IMGRAIN: AUDIENCE CLASSIFICATION

Strugglers

Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation.

1) Make up their names: 

Bob & Karen

2) Where do they work/study? 

Bob - Drug dealer
Karen - Unemployed

Bob - Studied at Greenford High School and got all U's in his GCSEs
Karen - Dropped out after primary school because she failed her SATs

3) What do they do in their spare time?

Bob - Sells meth, burgles houses, steals from cars, smokes weed, plays the lottery, drinks lots of Stella Artois and now he is morbidly obese

Karen - Scrolls on TikTok all day, does her crusty makeup, speaks to the manager, sleeps and eats lots of McDonald's and now she is morbidly obese

Now suggest their media consumption:

Print: What newspapers/magazines does your group read (if any)? Is this on paper or tablet? 

No newspapers/magazines as they prefer consuming digital media in this modern age

Broadcast: What TV programmes/channels do your group watch? Radio stations? TV package – Freeview or Sky? Films?

They watch junkie shows on Sky TV such as:

Love Island
I'm a celebrity, get me out of here!

Karen especially loves watching Keeping Up With The Kardashians as she wants to be famous like them one day

They don't listen to the radio as they are more interested in modern technologies

They watch Netflix (pirated) a lot and consume popular shows made for the mass market such as Squid Game and Stranger Things. Bob especially loves watching Breaking Bad as Walter White makes meth and so Bob is inspired by him

They love watching Disney films for children (pirated) even though they are fully grown adults because they are freaks

Online: What technology do they own? What websites do they visit (if any)? What social media do they use?

Bob wastes his money on expensive tech such as the iPhone 14 so now he has no more money to pay his electricity bills. He visits dodgy black market websites to sell his meth. He uses Snapchat to find customers for his meth

Karen has a cracked iPhone 6. She goes on job application websites but nobody will hire her because of her horrible CV. She uses TikTok and tries to get famous on the app by dancing so she can make money but she gets 5 views per video

2) Which psychographic group do you feel best fits YOUR lifestyle and personality? Explain how and why you made your decision and provide evidence justifying this.

I believe that I am a succeeder as I tend to buy from brands that have a high reputation. For example, I own an iPhone which is made by Apple - a renowned company. I also strongly focus on my goals and I try to maintain stability in my life. For example, I stay safe and don't drug deal, unlike Bob

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