Types of Audience

VALS - Values, attitudes, lifestyles

6 groups

Thinkers                     Achievers                    Experiencers

Believers                    Strivers                        Makers

Website

Strategicbusinessinsights/VALS

ABC Demographic Scale

Social Grade	Social	Occupation
A	Upper middle class
B	middle class
C1	lower middle class
C2	Skilled Working Class
D	Working Class
E	those at the lowest level of subsistence

Psychographics 

Mainstreamers - Seek Security 

Aspirers - Seek Status

Succeeders - Seek Control

Resigned - Seeks Survival 

Explorers - Seeks Discovery 

Strugglers - Seeks escape 

Reformers - Seeks enlightenment   

Tweenie - aged 10 - 13

Dinkie - Double income, no kids

Swell - Single woman earning lots

Grey Panther - retired but with lots of cash 

Sinkie - Single income, no kids

Guppy - green yuppy - young upper class person who is concerned with environment 

Glam - Older lady with money and opinions