Audience Research - classifying

1. This model of audience segmentation classifies the population
not by class but by their personal aspirations.
Mainstreamers
At 40% of the market this is the largest segment of consumers.
This group seek security un conformity and tend to buy well-
established brands such as Heinz Baked Beans or Kellogg’s
Cornflakes.
Aspirers/ social climbers
This group’s motivation is status and they tend to buy smart high-
tech and high-fashion goods which will help give them a higher
status image. Louis Vuitton have targeted this market.
Succeeders
These are people who have climbed the ladder and now want to
keep control of what they have. Car advertisements which
emphasise power and control are aimed at this group.
Reformers
This group want to make the world a better place. They tend to
be educated professionals such as teachers, doctors etc. These
people buy eco-friendly products and healthy foods. Although
this is a relatively small group of consumers they have an
influential voice with manufacturers.
Individuals
These people respond to advertising which emphasises quirkiness
or individuality. The enigmatic Guinness commercials target
these people.