demographics and psychographics

what are demographics

grouping audiences by data or quantifiable factors such as age, gender, race, income, location, occupation

what are the common age brackets

• 0-5

• 5-10

• 11-13

• 13-15

• 15-18

• 17-20

• 20-25

• 23-30

• 30-40

• 50+

what are the social grades and what do they mean

• A- upper middle class, higher managerial/administrative/professionals

• B- middle class, intermediate managerial/administrative/professionals

• C1- lower middle class, supervisory or junior managerial/administrative/professionals

• C2- skilled working class, skilled manual workers

• D- working class, semi/unskilled manual workers

• E- lowest status, pensioners or widows

what is psychographics

grouping audiences by opinions and what they think about themselves such as humour, morals, values

what are the types of psychographics

• main streamers- largest group, conform to norms, focus on trends and seek security

• aspirers- materialistic, geared towards imagine, emphasis on status

• succeeders- strong goals, confident, organised and seeks control

• resigned- rigid in their values, interest in tradition, authoritarian

• explorers- energetic, valued difference, seeks discovery

• strugglers- alienated, disorganised, seeks escape

• reformers- freedom, growth, independent judgement, seeks enlightenment

what is Maslows hierarchy of needs

• starts from basic physiological needs and moves up to self-actualisation

physiological- water, food, breathing, sleep → safety- security of body, employment, morality, family → love- friends, family, intimacy → esteem- confidence, achievement, respect → self actualisation- morality, creativity, acceptance of facts, lack of prejudice