Psychographics..

When doing some further research on target audience for our chosen genre, Indie/alternative rock, I came across something called Psychographics:  'In the field of marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables - for Interests, Activities, and Opinions.'


Examples of these groups are:

 - Succeeders: People who are successful and self confident. They tend not to buy aspirational products and follow their own ideas of what is a good product.
 - Reformers: Creative, caring, altruistic, not brand conscious.
 - Aspirers: People who want to "get on".
 - Mainstreamers: The largest segment, conformists who buy "safe", big brand products.
 - Strivers: status oriented people who seek money, approval and social status. Obvious buyers of "aspirational" goods.
 - Explorers: seek novelty and want to try new things. They are likely to be early adopters of completely new products.
 - Constrained: they are the resigned and struggling poor.

(http://moneyterms.co.uk/psychographics/)


In terms of defining an audience for an indie rock music video, groups we would be most likely to appeal and aim towards would be; Reformers - due to the creativity element, this genre of music is one of creative strength, which would be reflected in the videos; likely to contain different, challenging and non cliche ideas. Also not being brand conscious is important, I think, to our video genre as this 'alternative' style of music is not one focussed on recognisable names, faces and conventions all working together to make money, but one that cares more about the artistic success and surprising and entertaining an audience.
The other would be Explorers - Who are defined as wanting to try new things, this is exactly the audience indie and alternative music would appeal to as it is challenging of stereotypes, usually lyrically experimental and moved away from cliche. They are conveniently perfect for our song and idea in general, as it is named 'Show me something new'.


These groupings aren't as clear and understandable as the other target audience considerations such as age and gender etc, but I think it had some interesting points and I will definitely keep them in mind during the designing process of our video, for example we must ensure to include - visually interesting, creative shots and scenes, as to challenge stereotypes and avoid imitating existing videos.

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