This document discusses different methods of categorizing audiences for marketing purposes. It describes demographics, which divides people into categories based on occupation. The document then discusses the limitations of demographics and introduces psychographics as an alternative method. Psychographics categorizes people based on personality traits and behaviors into seven groups, such as "Aspirers" and "Explorers". The document explains that the music producers will focus their video on appealing to these two psychographic groups.

2. • Demographics is a method of audience research widely used by
businesses in order to target a specific audience. By researching and
categorising individuals occupation, they eventually fall under certain
groups that are used to define people in society today.
• The six categories are as followsA
Higher management: Bankers, Lawyers, Doctors
and other professionals
B
Middle management: Teachers, Creative and Media
people.
C1
Office Supervisors, Junior Managers, Nurses,
Specialist Clerical Staff – White Collar
C2
Skilled manual workers, Plumbers, Builders – Blue
Collar
D
Semi-Skilled and Unskilled manual workers
E
Unemployed, Students, Pensioners, Casual
workers

3. • Researching into Demographics is crucial for any marketing
strategy to appeal to a specific social group. Music Producers
would analyse Demographics in order to sell their product to the
right target audience.
• For our music video, we wish to appeal to the people classed in the
B and E categories. Those with a creative job would enjoy our
video as it will display creativity in the storyline and in the final
editing process. Furthermore, those classed in type E category,
mainly students, would enjoy our video as it includes people of their
age group and the activities we partake in would be activities that
teenagers and young adults would enjoy.
• However, although researching into Demographics is crucial, the
categories themselves do not define a single person and their
original interests. Instead, it naively places people in one category
without researchers knowing their interests or salary. Also, younger
children are not mentioned in the Demographic groups, so there is
no way of knowing if they would be interested in the product or not,
when using the Demographics research method.

4. • Psychographics is a way of describing an audience based on their behaviour
and personality traits. The population is categorised into seven
psychographic groups which are as followsMainstreame
rs
These sort of people tend to be domestic,
traditional and sentimental. Seek SECURITY.
Aspirers
Materialistic, serious about their appearance
and fashion, young people. Seek STATUS.
Succeeders
Strong goals, confident, professional. Seeks
CONTROL.
Resigned
Interested in the past and history, take concern
for the economy and safety, elder people. Seek
SURVIVAL.
Explorers
Energy, experience and individualism, typically
students. Seeks DISCOVERY.
Strugglers
Alienated and disorganised, drawn to
alcoholism and drug use. Seek ESCAPE..
Reformers
Desire freedom for growth, socially
aware. Seek ENLIGHTMENT.

5. • We decided as a group that we will focus on the specific social
groups of “Aspirers” and “Explorers”.
• As a group we all typically fall into the “Aspirers” category.
People who fall under this category have a materialistic outlook
on life and are interested in contemporary products such as
gadgets and fashion. We will have to consider these aspects
when creating our video in order to appeal to our desired group.
• Our second psychographic group we wish to focus on is
“Explorers”. Our video will have a high sense of fun and
adventure as the protagonist ventures to different activities
which accompany the lyrics to the song. As the song title itself
mentions “fun”, we believe that this group will appreciate and
enjoy our video as they are able to relate to the action involved.