By Kieran Lowen

Demographic and Phychographics

Demographics Letter Code Job/status

A HIGHER MANAGEMENT, BANKERS, LAWYERS, DOCTORS, ETC..

B MIDDLE MANAGEMENT, TEACHERS, CREATIVE AND MEDIA PEOPLE (GRAPHIC DESIGNERS)

C1 OFFICE SUPERVISORS, JUNIOR MANAGERS, NURSES, SPECIALIST CLERICAL STAFF, WHITE COLLAR JOBS

C2 SKILLED MANUAL WORKERS, PLUMBERS, BUILDERS, BLUE COLLAR JOBS

D SEMI SKILLED AND UNSKILLED MANUAL WORKERS

E UNEMPLOYED, STUDENTS, PENSIONERS, CASUAL WORKERS

Producers need to the demographics of a potential audience so that they can shape their media text to appeal to more people.

Producers of a DIY show would have a target audience with a C2 demographic.

Demographics

The main target audience would be the bands E and D. This is because we will want to go for the younger audience because from recent knowledge they go to the cinema and buy DVDs the most. This will bring in the most money for us. Also the younger audience enjoy going to see scary films because they enjoy the thought of the unexpected.

What have chosen

This is a way of describing an audience by looking at the behaviour and personality traits of its members. It helps producers understand their viewing and spending habits.

Note down the names of each psychographic and decide where you fit in now and where you would like to fit in eventually.

Audience Research: Psychographic

MAINSTREAMERS Seek security. Tend to be domestic, conformist, conventional, sentimental – favour value for money family brands. The largest group.

ASPIRERS Seek status. Materialistic, acquisitive, orientated to image and appearance, persona and fashion. Typically younger people.

SUCCEEDERS Seek control. Strong goals, confidence, work ethic and organisation. Typically higher management and professionals.

RESIGNED Seeks survival. Rigid and authoritarian values. Interested in past and tradition. Typically older people.

EXPLORERS Seeks discovery. Energy, individualism and experience. Values difference and adventure. Typically a younger demographic (students).

STRUGGLERS Seeks escape. Alienated and disorganised. Few resources beyond physical skills. Buys alcohol, junk food, lottery tickets. Typically lower demographics.

REFORMERS Seeks enlightenment. Freedom of restrictions and personal growth. Social awareness and independent judgement. Anti-materialistic but aware of good taste.