Some say every person is unique, but don’t we, more than once, discover things that relate us to someone else, may those be hobbies, books, songs etc.?

In order to classify us, media producers use various ways, so that they can find their target audience.

The audience can be categorised by age, gender, ethnicity, economic rank etc. More and more companies do a demographic classification, for the results to be conclusive. I must admit I did not knew anything about it, until I did a “small” research myself. Those who use the demographic classification are often interested in people and behaviour, lifestyle, relationships and business generally.

I also found out that there are groups like  A, B, C1, C2, D or E used to describe a profile of users or target customers. All of those categories are part of what specialists call “Social grades”. The grades are often grouped into ABC1 and C2DE -middle class and working class respectively.

A : Upper middle class e.g. higher managerial, administrative or professional.
B : Middle class e.g. intermediate managerial, administrative or professional.
C1 : Lower middle class e.g. supervisory or clerical and junior managerial, administrative or professional.
C2 : Skilled working class e.g. skilled manual workers.
D : Working class e.g. semi and unskilled manual workers.
E : Those at the lowest level of subsistence e.g. casual or lowest grade workers, pensioners and others who depend on the welfare state for their income.

In our D2 group, we also used the “Social grades” method to categorise people, according to their answer to the question:

“I hate Starbucks! Do you?”

I know many of you enjoy a good coffee to keep you going the whole day or a delicious muffin to make your day sweeter, but how many would choose to pay a salty price for a Starbucks’ menu?

Based upon the results we got during our research on the question “I hate Starbucks! Do you?”, we came across different opinions. We asked 23 people (12 women and 11 men) the same question.

The majority of them answered NO,as you can tell from the chart above, 15 out of 23 (8 men, 7 women).

8 individuals answered YES to our question. I think that the age range and occupation had a great influence on their statement. For example, 78% of them were students, therefore unemployed, the high prices that Starbucks offers being over their budget.

e.g. Joseph- 20, male, student- I hate Starbucks! comments: “It’s way too expensive, and after all it’s just coffee.”

Gender is another criteria that must be taken into consideration when doing an analysis on the Starbucks question.

Looking over the first chart, I noticed that men are willing to pay more by buying from Starbucks, than women, confort being important for them.

e.g. Mark- 45, male, manager- I love Starbucks! comments: “Love going to get a coffee and sit and read the paper.”

The last but not the least, we catalogued people by their occupation (social grade). 78% of them were unemployed, finding themselves in the E class, 9% had administrative jobs (B class) and 13% belonged to the lower middle class (C1 class).


If I were to apply the social grades to my Cabinet of Curiosities, and categorise the people interested in the “items” found inside I would get the following:

“Fast foods and animal rights”A/B/C1/C2/D/E – because I want to believe that there are people out there that care for animals, regardless of their rank.

“Pressopuncture”- A/B/C1probably because not everyone takes the time to find alternative ways of taking care of themselves, most of them not being informed of the latest ways of treatment or not having the money to test it. The A, B and C1 might have heard of pressopuncture, even tried it, having the resources.

“Handmade jewelry”-C1/Eit takes time for the actual making of the jewelry, and I assume that the upper classes, such as A and B, and the lower classes C2 and D, do not dispose of much free time, due to working, this leaving the C1 and E classes.

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