Psychometrics
Using demographics like age, gender and occupation to define or categorise an audience doesn't always give the best results as many people don't fit in the traditional categories.
A Using values, attitudes and personality traits to define or categorise a group. Audience Profile defines an audience by how they think and by considering their values, attitudes and The behaviour, habits, ideas and customs that are typical of a particular society. (VALs).
A psychometric method of categorisation specific to advertising was developed by Young and Rubicam, a marketing and communications company.
Image caption, The Aspirer
They seek status
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