pyschometric audience profiles Flashcards
what are demographics?
age, gender, ethnicity, location and employment status
what are psychographics?
personality, values, attitudes, interests and lifestyles
what is social grade A?
upper middle class
what is social grade B?
middle class
what is social grade C1?
lower middle class- they are usually non manual workers that work in an office
what is social grade C2?
skilled working class- manual workers like plumbers and electricians etc
what is social grade D?
the working class- semi and unskilled manual workers
what is social grade E?
the unemployed/those receiving benefits- they usually depend on the state
who are the resigned?
-usually older people who have built their attitudes up over time and believe in institutions and traditions that they trust and believe.
who are the mainstream?
-make up 40% of the population
-they like tried and trusted brands that are value for money
-they are less likely to take risks
-seek security
who is the reformer?
-defined by self esteem and self improvement
-influenced/impressed by status
-not materialistic
-socially aware people
-inclined to invest in brands and products that are good for them or the environment
who is the succeeder?
-have high social status
-are in control of their lives with nothing to prove
-believe they deserve the best
-decide upon the best brands and products for themselves based on reliability
-seek control
who is the aspirer?
-want status brands that show their place in society
-happy to invest in luxury goods
-consider themselves stylish and on trend and may be persuaded by celebrity endoresement
-seek status
who is the explorer?
-like to discover new things
-attracted to new/innovative brands and products
-seek discovery
who is the struggler?
-has a ‘live for the day’ attitude
-doesn’t think about the future
-may see themselves as victims
-seek escape
