Target Market

Though Loqui is suitable for any adult learner, its game design and branding is targeted at the following persona description:

Tom is a 27-year old white male living in North America and holds a bachelors degree. Though his day jobs keeps him busy, he identifies as a self-learner and tries to be productive in his evenings and weekends. One of these self-improvement activities is learning a new language. He wants to learn a new language because he feels it will broaden his horizons; he wants to travel, further his career, meet interesting people, and maybe even the love of his life. He’s tried using Duolingo, dabbled with Rosetta Stone, and joining a formal language class. However, his efforts were to no avail. It’s not that these resources are ineffective; in fact, he has developed a solid foundation in basic grammar structure and vocabulary. However, in all honesty, he finds these methods rather dry and boring. Moreover, his true objective is to attain conversational speaking abilities, a skill he feels he seldomly has the opportunity to practice. He wants to speak and listen as a native speaker does. He wants to learn the phrases and vocabulary that people his age would use in everyday conversation. However, he wants to do all this by only investing one or two hours a week into language education.

In summation, our target market for Loqui’s premium services are adults (aged 22-40), and do not have children. They see language as a key that can open new cultures, but also as a tool in their career tool belt; they are not motivated by an exam. This target market has enough drive to establish a basic understanding of grammar and vocabulary, but lack the perseverance to attain fluency. Most importantly, this persona is restrained by work or higher priority life commitments; they cannot simply uproot their life and live overseas for a year or two. They are looking for a low-effort and fun learning experience that will allow them to immerse themselves in their target culture without actually having to be there.