Demographics and Psychographics
1) What information do media companies use to create a demographic profile of their audience?
Age
Race
Area
Gender
Class
2) Why are media companies and advertisers increasingly using audience profiling and not just demographics?
Media companies and advertisers use audience profiling along side demographics as demographics may not be entirely correct despite is being made to target a specific audience for example the age rating may be 18-30 but those older or younger may want to watch it as well. using psychographics allows the companies to have a broader view on what one likes.
3) What are the seven different Psychographic groups?
the mainstream
the aspirer
the struggler
the reformed
the explorer
the resigned
the succeeder
4) Write a brief summary of what each Psychographic group is seeking or motivated by.
the mainstream is someone who has a daily routine and is 'we' rather than 'me', family brands and value for money attract them
the aspirer is materialistic and driven by others perception of them. they want status in life
the struggler is someone who lives for the moment often having addictions to drugs and alcohol, disorganised people they want escape
the reformer someone who only listens to themself and are independent, anti-materialistic, leading edge of society, wants enlightenment in life.
the explorer someone who has a need for discovery and are often one of the first to try out new ideas and experiences, wants discovery in life
the resigned typically older people, their values never change they value the past and are driven by safety economy, what is familiar to them.
the succeeder someone with self confidence and a strong goal. typically very organised, wants to do the best they want control in life
5) What psychographic group or groups do YOU belong in? Think about your own interests and lifestyle and explain your decision. Remember, you may fit into two or three different groups!
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