Audience Profiling

DEMOGRAPHIC

This is a form of identification for target audiences. This way of grouping an audience defines them in terms of:

• age
• class
• gender
• geographical area
• economic status
• religion
• ethnicity
• family size
• family life cycle
• generation
• income
• education
• occupation

PSYCHOGRAPHIC

Demographic profiling is quite a broad way to group audiences, psychographic profiling categorizes those groups even further. Psychographic profiling groups audiences in terms of needs and motivations, this way consumers can be targeted directly through their needs and desires. Sub-groups such as personality, lifestyle, values, activities, interests and opinions are based on the inner qualities of a person. Psychographic variables often relate to the aspirations of consumers such as:

• trendies- those who crave attention
• egoists- those who seek pleasure
• puritans- those who wish to feel virtuous
• innovators- those who wish to make their mark
• rebels- those who wish to remake the world in their image
• groupies- those who want to be accepted
• drifters- those who aren't sure what they want to do
• drop-outs- those who shun commitments of any kind
• traditionalists- those who want things to stay as they are
• utopians- those who want the world to be a better place
• cynics- those who have to have something to complain about
• cowboys- those who want to earn easy money

THE FOUR C'S

The four C's stands for Cross-Cultural Consumer Characteristics. This is part of psychographic profiling and categorizes people in terms of their personal aspirations. There are 5 main groups:

• Main streamers- this is the largest group. These types of people are concerned with stability and security, they tend to buy well-recognized brands.
• Aspirers- these are people seeking to improve themselves. They tend to define themselves by high status brand names which they own and consume, absorbing the ideologies of the products as their own and believing that their status is established by this conspicuous consumption.
• Succeeders- these people feel safe and in control. Their normally in positions of power and buy brands that reinforce this feeling.
• Reformers- these are people interested in eco-friendly products. They buy environmentally supportive and healthy brands.
• Individual- this type of person expects high-production advertising and tends to buy a product due to it's image.

THE LIFEMATRIX

This is also part of psychographic profiling. This segments audiences into the following categories:

• Tribe wired- a free spirited person, usually creative young singles.
• Fun- aspirational people, looking for fun, active young people.
• Dynamic Duos- hard driving, high involvement couples
• Priority Parents- people with family values, who enjoy activities, strongly dominated by media
• Home Soldiers- family oriented people
• Renaissance Women- active, caring, affluent, influential mums
• Rugged Traditionalists- men with traditional male values who love the outdoors
• Struggling Singles- people with high aspirations and low economic status
• Settled Elders- people with devout, older, sedentary lifestyles
• Free Birds- vital, active altruistic seniors