Quantitative & Qualitative

Approaches to audience theory will either adopt a QUANTITATIVE ie number based approach (so counting sales, audience figures, costs etc) where research is usually obtained through questionnaires. OR QUALITATIVE (a more individual interpretative approach considering not how many, but why audiences consume or engage) which focuses more of the ‘quality’ of the research rather then the amount. This would include research such as interviews.

Young and Rubicam’s Psychographic Descriptors

The Explorer – motivated by the need for discovery. They seek out difference and are more likely to respond to brands that offer new sensations, indulgence, instant effects. They are first to try out new experiences or ideas.

The Resigned – motivated by survival needs. Unchanging values they built over time. They respect institutions and enjoy their traditional roles. They are driven by their need for safety and will choose what is familiar to them.

The Aspirer – motivated by esteem/status needs. – Materialistic and driven by other people’s perception of them. Their image counts. They need status.

The Mainstreamer – motivated by belonging needs. A daily routine is fundamental to their lifestyle. They are the largest group of people. They respond to big established brands, brands that give them value to their money. They centre themselves within their families. They need security.

The Reformer – motivated by enlightenment needs. They are socially aware and often pride themselves on tolerance, They are often seen as intellectuals and most anti materialistic out of all psychographics. They value their own independent judgement. They seek out the authentic and harmonious but will not buy things just because they are new.

The Succeeder – motivated by the need for control. They are goal-orientated and tend to occupy positions of responsibility. They seek reward and prestige as they feel they deserve the best. However they also seek caring and protective brands as in their aggressive lifestyle they need the chance to relax.

The Struggler – motivated by escapism needs. They love for today and make few plans for tomorrow. They are often seen as victims or losers – aimless, disorganised people with few resources. They are heavy consumers of alcohol and junk food. Visual impact and physical sensation are an important factor to their brand choice. They often see no way out. They need to escape.