Audience research

For my current project, the audience I'm looking to attract is in the ABC1 demographics 24-60 years old and fall under the Explorers, Mainstreamers, Aspirers psychographics. To achieve better understanding of my subgroups  and create work of a high standard I’ve conducted separate research on them.

Firstly the "demographic classifications in the UK refer to the social grade definitions, which are used to describe, measure and classify people of different social grade and income and earnings levels, for market research, social commentary, lifestyle statistics, and statistical research and analysis."
 All demographics fall under A, B, C1, C2, D and E, with A being upper middle class such as higher managerial, administrative or professional (1), B being middle class-intermediate managerial, administrative or professional and C1 being lower middle class, such as supervisory or clerical, junior managerial, administrative or professional. C2, D and E fall under the lower income earners, with C2 being skilled working class, the skilled manual workers, D being the working class as semi, and unskilled manual workers, and E being those at lowest level of subsistence such as state pensioners or widows (no other earner), casual or lowest grade workers.

Overall the consumers from one of the three higher social groups, as middle and upper class, consists of people with more/higher education and better paid jobs, therefore when looking to attract them, i would need to emphasise on the good/high quality of the product, and the financial value that’s gone into it.

Firstly, "Psychographics is the qualitative methodology of studying consumers based on psychological characteristics and traits such as values, desires, goals, interests, and lifestyle choices"(2). We are looking to attract the Explorers, the Mainstreamers and the Aspirers.
The Explorers seek discovery. They like to find new things, be challenged, don’t follow standard trends, but value the different, new or innovative brands. They would be the easiest to attract, as the app is new and the first of its kind.The idea/ feeling of nostalgia in the video, would also be beneficial to grab their interest.  The Mainstreamers seek security and the domestics. They make up 40% of the population and value the tried and trusted brands that offer value for money, less likely to take risks. As the app is new and doesn’t have a reputation or a build audience, to attract them we would need to put the focus on the family, the nostalgic feeling and the memories of the childhood, as well as the picture of the classic nuclear happy family, so they can feel familiarity when watching the advert and then eventually using the app. A benefit would be to emphasise the fact that the app is free. We could also work with familiar, recognisable faces  to get their opinions and feedback, which could then be used as advertisement. The Aspirers seek status, tending to be very materialistic. Looking for brands that show their place in society. Investing in luxury, they consider themselves to be stylish, and on trend, image, appearance and fashion orientated. Could be persuaded by celebrity endorsements. Here, using familiar celebrities, would pay off too as it would show the status of the app, making it even more approachable to the Aspirers. The use of the high end house would also help to attract them, as the video would be visibly minimalistic and of high quality attracting similar high end personas.







(1)http://www.abc1demographic.co.uk/
(2) https://www.hotjar.com/blog/psychographics-in-marketing/



Bibliography
http://www.abc1demographic.co.uk/
https://www.bbc.co.uk/bitesize/guides/zy24p39/revision/3
https://www.hotjar.com/blog/psychographics-in-marketing/
https://www.slideshare.net/jayjammerz/psychographic-profiling