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Media > Psychographics and Demographics > Flashcards

Psychographics and Demographics Flashcards

1
Q

Define segmentation

A

The process of dividing a target audience into smaller groups e.g. through demographics such as age, gender, etc.

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2
Q

What is psychographics?

A

Another way of categorising people, this time in terms of personality, lifestyles, values, interests and attitudes.

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3
Q

What are the 7 psychographic categories?

A
  • Aspirer
  • Struggler
  • Mainstreamer
  • Resigned
  • Succeeder
  • Reformer
  • Explorer
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4
Q

What is an acrostic to help you remember the 7 psychographic categories?

A

ASMR Succs Red Eggs

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5
Q

‘Aspirer’

A
  • Want status brands that show their place in society
  • Happy to invest in luxury goods, often using credit
  • Consider themselves stylish and trendy
  • May be persuaded by celeb endorsements
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6
Q

‘Struggler’

A
  • ‘Live for the day’ attitude- doesn’t think about future
  • May see selves as victims with only physical skills
  • May have an addiction
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7
Q

‘Mainstreamer’

A
  • 40% of population
  • Like tried & trusted brands that are value for money
  • Like to think they are part of larger group of like-minded people
  • Less likely to take risks
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8
Q

‘Resigned’

A
  • Mainly older people who’ve built up attitudes over time

- Believe in institutions & traditions that they’ve come to trust & believe they can invest in safely

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9
Q

‘Succeeder’

A
  • High social status + in control of their lives with nothing to prove
  • Believe they deserve the best
  • Decide on best best brands & products for selves based on reliability
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10
Q

‘Reformer’

A
  • Defined by self-esteem & self-improvement
  • Uninfluenced, unimpressed by status
  • Socially aware
  • Inclined to invest in brands that are ethical + eco-friendly
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11
Q

‘Explorer’

A
  • Like to discover new things

- Attracted new & innovative brands, products, and experiences

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12
Q

What do ‘Aspirers’ seek?

A

Status.

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13
Q

What do ‘Strugglers’ seek?

A

Escape.

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14
Q

What do ‘Mainstreamers’ seek?

A

Security.

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15
Q

What do the ‘Resigned’ seek?

A

Survival.

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16
Q

What do ‘Succeders’ seek?

A

Control.

17
Q

What do ‘Reformers’ seek?

A

Enlightenment.

18
Q

What do ‘Explorers’ seek?

A

Discovery.

19
Q

Define demographic

A

A particular sector of a population.

20
Q

What do media companies use demographics for?

A

Media companies spend a lot of time and money researching their target audiences to make sure their products appeal to them. To do this, they use demographics.

21
Q

What are the different demographics used by media companies to segment audiences?

A
  • Gender
  • Ethnicity
  • Marital status
  • Social class
  • Hobbies / interests
  • Age
  • Terminal Education Age (what age they left school)
  • Sexuality
22
Q

What is an acrostic to help you remember the 8 demographic categories?

A

GEM’S HATS

23
Q

Upper middle class

A

Social Grade: A
Occupation: higher managerial, administrative or professional
e.g. doctor, banker, lawyer

24
Q

Middle class

A

Social Grade: B
Occupation: intermediate managerial, administrative or professional
e.g. teacher, architect, computer programmer

25
Q

Lower middle class

A

Social Grade: C1
Occupation: supervisory or clerical, junior managerial, administrative or professional
e.g. shop manager, office manager, social worker

26
Q

Skilled working class

A

Social Grade: C2
Occupation: skilled manual workers
e.g. joiner, nurse, cook

27
Q

Working class

A

Social Grade: D
Occupation: semi and unskilled manual workers
e.g. waiter, labourer, shop worker

28
Q

Those at the lowest level of subsistence

A

Social Grade: E

e.g. state pensioners, widows (no other earner), casual/lowest grade workers

29
Q

Who developed the psychometric (psychographics) methods?

A

Young and Rubicam

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