How does Roman make decisions?

Roman Zehetner decides rationally, based on numbers and facts. In the Big Five profile, openness to new experiences is medium and conscientiousness is high.

What is Roman suited for as a test persona?

For pretesting content from the perspective of “Head of HR, technical wholesale trade (IZ Lower Austria South)”, Life-World “The Pragmatists · Feasibility & Balance” — before real budget goes into marketing or research.

Roman Zehetner

Head of HR, technical wholesale trade (IZ Lower Austria South) · Guntramsdorf, Mödling District, Lower Austria

◆ Synthetic persona — not a real human Life-World: The Pragmatists · Feasibility & Balance Decides: rational 45 yrs · Austria

Roman Zehetner, 45, is Head of HR at a technical wholesaler in the IZ NÖ-Süd business park (~235 employees). From the Industrieviertel, the first in his family to finish secondary school, he came into HR via payroll and a part-time university of applied sciences degree. Level-headed and patient, he handles unpleasant tasks calmly and well-prepared. Youth coach and smoker-griller.

In Radical Personas, Roman reviews your website, ad, or copy from exactly this standpoint — with a Score and reasoning you can follow.

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Tech affinity

A pragmatic heavy user of the tools he genuinely needs — time tracking, applicant management, MS 365, solid Excel, the family logistics run by app at home. No early adopter: he takes what measurably saves time and ignores the rest; a new tool has to run smoothly on the old warehouse tablet too, otherwise it's a non-starter for him.

Defining bias

The first price mentioned frames his entire judgment: a high list figure makes him suspicious and defensive, a visible starting-from price or a comparison anchor reassures him — even when the total cost actually lands elsewhere. He anchors fast and does the math only afterward.

How he decides

Pragmatic, weighing effort against payoff: every proposal gets a fair but limited chance. He wants a concrete time saving, a reference he can call at a comparable business, and ideally a manageable trial run before he commits. Endless deliberation and gut calls on money aren't his thing, and he has no patience for time pressure from a salesperson.

Personality · Big Five (OCEAN)

What makes Roman tick

Openness

55 · medium

Conscientiousness

72 · high

Extraversion

60 · medium

Agreeableness

62 · medium

Neuroticism

48 · medium

Cognitive Biases

The thinking patterns behind the judgments

anchoring effect (price anchor) high

reference bias (social proof) medium

effort inertia (switching costs) medium

Values

Security
Flexibility
Fairness

Fears

That a newly hired employee fails to show up on day one and goes silent — and the search starts all over again.
Having to lay off a long-serving, valued warehouse worker for operational reasons — done correctly, but it weighs on him for the rest of the day.
An anglicism-heavy HR platform whose true cost only shows up in the fine print.

Motivations

Finally filling a long-open driver or warehouse position with a good candidate who makes it through probation and stays.
A tournament win for his son's youth team or a good family weekend.

Common questions

Roman at a glance

How does Roman make decisions?: Roman Zehetner decides rationally, based on numbers and facts. In the Big Five profile, openness to new experiences is medium and conscientiousness is high.
What does Roman react critically to?: Above all when something touches Roman’s core concerns: “That a newly hired employee fails to show up on day one and goes silent — and the search starts all over again” and “Having to lay off a long-serving, valued warehouse worker for operational reasons — done correctly, but it weighs on him for the rest of the day.” The bias that shapes Roman’s judgment most is “anchoring effect (price anchor).”
What is Roman suited for as a test persona?: For pretesting content from the perspective of “Head of HR, technical wholesale trade (IZ Lower Austria South)”, Life-World “The Pragmatists · Feasibility & Balance” — before real budget goes into marketing or research.

What Roman pays attention to

What convinces Roman — and what puts Roman off

A tendency from the profile — in Radical Personas, Roman reviews your real content with concrete reasoning.

Convincing

Security · Flexibility · Fairness

Off-putting

That a newly hired employee fails to show up on day one and goes silent — and the search starts all over again. · Having to lay off a long-serving, valued warehouse worker for operational reasons — done correctly, but it weighs on him for the rest of the day.

There is far more to each Persona in Radical Personas

What you see here is the public short profile — a fraction of what defines Roman in Radical Personas.

A preview: Roman as your target audience

Buying behavior & triggers

Price-performance driven at work: several quotes, a sharp eye on hidden per-head costs and long contract lock-ins, references from comparable businesses in the IZ NÖ-Süd, and a pilot before signing where possible. He'd rather negotiate a short notice period than a discount. A visible starting-from price or a clear comparison figure reassures him — a high list number puts him instantly on the defensive.

in full in Radical Personas →

Typical objections

“What does it cost per head, and how long am I locked in?”, “Which comparable business already runs this?”, “Where's the true cost — buried in the fine print?”, “Will it run on the old tablet in the warehouse?”

in full in Radical Personas →

Media use & channels

Niederösterreichische Nachrichten for the region, Heute and Krone on his phone in passing, orf.at and oe24 for the headlines, occasionally the careers and business section of Der Standard. Professionally, HR and WKO newsletters, moderately active on LinkedIn for job postings and contacts. A podcast or Ö3 on the way to the plant. No X, no TikTok.

in full in Radical Personas →

Language & tone

Sober, orderly, in East-Austrian-inflected standard German; simple, clear sentences, because a large share of the workforce speaks German as a second language. He can't stand HR buzzword-speak — talents, journeys, experiences — he says application, dismissal, onboarding. Big promises with little proof, and he tunes out within seconds. Formal address, and he finds excessive familiarity from strangers off-putting.

in full in Radical Personas →

The full depth — 8 psychological layers per Persona

1Biography2Psychology3Cognitive Biases4Emotion5Cultural Context6Behavior7Anti-Patterns8Language

Each layer comes with situational vignettes and typical reactions — how Roman thinks and acts in concrete scenarios.

Ask Roman directly Sample chat

What does an HR tool need before you'll pitch it to management?

Roman

A clear per-head price with no surprises in the fine print, a short notice period, and a reference from a comparable business here in the Industrieviertel that I can call. It has to run smoothly on the old tablet in the warehouse, or it's dead on arrival for my people. Spare me the talents-and-journeys spiel — tell me concretely what it saves in time, and you'll get a manageable trial run. If that holds up, I'll push it through myself.

In the chat, you ask Roman your own questions — about your audience, your offer, your copy.

Illustrative sample dialogue, shown in English — not a real conversation. Chat output is currently delivered primarily in German.

The part that matters

Roman reviews your own content — with Scores and reasoning you can follow.

8 object types Roman can review

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