Young and Rubicam

Psychographics
BY Ella Shute
THE REFORMER

 Reformers are found to be very confident and the are the most anti-
materialistic of all the groups and are described as intellectual.
 They are socially aware and pride them selves in tolerance, they often lead
the edge of society.
 However, unlike The Explorers they don’t buy things just because they are
new there has to be some value to the purchase, as there core need in life is
enlightenment.
THE EXPLORER

 These types of people are driven by new goals and challenges, they are often
the first to try out new experiences and ideas
 There very dependant on brands and often indulge on new things often
 In there life they seek difference and they main core in life is to discover
THE SUCCEEDER

 These type of people are very self confident and have strong goal and most
often are very organised
 As they are confident and organised they often take responsibility in the
community and in society
 When it comes to brands they seek privilege and a reward before any
purchases are made, however they seek out caring and protecting brands.
 Occasionally they have a poor attitude to life which means they need to relax
more often
 They core in life is to have control
THE RESIGNED

 These are predominately are people with constant unchanging values built up
over time and are mostly a lot older
 For them the past is built up of lots of nostalgic feeling and values
 They respect insinuations and enjoy taking part in traditional roles ion life
 Their brand choices are dependant on the money situation and the economy,
and they main core in life is to survive
THE STRUGGLER

 All strugglers live for today and make a few plans for tomorrow and live life
each day
 Many people see strugglers as victims, losers, disorganised people with very
little skills in life
 They are heavy consumers of alcohol and junk food, and if they are to get on
with life its most likely because they have won the lottery.
 Visual impact and physical sensation is important for branding
 There main core in life is to escape
THE MAINSTREAM

 These are people who live in the world of domestic and every day
 A daily routine is essential in there life and for the way they live
 As they name suggest, they are the mainstream of society
 They are the largest group across all of the 4c groups
 They respond to big established brands because they believe its worth the
money
 There main core in life is to have security
THE ASPIRER

 These are3 people who are materialistic and inquisitive and are driven by
others and there perception of them rather than they are values
 As result they respond to what others perceive to be superficial: image,
appearance, fashion and charisma
 There core in life is to have status