Psychographic Profiling
This method makes the asumption that the audience is complex and takes into considertion their emotional and psychological needs when they make their adverts. It takes into consideration Maslow's Heirarchy of Needs which takes into consideration Psychological needs, safety and security, belonging needs, esteem needs and when all these needs are met you have achieved Self Actualization. Another study which is taken into consideration in Psychographic Profiling is Young and Rubicam's Cross-Cultural Consumer Characteristics. This splits the audience into 4 catergories based on their aspirations.
Mainstreamers - 40% of the market. They seek security and comfort in well known brand names. This is the largest part of the market.
Aspirers - They are motivated by status and buy smart, high tech and fashion goods.
Succeeders - Have already climbed the ladder and want control over what they have. Adverts for cars that emphasise power are aimed particularly at the people within this group.
Reformers - Want the world to be a better place. They tend to be educated people such as teachers or doctors. They prefer to buy eco-friendly and health products.
If you take into consideration Maslow's Heirarchy of Needs, Young and Rubicam's Cross-Cultural Consumer Characteristics and 1980/90's Niche consumer market'Lifestyle groups then you will find that Psychographical Profiling is a lot more beneficial than Demographic Profiling as it takes into consideration more than just the economic status of a person based on what type of job they have.
This method makes the asumption that the audience is complex and takes into considertion their emotional and psychological needs when they make their adverts. It takes into consideration Maslow's Heirarchy of Needs which takes into consideration Psychological needs, safety and security, belonging needs, esteem needs and when all these needs are met you have achieved Self Actualization. Another study which is taken into consideration in Psychographic Profiling is Young and Rubicam's Cross-Cultural Consumer Characteristics. This splits the audience into 4 catergories based on their aspirations.
Mainstreamers - 40% of the market. They seek security and comfort in well known brand names. This is the largest part of the market.
Aspirers - They are motivated by status and buy smart, high tech and fashion goods.
Succeeders - Have already climbed the ladder and want control over what they have. Adverts for cars that emphasise power are aimed particularly at the people within this group.
Reformers - Want the world to be a better place. They tend to be educated people such as teachers or doctors. They prefer to buy eco-friendly and health products.
If you take into consideration Maslow's Heirarchy of Needs, Young and Rubicam's Cross-Cultural Consumer Characteristics and 1980/90's Niche consumer market'Lifestyle groups then you will find that Psychographical Profiling is a lot more beneficial than Demographic Profiling as it takes into consideration more than just the economic status of a person based on what type of job they have.
Project Phoenix
Project Phoenix was a UK based research by Emap, don in 2003, looking at the attitudes towards music of 15 - 39 year olds. They surveyed 2200 people; equal amounts of male and females. They found identified 4 main degrees of interest in music:-
Savants - 9%. Their lives are tied up in music and they couldn't live without it. A characteristic which identify them are that they are knowledgeable about music. They can be split into subgroups including, Insiders (male mid-late 20's who are usually in a band), Curators (male mid 30's. Aficionados of good music), Hoodies (teenage schoolboys living with parents)
Enthusiasts - 16%. It is a key part and important in their live but they have other interests which balances their life. A defining characteristic of them is that they feel that their ipod as made the world a better place. They can be split into subgroups including Miss Dynamites (mid-late teen girls who are knowledgeable, worldly wise and "sophisticated", ipod tourists (males in their 20's. Passion for niche music. Defines mood and occasion), Party Grandees (male, late 20's-early 30's. Active social life put in front of adult responsibilities).
Casuals - 26%. Music is welcome in their life but there are other things a lot more important to them. A defining characteristic is that they are equally or more interested in lifestyle and fashion trappings of music world. It can be split into subgroups including The Glamour Club (music important but they don't give much thought to it), Weekend Rowdies (male and female mid teens-early 20's. Live for the weekend), Mums in touch (women early 30's, busy lives. Keep up and not "boxed in" by age or parenthood)
Indifferents - 48%. they would not be too bothered if music no longer existed. Identifying characteristics are that they have never heard song that they hear at parties and they tend to listen more to radio or sports instead of music, there are no subgroups.
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