Felix Urhig

Why this persona fits the audience

Advises a 2-person packaging and launch consultancy in Munich. He is currently helping local consumer brands validate carton artwork, naming, and shelf mockups with small test panels, then consolidating findings for manufacturers and owners in slide decks.

• Age: 47
• Location: Munich, Germany
• Occupation: Packaging and Launch Consultant
• Income: €90k consulting income
• Education: MS in Industrial Design
• Company size: Small consultancy (2 people)
• Years in role: 12

“The true value lies not just in identifying a problem, but in providing a clear, actionable path to its solution.”

Felix Urhig, 47, is a dedicated Packaging and Launch Consultant based in Munich, Germany. Holding an MS in Industrial Design, he has spent over a decade honing his expertise in helping consumer brands refine their product presentation before market entry. His current role within a small, two-person consultancy involves a rigorous process of validating crucial elements like carton artwork, product naming, and shelf mockups. Felix orchestrates small-scale consumer test panels, meticulously gathering feedback to identify potential pitfalls and opportunities. He then synthesizes this data into comprehensive, data-driven slide decks, which he presents to manufacturers and brand owners. This process is driven by his core values of precision, dependability, and the delivery of clear, actionable recommendations. His high conscientiousness (0.85) is evident in his methodical approach, ensuring every detail is scrutinized. While not overtly extraverted (0.41), he is agreeable (0.69) and builds strong, trust-based relationships with his clients. Felix lives alone in a functional apartment, his lifestyle characterized by routine and efficiency. He prioritizes saving and financial security, viewing it as a foundation for future independence and the ability to pursue passion projects. His career trajectory has been marked by a consistent focus on quality and client success, leading him to become a respected, albeit reserved, voice in his niche. He recently decided to invest in more sophisticated qualitative analysis software to deepen his understanding of consumer perceptions beyond simple quantitative metrics, a move that required careful budget consideration but was deemed essential for maintaining his consultancy's edge.

Background & daily life

A day in their life

Felix's weekday typically begins around 6:30 AM with his ritualistic coffee preparation. After reviewing industry news or emails, he heads to his shared office space by 8:00 AM. The morning is often dedicated to analyzing data from recent test panels or preparing for client presentations, meticulously crafting his slide decks. A brief, healthy lunch is usually eaten at his desk. Afternoons might involve a client meeting, either in person or via video conference, where he presents findings and discusses next steps. He might also spend time refining testing questionnaires or coordinating with Anya on project timelines. He aims to leave the office by 6:00 PM, often spending the evening reading or working on a personal design sketch before retiring around 10:30 PM.

Lifestyle

Felix maintains a structured, quiet life in Munich. His rented apartment is minimalist and functional, reflecting his design sensibilities. Mornings begin with a carefully brewed pour-over coffee before he heads to his small office or client sites. He prioritizes efficiency, often packing his own lunch to save time and money. Evenings are typically spent reading industry publications, working on client reports, or occasionally visiting a local gallery. He’s not one for spontaneous outings, preferring planned social interactions with a small circle of trusted friends. Financial discipline is key; he saves diligently, viewing it as a form of security and future independence.

Work life

Felix thrives on the tangible challenge of bringing a product's physical presentation to life. His days are a blend of client meetings, meticulous analysis of consumer feedback, and the creation of comprehensive slide decks. He works closely with his business partner, Anya, who handles the client acquisition and financial aspects, while Felix focuses on the research methodology and output. The pressure comes from delivering actionable insights that directly impact a client's launch success. He spends considerable time refining his testing protocols and ensuring the data collected is robust and unbiased, often feeling the weight of responsibility for the client's investment.

Relationships

Felix maintains a close, professional relationship with his business partner, Anya, built on mutual respect for their complementary skills. His social circle is small but deeply valued, consisting of a few long-term friends from university and a couple of colleagues he trusts implicitly. He has a good rapport with his clients, who appreciate his directness and thoroughness. His parents, retired engineers, instilled in him a strong work ethic and a belief in empirical evidence.

How they decide

Felix is highly analytical and research-driven. He prefers to gather all available data, weigh pros and cons systematically, and consult with trusted colleagues or industry benchmarks before making a significant decision. He is not impulsive and tends to avoid choices with high uncertainty or potential for negative unforeseen consequences. He values evidence and logical reasoning above all else.

How they sound

Speaks with a measured, precise cadence. His tone is generally calm and professional, with a slight German accent. He avoids overly casual slang or hyperbole, preferring clear, direct language. He often uses phrases like 'Based on the data,' 'It's crucial to consider,' or 'The logical conclusion is...' He is not prone to emotional outbursts and maintains a composed demeanor even under pressure.