Audiences: Psychographic

Question 1

Materialistic, acquisitive people who’re driven by others perceptions of them. Their core need in life is status

Answer 1

Aspirer

Question 2

Someone who values their own individual judgement. They are the most anti-materialistic of the groups.

Answer 2

Reformer

Question 3

They are driven by a need for discovery, challenge and new frontiers. They are the first to try out new ideas and experiences.

Answer 3

Explorer

Question 4

They have a strong goal orientation, they tend to be very responsible. They reward seek and prestige.

Answer 4

Succeeder

Question 5

Typically the older generation, with constant, unchanging values built up over time.

Answer 5

Resigned

Question 6

Others see them as victims, losers and wasters. They are heavy consumers of junk food and alcohol. They seek escape.

Answer 6

Struggler

Question 7

They have a daily routine, their life choices are ‘we’ rather than ‘me’. Their core need in life is for security.

Answer 7

Mainstreamer