Demographics and Psychometrics

Demographics: Demographics are the statistical data relating to the population and particular groups with in it.  Demographics are studies of the population based on different factors. These factors include age, race, gender, economic status, level of education and income level and employment.

Social grades
A- Higher managerial, administrative and professional
B- Intermediate managerial, administrative and professional
C1- Supervisory, Clerical and junior managerial
C2- Skilled Manual Workers
D- Semi skilled/un skilled manual workers
E- State pensioners, casual and lowest grade workers, unemployed with state benefits only.

Demographics are used to learn more about the population's characteristics by governments, corporations and non government organisations for many purposes including policy development and economic market research.
The size of different demographic groups will change over time as a result of economic, cultural and political circumstances.

Psychometrics: Psychometrics is the science of measuring mental capacities and processes. It is concerned with the theory and technique of psychological measurement, which includes measurement of knowledge, abilities, attitudes and personality traits. It is particularly concerned with the study of differences between individuals. A psychometric audience profile defines and audience by their values, attitudes and lifestyles. As the concept of class and audience become a less appropriate way of defining an audience, advertisers considered different ways of categorising audiences.
Young and Rubicam are a New York advertising agency who developed a method of categorising people into recognisable stereotypes that reflected their motivational needs and VALs (Values, attitudes and lifestyles). The main groups are:

Mainstreamers- These make up 40% of the population. They like security, tried and trusted brands. They like value for money and are less likely to take risks.

Aspirers- They want status and prefer brands that show their pace in society. The are happy to buy designer labels on credit and may be persuaded by celebrity endorsement.

Explorers- They like to discover new things. They are attracted by brands that offer new experiences.

Succeeders- They already have status and control and have nothing to prove. They prefer brands that are serous and reliable.

Reformers- They are defined by self esteem and self fulfilment. The tend to be innovative and are less impressed by status. They are socially aware and not materialistic. They may be more inclined to buy brands that are considered healthy or environmentally friendly.