Demographics and Psychographics

 1) What information do media companies use to create a demographic profile of their audience?

• Age
• Gender
• Education
• Social class
• Race/ethnicity
• Job/profession/earnings
• Location (city/village/countryside)

2) Why are media companies and advertisers increasingly using audience profiling and not just demographics?

Media companies use audience profiling to create a more detailed picture of their audience this is also because it is more accurate and up to date. Demographics sometimes can become outdated as the audience interest is not always the same.

3) What are the seven different Pychographic groups? 

• The aspirer
• The explorer
• The reformer
• The succeeder
• The resigned
• The struggler
• The mainstreamer

4) Write a brief summary of what each Psychographic group is seeking or motivated by.

• The aspirer - They are happy to invest in luxury goods
• The explorer - They are attached to new or innovative brands, products or experiences
• The reformer - They are socially aware and want products that are good for them and the environment
• The succeeder - They often choose the best brands and products for themselves based on reliability
• The resigned - They are old people who have grown to trust and believe
• The struggler - They see themselves to be attracted to junk food, alcohol or gambling
• The mainstreamer - They enjoy tried and trusted brands that are value for money

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! 

I think I may belong in "The mainstreamer" group as I like trusted brands. This is because of the good reputation the brand may have due to its service or quality. Another group I may fit in is "The succeeder" this is because I like to choose what brand or product I like the most and what product that is the best for me. Last one could be " The struggler" as I do often eat a lot of junk food.

Extension tasks

This is a more detailed A Level explanation of the different Psychographic groups so revise the psychographic groups here.

You can read more about audience targeting on BBC Bitesize here.

• The aspirer - Aspirers want status brands. They are happy to invest in luxury goods. They consider themselves stylish and on trend and may be persuaded by celebrity endorsements. They seek status

• The explorer - Explorers like to discover new things. They are attracted to new or innovative brands,  products or experiences. They seek discovery.

• The reformer - Reformers seek self-improvement. They are not influenced by status, and they are not  materialistic. They are socially aware and want products that are good for them and the environment. They seek enlightenment.

• The succeeder - Succeeders believe they deserve the best. They often choose the best brands and  products for themselves based on reliability. They seek control.

• The resigned - Resigned are predominantly older people who have built up their attitudes over a long period of time. They believe in institutions and traditions that they have grown to trust and believe. They seek to survive

• The struggler - Strugglers do not think too much about the future. They may see themselves as  victims or be attracted to junk food, alcohol or gambling. They seek escape.

• The mainstreamer - Mainstreamers are less likely to take risks. They make up 40% of the population. They enjoy tried and trusted brands that are value for money. They seek security.