These are people who work as CEO, C-suite, managers, project managers, freelancers, or creative directors. Their main job is to capture information for the purposes of mass dissemination. Despite a wide range of demographics, they all have very similar tasks in common, this will create some variation in how they use a campus or building.
They also help steer people, goals, and tasks within the company. They are usually having to devote focus to various different levels of goals, from attending meetings to creating a vision for a project or company.
Finally their workday entails work based travel which in a day can take up to 8% of their time.
This means that they will be working on high levels of cognitive fatigue and stress aiming to balance the complexities of their tasks and fatiguing factors such as urban travel. Thus it is important to provide spaces to restore.
|COGNITIVE TASKS||COGNITIVE SUBSTRATES|
Theory of Mind
|SIGNIFICANT COGNITIVE AFFORDANCES|
EXPECTATIONS OF SPACE
They will expect their workspace to offer privacy as 25% (32) of their workday is spent alone. Which means when they need to do work alone, they will want calm, control, and the ability to concentrate.
The retail and Third spaces will not be of high priority to them as they will prefer their private office for meetings or going out for lunches with high value clients.
Views to natural environments is really important to them as it affords them the opportunity to restore their mind. This will be a challenge in this building as it does not afford that with a roof terrace or parks.
This demographic may be likely to do daytime exercise, so amenities such as showers will be important.
Access to healthy food is also of high value as in their private life, they will be the demographic to buy organic and less processed goods.
For a change in scenery they will prefer areas where they can do solo “thinking” work, this is where they will benefit most from third spaces.