Demographics and Psychographics

 



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


  • Age
  • Gender
  • Education
  • Social class
  • Race/ethnicity
  • Job/profession/earnings
  • Home (city/village/countryside)

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

Media companies and advertisers are increasingly using audience profiling in addition to demographics because it provides a more comprehensive and nuanced understanding of their audience. Now they try to sell a brand or lifestyle and therefore need to know more about their audience than simply age, gender or where they live.

3) What are the seven different Pychographic groups?

The Aspirer, The Reformer, The Explorer, The Succeeder, The Resigned, The Struggler, The Mainstream

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

The Aspirer: Materialistic, acquisitive people who are driven by others perceptions.

The Reformer: Reformers are most anti-materialistic out of the seven groups and are often received as intellectual.

The Explorer: These people are driven by a need for discovery, challenges and new frontiers.

The Succeeder: Succeeders possess self confidence, have a strong goal orientation and tend to be very organised.

The Resigned: These are predominantly older people with constant, unchanging values built over time. 

The Struggler: Strugglers live  for today and make fewer plans for tomorrow. Others often see them as victims, losers and wasters.

The Mainstream: These are people who live in the world of the domestic and the everyday.

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! 

I partly belong in the succeeders to becoming a doctor but mostly in the explorers because I am a person who is driven by challenges and discoveries.

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