The document discusses psychographic profiling, which involves collecting data about people's attitudes, beliefs, interests and lifestyles. It examines why psychographics are important for marketing, as they allow companies to better identify and target specific customer groups. The document then outlines several common psychographic categories, and explains that the video aims to target "Aspirers" and "Mainstreamers" as its genre of pop music would most appeal to youthful, fashion-conscious people seeking status or widespread popularity.

1. Psychographics
By Rhianna Griffin

2. Psychographic Profiling
• ‘A term used to refer to data collected about groups of people which
involves how those people think, feel, act, and believe.’
• People in the marketing industry use psychographics extensively
• Psychographics includes things like opinions, values, beliefs, interests,
personality, and lifestyle, looking not just at who people are and what
they do, but at the culture which informs their attitudes and choices. It
can be studied in a variety of ways, including through surveys,
interviews, and study of the media they consume.

3. Why are psychographics important?
• For marketing, psychographics is important because it allows people to identify and
target a specific group of people. Just looking at demographics is often not narrow
enough when it comes to a good marketing campaign.
• Profiles of individuals which discuss their psychographics can be prepared, and
companies can also profile much larger groups. Surveys which are designed to test
new products and to explore marketing possibilities often use psychographics as part
of their structure to understand who people are, what influences their buying
decisions, and how a product could be designed to appeal to them.
• Lifestyles and attitudes can have a profound impact on how people behave when
purchasing or evaluating products therefore in the creation of a music video it is
important to look at peoples interests in the specific group you want to target to
maximise the popularity by creating a personalised and relatable product.
• Psychographics can give producers and idea of how specific groups spend their
money- something which demographics don’t achieve.

4. Category Description
Mainstreamers Domestic or orthodox and prefer value for
money. (Seeks security)
Aspirers Materialistic and interested in image and
fashion, are youthful people. (Seek status)
Succeeders Strong goals, confident, typically professional,
brand choice on self-reward, (Seeks control)
Resigned Rigid and authoritarian values and are
typically older people. (Seeks survival)
Explorers Energetic, search for new experiences and
challenges. Brand choice reflects difference
and adventure, the first to try new brands.
(Seeks discovery)
Strugglers Disorganised, typically have only mechanical
and physical skills. Tend to be heavy
consumers of alcohol, junk food etc. Brand
choice reflects impact and sensation. (Seeks
escape)
Reformers Wants freedom of restriction and personal
growth. Socially aware. (Seeks enlightenment)

5. The Psychographic groups we would
choose.
• ‘Aspirers’ and ‘Mainstreamers’
• Our video is aimed at young people who like pop music, with this genre
aspirers and mainstreamers fit under this the best. Mainstreaming is a
term for the widespread listening of music therefore it isn’t so useful as a
group to select image and style from however as pop songs feature heavily
in the charts an element of consistency and familiarity would be good to
focus on with the video.
• These groups are most likely to show interest in our video so we should
get an idea of what they like and look for in a video.
• We could also look at the group ‘Explorers’ as pop songs can sometimes
convey edginess and to keep up to date with trends in order to keep our
video in the mainstreaming group.

6. Aspirers
• This is the most relevant group that we will be targeting our video at- they
will be most likely to show interest in it. With a target audience of young girls
who stereotypically are fashion conscience and the decription of youthful
people fitting under this category. Pop music reflects materialism in the use of
a main singer and with the extravagant make-up, costume and props.
• As Pixie Lott is a young female artist youthful people aspirers are the most
similar to this group- I think Pixie Lott would be more of an aspirer than an
explorer as her style reflects a lot of other pop stars such as Katy Perry and
an explorer would want to deviate from the norm more. As pop is played
mostly on the radio this genre is likely to be ‘mainstream’ compared to the
‘explorer’ category.

7. Mainstreamers.
• This group seeks security and wants value for money in their products. As
mainstream is a description of widespread popularity these songs are likely to
show consistency. Pixie Lott ‘All about Tonight’ our chosen song is pop and
appeared on the charts. With its popularity it is only right to label it as a
mainstream tune. This song also was played heavily on the radio reflected in
its number one success in the charts.
• Mainstreamers will show interest in our video however it doesn’t reflect a
specific style as people from all ages fit in with mainstream- it is a very broad
group. Therefore targeting ‘aspirers’ specifically within the mainstreaming rule
is most sensible for our pop music video.