the buying group see?

Evidence. Self-reported remit or verified organizational process

Authored classification; illustrative, extensible options. No population estimates.

Learner · Patient or care recipient · Applicant · Resident · Volunteer · Donor · Member · Service navigator

Rule. A person's goal may have nothing to do with buying.

Ask. What service outcome is sought?

Evidence. Voluntary role description; purpose-limited research

Authored classification; illustrative, extensible options. No population estimates.

Volunteering · Mentoring · Mutual aid · Organizing · Teaching · Practical help · Financial support · None

Rule. No political or religious affiliation is inferred.

Ask. How does the person choose to contribute?

Evidence. Voluntary role description; purpose-limited research

Authored classification; illustrative, extensible options. No population estimates.

Local community · School · Workplace · Club · Online group · International network · Family network

Rule. Avoid private membership details unless necessary.

Ask. Where does participation occur?

Evidence. Voluntary role description; purpose-limited research

Authored classification; illustrative, extensible options. No population estimates.

Time · Cost · Transport · Language · Accessibility · Scheduling · Unclear information · None

Rule. Use to improve inclusion, not rank people.

Ask. What would make participation possible?

Evidence. Voluntary role description; purpose-limited research

Authored classification; illustrative, extensible options. No population estimates.

Self · Guardian-supported · Family-supported · Professional-supported · Group decision

Rule. Support roles do not imply lack of agency.

Ask. Who needs clear information?

Evidence. Voluntary role description; purpose-limited research

Authored classification; illustrative, extensible options. No population estimates.

Paid exchange · Barter · Lending · Sharing · Volunteering · Informal reciprocity · Donation

Rule. Include noncash economies and unpaid activities.

Ask. Is money part of the exchange?

Evidence. Voluntary role description; purpose-limited research

Authored classification; illustrative, extensible options. No population estimates.

Local ties · Professional ties · Interest-based ties · Family network · Mixed · Private or independent

Rule. Not a measure of loyalty or social worth.

Ask. Which connections are relevant to this activity?

Evidence. Voluntary role description; purpose-limited research

Authored classification; illustrative, extensible options. No population estimates.

Access achieved · Task completed · Skill gained · Support received · Participation enabled · Other

Rule. Do not impose a purchase or revenue metric.

Ask. What would a successful interaction mean?

Evidence. Voluntary role description; purpose-limited research

Authored classification; illustrative, extensible options. No population estimates.

Personal use · Household use · Caregiving · Work · Community role · Travel · Other

Rule. The same person can need different profiles in different contexts.

Ask. Which version of the person's situation matters now?

Evidence. Time-stamped self-report or permissioned observations

Authored classification; illustrative, extensible options. No population estimates.

Relatively stable · Slowly changing · Seasonal · Situation-specific · Momentary

Rule. A metadata label for a dimension, not a psychological diagnosis.

Ask. How quickly can this value change?

Evidence. Time-stamped self-report or permissioned observations

Authored classification; illustrative, extensible options. No population estimates.

As-of date · Validity window · Last confirmation date

Rule. Do not reuse a stale value as current without qualification.

Ask. Is this context still accurate?

Evidence. Time-stamped self-report or permissioned observations

Authored classification; illustrative, extensible options. No population estimates.

Time changed · Budget changed · Household changed · Location changed · Access changed · Priorities changed · None

Rule. Record practical effects rather than inferring private events.

Ask. Which constraints have changed?

Evidence. Time-stamped self-report or permissioned observations

Authored classification; illustrative, extensible options. No population estimates.

Role · Different goal · Different budget · Different channel · Different decision process

Rule. Preserve legitimate differences rather than averaging them away.

Ask. Does work behavior differ from personal behavior?

Evidence. Time-stamped self-report or permissioned observations

Authored classification; illustrative, extensible options. No population estimates.

Category · Price orientation · Luxury preference · Knowledge · Research depth · Channel

Rule. A value-focused grocery buyer may choose premium travel, or the reverse.

Ask. Which preferences change by category?

Evidence. Time-stamped self-report or permissioned observations

Authored classification; illustrative, extensible options. No population estimates.

School cycle · Work cycle · Pay cycle · Weather · Festivals · Care schedule · Other

Rule. Local calendars and routines differ.

Ask. Is this a recurring change?

Evidence. Time-stamped self-report or permissioned observations

Authored classification; illustrative, extensible options. No population estimates.

At home · At work · In transit · In store · Shared space · Low bandwidth · Interrupted · Other

Rule. Context is temporary and should not become a permanent identity label.

Ask. What is possible in this moment?

Evidence. Time-stamped self-report or permissioned observations

Authored classification; illustrative, extensible options. No population estimates.

Preference A · Preference B · Trade-off · Context that decides

Rule. People can hold competing needs; do not force a single label.

Ask. Which trade-off needs clarification?

Evidence. Time-stamped self-report or permissioned observations

Authored classification; illustrative, extensible options. No population estimates.

User correction · New evidence · Life change · Category change · Periodic review · Expired data

Rule. Update only with permitted information and retain provenance.

Ask. When should this persona be revised?

Evidence. Time-stamped self-report or permissioned observations

Authored classification; illustrative, extensible options. No population estimates.

Fictional scenario · Individual self-report · Individual observation · Aggregate segment · Model estimate

Rule. Never present fictional combinations as measured human populations.

Ask. What kind of persona record is this?

Evidence. Research records; explicit permissions; source documentation

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Self-reported · Observed with permission · Measured aggregate · Derived · Estimated · Hypothesis · Unknown

Rule. These are different evidence types, not an automatic quality ranking.

Ask. How is this specific value known?

Evidence. Research records; explicit permissions; source documentation

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Source name or URL · Collection date · Reference period · Dataset version

Rule. A citation must support the exact population and variable being used.

Ask. Where can the claim be checked?

Evidence. Research records; explicit permissions; source documentation

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Country or area · Age range · Unit · Inclusion criteria · Sampling frame

Rule. Aggregate findings do not automatically describe every individual.

Ask. Who does this evidence actually represent?

Evidence. Research records; explicit permissions; source documentation

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Currency · Period · Person or household · Numeric scale · Question wording

Rule. Comparisons require compatible definitions.

Ask. Are the measures like-for-like?

Evidence. Research records; explicit permissions; source documentation

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Sample size · Error estimate if reported · Missingness · Model assumptions · Not quantified

Rule. Do not invent margins of error or confidence scores.

Ask. What uncertainty should users see?

Evidence. Research records; explicit permissions; source documentation

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Allowed purpose · Data source permission · Restrictions · Review owner

Rule. This is a recordkeeping field, not a universal legal-consent mechanism.

Ask. Is this use within the documented permission?

Evidence. Research records; explicit permissions; source documentation

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Necessary for task · Useful but optional · Not necessary · Not assessed

Rule. A large taxonomy is not a requirement to collect every field.

Ask. Can the task work without this information?

Evidence. Research records; explicit permissions; source documentation

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Standard context · Personal · Sensitive · Restricted · Not assessed

Rule. Flags in this workbook are design safeguards, not legal classifications across jurisdictions.

Ask. Who should have access?

Evidence. Research records; explicit permissions; source documentation

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Unknown · Not asked · Not applicable · Prefer not to say · Unavailable · Withheld

Rule. Keep missing values separate from zero, none, or lack of interest.

Ask. Why is the field empty?

Evidence. Research records; explicit permissions; source documentation

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

No demographic inference · No sensitive-trait inference · No individualization of aggregate data · No automated decision use

Rule. Do not turn browsing, postcode, name, or language into hidden identity claims.

Ask. What must not be inferred?

Evidence. Research records; explicit permissions; source documentation

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Retention limit · Expiry date · Refresh schedule · Deletion trigger

Rule. Follow the actual permitted purpose and applicable requirements; not a legal retention recommendation.

Ask. When should this record be deleted or refreshed?

Evidence. Research records; explicit permissions; source documentation

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

Correction route · Review owner · Last review · Unresolved disagreement

Rule. Preserve the person's own description and allow correction.

Ask. How can an incorrect persona be corrected?

Evidence. Research records; explicit permissions; source documentation

Data-minimization design reference: ICO. Not a global legal-compliance checklist. Source ↗

New dimension name · Definition · Scope · Unit · Allowed values

Rule. Use when a relevant human attribute or context is not represented.

Ask. What necessary dimension is missing?

Evidence. Documented project-specific definitions

Authored classification; illustrative, extensible options. No population estimates.

Original local label · Explanation · Optional translated label · Parent category

Rule. Do not discard local meaning to force a global label.

Ask. Which local category needs preserving?

Evidence. Documented project-specific definitions

Authored classification; illustrative, extensible options. No population estimates.

Any compatible values · Explicit exclusivity rule · Context-specific combinations

Rule. Multiple identities, interests, roles, and needs can coexist.

Ask. Are the chosen values actually incompatible?

Evidence. Documented project-specific definitions

Authored classification; illustrative, extensible options. No population estimates.

Relevant dimensions plus explicit goal, category, constraints, role, and date

Rule. Do not invent a stereotypical name, motive, or biography to fill gaps.

Ask. How can the known context be summarized faithfully?

Evidence. Documented project-specific definitions

Authored classification; illustrative, extensible options. No population estimates.

Declared inclusion criteria · Overlap policy · Evidence source · Reference period

Rule. A segment is only mutually exclusive when explicitly designed that way.

Ask. Which people meet this particular definition?

Evidence. Documented project-specific definitions

Authored classification; illustrative, extensible options. No population estimates.

Seed question + stated use case + constraints + role + journey stage

Rule. Output possible questions as hypotheses unless observed in genuine query data.

Ask. Which specific next question follows from an explicit need?

Evidence. Documented project-specific definitions

Authored classification; illustrative, extensible options. No population estimates.

Interview · Survey · Diary · Usability test · Consented query data · Transaction analysis · Expert review

Rule. Validate the actual combination; independent marginal statistics do not establish a joint persona.

Ask. What evidence would confirm or revise this persona?

Evidence. Documented project-specific definitions

Authored classification; illustrative, extensible options. No population estimates.