(Task 4) Audience research: Young and Rubicam

1. Young and Rubicam Theory
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3. The young and Rubicam theory is that of cross cultural consumer characterisation. It divides all people into seven groups based of their core motivation 
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5. THE EXPLORER
6. Favour being adventurous and eager to try out new things, such as brands. Need for discovery 
7. Core: Discovery
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9. THE ASPIRER
10. Usually materialistic. Tend to mould them selves around other people's values and views rather than their own. Self image is very important   
11. Core: Status
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13. THE SUCCEEDER
14. Self confident, highly organised, and often has a clear goal and work ethic. Tend to reside on roles which require sufficient responsibility. A determination to rise to the top 
15. Core: Control
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17.                                                               THE REFORMER
18. Reformers are highly opinionated and are seen as intelligent. They are often seen occupying lead roles in society. Search for inner enlightenment and tend to be less materialistic to the other classes.
19. Core: Enlightenment
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21. THE MAINSTREAM
22. Stick to a daily everyday routine. Sticks to well known brands and seeks out good deals and sales to save money. Very reliant and dependant on a feeling of security
23. Core: Security
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25. THE STRUGGLER
26. Strugglers tackle each day as it comes with little foresight for the future. Seen as weak/victims. Tend to indulge themselves heavily with unhealthy products. Seek outlets to relieve themselves from reality, often things such as TV.
27. Core: Escape
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29. THE RESIGNED
30. Commonly the resigned are that of the elderly population. Enjoy tradition. Seek safety and familiarity 
31. Core: Survive

Out of these seven categories I believe my target audience fits into the "strugglers". This is because strugglers are often seen indulging themselves in unhealthy products. Things such as alcohol abuse and other drugs are exactly the products in which a struggler uses. My product attracts this audience due to that my music video has alcoholic themes and the abuse of other drugs such as tobacco. This attracts them as a sense of reflection and empathy can be drawn from the music video upon the similarities they have from their life experiences