Psychographic profiling refers to studying personality, attitudes, values, lifestyles, and interests to group individuals and understand what they may like. Marketers find it useful for targeting advertising as it provides insight into appealing to different audiences. The document discusses various psychographic segments including Mainstreamers who prefer mainstream brands and trends, and Explorers who seek new experiences. It indicates the marketing campaign will target Mainstreamers and Explorers as pop music appeals to Mainstreamers' preferences, and Explorers include young people like the target age group.
2.
Psychographic profiling refers to the study into personality,
attitudes, values, lifestyles and interests. By researching into
an individual’s psychographic we are able to make a
generalization of what the individual will like and then
group them with like-minded people. This information can
then be used to determine what people fitting the profile
may like/dislike. Those involved in marketing find
psychographic profiling useful because it assists them on
how best to advertise to the audience they are targeting. By
using psychographic research, they will have the knowledge
on how best to appeal to their audience.
What is meant by
Psychographic Profiling?
3.
There are different groups within psychographics that can be used to
make generalisations about certain groups. This is more useful than
demographics because demographic profiling is based on occupations and
is not an effective way of making accurate generalisations of their musical
interests. For all we know an investment banker might share the same
musical interest as a student. Whereas psychographic profiling looks at
personalities and lifestyles of groups, meaning it is more accurate to target
these groups because we will have a better understanding of how to
appeal to them.
I used the website below for the research into the segments and then
included the “SEEKS….” at the end of each section after seeing a Year 13
blog do the same thing. I used them because I thought they summarised
each section perfectly.
http://www.examstutor.com/business/resources/studyroom/marketing
/market_analysis/8_psychographic_segmentation.php
Psychographic
Segmentation
4.
MAINSTREAMERS Domestic or orthodox and prefer value for money “family”
brands and follow the latest trends. SEEKS SECURITY.
ASPIRERS Materialistic and geared towards image and fashion and are
youthful people. SEEKS STATUS.
SUCCEEDERS High aims, confident, strong work ethic, brand choice based on
self-reward and prestige, only the best brands. Typically take on
professional roles such as top management roles. SEEKS
CONTROL.
RESIGNED Strict, authoritarian and prejudice, more geared towards
traditional values and resigned roles. Brand choice emphasizes
safety, familiarity and economy. Tend to be older people. SEEKS
SURVIVAL.
EXPLORERS Energetic, search for new experiences and challenges. Brand
choice reflects difference and adventure, the first to try new
brands. Typically young people. SEEKS DISCOVERY.
STRUGGLERS Disorganised, typically only have mechanical and physical skills.
Tend to be heavy consumers of alcohol, junk food etc. Brand
choice reflects impact and sensation. SEEKS ESCAPE.
REFORMERS Socially aware, free from restrictions, make independent
judgements, acceptance of complexity, anti-materialistic but
unaccepting of poor taste. Known to be inquisitive and support
the growth of new products. Favour brands of natural simplicity
with the idea that small is beautiful. SEEKS ENLIGHTMENT.
5.
I think our main target audience will fall in the
categories of MAINSTREAMERS and EXPLORERS.
People belonging to the psychographic groups
ASPIRERS and REFORMERS may also express interest,
however they are not who we are actively trying to
appeal to. I think our main target audience will fall in
the categories of MAINSTREAMERS and EXPLORERS.
People belonging to the psychographic groups
ASPIRERS and REFORMERS may also express interest,
however they are not who we are actively trying to
appeal to.
The Psychographic Group we will
Target
6.
We have chosen MAINSTREAMERS as our primary
psychographic to focus on because pop music is largely a
MAINSTREAMER’S kind of music. This is because pop
music is heavily played on the radio and tends to dominate
the charts. Trending artists also tend to be pop musicians
and this would appeal to this psychographic because they
prefer to follow trends and tend to be conventional people.
Ellie Goulding is a high profile mainstream artist who would
appeal to this psychographic and therefore it makes sense to
target MAINSTREAMERS. Our song is also very orthodox of
the pop genre and we will be closely following those
conventions in order to appeal to our target audience.
MAINSTREAMERS
7.
Furthermore, we are trying to appeal to young people of our
age group and so we think EXPLORERS would also be a
group of people we should consider targeting. They tend to
be people who try new experiences and enjoy challenges.
We think that EXPLORERS would be attracted to the song
because I think Ellie Goulding would be an EXPLORER
herself. Whilst her music is mostly conventional with the
pop genre, she herself is not a stereotypical pop artist. Whilst
she adheres to many mainstream conventions and
stereotypes of female artists in pop, she doesn’t follow all the
conventions or stereotypes e.g. she is not sexually degraded
in her music videos unlike artists like Katy Perry.
EXPLORERS
