Psychographic profiling

Psychographic segmentation of audiences

Advertisers segment audiences by social class, personality traits and lifestyle amongst other things

One theory outlined below classifies audiences into several groupings based on the idea that the products you buy reflect your personal characteristics

Mainstreamers

Largest group

Domestic

Conformist

Conventional

Sentimental

Security seeking

Value for money family brands



Rich Tea
 

Aspirers

Seek status

Materialistic

Acquisitive

Image conscious

Fashion conscious

Younger

Brands that appeal to their vanity

Haig Whisky

Beats

Succeeders

Professionals

Goals

Confidence

Work ethic

Organized

Self reward with brand choice

Aston Martin

Lacoste

Resigned

Seek survival

Traditional

Safe brands

Explorers

Discovery

Energy

Individualiasm

Adventure

Difference

New brands

Go Pro

Strugglers

D and E demographics

Escape

Alienated

Disorganized

Few resources

Unskilled

Impact sensation brand choices

Lottery

Reformers

Enlightenment

Personal growth

Freedom

Socially aware

Independent

Anti materialistic

Select products for quality

What car would each of these categories buy? 

Task

Find an advert that fits each category and attach to your blog entry, explaining why.