My audience is aimed at:
- 16 - 26 years old - Young Adults
- Indie music lovers
- Both Genders
- Fans of The Killers and Brandon Flowers
- Group E - Social group
- Psycho graphics - Explorer
A
higher managerial, administrative or professional
Company director
B
intermediate managerial, administrative or professional
Middle manager
C1
supervisory, clerical, junior administrative or professional
Bank clerk
C2
skilled manual workers
Plumber
D
semi- and unskilled manual workers
Labourer
E
state pensioners with no other income, widows, casual and lowest grade earners
Unemployed
Resigned
Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. (Older)
Struggler
Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (eg car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation.
Mainstreamer
Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money 'family' brands. Almost invariably the largest 4Cs group.
Aspirer
Materialistic, acquisitive, affiliative, oriented to extrinsics ... image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents. (Younger, clerical/sales type occupation)
Succeeder
Strong goal orientation, confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, prestige - the very best . Also attracted to 'caring' and protective brands ... stress relief. (Top management)
Explorer
Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. (Younger - student)
Reformer
Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful.(Higher education)
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