PowerPoint Presentation

Type of modelStrengthsWeaknessesDemographic measurements(statistics; age, gender, ethnicity, etc.)Easy to measureUseful for economicsQuantifiable dataDoesnt say much about consumption habits and interestsTribe/subculture model(Channel 4 Find Your Tribe)Identifies aspirations, interests and lifestylesIncludes a variety of groupsBroad, stereotypical groupingsQuestionnaire has closed and extremely specific answers to questions.Psychographic modelsThe ExplorerThe AspirerThe SucceederThe ReformerThe MainstreamerThe StrugglerThe ResignedSimple, easy to understand categoriesIdentifies aspirations of certain types of peopleVery broad and generalisedPeople can crossover into multiple categoriesHabits and Lifestyle(YouGov Profiles)Lots of information about likes and dislikesShows niche interests and music and film tastes of people who are fans of a specific subjectShows demographics such as age, gender, ethnicity, etc.Very area specific (England, mainly London)Relatively small samples on some topics so data can be inaccurate.