Psychographics and Advertisers social grades

Psychographics-

Belongers: Savers, focused on the future, well known as “nest-builders”, stay at homers. They like to save their money.

Emulators: The young, generally between 13 and 15 years old. They lack in self-confidence and are often confused and vulnerable. Advertisers prey on their insecurities offering them role models, hero’s and reassurance of group acceptance.

Emulator-Achievers: Materialists, obsessed with looking rich but don’t actually posses much money. They enjoy designer labels and the finer things in life.

Societially-conscious: Pride themselves on personal rather than professional or financial fulfilment. Their sceptical of advertisings and often referred to as “Greying hippies”.

Need-Directed: Mainly concerned with surviving and not the luxuries, they earn minimum wage or are on benefits.

Advertiser’s social grades     

A.      Upper middle – Higher managerial, professional and administrative (directors etc.)

B.      Middle – Intermediate managerial, Professional and Administrative (teachers, police etc.)

C1. Lower middle – Supervisory, Clerical, Junior Managerial, Professional Administrative            (supervisor at Tesco’s etc.)

C2. Skilled working class – Lower management (Labour/plumbers etc.)

D.      Working Class excl skilled – Semi and unskilled (Shop workers, brick carriers etc.)

E.       Lowest Level of Subsistence – State Pensioner, Widows without another person to support them. Casual or lowest grade worker. (Part-time workers, students, non-workers etc.)

Above are psychographics and social grades used to appropriate the certificates of films. As our short film falls under the genre of psychological thriller we must consider our target audience wisely.

Following the psychographics system we are aiming our short film to represent the “Emulator-Achievers” group. We have chosen this groups as although they may not have large amounts of money they pride themselves on the luxuries suggesting that they would have computers and laptops that were able to access short films easily. In contrast, the “Belongers” are people who don’t go out and socialise and would not be willing to pay to buy short films as they like to save their money. The “Emulators” mostly consist of between the ages of 13-15 years old, now as we are planning to rate our short film as a 15 certificate the majority of emulators are ruled out. “Societially-Conscious” are less likely to watch a psychological Thriller as they are often described as “Greying hippies” who like to focus on the positive and would chose to watch a comedy instead. The “Need-Directed” are generally of the minimum wage and would not necessarily have the money for a computer or to buy DVD’s however the age range of the Need-Directed group, is predominately early 20’s to mid 30’s, we consider the age range of the early 20’to be our focus audience for our short film, making the Need-Directed a close second on our psychographics chart.

Following the Advertiser’s social grades we aim our short film to fall under the hybrid of “Middle” and “Lowest level of Subsistence” This is because the Middle section have the intellectual knowledge to appreciate the serious situations explored in our short film, yet they don’t see themselves as “above” them. Lowest level of subsistence consist of a lot of students who are the model age range of 18 to 21 generally, and would be interested in the creepy, guessing game our film holds. Students also spend a lot of time on computers looking at sites such as YouTube, viewing videos and films. The other groups in the social grades would not have the time to sit down and search for short films online and would look for mainstream feature length films appose to short films.

Overall we are aiming our short film at 18 to 25 years olds who are either students or has a job that allows them some spare time to sit and search for short films.