Profiling

Audience- the type of person you want to target.

 

Demographic Profiling

 

A Higher Management, Bankers, Lawyers, Doctors

B Middle Management, Teachers, Graphic designers

C1 Office Supervisors, Junior Management, Nurses, Clerical Staff, White collar jobs

C2 Skilled Manual Workers, Plumbers, Builders, Blue Collar jobs

D Semi-skilled, Unskilled Manual Workers

E Unemployed, Students, Pensioners, Casual Workers

 

Psychographic Profiling

 

Mainstreamers- Seek security. Tend to be domestic, sentimental, value for money family brands.

Aspirers- Seek status. Materialistic, oriented to image and appearance. Typically younger.

Succeeders- Seek control, Strong goals, confidence, work ethic, organisation. Typically higher management and professionals.

Resigned- Seek survival. Rigid and authoritative values, past and traditional, typically older.

Explorers- Seek discovery. Energy and experiences, value adventure. Typically a younger demographic (students)
Strugglers- Seeks escape. alienated and disorganised. Few resources beyond physical skills. Buys alcohol, junk food, lottery tickets. Typically lower demographic.
Reformers- Seeks enlightenment. Freedom of restrictions and personal growth. Social awareness and independent judgment. Anti-materialistic but aware of good taste.