Thierry Marchaud
male · 60 ans · Married · 2 children
outskirts hamlets, Boussac (Creuse), France
Retired agricultural and rural craft worker · retired
"I don’t need lessons from Paris. I need practical solutions that work here, today."
About
Thierry is a 60 year old retired farm and rural craft worker living in a small village in the Creuse, in an old farmhouse he maintains himself. He runs life like a small holding: wood heating, a big vegetable garden, hunting and fishing, and a diesel car that cannot be replaced because services and shops are far. He wants to stay independent but feels squeezed by fuel prices, rising costs, and the sense that public services are disappearing. He is convertible when an offer saves him time, money, or hassle without talking down to him, and when it respects rural reality instead of selling an urban lifestyle.
Power
Why is this persona strategic?
Thierry represents a large rural, older consumer segment that is still reachable digitally but demands credibility and utility. He is highly sensitive to recurring costs like fuel, energy and maintenance, so value propositions that reduce running costs, simplify supply runs, or improve self sufficiency can convert well. Winning him can unlock word of mouth in tight local networks (neighbors, hunting circles), but messaging must avoid moralizing and must feel grounded in everyday rural constraints.
What defines his socio-economic situation?
9.4%
of household budget goes to energy, which hits him harder because he relies on diesel and wood heating
SDES Chiffres clés énergie 2025, France 2023He spent his working life in manual agricultural and craft jobs, now living on pension income and occasional small paid help.
Low pension household with tight monthly cash flow; costs are contained by home ownership and self produced food.
Left school early, learned through work and practical experience; prefers clear instructions over technical jargon.
Detached rural house needing constant maintenance; heating is largely wood based and insulation is imperfect.
Garden vegetables and preserves reduce spend; supermarket runs are planned.
Low cash cost because he owns the house, but constant repairs and occasional tradesmen.
Diesel, insurance, maintenance. Rural travel is non optional.
Wood is key; still pays electricity and some purchased fuel.
Tools, spare parts, workwear, replacement household items.
Basic needs, occasional dental or optics delays if cash is tight.
Hunting license, fishing permits, local fairs, occasional café.
Small buffer for car breakdowns or unexpected bills.
Mobile plan plus Amazon Prime used for access to goods and delivery.
- Keeping the car running
- Home repairs and tools
- Stocking up when prices are good
- Premium brands for image
- Long term contracts
- Urban lifestyle services
He avoids subscription traps and hidden fees. He accepts online payments when the merchant looks reliable and delivery is dependable.
What drives his decisions?
50 min/day
on social networks and messaging, mostly reading and checking local information rather than posting
Médiamétrie 2024, 50-64 ans- Trust is built through reliability and after sales support, not storytelling.
- He tests a supplier once with a small order before committing.
- He accepts big platforms when they solve a real access problem, but complains about unfairness or hidden margins.
- He values brands that respect rural users and show practical proof.
What cultural context shapes his expectations?
1,827€
average annual spend on fuel which he treats as a controllable but painful household line item
SDES Chiffres clés énergie 2025, France 2023Thierry embodies a form of rural competence where identity is tied to being useful: fixing, growing, heating, and providing. He rejects feeling dependent on institutions, yet he also wants services to exist and resents being forgotten. He uses digital tools when they extend autonomy rather than replace community.
In rural France, daily life depends on self reliance and access to services that are often far away. People like Thierry judge institutions by whether they keep roads, healthcare and public counters working. Costs that urban consumers can avoid, especially transport and home energy, are unavoidable here and shape political anger and purchasing decisions.
Distance structures everything: supermarket runs are planned, online delivery is a lifeline, and neighbors fill gaps left by thinning public services. Social life is built around the commune, hunting associations, and practical mutual aid rather than trend driven culture.
He respects competence, discretion and people who do what they say. Loud moral lessons, Paris centric references, or polished brand talk trigger mistrust. Recommendations carry weight when they come from known locals, tradesmen, or association networks.
Repair and reuse culture · Local producers and short supply chains · Practical Facebook groups for barter and information · Buying parts online to keep old equipment alive
Moralizing eco campaigns aimed at city dwellers · Luxury lifestyle branding · Over engineered smart home promises that fail without good connectivity or support · Urban centric delivery limitations
Local digital marketplaces for tools and materials · DIY solar and energy saving kits if clearly explained · More reliance on drive and delivery for remote areas · Community led practical training and repair events
What are his key lifestyle behaviors?
2h53
daily time on the internet, but he uses it as a tool rather than entertainment first
Médiamétrie 2024, 50-64 ansOutdoor activity is functional and identity linked, tied to hunting and walking rather than gym culture.
Hunting season weekly, walking most days
Hunting · Fishing · Long walks on rural roads
Food and tradition · Time with friends · Staying fit without paying for sport
TV and radio create daily rhythm and companionship, especially in winter evenings.
TV evenings, radio mornings in the workshop
Local news · Weather · Practical programs
Live TV · Radio in the background
DIY is both necessity and pride, with constant small projects to keep the house and equipment running.
Wood cutting and stacking · Vegetable gardening · Small engine maintenance
Local hunting association · Village Facebook group
Social Life
Social ties are local, reciprocal and practical, built around helping each other.
Village bar
Home meals
Café bar
Not relevant
Signature
He measures every purchase against one question: will this keep my household independent next winter.
What media does he trust?
18.6%
TF1 share of TV audience, which anchors his evening routine and his sense of national conversation
Médiamétrie Médiamat 2023, annualWhere does he shop?
10.5M
households shopped at Action in 2024, and he uses it as a low cost top up store for basics and tools
Kantar 2025, France 2024Distance forces bulk shopping and careful planning; local food is mixed with discounter basics.
DIY retail is a mix of one big trip for heavy materials and online orders for specific parts.
He avoids unnecessary upgrades and prefers repair, but will buy online if time and distance matter.
He mixes extreme value retail with secondhand sourcing to keep costs down.
How do we reach him effectively?
54%
of rural users consult social networks daily, making local Facebook groups a practical advertising entry point
ARCEP Baromètre du numérique 2025, communes ruraleseffectiveness
He checks these daily for practical info and secondhand tools; relevance is high when tied to local delivery or pickup.
Fits his morning routine in the workshop and feels locally legitimate.
He searches when something breaks and needs an immediate solution.
effectiveness
High reach but expensive and less targeted; works for mass market offers like energy or retail.
Works when tied to seasonal needs like heating or storm repairs.
Use plain language, show the math, and lead with practical outcomes: savings, durability, repairability, delivery reliability. Reference rural constraints directly: distance, weather, car dependence, limited tradespeople. Offer proof through demonstrations, guarantees, and clear customer support paths.
Moral lectures about ecology, Paris centric imagery, or political signaling. Buzzwords, complex app only journeys, and hidden subscription costs. Any tone implying he is uninformed or needs to be educated will be rejected.
How does he move through the buying journey?
2h53
daily internet time, mostly utility driven, so the journey is fast once trust is established
Médiamétrie 2024, 50-64 ansAwareness
"Is this actually useful for people like us out here"
- Fuel price spike
- Breakdown at home
- Seasonal prep like winter wood
- TF1
- ici local radio
- Facebook groups
- ✕ Does not trust marketing
- ✕ Assumes it is for cities
Consideration
"Will it work and will I be stuck if it fails"
- Clear pricing
- Phone support number
- Real reviews with photos
- Google Search
- YouTube how to
- Facebook comments
- ✕ Fear of scams
- ✕ Returns hassle
- ✕ Hidden fees
Decision
"I will try once, small order first"
- Guaranteed delivery date
- Simple returns
- Option to pay without complex steps
- Amazon or retailer site
- Debit card payment
- ✕ Delivery uncertainty
- ✕ Payment distrust
Loyalty
"If it is reliable, I will keep it"
- Consistent delivery
- Spare parts availability
- Repeat orders
- Saved lists
- Local word of mouth
- ✕ One bad delivery
- ✕ Bad support experience
Advocacy
"This is worth telling others"
- Problem solved quickly
- Good deal shared
- Hunting association
- Neighbor chats
- Facebook local groups
- ✕ Does not want to look like an ad
How do we convert him?
77%
of people made an online non food purchase in 2024, and he is among them when access is the issue
ARCEP Baromètre du numérique 2025, France 2024Position offers as rural proof and cost saving: dependable delivery for remote areas, parts availability, repair tutorials, and transparent pricing. Bundle essentials and reduce the number of trips required. Use local credibility signals, clear phone support, and no surprise subscriptions.
strategy
Direct, respectful, practical, and locally grounded. Explain like to a competent DIYer, not a novice.
- "Delivered to your village, with clear delivery dates and real customer support."
- "Parts and consumables that keep your equipment running, at a fair price."
- "Save trips and save fuel: order once, stock up, and get it delivered."
- "No hidden fees: you see the full cost before you confirm."
- Any whiff of being talked down to or moralized.
- Unclear total price, forced subscriptions, or complicated returns.
- Promises that rely on strong connectivity without a fallback phone option.
- Urban imagery that ignores distance and rural constraints.
Sources
- 1. Niveaux de vie − France, portrait social (Insee)
- 2. La consommation des ménages en 2024 (Insee)
- 3. L'Année Internet 2024 (Médiamétrie)
- 4. Baromètre du numérique - édition 2025 - Le RAPPORT (Arcep, Arcom, CGE, ANCT, Credoc)
- 5. Dépenses en énergie | Chiffres clés de l'énergie (SDES)
- 6. Médiamat annuel 2023 (Médiamétrie)
- 7. Que révèle le bilan consommation 2024 ? (Kantar)
- 8. Les influenceurs séniors, qui sont-ils ? (Reech)
- 9. Médiamétrie EAR Sept-Oct 2024 France Bleu progression (Radio France press release)
- 10. Classements Podcasts (ACPM)
- 11. La Boutique Jardin Maison (Rustica)
What social content does he engage with?
75%
of internet users consult social networks daily, but he remains mostly passive and uses them for information and local exchange
ARCEP Baromètre du numérique 2025, internautesconsumption
Follows local groups, checks practical posts, uses Marketplace for tools and spare parts, rarely posts unless selling or asking for a recommendation.
Daily, short check ins across the day
Local alerts · Secondhand tools · Municipal news
consumption
Search based viewing for repairs, gardening techniques and equipment maintenance.
Several times per week, evening or rainy days
Gardening tutorials · DIY repairs · Rural equipment tips
TikTok (Occasional, mostly via shared links)