The Social Insight groups claim to be an accurate representation of the social groups that exist in the UK today. A study was carried out of UK social values and change, and the findings established this social value scale.
From these groups we can establish the types of people that would fit into niche or mainstream audiences. Self actualisers are the most interesting, as they are individualistic and creative. These people are more likely to come into the niche audience as they are "enthusiastically exploring change", but I think they are also the most likely to encorporate mainstream into their lives. As they are individualistic I don't think it would matter to them whether they liked something that was mainstream or not. They are not driven by what everybody else likes, but if they do like it, then they will embrace it as much as their niche interests.
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