Psychographics is the study of personality, values, attitudes, interests, and lifestyles used to segment populations. The document outlines six common psychographic segments - A being upper middle class and E being subsistence. The author currently fits into segment C2 as a skilled manual worker studying for qualifications. However, they aspire to fit into segment A in the future to access higher pay. The document concludes with examples of psychographic groupings for certain activities.

1. Psychographics
By James Taylor

2. Definition
Psychographics is the study of
personality, values, attitudes, interests,
and lifestyles.

3. Psychographic Segmentation
A- Upper Middle Class Upper managerial, admin, or professional
B- Middle Class Intermediate managerial, admin, or professional
C1 - Lower Middle Class Supervisor, junior managerial, admin or professional
C2 - Skilled Working Class Skilled manual workers
D- Working Class Semi- and unskilled manual workers
E- Subsistence State pensioners, widows, casual workers

4. Where Do I Fit In?
At the present time I would say I fit into the C2 category as I
am skilled with many GCSE’s to my name and currently
studying four A levels. This shows that I am skilled in terms
of qualifications.
I believe I fit into the manual workers category because I
work in The Co-operative stacking shelves and working the
till. These are both manual jobs which means I have met
both parts of the criteria to be in the category C2.

5. Where Would I Like To Fit In?
I would like to fit into the A category as this is
where the money paid is highest. This is because
high qualifications are required to fit into this
segment and being very intelligent will benefit me
greatly both now and in the future.

6. Psychographic Groupings
- Going on a package holiday – Family,
average wealth, lower middle class, typically
young to middle aged parents (18-40)
- Studying at university abroad – Intelligent,
wealthy, aspirer, adventurous, young,
confident
- Watching a horror film – Typically young,
brave, confident, up for cheap thrill