Demographic and Psychographic A demographic is what separates the adult population by a set of categories for example their job both status and title. It breaks them down into 6 groups, and labels them using a single letter code. This describes the income and status they are put into. The group ‘A’ are jobs held with highest regard where as the group ‘E’ is for the unemployed or students who are considered to have to both low income and status.

This is what is known as the Demographic table on the left is the class of category and on the right is an example of what this class or job they might be:

A Higher management, Bankers and lawyers basically the higher classes.

B Middle management, Teaches and creative media type people basically the middle classes aspiring to upper class.

C1Office supervisors, junior managers and Nurse basically the middle class.

C2Skilled manual workers I.e. plumbers or electricians basically the lower middle class.

D Semi-skilled labour such as builders or brick layers basically the working class.

E Unemployed, student and pensioners basically the lower classes.

Psychographic is split up into seven different slots and types of people. This is a way of describing the audience by looking at the behaviour and personality traits of its members. It can help producers to understand the spending and viewing habits of the target audience.

Below is a table of the psychographic personalities

Aspirers Seek status and materialistic acquisitive.

Succeeds Seek control, strong goals and very confident with a god work ethic.

Resigned Seeks survival rigid and authoritarian values interested in past and tradition.

Explorers Seeks discovery energy individualism, values difference and adventure, a risk taker.

Strugglers Seeks escape alienated and disorganised buries head in sand until last minute.

Reformers

Seeks enlightenment freedom of restrictions personal growth seeks social awareness.