The NRS Social Grading method allows the creators of content to categorise people into different classes and focus on what they are aiming to achieve and for the right selection of people. It was made 50 years ago to “classify readers” and put them into different interests and groups for marketing research.
The way that they put you in the group is the head of the household’s occupation, taking the possible highest paying job in the house and using it to put your family into a category. They don’t use the income to put you into your category, but they use it to locate the “chief income earner (CIE)”, which is then used to find your social grade in society.
The classes for the NRS are;
A – Upper Middle Class – Higher managerial, administrative or professional, further educational
B – Middle Class – Intermediate managerial, administrative or professional, teaching, nursing, further educational
C1 – Lower Middle Class – Supervisory or clerical and junior managerial, administrative or professional
C2 – Skilled Working Class – Skilled manual workers, plumbers, electricians or field work
D – Working Class – Semi-skilled and unskilled manual workers, factory workers, machine operators, production line worker
E – None Working – Casual or lowest grade workers, pensioners and others who depend on the welfare state for their income.
As an example, they will make a magazine or any sort of article and put a NRS tag on it so that they know who it is made for and who they should be aiming at. The magazine “Rogue” is a ‘A’ class magazine as its more expensive and has a more formal text base to it which is intended to make ‘A-B’ class workers purchase as it makes them feel more superior or classy.
https://en.wikipedia.org/wiki/NRS_social_grade – Used to find table information.
http://www.nrs.co.uk/nrs-print/lifestyle-and-classification-data/social-grade/ – Used for dates and information.
In the world, we have made 7 groups of people which everyone will fit into and have their own meaning to how they live life and the decisions they make. These were also used to make marketing research more simple and help us chose who we wish to aim our products at and what they effect will be on that category of person.
The way we put people into these groups is very simple but works for almost anyone, by looking at their classification which is determined by the attitude of someone and their aspirations, just these 2 simple things in some one’s life allows you to be put into 1 of the 7 groups;
The Explorer – Discovering, first to try new products and experience new things, get new ideas, indulgence and instant effect to what they’re looking at
The Aspirer – Materialistic people, new products, reviewer of something new, needs to have the status of having something new (their core need)
The Successor – Strong goals, looking for the high-end brands, wants to have the new product on the market, core need is to have control
The Reformer – Value their own judgements, don’t like to change, vintage collectors, anti-materialistic, seeks authentic brands
The Mainstreamer – Live in the everyday, family orientated people, ‘we’ rather than ‘me’, big family brands, family deal person, value for money
The Struggler – Heavy consumers of junk food, visual learner, visual watchers, physical sensations, seek escape through visual content, drawn in by appearance of something
The Resigned – Older people, Unchanging views, safety and economy, aims to survive in the everyday world, buy the same products, no change in their life, don’t change their view on something
All the above are the 7 ways in which the society have been shaped, making media marketing understand who to aim for and what that selection of people are looking for in their life and what they need. For example, posters that have lots of colour and content are for the Strugglers, they look for content that looks visually good and turns the imagination on to live their life… The most common type of person is the ‘mainstreamer’ which is the person that has no change in life and just wants to live like any other normal person in the world. These are the people that are not willing to take any risks to move on in their life and don’t want to chance losing what they already have.
Demographics, the main method to breaking things up in the marketing research, used across all platforms it’s a very simple process but covers everything and can be easily understood. The definition for the word in a media form would be “The intended group for which something is performed or marketed: the specific group to which advertising is directed”.
There is no real reason for the list that has been created as its purely to be used on how the product or content should come out as… the list of the things that they aim for are;
Age – For different products need different ages groups as not everything is made for all age groups.
Gender – Whether it’s aimed towards male or female.
Ethnicity – Which social group that content is being aimed at or belonging to.
Social Grading – What the persons social grading is, could be based off NRS grading.
Job/Income – What product certain occupations may be interested in, income reflecting on what they buy.
Educational Level – Whether it’s made for someone in further education or in a lower education and more in-formal or formal.
Family Situation/Background – Depending on the situation of your family and if that product can help you or be for you.
Interests – What hobbies or things you’re into and follow, this is one of the main ones as it allows the content to be precise.
This is the list of things that get judged every day when something new comes out as it allows them to aim at certain people and interests which is key in the media world. Used for everything in the world now when it comes to advertising, everyone knows about it and even if you did not understand it or have not seen it before, you would have used one of the 8 points to consider something or sell something on.