Psychographic Profiles

The resigner is typically an elderly audience member that is usually not willing to adapt to modern consumerism and prefers the traditional lifestyle. The resigner is socially graded as an E as they normally live off of pensions.

The struggler is the audience member who's lifestyle is shambolic. They enjoy the thrill of the moment and are less considerate towards the future. The struggler is financially unstable therefore would be socially graded as either a D or E.

The mainstreamer is the largest psychographic profile for institutions to target. As suggested by their name they enjoy the consumption of the most popular products and often may overlook products of better value for the purpose of fitting in with other mainstreamers. The mainstreamer is spread across different social grades however they are mostly categorised as C1's, C2's and D's.

The aspirer is the audience member who is heavily influenced by only the latest and greatest of products. They desire to be better than the rest of society and see materialistic products as a way of being better. As they have the higher income and status amongst others in society they are socially graded as A's and B's.

The reformer is the member of society that claims to not be following consumerist ideologies and believe that they are better and more socially aware than the rest of society. This may identify them as their own people with unique personalities, opinions and beliefs however advertisers still manage to successfully target them. Reformers are usually categorised in within B's and C1's within the social grading system.

The explorer is willing to take risks and try something new, differing heavily from other types of audiences. They try new products to show others how unique they are and how they've experienced much more than the average audience since they do not restrict themselves like others.

The succeeder is the person that is placed above the rest. The hardworking, professional, competent leader who requires only the latest and greatest products. Their social grade is commonly A along with a few B's, considered better in society.