Audience Classification

PSYCHOGRAPHIC PRESENTATION; ASPIRERS

Our example couple are Summer, 21 and Adam, 20 from London. They work in retail but attend University and have a high social media presence. They like to keep up with social media influencers and in their free time, spend majority of the time either shopping for the latest trends, or indulging in their hobbies or the luxuries in life. They also perhaps enjoy taking photos and sharing their lives on social media particularly Instagram, in order to achieve validation through their images and to share their latest purchases.

They prefer to read their news through social media and like to keep up with tabloid news over broadsheet. They use Cosmopolitan and Daily Mail to keep up with pop culture and perhaps have a more liberal political view point due to their exposure to the plethora of views online. They might also indulge in magazines such as Vogue and GQ due to their high profile reputation as fashion magazines but also their aesthetically pleasing and extremely photogenic photo spreads and front covers.

Summer and Adam also like tv shows with perhaps some good cultural capital, or films that have a talking point such as Game of thrones, which has some cutting edge cinematography and high recommendations which may attract an aspirers love for extrinsics but also using netflix to stream more mainstream shows such as 13 Reasons Why or award winning films such as La La Land to support their Image over quality stance. Also old 90s shows or early noughties show may attract them since they are easily quotable and can allow an aspirer to post screencaps or quotes on social media in order to create wide range talking points. They listen to radio 1 since they are of a younger age and allows them to listen to a variety of musical genres of a variety of eras.

Aspirers are probably similar to mainstreamers in the fact they most likely have an IPhone since it has a high aesthetic value and probably a macbook for the same reasons. They also probably have the most up to date technology from wireless headphones to laptops to compliment their desire for high quality aesthetics and extrinsic orientated viewpoints. They most likely have an instagram to be able to share their purchases and to share moments that are humble brags such as designer perfumes or the newest shoes.

Explain what psychographic group you feel best fits your lifestyle and personality? Explain how and why you made this decision and provide evidence justifying this.

I personally believe that i am an explorer due to the impulsiveness and outgoing aspects of my personality. I like to try new things and am open minded in all situations especially when it comes to buying clothes or trying out makeup looks, i tend to stray from the mainstream tends or attempt to at least. I also like to watch TV shows that challenge me intellectually and help me grow socially and in emotional intelligence such as hard hitting thrillers such as Sharp Objects or more niche movies such as Lady Bird. I do tend to rely on my own personal experiences in order to decide on what brands to stay loyal to or what media to interact with but i am also easily swayed into trying new things especially if they have interesting or thrilling concepts. I believe these aspects of my lifestyle support the adventure and indulgence associated with the Explorer physchographic.