psychographic profiling
mainstreamers- people who seek security, conformists, domestic and conventional. family brands (the largest group).
aspirers- materialistic, people who seek status and are focused on appearance and image. typically younger people.
succeeders- people with strong goals, work ethic, organisation and confidence. typically higher management and professions.
resigned- seek survival, rigid and authoritarian. typically older people.
explorers- seeks discover, energetic, individualism, experience. typically students.
strugglers- seek escape, alienated and disorganised. typically spends money on alcohol, junk food and lottery tickets. usually lower demographic.
reformers- seeks enlightenment, freedom, personal growth, independent, anti-materialistic but are aware of good taste.
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