A2- Demographic and psychographic profile

Rather than seeing our audience as masses of people or simply viewing them in numerical terms, we segmented them into demographic and psychographic profiles.
A Demographic segmentation is where the audience is segmented according to various significant social criteria, e.g. gender, class, race and sexuality.
The reason behind this was to break down the audience in order to generate an idea of what our target audience would be such as 16-24 year olds and therefore what there interests are, as a result making them accessible and enabling us to appeal to them in a suitable manner.
Additionally this, the demographic segmentation allows us to separate our target audience into various socio economic categories, such as on the JICNARS scale our audience would fall under A (Higher management), B (middle management) and C1 (junior management). This is due to the more sophisticated elements of their videos such as pop art. However the disadvantages of this method of categorisation can be that it is misleading when targeting an audience, as these may highlight superficial similarities and differences, as two people may fall under the same category e.g. 16-24 year olds, yet they may lead completely different lifestyles.
A more accurate way of segmenting our audience is Psychographic segmentation, also known as lifestyle profiling. This combines a psychological profile of our consumer with ideas of how they conducted their life in the market place. This process allows us to see the various attitudes, values, beliefs and lifestyle choices used to predict future consumption. On the VALS they would most predominantly be experiences.