Mosaic Classifications & Young and Rumbican

The Mosaic Classification is a way of reaching the right people with the right message in order to take advantage of people's interests. When deciding a target audience for a media product we needed to ensure our idea of the target audience was as relevant and effective as possible. The system itself is a cross- channel classification, this is to help build a "hyper-connected world" (1). The mosaic classification gives a real- world insight to give an accurate representation of the types of demographics around the UK.

When developing our target audience for the Scars to Your Beautiful by Alessia Cara music video we went through the classes in the Mosaic Classification and highlighted the segments that apply to our music video and its audience. Below is the an briefly analysed classification for our specific audience. We have concluded that our audience will be in the O61/ O66 segment, this is because our target audience are students and motivated workers, aged 20. The segments that our audience falls into is Career Builders (O61) these people are motivated singles and couples in their 20s who want to progress in their field of work from commutable properties, these would typically be people from higher education (which are the years that producers/artist would have gained their attention) these people will therefore be committed to the audience but would develop to fall into the O61 segment.
The audience would have developed from the O66 segment, as they will not only listen to the artist while they are students which is why the development occurs, as O66 segment is secluded to only students living in high density accommodation.

When using the the YouGov profiles we can establish that the target audience for Alessia Cara is typically female and aged between 17 to 23. Young adults who can relate to the messages in the music and her videos, this therefore gives the audience a sense of satisfaction. The social grade being O61/O66, however, when the audience grows up they are likely to fall into the C2 or D social grade.YouGov estimates that their monthly disposable income is roughly £1000 or more. However, due to us believing that the target audience are students, we believe their monthly disposable income is about £200.

Young and Rubicam 

For the music video that we are creating, we looked into Young and Rubicam's theory to see the descriptors that would classify our target audience.
One of the descriptors that fits our target audience would be Aspirers. The description fits our ideal target audience perfectly. Aspirers tend to be orientated to image and appearance. The relationship this has with our music video that we are developing, this is because the song itself carries a powerful message and we are attempting to portray the same message through the music video, this message surrounding self- image and appearance. The song supports young women in loving themselves with the scars they may carry creates the person they are. Another reason why we decided our target audience will would fall into the Aspirers class is because they would be students. This means that a large quantity of them will have part- time jobs in retail. Stores such as New Look and River Island which means that they are constantly around posters with models on who are supposed to represent the 'ideal' woman. Other stores such as John Lewis, Sports Direct and Drayton Manor affect their opinions on where to shop and it therefore impacts their lifestyle and therefore their own thoughts about themselves. The video and song are to work together to present the idea that accepting yourself for who you are is more 'beautiful' then the models on the posters.

Another descriptor that we believe the target audience may fall into would be Reformers. The reasoning behind this was that we believe that our audience will want freedom, with no restrictions to hold them back. When applying this to our music video and the song this restriction would be the lack of self love and confidence. Another restriction would be the impact of the expectations of the media on their body image for young women and men. This is because after some research we discovered that men suffer with body image issues as well as women, the image below presents some facts about body image across the world. Those that do not stick to the restrictions are classed as "weird" and "unique". Also as a Reformer they tend to have a lot of social awareness. This relates to the audience being aware of the kind of pressure which is being forced upon them by the media and other peers. Social awareness can include someone choosing no to give in to the pressure and it can include someone giving into the pressures of media. Giving into the pressure can involve someone changing their appearance to fit into the "mould" that the media creates the expectation of. A Reformer tends to have some form of higher education which could lead to a better job role.

(2)(Low self-esteem: Gender differences, 2015)

Bibliography
(1)Experian (2016) Mosaic - the cross-channel segmentation. Available at: http://www.experian.co.uk/marketing-services/products/mosaic/mosaic-in-detail.html (Accessed: 7 December 2016).
(2) Low self-esteem: Gender differences (2015) Available at: https://www.rebeccaanhalt.com/low-self-esteem-gender-differences/ (Accessed: 9 December 2016).