Psychographic Profiling

Definition: A term that describes consumers or audience members on the basis of psychological characteristics initially determined by standardised tests.

These take into consideration the audiences personality, motivations, attitude, lifestyles, activities, and daily routine; the more personal information so we know in the film what the audience expects or wants to see. This helps producers understand the audiences viewing and spending habits. They are split into groups just like demographics.

Mainstreamers	Seek security. Tend to be domestic, conformist, conventional, sentimental – favour value for money family brands. The largest group.
Aspires	Seek status. Materialistic, acquisitive, orientated to image and appearance, persona and fashion. Typically younger people.
Succeeders	Seek control. Strong goals, confidence, work ethic and organisation. Typically higher management and professionals.
Resigned	Seeks survival. Rigid and authoritarian values. Interested in past and tradition. Typically older people.
Explorers	Seeks discovery. Energy, individualism and experience. Values difference and adventure. Typically a younger demographic (students).
Strugglers	Seeks escape. Alienated and disorganised. Few resources beyond physical skills. Buys alcohol, junk food, lottery tickets. Typically lower demographics.
Reformers	Seeks enlightenment. Freedom of restrictions and personal growth. Social awareness and independent judgement. Anti-materialistic but aware of good taste.

We are aiming our thriller at explorers because they'll want the film to be different from the usual film, something that hasn't been seen before. Also, strugglers because they like things that are different.