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Foundation Production. Demographics. nrs social grade definitions (uk)

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nrs social grade definitions (uk)
  • NRS stands for National Readership Survey (NRS Ltd). NRS is a not-for-profit company which is funded by the UK Institute of Practitioners in Advertising (IPA), Newspaper Publishers Association (NPA), and Periodical Publishers Association (PPA). The NRS social grade definitions have been in use for decades, ostensibly for audience profiling and targeting by the media, publishing and advertising sectors, and have become established as a generic reference series for classifying and describing social classes, especially for consumer targeting and consumer market research. See below for the NRS estimates of uk population by social grade
social grade social status occupation
social grade, social status, occupation
  • A upper middle class higher managerial, administrative or professional
  • B middle class intermediate managerial, administrative or professional
  • C1 lower middle class supervisory or clerical, junior managerial, administrative or professional
  • C2 skilled working class skilled manual workers
  • D working class semi and unskilled manual workers
  • E those at lowest level of subsistence state pensioners or widows (no other earner), casual or lowest grade workers
social value group characteristics
 social value group characteristics
  • self actualisers - focused on people and relationships, individualistic and creative, enthusiastically exploring change, 'in a framework of non-prescriptive consideration for others‘
  • Innovators - self-confident risk-takers, seeking new and different things, setting their own targets to achieve esteem
  • Seekers - acquisitive and materialistic, aspiring to what they see are symbols of success, including things and experiences
  • Strivers - attaching importance to image and status, as a means of enabling acceptance by their peer group, at the same time holding onto traditional values
  • contented conformers - wanting to be 'normal', so follow the herd, accepting of their circumstances, they are contented and comfortable in the security of their own making
  • Traditionalists - averse to risk, guided by traditional behaviours and values, quiet and reserved, hanging back and blending in with the crowd
  • Disconnected - detached and resentful, embittered and apathetic, tending to live in the 'ever-present now'