Demographic and phychographics

1. Demographic
and
Psychographics
By Kieran Lowen

2. Demographics BANKERS, LAWYERS, DOCTORS,
A
HIGHER MANAGEMENT,
Letter Code
Job/status
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 Music show would have a
target audience with a E demographic.

4. Why do Artists use
demographics ?

Artists use demographics because they want to
expand to0 most of the bands. This is because they
want to make the most money out of a music video
and want people to keep listening and watching
the music video because they want to see and listen
to it more. In addition the artist needs to know what
audience will be sitting listening to the song so they
know what to base the song on and what they
should talk about to get the most people to relate
and listen to it

5. What we have chosen
 We
have chosen to make our music video relate
to the D and E section because that is the
younger audience so they will listen to the genre
of house and will be interested in the music video
that goes along with the song.

6. 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.

7. 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.

8. What We Have Chosen
 We
have chosen to aim our music
video to the strugglers because they
will have the time on their hands to
listen to music and watch the music
video at the same time. Also our video
we want it to be quite inspirational so
we want the ‘strugglers’ to maybe be
inspired from it.