Demographics and Psychographics

Demographics and Psychographics

 1) What information do media companies use to create a demographic profile of their audience?

The information the media companies use to create a demographic profile of their audience is Age, Gender, Income, Education and Occupation

2) Why are media companies and advertisers increasingly using audience profiling and not just demographics?

Media companies and advertisers increasingly using audience profiling and not just demographics because it makes them easier for them to reach their target customer.

3) What are the seven different Psychographic groups? 

The seven different Psychographics groups are The Aspirer, The Reformer, The Explorer, The Mainstream, The Succeeder, The Struggler and The Resigned.

4) Write a brief summary of what each Psychographic group is seeking or motivated by.

The Aspirer - Materialistic, acquisitive people, who are driven others perceptions of  them rather than by their own values. Their core need in life is for status

The Reformer - Independent judgemental and reformers are the most anti-materialistic of the 7 groups and they seek out the authentic and the harmonious

 The Explorer - These people are driven by a need for discovering, challenge and new frontiers. They often the first to try out new ideas or experiences and their core need in life is for discovery.

The Mainstream - The people who live in the world of domestic and their life choice are 'we' rather than 'me'. They are the mainstream of society and also their core need in life is for security

The Succeeder - The succeeder posses self-confidence, have strong goal orientation and tend to be very organised. They also seek out caring and protective brands and their core need in life is for control.

The Struggler - They live for today and make few plans for tomorrow as for others often see them as victims, losers and wasters - aimless, disorganised people. In  essence, they seek escape.

The Resigned - They are predominantly older people with constant, unchanging values built up over time. They respect institution and enjoy acting in traditional roles. In life, their aim in basic: it is to survive

5) What psychographic group or groups do YOU belong in? Think about your own interests and lifestyle and explain your decision. Remember, you may fit into two or three different groups! 

The psychographic group I belong in is The succeeder and The Reformer because I'm organized and independent of my own interests and lifestyle