
Meet Walter Moore
Father
Carpenter
Go-getter
Adventurer

Customer Narrative
Walter Moore works in the gig economy as a freelance carpenter who takes on jobs working on everything from building frameworks, to installing custom kitchen cabinets (Torpey, 2016). Walter lives in a small cabin a few miles outside of downtown Jackson, Wyoming with his wife of 15 years and his 5-year-old daughter.
Walter doesn’t shop often. But when he does, he prefers to invest in high-quality products that he knows will last. When shopping for clothing Walter looks for high quality, essentials at fair prices from trusted brands. Durability and accessibility are important factors when considering purchases. A few of Walter’s favorite places to shop include JD Country Outfitters, Teton Mountaineering, and the Jackson Hole Book Trader. Walter spends the majority of his time outside of work, enjoying the great outdoors. Jackson Wyoming is the outdoorsman’s dream with unlimited possibilities when it comes to outdoor activities. In the summer months, Walter enjoys hiking mountain trails in the Tetons and kayaking along the Snake River (Reimers, 2017). In the colder months Walter takes advantage of Jackson’s world-renowned skiing, and when the weather is especially brutal, he appreciates staying inside with a good book.

Target Market
("VALS™: Sample Characteristics: SBI," n.d.)
Thinkers and Makers as their primary and secondary VALS lifestyles types.
Gen Xers will research before deciding on a brand, and will become loyal to that brand.
Gen Xers use technology, but not to the extent that digital natives do
Gen Xers hold traditional values, but not as much as Boomers.
People under Generation X are hard workers and protect what they own.
Jackson, Wyoming is surrounded by nature and beautiful national parks so the residents enjoy the outdoors and winter sports; they do not like to be walled in.

Demographics
("Jackson, WY," n.d.)
Generation: Generation x
Race: White
Ethnicity: Non-Hispanic
Sex: Male
Marital Status: Married
Specified Age Range: 40s
Location: Jackson, Wyoming

Family Life Cycle
("Jackson Wyoming Education data," n.d.)
Family Life cycle: Parenting Stage (father to a 5 yr. old)
Occupation: Gig worker (Carpentry)
Income: $54,942
Education Level: Completed trade school