Demographics and Psychographics

 1) What information do media companies use to create a demographic profile of their audience?

Age, Gender, Educational level, Social class, Race, Ethnicity  

2) Why are media companies and advertisers increasingly using audience profiling and not just demographics?

Personality, Interests, Attitudes, Lifestyle choices, Preferred brands, Motivations for buying

3) What are the seven different Psychographic groups? 

Explorers, Aspirers, Succeeders, Reformers, Mainstreamers, Strugglers, Resigned

4) Write a brief summary of what each Psychographic group is seeking or motivated by.


Explorers – Seek adventure, new experiences, change and discovery.
Aspirers – Seek status, image, style and recognition from others.
Succeeders – Seek control, success, stability, and high-quality, reliable brands.
Reformers – Seek personal growth, ethics, authenticity and social responsibility.
Mainstreamers – Seek security, belonging and familiar, trusted brands.
Strugglers – Seek immediate gratification and survival; often live for the moment.
Resigned – Seek safety, tradition, and comfort; prefer familiar, old-fashioned brands.


5) What psychographic group or groups do YOU belong in? Think about your own interests and lifestyle and explain your decision. Remember, you may fit into two or three different groups! 

I think I fit into Explorer and Reformer groups. I enjoy trying new activities, discovering new interests and learning new things, which matches the Explorer profile. At the same time, I care about authenticity, ethical choices and being independent in my opinions, which fits the Reformer group. I might also have some Mainstreamer traits because I like certain routines and well-known brands.

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