Psycographics

Psychographics

noun

noun: psychographics

1. the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research.

Mainstreamers - these are people who seek security. They tend to be conformist and conventional. They favour value for money, family and well known brands. This group is normally the largest.

Aspirers - people who seek status. They are usually materialistic and orientated to image and appearance therefore attractive packaging is more appealing to them. This group of people are typically young.

Succeeders - strong, confident people who seek control. They have a strong work ethic and value stability. These are people who usually work is highly qualified professions.

Resigned - seek survival. They are authoritarian types who are passionate about tradition. These are typically older people.

Explorers - this is a group that seek individualism and adventure. Difference usually creates instant satisfaction. This group usually try new things.

Smugglers - people who seek escape.They are usually alienated and disorganised , they tend to come from the D/ E demographic. They can be associated with drinking, junk food and lottery tickets.

Reformers - these are people that want freedom of restrictions. They strive for personal growth and enlightenment. They aren't attracted by materialistic  attitudes but are aware of good taste.  They usually attend higher education and select products of quality.