Below are the personalities presented by the client which will make up the content of Beer Identities. In order to gain a greater understanding of each personality I created a list words/traits I associated with each personality. In order to create a even greater understanding of each personality I plan to ask others what words come to mind when they are presented with each personality. This will allow me to gain an insight into how others see different personalities in the pub rather than just my own interpretation.
Critic:
- Cannot seem to give positive credit to even the best tasting beers
- Often points out small faults, such as too much hops
- Most likely tried more beer than the regular beer enthusiasts
- Is never seen enjoying beer
Word Association:
- rigid
- strict
- precise
- structured
- conforms
- hierarchy, thinks there important
- traditional
Old faithful:
- Religiously drinks the same type of beer until the day they die, or until the brewer closes.
- Will only seek out an alternative if their favourite isn't there, usually very similar.
- Usually goes for IPA or modern lager
- Grumpy when asked to try something else.
Word Association:
- structured
- reliable
- consistent
- routine
- unadventurous
- boring
- trusting
The local:
- Drinks beer brewed locally
- Up to date on new arrival beers and familiar with local seasoned beers
- Isn’t afraid to pay for expensive local beer
Word Association:
- unstructured
- friendly
- drunk
- messy
The Clueless one:
- Tries to fit in with people familiar with craft ale
- Unfamiliar with tastes
- Sticks with what they know, often IPA
- Asks if lager is a pale ale
Word Association:
- basic
- unaware
- follows trends
- conform
- shy
- timid
The Appraiser:
- Practically loves any type of beer, even if it could potentially cause allergic reactions
- Likely to be very adventurous, just for the fun of it.
- Will likely say they enjoy the beer even if it is awful.
Word association:
- excited
- adventurous
- people pleaser
- polite
- open minded
- change
- happy
Flavour expert:
- Explains the aromatic smells coming from the freshly poured pints
- Swills their drink around in their mouth for full flavour effect.
- Very precisely describes the "subtle hints" and "traces" of flavour
- Claims to taste things that aren't humanly possible.
Word Association:
- important
- arrogant
- high class
- pretentious
- informed
- educated
- superior
- particular
The Beer Snob:
- Can't help but explain why their beer is so much better than yours
- Only ever drinks beers of a very high percentage.
- Spends free time harshly reviewing beers on forums and guides
- They believe they are doing society a favour, although many people disagree.
Word Association:
- arrogant
- important
- superior
- negative
- knowledgeable
- know it all
- standards
The Amateur beginner:
- Will try their first craft beer and never stop talking about it
- Overenthusiastic and recommends everyone tries all the beers available
- Drinks too much out of excitement
- Unfamiliar with anything above 5% volume
Word Association:
- excited
- talkative
- open minded
- lightweight
- unrestrained
- adventurous
- new
- beginning
- clueless
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