Thursday, December 06, 2012

Understanding the B demographic 4

Questions to be addressed:

What is the outlook, belief system and sense of direction for this demographic?

What forces in society have shaped their attitudes? 

What elements in our culture have defined these people?

There seems to be a way of dividing the demographic into three overlapping segments - those who follow specific cultural "influencers"; those who have been defined by sociological issues; and those who are on a rite of passage journey.  Will need to test all this with more interviews.  In particular, need to address the widespread belief (which many dispute) that this demographic is in a state of emotional stress and breakdown.

The young B demographic is:  male, age groups 18-25 and 26-34 (and possibly 35-44 but this is to be confirmed); socio-economic groups C2, D, E; geographic location urban, particularly inner city.

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