The document describes different socio-economic groups that can be used to identify target audiences. It outlines several social classes - upper middle class, middle class, lower middle class, skilled working class, working class, and lowest level of substance - along with example occupations for each class. It then introduces an alternative approach focusing on personality types, describing "mainstreamers" who seek security and conformity, those motivated by status, career-driven individuals who want control, idealists who want to improve the world, and non-conformists who like to be different. The mainstream audience is identified as the target for the product.

2.  A key way of referring to a target
audience through socio-economic id to
use the following groups.

3.  Social class :
Upper middle class
 Occupation :
Professional, managerial person or
someone with private health, e.g.
director of a company.

4.  Social class:
Middle class
 Occupation:
Intermediate managerial, admistrative e.g.
young doctor.

5.  Social class:
Lower middle class
 Occupation :
Junior management e.g. supervisor.
This one would be our
target audience
using the socio-
economic method

6.  Social class:
Skilled working class
 Occupation :
Skilled manual worker who has possibly
served an apprenticeship or had a lot of
training e.g. plumber.

7.  Social class:
Working class
 Occupation:
A manual worker generally semi-skilled e.g.
cleaner.

8.  Social class:
Lowest level of substance
 Occupation:
State pensioner, widow or student, those
reliant on social security.

9.  This offers a more sophisticated method
of audience analysis. Looking beyond
class and occupation, but focusing more
on personality type.

10.  Seeking security and conformity, buying
established, trusted brands and
consuming mainstream media text e.g.
the xfactor.
The mainstreamers
will be the audience
for our product

11.  Their motivation is status, they seek self –
improvement through high status brands
which they will see as contributing to
their identity e.g. BMW

12.  They have climbed the career ladder
and are in control and want to maintain
that control that they have. They are
attracted prestigious brands e.g. fair
trade the body shop

13.  Idealists who seek to make the world a
better place, they tend to be like
doctors or teachers e.g. fair trade

14.  A small group of people who like to be
different, they choose not to follow the
crowd e.g. hipsters