Young and Rubicam's audience theory

Young and Rubicam's audience theory

A psychometric method of categorisation specific to advertising was developed by Young and Rubicam, a marketing and communications company.

A Psychometric Audience Profile defines an audience by how they think and by considering their values, attitudes and lifestyle (VALs).

Psychometric means using values, attitudes and personality traits to define or categorise a group.

The Aspirer
There is the Aspirer is someone who seeks status. An aspirer want status brands to show their place in society. They are happy to invest in luxury goods, often using credit. They consider themselves stylish and on trend and may be persuaded by celebrity endorsements. 

The Explorer
The explorer is someone who seeks discovery. Explorers like to discover new things and are attracted to new or innovative brands, products and experiences.

The Mainstreamer
The mainstreamer seeks is someone who seeks security. Mainstreamers make up 40% of the population. They try and trust brands that are a value for money. They like to think that they are part of a larger group of like-minded people and are less likely to take risks.

The Reformer
The reformer is someone who seeks enlightenment. Reformers are defined by self-esteem and self-improvement. They are not influenced by status and 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.

The Resigned
The resigned are people who seek to survive. The resigned are 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.

The Struggler
The struggler is someone who seeks to escape. 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 in society.


The Succeeder
The succeeder is someone who seeks control. Succeeders are those who have 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.


Overall, based on this theory, I would say that I am a mixture of a mainstreamer (based on the information there) and an explorer (in terms of wanting to go to new places outside London and trying new products.)

Comments

  1. tegan29 November 2017 at 00:38

    very detailed post, which allows readers to learn a great deal about Young and Rubicam’s audience theory. you could have included an image to further detail your post

    ReplyDelete

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