UK Persona Structure

Complete field reference for UK personas. Each dimension includes a description and all possible values.

Interests are not exhaustively documented here due to the large taxonomy size (300+ values).

Name

Basic identifying information.

`first_name`

Given name, ethnicity-aware and age-correlated for the UK population.

`last_name`

Family name, ethnicity-aware for the UK population.

Identity

Core demographic and identity characteristics.

`age`

Integer age (18+). Derived from birth_year.

`birth_year`

Year of birth (e.g., 1995).

`birthday`

Full date of birth in ISO format (e.g., 1995-03-15).

`gender`

Gender identity.

Value	Description
`male`	Male
`female`	Female
`non_binary`	Non-binary
`transgender_male`	Transgender male
`transgender_female`	Transgender female
`genderfluid`	Genderfluid
`agender`	Agender

`ethnicity`

UK ethnicity categories aligned with ONS census classifications.

Value	Description
`white_british`	White British
`white_irish`	White Irish
`white_other`	Other white background
`mixed_or_multiple_ethnic_groups`	Mixed/multiple ethnic groups
`asian_indian`	Asian Indian
`asian_pakistani`	Asian Pakistani
`asian_bangladeshi`	Asian Bangladeshi
`asian_chinese`	Asian Chinese
`asian_other`	Other Asian background
`black_african`	Black African
`black_caribbean`	Black Caribbean
`black_other`	Other Black background
`arab`	Arab
`other_ethnic_group`	Other ethnic group

`sexual_orientation`

Sexual orientation.

Value
`heterosexual`
`gay`
`lesbian`
`bisexual`
`pansexual`
`asexual`
`demisexual`
`queer`
`questioning`

`religion`

Religious affiliation reflecting UK religious landscape.

Value	Description
`christian_anglican`	Church of England/Anglican
`christian_catholic`	Roman Catholic
`christian_other`	Other Christian denominations
`muslim`	Muslim
`hindu`	Hindu
`sikh`	Sikh
`jewish`	Jewish
`buddhist`	Buddhist
`no_religion`	No religion/atheist/agnostic
`other_religion`	Other religious traditions

`religion_salience`

How important religion is in daily life.

Value	Description
`not_salient`	Religion plays no role
`low_salience`	Minor role in decisions
`moderate_salience`	Moderate influence
`high_salience`	Central to identity and decisions

`political_orientation`

Political ideology (UK political spectrum).

Value	Description
`left_green`	Left-wing/Green politics
`labour_mainstream`	Mainstream Labour
`centrist_liberal`	Liberal Democrat/centrist
`conservative_mainstream`	Mainstream Conservative
`right_populist`	Right-wing populist
`nationalist_regional`	Scottish/Welsh nationalist
`apolitical_or_mixed`	Apolitical or mixed views

`vote_tendency`

Likely voting behavior in general elections. Not a literal voting history.

Value	Description
`labour`	Tends to vote Labour
`conservative`	Tends to vote Conservative
`liberal_democrat`	Tends to vote Lib Dem
`snp`	Tends to vote SNP (Scotland)
`green`	Tends to vote Green
`other_party`	Other party preference
`non_voter`	Does not typically vote

Origin

Geographic and cultural background.

`country_of_birth`

Country of birth, reflecting top immigrant populations to the UK.

Value
`united_kingdom`
`ireland`
`poland`
`india`
`pakistan`
`romania`
`bangladesh`
`nigeria`
`germany`
`south_africa`
`united_states`
`china`
`spain`
`lithuania`
`portugal`
`france`
`philippines`
`bulgaria`
`sri_lanka`
`ghana`
`jamaica`
`kenya`
`turkey`
`zimbabwe`
`australia`
`brazil`
`iran`
`somalia`
`hungary`
`iraq`
`afghanistan`
`italy`
`other_country`

`immigration_status`

Immigration status categories for the UK.

Value	Description
`uk_born_non_migrant_background`	UK-born, non-immigrant family
`uk_born_migrant_background`	UK-born to immigrant parents
`naturalised_british_citizen`	Naturalized British citizen
`indefinite_leave_to_remain`	Indefinite leave to remain
`work_or_study_visa`	Work or study visa
`refugee_or_humanitarian_protection`	Refugee/asylum status
`awaiting_decision_or_other_status`	Awaiting decision or other

`region`

UK region of residence.

Value
`north_east_england`
`north_west_england`
`yorkshire_and_the_humber`
`east_midlands`
`west_midlands`
`east_of_england`
`london`
`south_east_england`
`south_west_england`
`scotland`
`wales`
`northern_ireland`

`local_area`

County or council area of residence. Population-weighted selection from UK administrative areas (e.g., greater_manchester, tower_hamlets, edinburgh).

`geographic_context`

Type of geographic setting.

Value	Description
`major_metropolitan`	Large cities (London, Birmingham, Manchester)
`metropolitan_urban`	Mid-size cities
`suburban`	Suburban areas
`small_city`	Small cities
`small_town`	Market towns, small towns
`rural`	Rural/countryside

`languages`

Languages spoken (array). English is always included for UK personas.

Value
`english`
`welsh`
`polish`
`romanian`
`punjabi`
`urdu`
`portuguese`
`spanish`
`arabic`
`bengali`
`gujarati`
`hindi`
`italian`
`french`
`lithuanian`
`chinese`
`turkish`
`tamil`
`somali`
`tagalog`
`other_language`

`english_proficiency`

English language proficiency.

Value	Description
`native_or_fluent`	Native speaker or fully fluent
`advanced_second_language`	Advanced second language
`intermediate`	Intermediate proficiency
`basic_or_limited`	Basic or limited proficiency

Background

Socioeconomic and educational background.

`parental_education`

Highest education level achieved by parents (UK qualifications).

Value	Description
`no_formal_qualification`	No formal qualifications
`gcse_or_equivalent`	GCSEs or O-Levels
`a_level_or_equivalent`	A-Levels or equivalent
`vocational_or_apprenticeship`	Vocational qualifications
`undergraduate_degree`	Bachelor’s degree
`postgraduate_degree`	Master’s or PhD
`professional_qualification`	Professional qualification

`childhood_socioeconomic_status`

Socioeconomic status during childhood.

Value	Description
`poverty`	Below poverty line
`working_class`	Working class
`lower_middle`	Lower middle class
`middle_class`	Middle class
`upper_middle`	Upper middle class
`wealthy`	Wealthy/affluent

`education`

Personal educational attainment (UK qualifications).

Value
`no_formal_qualification`
`gcse_or_equivalent`
`a_level_or_equivalent`
`vocational_or_apprenticeship`
`undergraduate_degree`
`postgraduate_degree`
`professional_qualification`

Work

Employment, occupation, and income.

`occupation_domain`

Broad occupational category.

Value
`technology_computing`
`engineering_technical`
`healthcare_medical`
`science_research`
`education_teaching`
`business_finance`
`management_leadership`
`legal_professional`
`public_administration_civil_service`
`public_safety_security`
`arts_creative_media`
`sales_marketing`
`service_hospitality`
`personal_care_services`
`skilled_trades_construction`
`manufacturing_production`
`transportation_logistics`
`agriculture_natural_resources`
`administrative_clerical`
`social_community_services`
`religious_clergy`
`military_veteran`
`homemaker_caregiver`
`none`

`occupation_title`

Specific job title derived from the occupation domain (e.g., “Software Developer”, “NHS Nurse”).

`employment_status`

Current employment situation (UK categories).

Value	Description
`employed_full_time`	Full-time employee
`employed_part_time`	Part-time employee
`self_employed`	Self-employed
`unemployed_seeking`	Unemployed, seeking work
`unemployed_not_seeking`	Unemployed, not seeking
`student`	Full-time student
`retired`	Retired
`homemaker_or_carer`	Homemaker or carer
`long_term_sick_or_disabled`	Long-term sick or disabled
`other_economically_inactive`	Other economically inactive

`employment_flexibility`

Work arrangement flexibility.

Value	Description
`fixed_hours_onsite`	Fixed hours, on-site
`hybrid_flexible`	Hybrid/flexible
`fully_remote`	Fully remote
`shift_or_roster`	Shift/roster work
`contract_or_gig`	Contract/gig work
`not_applicable`	Not employed

`income_band`

Annual household income bracket (GBP).

Value
`under_20k_gbp`
`20k_to_35k_gbp`
`35k_to_50k_gbp`
`50k_to_70k_gbp`
`70k_to_100k_gbp`
`100k_to_150k_gbp`
`over_150k_gbp`

`income_source`

Primary source of income (UK-specific sources).

Value	Description
`employment_wages`	Wages from employment
`self_employment`	Self-employment income
`private_or_workplace_pension`	Private/workplace pension
`state_pension`	State pension
`investment_passive`	Investment/passive income
`jobseekers_or_out_of_work_support`	JSA/out of work support
`household_support`	Support from family
`benefits_or_universal_credit`	Benefits/Universal Credit
`student_finance`	Student finance

`social_grade`

NRS social grade (UK-specific socioeconomic classification).

Value	Description
`ab`	Higher/intermediate managerial, professional
`c1`	Supervisory, clerical, junior managerial
`c2`	Skilled manual workers
`de`	Semi-skilled, unskilled manual, unemployed

`military_background`

Boolean indicating military service history.

Household

Family structure, housing, and living situation.

`relationship_status`

Current relationship status.

Value
`single_never_married`
`married`
`divorced`
`widowed`
`separated`
`registered_partnership`
`cohabiting_partner`

`number_of_children`

Number of children (integer, 0+).

`household_composition`

Household structure.

Value
`single_no_children`
`single_with_children`
`couple_no_children`
`couple_with_children`
`other_household`

`life_stage_segment`

Current life stage.

Value	Description
`emerging_adult`	18-24, transitioning to independence
`early_career`	25-34, establishing career
`family_building`	Starting/raising family
`established_family`	Established family with older children
`midlife`	Midlife transition
`retirement`	Retirement years

`household_living_state`

Living arrangement.

Value
`living_with_family`
`shared_household`
`living_alone`
`living_with_partner`
`single_parent_household`
`family_household`
`supported_or_temporary`
`other_household_state`

`dependency_state`

Financial dependency level.

Value	Description
`dependent`	Financially dependent on others
`partially_independent`	Partially self-supporting
`independent`	Fully financially independent

`household_support_model`

How household costs are managed.

Value
`fully_independent`
`family_supported`
`shared_household_costs`
`partner_supported_or_shared_costs`
`retirement_income_supported`
`state_or_supported_housing_buffer`
`mixed_support_model`

`housing_tenure`

Home ownership/rental status (UK categories).

Value	Description
`own_outright`	Owns home outright
`own_with_mortgage`	Owns with mortgage
`private_rent`	Private renting
`social_housing_rent`	Social/council housing
`living_with_family_no_rent`	Living with family rent-free
`temporary_or_supported_housing`	Temporary/supported housing

`homeownership_pathway`

Path to current housing situation.

Value
`dependent_family_household`
`independent_private_renter`
`social_or_supported_housing_pathway`
`shared_household_renter`
`partnered_household_renter`
`first_time_buyer_mortgage`
`family_household_mortgage`
`family_supported_owner`
`long_term_owner_outright`
`owner_pathway_unclear`

`housing_type`

Type of dwelling (UK housing types).

Value
`detached_house`
`semi_detached_house`
`terraced_house`
`flat_apartment`
`bungalow`
`group_or_supported_housing`
`temporary_housing`

`debt_band`

Total debt level (GBP).

Value
`no_debt`
`under_5k_gbp`
`5k_to_20k_gbp`
`20k_to_50k_gbp`
`50k_to_100k_gbp`
`100k_to_200k_gbp`
`over_200k_gbp`

`debt_profile`

Primary type of debt burden.

Value	Description
`low_or_no_debt`	Minimal debt
`mortgage_led_debt`	Primarily mortgage debt
`student_finance_led_debt`	Primarily student loans
`consumer_credit_or_arrears`	Consumer credit/arrears
`mixed_debt_burden`	Mixed debt types

Behavior

Lifestyle, interests, and daily behaviors.

`interests`

Array of interests and hobbies (300+ possible values). Not exhaustively documented due to size.

`has_pets`

Boolean indicating pet ownership.

`physical_activity_level`

Physical activity level.

Value	Description
`sedentary`	Little to no exercise
`lightly_active_below_guidelines`	Some activity, below guidelines
`meets_activity_guidelines`	Meets NHS recommended guidelines
`exceeds_activity_guidelines`	Exceeds recommended guidelines
`training_level_active`	Athlete/training level

`primary_transport_mode`

Primary mode of transportation (UK options).

Value
`drive_alone`
`carpool`
`rail`
`bus_or_coach`
`underground_or_tram`
`walking`
`bicycle`
`taxi_rideshare`
`work_from_home`
`other_method`

`technology_confidence`

Comfort level with technology.

Value	Description
`tech_avoidant`	Avoids technology
`basic_functional_user`	Basic functionality only
`comfortable_everyday_user`	Comfortable with everyday tech
`confident_advanced_user`	Confident with advanced features
`expert_power_user`	Expert/power user

`digital_engagement_level`

Digital engagement style.

Value
`tech_early_adopter`
`active_multi_platform`
`smartphone_dependent`
`selective_user`
`basic_communication`
`traditional_media`
`privacy_focused`
`digitally_reluctant`

`social_media_usage`

Social media usage patterns.

Value
`daily_multiple_platforms`
`active_few_platforms`
`casual_consumer`
`passive_lurker`
`professional_only`
`sporadic_user`
`former_user`
`never_adopted`

Psychology

Cognitive style and personality traits.

`literacy_level`

Prose literacy level.

Value	Description
`below_basic`	Below basic literacy
`basic`	Basic literacy
`intermediate`	Intermediate literacy
`proficient`	Proficient literacy

`numeracy_level`

Numerical literacy level.

Value	Description
`basic`	Basic numeracy
`functional`	Functional numeracy
`intermediate`	Intermediate numeracy
`advanced`	Advanced numeracy

`problem_solving_style`

Approach to problem solving.

Value	Description
`structured_analytical`	Systematic, step-by-step
`practical_heuristic`	Practical rules of thumb
`creative_exploratory`	Creative, experimental
`mixed`	Mixed approach

`cognitive_capability_band`

General cognitive capability.

Value
`foundational`
`applied`
`advanced`

Big Five Personality Traits

Each trait uses a five-point scale:

big_five_openness very_low_openness, low_openness, average_openness, high_openness, very_high_openness

big_five_conscientiousness very_low_conscientiousness, low_conscientiousness, average_conscientiousness, high_conscientiousness, very_high_conscientiousness

big_five_extraversion very_low_extraversion, low_extraversion, average_extraversion, high_extraversion, very_high_extraversion

big_five_agreeableness very_low_agreeableness, low_agreeableness, average_agreeableness, high_agreeableness, very_high_agreeableness

big_five_neuroticism very_low_neuroticism, low_neuroticism, average_neuroticism, high_neuroticism, very_high_neuroticism

Decisioning

Communication preferences and decision-making style.

`communication_preference`

Preferred communication style.

Value	Description
`concise_direct`	Brief, to-the-point
`warm_relational`	Warm, relationship-focused
`evidence_data_led`	Data and evidence driven
`visual_story_led`	Visual/narrative driven
`community_peer_led`	Community/peer influenced

`message_processing_style`

How information is processed.

Value	Description
`heuristic_fast`	Quick, intuitive decisions
`balanced_mixed`	Balanced approach
`analytical_deliberate`	Careful, analytical

`purchase_risk_tolerance`

Risk tolerance in purchasing decisions.

Value
`risk_averse`
`risk_balanced`
`risk_tolerant`

`persuasion_susceptibility`

Susceptibility to persuasion techniques.

Value
`low_susceptibility`
`moderate_susceptibility`
`high_susceptibility`

`political_engagement_level`

Level of political engagement.

Value
`high_engagement`
`medium_engagement`
`low_engagement`

Health

Health conditions and dietary restrictions.

`dietary_restrictions`

Array of dietary restrictions (can be empty).

Value
`vegetarian`
`vegan`
`gluten_free`
`dairy_free`
`halal`
`kosher`
`keto`
`paleo`
`mediterranean`
`food_allergies`

`health_conditions`

Array of health conditions (can be empty).

Value
`diabetes`
`hypertension`
`heart_disease`
`respiratory_condition`
`chronic_pain`
`mental_health_condition`
`autoimmune_condition`
`active_cancer`
`cancer_survivor`
`obesity`

Appearance

Physical attributes and clothing sizes.

`skin_tone`

Skin tone on an 8-point scale.

Value
`very_fair`
`fair_light`
`light_medium`
`medium`
`medium_tan`
`medium_deep`
`deep`
`very_deep`

`body_build`

Body build/type.

Value
`very_lean`
`lean`
`average`
`muscular_athletic`
`broad_stocky`
`overweight`
`obese`

`nose_shape`

Nose shape.

Value
`straight`
`upturned_button`
`aquiline`
`broad`
`narrow_refined`

`face_shape`

Face shape.

Value
`oval`
`round`
`square`
`oblong`
`heart`
`diamond`
`pear`
`long`

`hair`

Hair attributes (nested object).

hair.color

Value
`black`
`dark_brown`
`medium_brown`
`light_brown`
`dirty_blonde`
`blonde`
`platinum_blonde`
`strawberry_blonde`
`red`
`auburn`
`copper`
`silver`
`gray`
`white`
`dyed_unnatural`

hair.texture (Andre Walker hair typing system)

Value
`type_1_straight`
`type_2a_wavy_loose`
`type_2b_wavy_defined`
`type_2c_wavy_strong`
`type_3a_curly_loose`
`type_3b_curly_tight`
`type_3c_curly_coarse`
`type_4_coily`

`eyes`

Eye attributes (nested object).

eyes.color

Value
`dark_brown`
`medium_brown`
`light_brown`
`amber`
`hazel_brown`
`hazel_green`
`green`
`blue_green`
`light_blue`
`medium_blue`
`dark_blue`
`gray_blue`
`gray`

eyes.shape

Value
`almond`
`round`
`hooded`
`monolid`
`upturned`
`downturned`

`height`

Height measurements (nested object).

Field	Type	Description
`cm`	integer	Height in centimeters
`feet_and_inches`	string	Formatted height (e.g., “5’10"")

`weight`

Weight measurements (nested object).

Field	Type	Description
`kg`	integer	Weight in kilograms
`lbs`	integer	Weight in pounds
`bmi`	number	Body Mass Index

`clothing_sizes`

Clothing size estimates (nested object).

Field	Type	Values
`shirt_size`	string	`XS`, `S`, `M`, `L`, `XL`, `XXL`, `XXXL`
`waist_size`	string	`28`, `30`, `32`, `34`, `36`, `38`, `40`, `42`, `44`
`dress_size`	string	UK dress sizes (e.g., “8”, “10”, “12”)
`shoe_size_local`	string	UK shoe sizes (e.g., “7”, “8”, “9”)

`appearance_summary`

Natural language description of the persona’s physical appearance. String field.