Summary of Personas

1
Summary of Personas
PERSONA 3
PERSONA 6
Jenny Market Intelligence Manager in a Global
Chemical company
Jacques Purchasing in a global chemical
company
PERSONA 1
PERSONA 7
PERSONA 4
Graham Business Analyst in a Global Chemical
Company
Ed Librarian in a Global Chemical
company
Mike Trader in International Trading Company
PERSONA 8
PERSONA 2
PERSONA 5
Rob Business Analyst in a Bank
Paul Product Manager in a Global Chemical
Company
Judy Administration Manager In a Global
Chemical Company
See Main Personas for Full Information
2
Persona 1
Personal profile Graham is one of a team of
analysts whose most critical task is to provide a
current and accurate overview of market news,
pricing and the competitive landscape to
colleagues in Sales and Purchasing making
business decisions. He needs to give his
colleagues a view of supply and demand in the
market. By providing this information into his
colleagues in the purchasing team, the
information he provides influences how much
product is bought by his company on a contract
vs. spot price basis. He needs to provide
recommendations and look at price decisions that
may affect his business. He is viewed as an
early warning system to others in his
organisation who need to be aware of price
fluctuations. He can be relied on to locate the
relevant data, is meticulous and takes pride in
the reliability and accuracy of what he delivers.
He often produces reports, graphs and Powerpoint
presentations. As well as looking at current
data, he also needs to do some forecasting in his
role to identify opportunities. He is a support
function feeding information into decision makers
but he takes the initiative to go and step
further and try to come up with some strategic
input into the business and derives most job
satisfaction from those occasions when his
predictions match expectations.
Graham - Business Analyst in a Global Chemical
Company
Business Goals (what we want Graham to do on our
site) We want Graham to access use information
by 1. Looking at ICIS Pricing weekly
reports 2. Accessing ICIS pricing price history
for his usual range of products and be able to
understand the reason for changes in price spikes
and drops using ICIS data 3. Use ICIS News for
information on activity in his markets/products 4.
Attend ICIS conferences 5. Be aware that ICIS
will be the first with product news and
information It is not our goal to ensure Graham
uses ICIS Forecasting

• User Goals (what Graham wants to do on the site)
• Immediacy is vital to me I need to know that
  ICIS would be the first for information / news. I
  need information to be able to react to any
  acquisitions and new products in my markets.
• I have a range of about 5 products which I
  constantly need to monitor so I want to be able
  to search ICIS by the name of a product and be
  provided with all relevant information about it.
• I need to produce reports, graphs and
  presentations for colleagues, including pricing
  information, industry trends and monitoring the
  competition. To do this I will be using ICIS data
  as well as data from other market sources.
• Its vital that I can provide reliable
  recommendations with accurate and up-to-date
  information.
• I need access to current and historical data and
  need to know the drivers behind the changes in
  the prices of chemicals so I can explain trends
  and define strategy.
• Its really frustrating to sift through
  irrelevant price data so I need ICIS to allow me
  to look quickly at the products Im interested in
  (e.g. a customised page for my products)
• Forecasts are useful, but I am sceptical that
  these are always accurate and reflect the
  assumptions I make in my own models.
• I need to be able to copy and paste pricing
  information into my own databases and reports.
• I need to be able to search for information on
  plants and companies to set context for analysis.
  
• I have to be able to obtains prices on different
  products on different occasions and to be able to
  purchase/access them quickly and easily.

A typical day

• I spend a lot of my day on the computer I check
  weekly price reports when I get into the office
  to see how the markets are changing and compare
  regional changes. I use a range of different
  sources to do this.
• I research and evaluate news that may affect
  prices for my products.
• Ill have to prepare a weekly management report
  from a broad range of sources to keep colleagues
  informed of market changes.
• I continue to prepare a presentation on projected
  global capacity in a feedstock product for the
  company this normally spans a few days of the
  working week feeding in data as I go.
• I talk to the sales team to get their perspective
  on the market data Ive prepared as some of it
  seemed a little unexpected so I want to find out
  is anything is going on behind the scenes.
• I update databases/models using price data and
  other relevant information

Internet behaviour
Internet experience Relies on various online
sources for up to date information and
data Primary uses News alerts, browsing news,
trends and looking for company info Favourite B2B
sites CMAI, ICIS, Platts, EU/Government
statistics Hours online per week 15-25 at
work Device Desktop, laptop, mobile
Personal information
Profession Business Analyst Location New
Jersey Age mid 30s Home life Married Hobbies
Gym, cinema Personality Meticulous, analytical
Other information sources
Trade Magazines ICB, Chem Week Consumer
magazines Economist, New Scientist, sports
titles Newspapers Financial, Business sections
3
Persona 2
Personal profile Working in the financial
industry, it is vital that Rob can provide his
colleagues in trading with an up-to-date view of
the chemical industry and be able to make
buy/sell/hold recommendations that they can pass
on to their clients. He has been with the company
for a number of years and whilst not highly
ambitious, he is good at what he does. Unlike the
Business Analyst in a Chemical company, he does
not get any information from within his own
company about the chemical industry. Hes one of
a team of support analysts who provide data as
and when required for insertion into regular
reports, in answer to queries and to be made
available for presentations. He can be relied on
to locate the relevant data. Hes meticulous and
takes a pride in the reliability and accuracy of
what he delivers. He often needs to produce
reports, graphs and presentations on the
industry, including pricing information and
trends He sees himself as a support function to
the trading desk mainly. When looking at
chemical data, his main interest is in what will
drive the price of products/share price of the
traders client companies.
Rob - Business Analyst working in a Bank

• Business Goals (what we want Rob to do on our
  site)
• We want Graham to access use information by
• 1. Looking at ICIS Pricing weekly reports and
  email reports (on an adhoc basis)
• 2. Accessing ICIS pricing price history for his
  usual range of products and be able to understand
  the reason for changes in price spikes and drops
  using ICIS data
• 3. Use ICIS News for information on activity in
  his markets/products
• 4. Be aware that ICIS will be the first with
  product news and information
• It is not our business goal to get him to take
  out a subscription to ICIS as he would only be
  accessing on an ad-hoc basis

• User Goals (what Rob wants to do on the site)
• My main interest in the ICIS data is finding out
  what will drive the price of products/share price
  of companies
• I need to access current and historical data, as
  well as the drivers behind the changes in the
  prices of chemicals so I can explain trends and
  their impact.
• I would like to be able to be alerted to price
  changes in the market.
• I am interested in specific companies so I need
  to be able to search ICIS and quickly identify
  all the relevant information on that company. I
  would like to be alerted when specific company
  financial reports are available also.
• Id like to see more chemicals, more regions and
  company information in finer detail.
• I prepare reports in my own format and input data
  into modelling spreadsheets so I need to be able
  to copy and paste the pricing information into my
  own databases and reports.
• I get paid a commission when a deal that Ive
  worked on is successful so Id like to be able to
  track transactions for certain companies.
• When there are changes in definitions or data
  collection then I need help to produce consistent
  time series - I dont know the products well
  enough to make judgements on what to select when
  creating longer time series.
• I would like to have more information on
  upstream/downstream relationships of the products
  I cover.
• I need to assist clients in making investment
  decisions or for financing projects by providing
  reliable and accurate assessments of markets and
  specific products.
• Id like comprehensive global product family
  reports, which include pricing, demand and supply
  and forecasts a one stop shop report

A typical day

• I have several projects going right now and Im
  trying to keep each one moving along
• I produce a time series table and chart for one
  of the consultants
• I have a team meeting with the rest of my team of
  support analysts
• Ill research and write up a company profile for
  3 chemical suppliers that are competitors to our
  client company one of these companies is
  relatively new to me
• I analyse the cost base for each of the 3
  companies he has profiled I need to find some
  conversion costs
• Today a consultant came with a question about
  the cost to ship fertiliser from Morocco to the
  Upper Mississippi river, I know it is in the hard
  copy publication but I havent been able to find
  that online which is frustrating

Internet behaviour
Personal information
Internet experience Relies on online sources for
up to date info data Primary uses News alerts,
browsing news, trends Favourite B2B sites CMAI,
Harriman, Platts, Bloomberg, Reuters Hours online
per week 15-25 at work Device Desktop, laptop,
reading alerts on BlackBerry
Profession Business Analyst Location New
York Age 32 Home life Married Hobbies Gym,
socialising, likes routine Personality Direct,
driven but friendly, open
Other information sources
Newspapers Wall Street Journal, CNN
4
Persona 3
Jenny Market Intelligence Manager in a Global
Chemical company
Personal profile Jenny is a smart business
graduate with an MBA and is well respected within
the company. She has been working in the Chemical
industry for about 10 years and her role is to
collect industry information from a wide range of
sources and feedback to the different business
units within her company such as the commodity
managers in developing efficient sourcing
policies. She can be working on a varied range of
chemical products and her key tasks are to make
sure the business managers have all the
information they need to build cost models to
identify efficient manufacturing routes, energy
costs and feedstock costs. She looks at the
market dynamics, main operators and develops
recommendations about sourcing opportunities. She
will analyse what the influencing factors are
behind changes in the market. She is mainly
proactive although she does also respond to ad
hoc requests for information on pricing of
specific products or potential sources. She draws
on both general sources and also industry
specific sources.
Business Goals (what we want Jenny to do on our
site) We want Jenny to access use information
by 1. ICIS Pricing and price history for the
specific products she works on and also more
general ones of interest to the market such as
crude oil prices 2. ICIS News we would like
Jenny to read our ICIS News alerts 3. Visits the
Plants Projects section 4. Attend
conferences 5. Use ICIS Forecasting

• User Goals (what Jenny wants to do on the site)
• I need to understand more about the companies we
  use, or could use, as suppliers.
• I need to understand the drivers behind market
  changes, I want explanation.
• I know about future projects that are planned
  around the world. Its likely that a colleague in
  my company may be the initial source of
  information on this so I would then need to look
  up specific information on that company.
• I want to be able to download information easily
  into my own report formats.
• I need to have reliable and accurate information
  and be confident that it is up to date.
• I use a variety of different information sources
  and I need to be sure that the data I pull from
  ICIS is consistent and comparable with other
  information I may have got from ICIS before.
• Occasionally I need to provide information about
  downstream applications and likely future demand
  for our products
• Occasionally I will be asked for information on a
  product that is not one that I normally provide
  information on and on such occasions I need to be
  able to gain a quick understanding of
  manufacturing supply of products/product chains
  Im not necessarily familiar with.

A typical day

• I have 2 main projects I am working on right now
  and a number of smaller queries
• I have to update our price database and highlight
  and justify any significant changes
• Ive been trying to locate a source of
  import/export data on specific chemicals and am
  hoping one I located yesterday may be able to
  help.
• I need to produce some graphs for one of the
  product managers who wanted to see the price
  movements over the last 5 years in Europe by
  comparison with the US.
• I use a wide range of sources including Platts,
  CMAI and Chem systems on a daily or weekly basis
  as well as ICIS
• I update capacity and other price data in
  internal databases
• I liaise with Sales to get their perspective on
  the market

Internet behaviour
Personal information
Internet experience Very web-savvy Primary uses
Search products, news, price information,
forecasts Favourite B2B sites ICIS News, ICIS
Pricing Platts, CMAI, Chem systems Hours online
per week 20-25 at work Device Desktop PCmainly
Profession Market Intelligence
Manager Location Dusseldorf Age 40 Home life
Married Hobbies Running, reading, listening to
music Personality Analytical, committed
Other information sources
Trade Magazines/Newspapers General business
sources such as Newsweek
5
Persona 4
Personal profile Ed is a professional librarian
running the corporate Head Office Knowledge
Centre which services the needs of RD as well as
the commercial function. Much of what he does is
historical research (what has happened with a
particular company or chemical) to feed into work
being done by others. He also looks for chemical
profiles to understand the product, how its
used, market size and so on. He generally needs
to find out information in response to a specific
request from a colleague. He is often aware of
company interests and planned developments at an
early stage since he gets involved in early
queries to set the context for decision to be
made. He is very familiar with how the variety of
information providers deliver and charge for
their services. He expects the same high
standards from information providers that he
provides to his colleagues.
Ed Librarian in a Global Chemical
company

• User Goals (what Ed wants to do on the site)
• I need to be able to retrieve information on
  specific products and companies.
• Sometimes I am coming new to a subject and so
  information such as Chemical profiles can be
  valuable especially if there is an upfront
  reference list of definitions.
• I need access to a wide range of commercial and
  technical data sources to ensure I am getting a
  good overview of the data available.
• News and historical price data is more useful to
  me than the latest prices.
• I would like to know about some of the more
  esoteric products even quarterly or
  bi-annually.
• I need to understand supply chains to track
  products through.

• Business Goals (what we want Ed to do on our
  site)
• We want Ed to access and use information in
• 1. Chemical Intelligence
• 2. Plants and projects
• 3. ICIS news
• 4. ICIS pricing price history
• 5. Company Intelligence

A typical day
Internet behaviour

• I have to prioritise the myriad of queries that
  have come in this week. Some can take 10 minutes
  others can be 3 day projects
• I open and quickly scan the hard copy journals
  that arrive, I then pass to colleagues for
  marking up and extracting any relevant data for
  circulation.
• I finish off a report on new technology in a
  specific application that was requested by the R
  D people.
• I call the sales department for some data to
  include in a product overview I am preparing.
• I call my contact at CMAI to ask where is best
  place to look for data on a particular product.
• I scan the regional News on ICIS to see if I
  should alert our Asia office to any developments.

Internet experience Very web-savvy Primary uses
Mainly searches for product and solutions market
information and technical data Favourite B2B
sites Scifinder, Factiva, Hours online per week
25 at work Device Desktop PC
Personal information
Profession Librarian Location
Philadelphia Age 28 Home life Single Hobbies
Football Personality Serious and focused,
upbeat, in a hurry all the time
Other information sources
6
Persona 5
Personal profile Paul is a product manager
responsible for customers and contract
negotiations. He has commercial responsibilities
and is involved in both sales and marketing of
the product/s he works on. Whilst he is not in
charge of the actual purchasing of the product
(this is done by the purchasing dept) he is
responsible for the overall profit and loss
statements for his product/s. He needs
information on both competitors and customers in
order to identify sales opportunities and conduct
negotiations through to conclusion of contracts.
He also liaises with his equivalents in US and
the Far East as the company is divided by region.
A significant amount of time is spent on
administration and regulation which he can find
frustrating. He uses the historical ICIS
information about once a quarter if he has to do
a presentation or develop his models but most of
his day to day attention is focused on current or
short-term future pricing information.
Paul Product Manager in a Global Chemical
Company

• User Goals (what Paul wants to do on the site)
• Generally, I have to ensure our assets are fully
  supplied and utilitised and so I need to have
  current price information and market information
  e.g. shutdowns, also about products up and
  downstream, and market changes e.g. joint
  ventures.
• I want to have announcements on changes in
  product / capacity, opening of new plants details
  of events which occur in the market shutdowns,
  industry events, information on the downstream
  markets.
• Consistency and accuracy of information are
  important to me.
• I like to have a comprehensive source of news and
  information such as pricing information to use in
  formula based contracts or any competitive /
  supply information which could affect my own and
  competitive activity and that of customers.
• I like to have it delivered to me tailored to my
  specific interests as I just dont have time to
  be looking at websites on a regular basis.

• Business Goals (what we want Paul to do on our
  site)
• We want Paul to access and use information in
• ICIS Pricing - to find out the prices today and
  tomorrow
• ICIS Forecasting
• ICIS News for information on plants/shutdowns,
  not to inform himself as he will already know but
  to give him a view of what his customers are
  aware of
• Attending conference and events
• Book training for his teams
• Subscribe to ICIS Chemical business

A typical day
Someone in my team has reviewed the ICIS price
reports so I meet with him to go through that. He
gives me a summary which I can take with me while
Im travelling. I communicate with the sales team
over the phone in the morning to help with their
tactics pricing or if using in price formulae.
Im reviewing a monthly newsletter we produce
highlighting price movements and citing ICIS and
other sources. I have a conversation with the
ICIS reporter this happens most weeks as Im
the key ICIS contact. I review new competition
law legislation this is key for me to be aware
of. I also have my eye on a company which may be
advantageous for us to acquire so Im speaking to
colleagues to set up a piece of work to formally
assess that. I check out figures from four
sources because different clients in different
regions of the world refer themselves to
different indicators in their contract
discussions. I spend the latter part of my day
with the production plantit helps to be visible.
I collate all information to generate strategy
and make recommendations. I prepare reports for
meetings and negotiations with suppliers and
customers
Internet behaviour
Internet experience Proficient Primary uses
Reporting, customer contacts Favourite B2B sites
CMAI, ICIS, Platts Hours online per week 10-12
at work Device Desktop, laptop, mobile,
BlackBerry for alerts
Personal information
Profession Product Manager Location
France Age 42 Home life Married Hobbies
Watching football , family, sports Personality
Analytical, Direct, Ambitious, Friendly
Other information sources
Trade Magazines ICIS Chemical Business Consumer
magazines Economist Online Sources CMAI,
Tecnon, Platts SRI Networking Very sociable,
formally and informally, with senior industry
people, analysts, people in his industry sector
7
Persona 6
Personal profile Jacques is one of three
Procurement Managers for Europe within a Global
chemical company and has responsibility for
buying raw materials for two business units in
Europe, but needs to obtain information worldwide
because of regional interdependence in his
product areas. His main task is to ensure
constant supply of materials to the plant to keep
it running efficiently. His budget is over 300m
euro annually. He does his own forecasting and
uses consultants also. He relies on his
networking in the industry for information as
well as using published sources. He likes to be
on top of developments in the market to give him
ammunition in negotiations. Hes often dealing
with 3 suppliers per product so time is
pressured.
Jacques - Purchasing Responsible for
purchasing in a global chemical company

• Business Goals (what we want Jacques to do on our
  site)
• Use ICIS Pricing weekly reports/assessments
• Use ICIS Forecasting to find what prices are
  going to be over the next period
• Occasionally, use Price Alerts when buying on the
  spot market (which will not happen frequently)
• Use ICIS News to inform on market conditions and
  activity in supply and demand and to inform his
  negotiations with suppliers.
• Use Price History to justify any changes in
  purchasing spend to his management
• Refer to market wrap-up summaries
• Call our editorial team and use them as an expert
  resource to understand supply chain issues.
• Attend industry events

• User Goals (what Jacques wants to do on the site)
• I need to assess contract volumes vs spot volumes
  price information and comparisons are
  essential.
• Im dealing with purchasing for a range of
  product and want to be able to access online
  information across multiple products in one
  quick easy download.
• I need information to be accurate so I am
  confident the market is not mislead and that the
  information provided is not going to be corrected
  afterwards.
• I would like the opportunity to comment on some
  raw materials information for which we are a
  major user.
• It interests me to keep up to date with news but
  I dont have a lot of time for this.
• I need to have background information on the
  petrochem market - since other partners
  (suppliers/customers) have it, I need to have it
  too.
• I want my information sources to be future
  focused not just historical.
• I need to know about what is going on in low(er)
  cost counties like China or Eastern Europe. I
  need better information on the Middle East.
• I need to have confidence that the people I am
  sourcing information from understand their
  markets.
• I need to be able to provide evidence to my
  manager to justify my annual purchasing spend
  e.g. showing an increase in spend is due to
  market conditions rather than a lack of
  negotiation on my part.
• I need to have information on import volumes of
  certain products, for example if there seems to
  be more of a certain product coming from Asia it
  may signal to me that I should look to sourcing
  my supplies there.
• I need reliable pricing data for purchasing
  strategies.

A typical day
Internet behaviour
Internet experience Reasonably proficient
Primary uses Keeping in touch with whats going
on in the industry, Favourite B2B sites CMAI,
Platts, DeWitt, ICIS Hours online per week 8 to
10 at work Device Desktop, laptop, mobile, not
interested in ICIS on PDA
I check out capacity changes in the market that
may have an impact on supply and demand. If I
hear of a shutdown this may trigger a discussion
with a supplier. I rely on my network of industry
contacts for information I know all the
suppliers and they know us. I put together some
graphs to provide information to our buying
centres worldwide and have a meeting with the
sales guys to give them an overview of trends and
drivers so they can justify any changes in our
prices. I discuss with my colleagues the
potential for sourcing some product in low cost
countries like India or China.

Personal information
Profession Corporate Purchasing Location
Paris Age 45 Home life Married with
children Hobbies Football, meals out,
cinema Favourite TV shows History channel,
documentaries Personality Versatile, efficient
Other information sources
Trade magazines ICIS Chemical Business
Networking I do a lot of professional
networking
8
Persona 7
Personal profile Mike is Trading Manger
responsible for buying and selling olefins. He
has two needs for information the more
immediate, whats going on now to react to
quickly and the longer-term trends,
price-curves analysing what the margins are, what
the spreads are for the various products. He
needs to have the same information as his
counterparts in business, and which their
suppliers and customers also use as reference. He
needs to keep information on the supply/demand
balance up to date in these product areas,
basically follow any story of shutdowns
anything going on which might influence the
market on a longer-term basis. Working globally
is a challenge there are different procedures. He
relies largely on his analyst to keep him
informed and give him briefings before he attends
meetings.
Mike - Trader in International Trading
Company

• Business Goals (what we want Mike to do on our
  site)
• Use ICIS Pricing Daily Reports
• Use ICIS Pricing weekly assessments
• Use ICIS Pricing price alerts
• Visit ICIS News (although it is mainly his
  network of contacts he relies on for news)

• User Goals (what Mike wants to do on the site)
• My prime need is for immediate information on the
  latest trades that have taken place
• I generally know the suppliers to deal with but
  occasionally I would need to look up more
  information on an emerging supplier who has come
  to my attention.
• I want to know that the price reporting
  organisations are talking to a balanced cross
  section of purchasers and sellers
• I like to have local reports from Beijing
  Singapore to cover Asia
• I need to cross reference data between different
  regions
• I need to have a wide range of sources to ensure
  I am as fully informed and as up to date as
  possible
• I need to have confidence in the price
  information I am provided with as this is often a
  reference in my negotiations
• I would like to have more interaction with
  editors to compare their view of events with mine

A typical day
Internet behaviour

• Im on the phone for most of the day I call some
  buyers and sellers at the major chemical
  companies to check if they have heard of the
  shutdown on the East Coast. I sometimes take
  calls from ICIS or Platts editorial staff to ask
  about recent trades or confirm rumours they may
  have heard. I contact our China office to check
  on recent deals there.
• I check the Weekly price report to see if the
  ICIS/Platts view and mine coincide. I keep an
  eye on the price alerts as they come in and
  notify my team of any major trades. I ask my
  secretary to get some historical data for me. I
  check the formulae being used in some quarterly
  contracts to see how ICIS price has been
  referenced

Internet experience Relies on online sources for
up to date info data. Internet savvy Primary
uses Pricing and news alerts Favourite B2B
sites CMAI, ICIS,Platts, CPI, Harriman Hours
online per week 15-25 at work Device Desktop,
laptop, mobile, PDA
Personal information
Profession Chemical Trader Location
Netherlands Age 37 Home life Married Hobbies
Running, cycling Personality Direct, driven,
manipulative
Other information sources
Online Sources Reuters, Bloomberg, CMAI, Tecnon,
Platts SRI Networking Huge range of contacts
build up over the years that I tap into for the
latest market happenings
9
Persona 8
Personal profile Judy looks after the
administration on the ICIS account, managing the
renewal and user licenses in her company. She
does not use ICIS herself and collects the
information on all ICIS subscriptions and towards
the end of the year, she asks the users which
reports they would like to continue to subscribe
to. There are about 50 users subscribing to 150
reports. She has to cope with the frustrations of
the users within the company such as loss of
access or difficulties in access. To this are
added the admin difficulties of adding or
changing subscriber details or incorrect
invoicing. She has been in her current role for
quite a number of years and her views on
information services such as ICIS are formed via
her relationship with the ICIS account managers
from her point of view they need to solve any
problems she or her users have promptly and offer
good service.
Judy - Administration Manager in Purchasing
at Global Chemical Company
Gatekeeper doesnt use ICIS info herself but
manages subscription and access for all the ICIS
users in her company

• Business Goals (what we want Judy to do on our
  site)
• Judy would not use the ICIS information on the
  site but we would want her to
• Have a broad knowledge of all the products
  available on ICIS so that she can be clear about
  which products are useful to those she handles
  subscriptions for (such as in the How I Can Help
  You)
• Set up training days and circulate links to ICIS
  demos to help inform users on how to get the best
  from ICIS
• Ideally we would like to provide her with a way
  of managing her companys subscriptions online.
• Provide her with good customer service and
  efficient query handling to reinforce the
  relationships ICIS has with her
• Provide her with a list of contact names of
  people at ICIS (e.g. names and contact details of
  people in the CSC team) she can call on if she or
  her users have any issues.

• User Goals (what Judy wants to do on the site)
• I need to know what products are included with
  the more general reports
• I really need to be clear on what the
  subscriptions cover, on what we have access to
  and what we are obliged to sign up for.
• I need a clear listing of those with access and
  their user IDs and as I worry that ICIS lists may
  not be up to date and I may be paying for access
  that is not needed
• I need the invoice to be accurate so that I can
  then charge out to the relevant business units
• Id like to be able to manage our subscription
  online to make alterations and updates easier
• Id like it to be easier for me to pass on
  charges to the business units

Internet behaviour
A typical day
Internet experience Very web-savvy and critical
of websites not up to standard Primary uses
Mainly search products and solutions to problems,
some forum participation, occasional news
browse Favourite sites Google, Hours online per
week 10-15 at work Device Desktop
Personal information

• I have a general administration role so I spend
  much of my time chasing people for paperwork
• I contact ICIS about a Weekly Price report that a
  colleague has requested
• I send out a survey to the circulation list to
  check which reports we will continue to subscribe
  to next year and which are no longer needed
• I request from our IT dept the monthly usage
  reports to compare with the survey feedback
• I check with Factiva about when they are next
  scheduling their user training webinar so I can
  notify some colleagues

Profession Administration Manager Location
Germany Age 35 Home life Married Hobbies
Cooking, watching TV Personality Methodical,
practical, routine
Other information sources
Judy would manage subscriptions to other
information sources used within her company such
as CMAI, Platts