Demographics and Psychographics

This is the JICNAR scale used by media companies to identify different groups. This is useful for marketing, narrative e.g., so the audience they want to target can relate to the product they want to sell.



However, we use psychographics for adverts:

Aspirers: People who want to appear as rich and attractive
Explorers: People who are adventurous and take more risks
Reformers: People who want to make social change
Mainstreamers: People who follow the crowd
Strugglers: People who find it hard to acheive