Psychographics and audience targeting

- Mainstreamer: someone who follows popular trends, like security 

- Explorers: like to travel and find something new and have a challenge 

- Reformers: someone who is active physically, anti-materialistic wants to change the world

- Aspirer: people that enjoy status, like branded things

- Succeeder: something that will make you more successful, seek reword and want to show they have made it in life 

- Struggler: live for everyday, dependent on alcohol, fast food, drugs, see themselves as victims and a waste of space

- The resigned: like security, not much ambition left, like tradition and comforting brands 

4cs 

- Cross 

-Cultural

-Consumer

- Characterisation