Pyschometrics

Psychometrics

A psychometric audience profile defines an audience by how they think and by considering their values, attitudes and lifestyle. 

Aspierer

Aspirers want status brand that show their place in society. They are happy to invest in luxury good and often use credit. They consider themselves stylish and trendy and may be persuaded by celebrity endorsements. They seek status. 

Explorer

Explorers like to discover new things and are attracted to new or innovative brands, products an experiences. They seek discovery.

Mainstreamer

Mainstreamers make up 40% of the population. They like tried and trusted brands that are good value for money. They like to think they are a part of of group of like-minded people who are less likely to take risks. They seek security.

Reformer

Reformers are defined by self-esteem and self-improvement. They are not influenced or impressed by status and they are not materialistic. They are socially aware people who are inclined to invest in brands and products that are good for them or good for the environment. They seek enlightenment.

Resigned

The resigned are predominantly older people who have built up their attitudes over time and believe in institutions and traditions that they have come to trust and believe they can invest in safely. They seek to survive.

Struggler

The struggler has a 'live for the day' attitude and doesn't think about the future. They may see themselves as victims with only their physical skills helping them within society. They seek to escape.

Succeeder

Succeeders are those with high social status and are in control of their lives with nothing to prove. They believe they deserve the best and decide upon the best brands and products for themselves based on reliability. They seek control.