Planning: Audience - LifeMatrix

The LifeMatrix tool, launched by MRI and RoperASW, defines ten audience categories, centred around both values, attitudes and beliefs. This is one of the latest approaches to market research into audiences and audience targetting.

 

They are:

1. Tribe wired- Digital free spirited, creative young singles
2. Fun/Atics- Aspirational, fun seeking active young people
3. Dynamic Duos- Hard driving high involvement couples
4. Priority Parents- Family values, activities, media strongly dominate
5. Home Soldiers- Home centre, family oriented, materially ambitious
6. Renaissance Women- Active, Caring, affluent, influential mums
7. Rugged Traditionalists- Traditional male values,love for outdoors
8. Struggling Singles- High aspirations, low economic status
9. Settled Elders- Devout, older, sedentary 
10. Free Birds- Vital, active, altruistic seniors 

Our audience would be  'Struggling Singles' as our target audience would be young males who may of had a bad experience due to low economic status; therefore they turned to crime and deviance to survive. But, they also have high aspirations and are looking to move forward in life.