Psychographics, Demographics and Target Audience.

Psychographics - 

Psychographics: the thought processes of individuals including ambitions, social class and interests and age. The groups and categories include:

• Explorers
• Aspirers
• Mainstreams 
• Succeeders
• Strugglers
• Reformers 

Explorers - 

These individuals constantly search for new experiences in life. They seek challenges and new discoveries to do with being outside their comfort zone and enjoy being different Typically categorised into a younger demographic of students.

Aspirers - 

These groups revolve around being materialistic and gaining high statuses in society. Their image mostly consists of high labelled fashion brands and are most common in young adolescents. Overall attractiveness in image and persona is their goal. These groups of people usually include younger people.

Mainstreamers - 

These people usually stay and find comfort in staying in a domestic environment at home. Mainstreamers are usually the biggest and most sentimental group, caring for family.

Succeeders- Orientate around work and have strong work ethic therefore usually make it and become successful in life.Their choices of things such as fashion is based around the rewards that they earn therefore usually owning high quality products. Other traits this group of people have include being confident and organised.

Strugglers - 

Different to succeeders, strugglers are usually unorganised and may lack physical skills. They're commonly known to buy alcohol and take part in lotteries in order to find an escape and distraction. Included in the working class and causal grade workers demographic.

Reformers - 
These groups of people are anti- materialistic, however are aware of good products and have a good taste in fashion. Characteristics include independancy and self awareness.

Demographics- 

Demographics is statistical data taken of averages of characterised populations for example, class,  occcupation / income, age education, etc. Using demographics would be important in terms of conducting primary research to decide what audience to interview / provide a questionnaire with for a specific product, then breaking the response information down into smaller categorised groups of audiences. For example, knowing a persons age indicating reasoning behind a purchase of a product, along with knowing their income / if they have a job therefore showing which price range of products they would or usually buy. Demographics include social grades ranking from A-E, based on status and income. A-C usually include groups of people who demonstrate deffered gratification and elaborated code including wider vocabulary and more complex sentences, compared to C2-E, who express immediate gratification and restricted code, where language used is more restricted with simple / shorter sentences. 

                                                      

 Target Audience -      Introducing Pot Noodle. 
As our product for this initial project is Pot Noodle, aspects from primary and secondary research, target audience and overall semiotics are required in order to fully understand and make our future advertisement as successful as possible.
The target audience for Pot Noodle consists of young adults, the majority of this group being in university. As the opportunity requires adolescents to be independent, food and money may become a challenge. Pot / (instant) noodles are cheap and easy to find in local supermarkets, along with no complicated cooking required. This therefore indicates that our product is specifically aimed at these students and will sound appealing / easier for them, making them our target audience.
Other specific audiences may include full time working adults, who carry a busy schedule and have no time for cooking. The Noodles can provide enough fuel to keep the person going and are ready at a fast rate, making it an ideal snack.

Example of a target audience, university student with a busy schedule- 

Name: James Smith

Age: 18

Occupation: Student / part time job in retail.

Place of Birth: Croydon

Hobbies and interests: Sports such as; athletics, football and rugby. Studies business therefore has a
busy schedule, along with attending an outside athletics club. Also has a few younger siblings. Enjoys photography in spare time.

Ethnicity: White, British.

Aspirations: Graduating from university with a diploma in business studies.

Mindset: Focuses on his education, hardworking and determined to do well. Enjoys university however
at times finds being independent difficult in terms of location, income and food.
Our product saves time in James' schedule and could reduce overall stress for students by saving
their time, in this students example, there would now be more time for outside athletics, ensuring a
balance between studies and outdoor activities / hobbies including interests.