pyschometric & demographic audience profiles Flashcards
what are demographics?
the observable characteristics of a specific audience segment- age, gender, ethnicity, location, employment status, education level, income etc
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?
SEEKS SURVIVAL:
-usually older people who have built their attitudes up over time and believe in institutions and traditions that they trust and believe.
-interested in past and traditions
-brand choice stresses safety, familiarity and economy
who are the mainstream?
SEEKS SECURITY
-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
-domestic, conformist, sentimental- favour value for money family brands
who is the reformer?
SEEK ENLIGHTMENT:
-freedom of restrictions and personal growth
-social awareness and independent judgement
-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
-anti-materialistic but aware of good taste.
-Has attended high education and selects products for quality.
who is the succeeder?
SEEK CONTROL:
-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
-strong goals, confidence, work ethic and organisation
-supports stability
-brand choice based on self reward and quality. Typically higher management and professionals.
who is the aspirer?
SEEKS STATUS:
-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 endorsement
-seek status
-attractive packaging is more important than the contents.
-typically younger people with clerical and sales jobs
-materialistic, acquisitive,
oriented to image and appearance, persona and fashion.
who is the explorer?
SEEK DISCOVERY:
-like to discover new things
-attracted to new/innovative brands and products
-seek discovery
-energy, individualism, and experience
-values difference and adventure
-Brand choice highlights satisfaction and instant effect
-The first to try new brands
who is the struggler?
SEEKS ESCAPE:
-has a ‘live for the day’ attitude
-doesn’t think about the future
-may see themselves as victims
-seek escape
-alienated and disguised
-Few resources beyond physical skills (which is why they are C2DE- working class jobs)
- buys alcohol, junk food and lottery tickets.
what are the 7 different psychometric audience profiles?
-the struggler
-the aspirer
-the succeeder
-the mainstream
-the reformer
-the reseigned
-the explorer
what are pyschographics?
Psychographics refer to the pyscological and behavioural characteristics of an audience segment. they delve into the audience’s attitude, values, interests, opinions and lifestyle.
