Demographic and phychographics

1. By Kieran Lowen

2. Demographics
Letter Code Job/status
A HIGHER MANAGEMENT, BANKERS, LAWYERS, DOCTORS, ETC..
B MIDDLE MANAGEMENT, TEACHERS, CREATIVE AND MEDIA
PEOPLE (GRAPHIC DESIGNERS)
C1 OFFICE SUPERVISORS, JUNIOR MANAGERS, NURSES, SPECIALIST
CLERICAL STAFF, WHITE COLLAR JOBS
C2 SKILLED MANUAL WORKERS, PLUMBERS, BUILDERS, BLUE
COLLAR JOBS
D SEMI SKILLED AND UNSKILLED MANUAL WORKERS
E UNEMPLOYED, STUDENTS, PENSIONERS, CASUAL WORKERS

3. Demographics
Producers need to the demographics
of a potential audience so that they
can shape their media text to appeal to
more people.
Producers of a DIY show would have a
target audience with a C2
demographic.

4. What have chosen
The main target audience would be the
bands E and D. This is because we will
want to go for the younger audience
because from recent knowledge they go
to the cinema and buy DVDs the most.
This will bring in the most money for us.
Also the younger audience enjoy going
to see scary films because they enjoy the
thought of the unexpected.

5. Audience Research: Psychographic
This is a way of describing an audience by looking
at the behaviour and personality traits of its
members. It helps producers understand their
viewing and spending habits.
Note down the names of each psychographic and
decide where you fit in now and where you would
like to fit in eventually.

6. MAINSTREAMERS Seek security. Tend to be domestic, conformist,
conventional, sentimental – favour value for money
family brands. The largest group.
ASPIRERS Seek status. Materialistic, acquisitive, orientated to
image and appearance, persona and fashion. Typically
younger people.
SUCCEEDERS Seek control. Strong goals, confidence, work ethic and
organisation. Typically higher management and
professionals.
RESIGNED Seeks survival. Rigid and authoritarian values.
Interested in past and tradition. Typically older people.
EXPLORERS Seeks discovery. Energy, individualism and experience.
Values difference and adventure. Typically a younger
demographic (students).
STRUGGLERS Seeks escape. Alienated and disorganised. Few
resources beyond physical skills. Buys alcohol, junk
food, lottery tickets. Typically lower demographics.
REFORMERS Seeks enlightenment. Freedom of restrictions and
personal growth. Social awareness and independent
judgement. Anti-materialistic but aware of good taste.