Psychographics

Audience profiling 

For our music magazine, we have to create a profile for an ideal reader, this is called a Persona. There are many factors that I need to consider when making it, for example; age, gender, interests, lifestyle and socio - economic group. I also will need to think about those who are not in my target audience, but will still have access to the magazine, e.g. a parent buying a magazine for their child - this is called the penumbra effect. 

People can be categorised into different groups when determining a target audience;

• Mainstreamers - seek security. These people tend to be domestic, conformist, conventional, value for money and are often the largest group.
• Aspirers - seek status. Materialistic, acquisitive, orientated to image and appearance, persona and fashion. Typically younger people. 
• Succeeders - seek control. Strong goals, confidence, work ethic and organisation. Supports stability. They are usually higher management and professionals. 
• Resigned - seek survival. Rigid and authoritarian values. They are typically interested in the past and tradition, likes familiarity and are usually older people.
• Explorers - seek discovery. Energy, individualism and experience. Values adventure and highlights satisfaction and instant effect. They are the first to try new brands and are the younger demographic - mainly students.
• Reformers - seek enlightenment. Value their own independent judgement. Most anti-materialistic, socially aware and tolerant. Often seen at the leading edge of society. They are least likely to buy something if it is new.
• Strugglers - seek escape. Tend to live for the moment and make little plans, often seen as disorganised. Heavy consumers of alcohol and junk food. Visual impact and physical sensation are an important element in their brand choices.