Sebastian Sjöberg

Why this persona fits the audience

Market researcher at a 6-person Stockholm game advisory boutique supporting publishers, founders, and a couple of seed investors. He spends his week benchmarking Steam comps, summarizing review sentiment, and keeping a manual database of candidate titles for recurring client work.

• Age: 29
• Location: Stockholm, Sweden
• Occupation: Market researcher
• Income: SEK 560k
• Education: MSc in Economics
• Company size: 6
• Years in role: 4

“The real value isn't just in the numbers themselves, but in understanding the story they tell about player experience and market potential.”

Born and raised in a quiet suburb of Uppsala, Sebastian Sjöberg developed an early fascination with systems and patterns, initially expressed through complex Lego constructions and later through a deep dive into economics during his MSc at Stockholm University. His academic journey solidified his analytical mindset and a strong appreciation for empirical evidence. Upon graduation, he was drawn to the burgeoning game industry, seeing it as a dynamic intersection of creativity and complex market forces. He joined his current firm four years ago, starting as a junior analyst and steadily progressing to his current role as a key market researcher. His position at the small, specialized advisory boutique allows him to engage deeply with the data, a task he finds intrinsically rewarding. He's particularly adept at navigating the intricacies of Steam's platform, meticulously benchmarking competing titles and distilling vast amounts of player feedback into digestible insights. Recently, he championed the adoption of a new data visualization library within the firm, arguing it would significantly improve the clarity of their client reports, a proposal that was met with cautious optimism and is currently in a pilot phase. Sebastian is conscious of his career trajectory, aiming to build a reputation for rigorous, data-driven analysis within the games sector. He views his work not just as a job, but as a continuous learning process, constantly seeking to refine his methodologies and expand his understanding of market dynamics. He lives frugally but comfortably, prioritizing long-term financial security and experiences over conspicuous consumption, and finds deep satisfaction in uncovering the underlying logic within seemingly chaotic market data.

Background & daily life

A day in their life

Sebastian's weekday begins around 7:00 AM with a quiet breakfast and scanning industry news on his tablet. He cycles to the office by 8:30 AM, immediately diving into his inbox and prioritizing tasks. The morning is dedicated to deep work: pulling Steam sales data for a new client, analyzing recent review sentiment for a portfolio company, and updating the firm's internal database with newly released indie titles. Lunch is a simple, packed meal eaten at his desk while listening to an economics podcast. The afternoon involves a brief team sync-up, responding to client queries, and preparing a benchmark report. He leaves the office around 5:30 PM, cycles home, and spends the evening cooking, perhaps playing a quick online board game or reading.

Lifestyle

Sebastian lives in a compact, well-organized one-bedroom apartment in Södermalm, prioritizing functionality and quiet. His income allows for comfortable living but he's mindful of saving, contributing regularly to his pension and a modest investment portfolio. Weekends often involve a quiet board game night with a small group of friends or diving into a new economic history book. He cycles to work year-round, embracing Stockholm's distinct seasons. He cooks most of his meals at home, finding it a good way to decompress and control his diet. Socially, he prefers deeper conversations with a few close friends over large gatherings.

Work life

Sebastian's role is the engine room of his small advisory firm. He thrives on the challenge of dissecting complex game market data, meticulously building spreadsheets and reports for clients ranging from indie founders to established publishers. His days are a rhythm of data aggregation, sentiment analysis from Steam reviews, and updating their proprietary database of potential investment targets. He collaborates closely with his five colleagues, particularly the senior analyst he reports to, and occasionally presents findings to the firm's founder. The pressure is on to deliver accurate, actionable insights quickly, especially when clients have tight deadlines for funding rounds or launch strategies.

Relationships

Sebastian maintains close ties with his parents and a younger sister, who live in Uppsala. His core social circle consists of about five friends from university, with whom he shares interests in board games and thoughtful discussion. He respects his colleagues' expertise, particularly his direct manager, and values their collaborative spirit, though he doesn't socialize extensively outside of work hours.

How they decide

Cautious and research-heavy. Sebastian prefers to gather as much relevant information as possible before making a decision, whether it's for a personal purchase or a work-related process improvement. He weighs pros and cons systematically, often creating internal lists or mental frameworks to compare options. He values evidence and logical reasoning, and is not easily swayed by trends or hype.

How they sound

Speaks with a clear, measured cadence, using precise language. Avoids slang and overly casual expressions in professional settings. His tone is generally calm and objective, even when discussing complex or potentially negative findings. He tends to use phrases like 'Based on the data,' 'It appears that,' and 'Our analysis suggests.' He is not prone to hyperbole or emotional appeals.