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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 Audience Profile defines an audience by how they think and by considering their values, attitudes and (VALs).

A psychometric method of categorisation specific to advertising was developed by Young and Rubicam, a marketing and communications company.

Image gallerySkip image gallerySlide 1 of 7, Infographic of the aspirer audience theory, The Aspirer They seek status

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