Psychographics

A more in-depth and therefore accurate method than the Registrar General's Social Scale is the use of Psychographics.

The following research is based upon the 'SRI Consulting Business Intelligence' and a survey taken by 'VALS'

The diagram above separates people into three main sections based on their Primary Motivation; Ideals, Achievement and Self-Expression. It then has two outside segments. Those higher up have Higher Resources and Innovation, this recedes as you go lower down the diagram. I shall begin with the highest and work down, I shall then evaluate which our media product is best suited for.

Innovators

Notable for being successful, this feeds back to giving them a high self-esteem, they feel comfortable in authority and will often assume this role. This confidence often leads to them expressing all three of these motivations, they adapt to new environments well and are the most receptive to new ideas.

They are responsive to new ideas that they will often to seek new trends (hence the title innovators) to seek approval from other innovators. They are expressions of their taste, often displaying some form of sophistication.

Thinkers

Motivated by ideals. Defined by their maturity, order, knowledge and responsibility are the factors by which they judge people. They wish to be constantly aware of National and International Events to broaden their knowledge and illustrate them as cultured.

They have an understanding of the relationship between authority and social decorum. They generally have an income that could allow them a wide choice of products but they tend to be conservative in terms of purchase and look for functional qualities.

Achievers

Mainly motivated by the aspiration to achieve. They often set themselves targets and have deep commitments to both their profession and home (often involving a family) life. They often form a structure around their lives to emphasise focuses. They often are mildly right-wing, they like to keep to conventions and have a belief in the nature of authority.

They are excessively active in the marketplace, almost to the degree of 'Innovators', they are persistently interested in time-saving devices to accommodate to a fast-paced lifestyle. In a product they like for established well-known brands to seek recognition from their peers.

Experiencers

Driven by Self Expression. Their youth and enthusiasm can make them impulsive consumers. They are excited by variety and the prospect to be thrilled, they thrive upon being separate form society by following off-beat new strands. They spend the majority of the time outletting energy through social activities such as going to the cinema or sport.

This is reflected by their role as consumers spending high amounts on fashion, entertainment and socializing. They seek the approval of other Experiencers.

Believers

Similarly to Thinkers they are motivated by ideals. They are keen to be seen as conventional, they have regimented beliefs based on the following factors; family, religion, community and Nationality. These beliefs motivate and mirror their instinct for routine around their family and community events.

They willingly follow a predicted pattern of trusting in familiar products and established brands, often western. They are fiercely loyal to these brands, not wanting to experiment.

Strivers

Such as Achievers, Strivers are too motivated by the self-use of goals. They are often concerned with the opinions and more specifically the approval of their peers. They have a value for money but often do not have the desired amount to live their ideal lifestyle. They tend to choose up market products to give an illusion of wealth they may not have entirely. Their inhibitions often prevent them from a successful career, settling for a fair job.

They perceive purchasing as a section of their social life, both the activity of shopping and displaying their purchases. They are moderately impulsive, though confined by their own financial budgets.

Makers

They are motivated by the desire of self-expression,this done through individualising or completely constructing their own projects or material goods. This may involve D.I.Y. or maintaining the car or boiler. This results in them being highly practical people and a value for self-Independence.

This makes them a difficult demographic to appeal to as they are self-dependent and suspicious of new brands and of corporate institutions. Whilst they generally respect the concept of a government they extremely dislike intrusion on anything bordering a personal level.

Survivors

With narrowly focused lives and few material or emotional constants they find, uncomfortably, that the world is changing rapidly around them. Familiarity becomes a byword for security. Needs excel the wants for pleasure.

What Psychographics does our Short-Film Appeal To?

Being both subversive in narrative and format (our plot not being a mainstream blockbuster story and the short films being viewed by a very small percentage) our film tends to dip into demographics as opposed to being an essential section of their day to day lives.

Survivors are most likely never to see anything this experimental and outside of their secure lives. If Makers do see a film it will be from an established company and be one of the main films of the year. Beleivers again will not go out of their way to see a film that pushes their already well-established moral systems. Thinkers will also deny our product due to it's lack of practicality.

However Strivers may watch our product, even a short film can be become a cult icon and can be a mentioning point of their focused on social lives, also as this film can be distrubuted cheaply, it will fit into their budgets. Experiencers are also likely to respond to new young film makers. Acheivers may do just get the appreciation of their freinds, they have developed a culture that respects findign a new excting prospects. However our main demographic to aim for (for the reasons in this paragraph) are innovators, new, cheap, easy (and therefore susceptable to impulse) to access media can appeal to some.

Tim McNiven