Mosaic Classification

Mosaic classification is a method used by businesses to identify their target audience using psycho analyses. To do this they segment the market to find out specific things about their audience in detail in order to appeal to them.
 Examples of this include:


A-  - City prosperity- eg World class wealth- Global high flyers and families of privilege living luxurious lifestyles in London's most exclusive boroughs.


B- Prestige Positions- Diamond Days- Retired residents in sizeable homes whose finances are secured by significant assets and generous positions.

C- Rural Reality - Local Focus - Rural families in affordable village homes who are reliant on the local economy for jobs.

I looked into this to find which classification I could put my target audience under. For this I used the site ' YouGov.uk' which is a website that takes in lots of information about audiences, their interests, lives, thoughts and places they may shop.

Unfortunately our brand 'Little Mix' wasn't on their so we decided to still use it however use a different band that would relate to the same target audience as mine; One Direction.

From this we were told that the age range for our audience was between 18-24,were mainly female and their professions included things such as fashion design and emergency services. This helps us with our branding of the print as we know it needs to appeal to those that are fashionable but also sensible to the point that would interest a medical professional. However the results also showed that the target audiences monthly pay was around £125 which is fairly low and would reflect a retail job. Therefore our selling price for the CD would have to be very affordable for it to even be a considered purchase for the target audience. The results showed us the interests of the specific target audience, these included beauty and celebrities which is perfect to create the idea of a Little Mix fan.

We can link we can link what we found to our previous primary research questionnaires. Here we also found that the majority Little Mix fans were female and were in retail jobs and therefore in low monthly pay. However I disagree with the age range that was discussed on the site (18-24) as i feel that even if this does relate to One Direction it doesn't necessarily link to Little Mix. Instead I feel that the age range of the target audience would be more like 12-24 as it covers a wide range of ages and their music relates to this.