Demographics

• Age
• Gender
• Sexual Orientation
• Social grade
• Main Shopper
• Marital status
• Qualifications
• Terminal education age
• Working status
• Chief Income Earner
• Income
• Household composition and presence of children
• Ethnic Origin
• Disability
• Government Office Region

Other Media

• Internet
• TV
• Cinema
• Radio
• Podcasts

Lifestyle

• Future plans (next six months)
• Shopping
• Travel and Holidays
• Motoring
• Commuting

Classification systems

• Social grade (Based on occupation)
• NS-SEC (The Government’s grading of social class)

Geodemographics

• ACORN
• MOSAIC
• Financial ACORN
• Financial MOSAIC

Engagement

• Source of Copy
• Time Spent Reading
• Attitudinal Brand Statements for print and digital e.g. trust