Pyschographic Questionnaire Summary

Using the Values, Attitudes and Lifestyles audience theory, along with the LifeMatrix theory, we could identify who are target audience were in more detail.

• We found that the majority are driven by money, suggesting our audience are fulfillers and strivers in life.
  
  
• They all Show interest in designer clothes showing our audience could also be aspirers.
  
  
• They don't do charity work, suggesting they are the opposite of Young and Rubicam's audience type: 'reformers', as they do not define themselves by their self-fulfillment.
  
  
• Many of the results we got suggested that their usual hobbies are socialisation and sport, showing an aspect of the typical 'mainstreamer' within our audience.
  
  
• They also feel they live fulfilling life to an extent; which also illustrates that they are fulfillers.
  
  
• All feel they are successful to a certain extent; portraying that they are experiencers, who have experienced success through showing success in work and activities and can deal with different situations which allow them to be successful. They may also be classed as Believers, as they attempt to succeed in life personally.
  
  
• They all strive to do well in life, which therefore suggests they are strivers in life, according to the Values, Attitudes and Lifestyle audience theory.
  
  
• There is a general mass audience of mixed classes with the majority belonging to the working and middle classes.
  
  
• Our audience occasionally watch the news but not on a regular basis, showing that our target audience are the opposite of actualisers, and do not take life too seriously.
  
  
• Our audience are all classed as sociable; suggesting that they are experiencers and makers, according to the VAL audience theory.
  
  
• All of our audience consume alcohol on a regular basis, illustrating that they fit well into the 'Fun/Antics' LifeMatrix audience theory types.
  
  
• Provocative dress code was the leading chosen preferred dress code for a night out; showing that they are Makers, as well as fitting into the stereotypical view of dress code that the dance genre depicts.