Psychographics Flashcards
1
Q
What are Young and Rubicam’s 4C’s?
A
- cross
- cultural
- consumer
- characterisation
2
Q
What are the seven psychographic groups?
A
- the explorer
- the aspirer
- the succeeder
- the reformer
- the mainstreamer
- the struggler
- the resigned
3
Q
What are the traits of someone who fits the explorer psychographic group?
A
- driven by a need for discovery
- young in nature/at heart
- difference is what they seek out
- they respond to new sensations
- their core need in life is for discovery
4
Q
What are the traits of someone who fits the aspirer psychographic group?
A
- materialistic people
- driven by others’ perceptions of them
- they respond to what others think is superficial
- image/ appearance is key
- their core need in life is for status
5
Q
What are the traits of someone who fits the succeeder psychographic group?
A
- possess self confidence
- seeks reward and prestige
- also seeks caring and protective brands
- they need to occasionally relax
- their core need in life is for control
6
Q
What are the traits of someone who fits the reformer psychographic group?
A
- values own independent judgement
- socially aware
- seek out authentic and the harmonious
- often at the leading edge of society
- their core need in life is for enlightenment
7
Q
What are the traits of someone who fits the mainstreamer psychographic group?
A
- domestic and everyday
- a daily routine is fundamental
- the mainstream of society
- attracted to family brands
- their core need in life is for security
8
Q
What are the traits of someone who fits the struggler psychographic group?
A
- live for today, make few plans for tomorrow
- others see them as losers and victims
- heavy consumers of alcohol and junk food
- they seek escape through lottery cards
- their core need in life is to get by
9
Q
What are the traits of someone who fits the resigned psychographic group?
A
- predominantly older people
- the past is seen in a warm, nostalgic way
- enjoy acting in traditional ways
- respect modern day institutions
- their core need in life is to survive
