Psychographics and Demographics Flashcards
Define segmentation
The process of dividing a target audience into smaller groups e.g. through demographics such as age, gender, etc.
What is psychographics?
Another way of categorising people, this time in terms of personality, lifestyles, values, interests and attitudes.
What are the 7 psychographic categories?
- Aspirer
- Struggler
- Mainstreamer
- Resigned
- Succeeder
- Reformer
- Explorer
What is an acrostic to help you remember the 7 psychographic categories?
ASMR Succs Red Eggs
‘Aspirer’
- 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
‘Struggler’
- ‘Live for the day’ attitude- doesn’t think about future
- May see selves as victims with only physical skills
- May have an addiction
‘Mainstreamer’
- 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
‘Resigned’
- 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
‘Succeeder’
- 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
‘Reformer’
- Defined by self-esteem & self-improvement
- Uninfluenced, unimpressed by status
- Socially aware
- Inclined to invest in brands that are ethical + eco-friendly
‘Explorer’
- Like to discover new things
- Attracted new & innovative brands, products, and experiences
What do ‘Aspirers’ seek?
Status.
What do ‘Strugglers’ seek?
Escape.
What do ‘Mainstreamers’ seek?
Security.
What do the ‘Resigned’ seek?
Survival.
What do ‘Succeders’ seek?
Control.
What do ‘Reformers’ seek?
Enlightenment.
What do ‘Explorers’ seek?
Discovery.
Define demographic
A particular sector of a population.
What do media companies use demographics for?
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.
What are the different demographics used by media companies to segment audiences?
- Gender
- Ethnicity
- Marital status
- Social class
- Hobbies / interests
- Age
- Terminal Education Age (what age they left school)
- Sexuality
What is an acrostic to help you remember the 8 demographic categories?
GEM’S HATS
Upper middle class
Social Grade: A
Occupation: higher managerial, administrative or professional
e.g. doctor, banker, lawyer
Middle class
Social Grade: B
Occupation: intermediate managerial, administrative or professional
e.g. teacher, architect, computer programmer
Lower middle class
Social Grade: C1
Occupation: supervisory or clerical, junior managerial, administrative or professional
e.g. shop manager, office manager, social worker
Skilled working class
Social Grade: C2
Occupation: skilled manual workers
e.g. joiner, nurse, cook
Working class
Social Grade: D
Occupation: semi and unskilled manual workers
e.g. waiter, labourer, shop worker
Those at the lowest level of subsistence
Social Grade: E
e.g. state pensioners, widows (no other earner), casual/lowest grade workers
Who developed the psychometric (psychographics) methods?
Young and Rubicam