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Audience profiling


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Audience profiling

  1. 1. AUDIENCE PROFILING Dominika Wilczynska A2 Media Studies
  2. 2. AUDIENCE PROFILING This form allows the media producers to narrow down their consumers in order to find their target audience. It is always the best to define the target audience for producers before their market a new product, which in my case would be a music video so that I could get the best results and profile to whom I am targeting my product. When I will be defining an consumers to find my target audience, there are some factors which I need to consider:  Age  Gender  Education  Sexuality  Religion  Race       Occupation Income (Annual/Disposable) Lifestyle (Current/Desire) Buying Habits Media Interest Loyalty to brands
  3. 3. QUALITATIVE RESEARCH  This is a form of research which is more personal method used by producers in order to define their target audience. This method in other words is based on questionnaires and any different types of polls which would answer on the questions of the producers and help in defining for who their will target their media product.  I had made few forms of questionnaires which include given questionnaire, blog poll and focus group. In my opinion those forms of researching are very useful as they help producers in this case myself to gain an information from the public as the questions are created by ourselves. For example the question could be ask like “What is your favourite music genre? Or what was the best music video which you had watched?” Also, it is a safer way to defining the target audience as it’s given me fresh information from the first hand rather than figures and answers from the internet or other types of resources which could be easily outdated.
  4. 4. SOCIO -ECONOMIC STATUS RESEARCH  This is a type of method used by industries in order to find the right audience economic class for their target audience. The class dividing has been created to help people understand and establish their position regarding their annual and disposable income. There are three classes which divide the society, working, middle and upper class. All of them depends on the income which has been mentioned before and could be very helpful as its establishes different type of people with different lifestyle and show who will be able to afford to buy/download a product (music video).
  5. 5. DEMOGRAPHICS  This is a very common and traditional method regarding audience profiling, as the chart narrow down the search for the best target audience. The purpose of demographics chart is to define the population of the certain age group people largely by the work that they are doing. The entire chart breaks the population into six groups. The chart than label them by using the letter code and describe the status and income of the members of the each groups.  This is a way in which people are categorised in society regarding their jobs or it lack. The categorise starts from group E, which represent people who are casual/ lower workers and might also represent pensioners or others who depends on benefits from a state. Group D is a category which relates to the working class people with unskilled jobs, typically the manual labour. The group C2 is a class of skilled working people, which work in skilled jobs and probably have not large dispensable income. Moreover, the group C is categorise for another group called C1 and is represent the lower middle class people which are in supervisory, clerical, junior managerial or professional job employments and which have disposable income. The group B is categorise as middle class people, and represents intermediate managerial administrative or professional job employments. People of this class have a large amount of disposable income. The group A is in the top of the list as is categorising people from upper class and which are in high managerial, administrative or professional job employment. This type of people has a very large amount of disposable income.
  7. 7. PSYCHOGRAPHICS  This is a system which measures the customers’ beliefs and interests by gathering psychological information which is called IAO variables and stands for interest, attitudes and opinions. So the groups can be classified in terms of variables such as personality, values, attitudes, interests or lifestyles. Also, psychographics using the early research which describes consumers or audience members on the basis of psychological characteristics, typically gathered from standardised questionnaires. There are existing four main areas which were subdivided into nine lifestyles.  Groups driven by needs: - survivors and sustainers.  Groups who are outer-directed: belongers, emulators, and achievers.  Groups who are inner-directed: I-am-me, experientals, societally conscious.  Groups who are outer and inner-directed: integrated.  Moreover, the situated culture is a term which is used to describe how our situation such as daily routines and patterns, social relationships with family and peers groups can influence our engagement with and interpretation of the media text.
  8. 8. AGE & GENDER  This is an obvious but major part for the audience research. A Media producer needs to have the target age and gender decided first before they can define their target audience. It usually depends on the type of music video the producer is trying to sell/advertise. The example could be presented by the Rihanna song S&M which has been produced for specific target audience above 18+ as also has been banned for anyone who is below this age as this video contains a sexual content. The age group has been specified based on the content of the video and also because those people would be more likely to be interested in this sort of videos.