1. The results of quantitative research are acquired via the use of Statistical and
mathematical models based on surveys held within the general public
These surveys consist of specific questions, which are designed to acquire a numerical
value.
This allows the researchers to better understand the minds of their audiences, what
they like and what they don’t in precise numerical values.

2. A Qualitive researcher looks into discovering the various qualities and
components of specific groups . Ex: What do you like/dislike about the
Action/Adventure genre within the video games industry?
This provides distinctive results from a variety of individuals.
A Qualitive researcher goes in-depth in collecting his/her data, from face to face
interviews to focus groups.

3. Journalists, a qualitive researcher is required to dig deep and
discover all the details regarding a subject.
It is the perfect role for someone who may work for a
magazine, TV show or news paper.

4. Sociologists', these people study the social area in general. They’re
focus is based on the trends within society, as well as social class and
its cultures.
If you’ve ever wondered which social class you belong to, these are
the people who would decide which group you belong to.

5. How audiences are classified…
• Socio-economic
• Psychographics
• Mainstream
• Alternative
• Niche

6. Socio-economic defines an audience and places them in a group based
on their income, education, age, etc..

7. Psychographics
Researchers build up a detailed analysis of a consumers lifestyle and
activities. This is done via psychographic research which is conducted by
asking consumers to agree or disagree with various activities, opinions
and interests.

8. People who follow the current trends/interests of the majority, or as some people
say, “someone who goes with the flow”. For example, those within the mainstream
group will likely have similar tastes in the following:
• clothes
• tv shows
• games
• Sports
• music

9. The Alternative group is comprised of various subcultures, which don’t
necessarily have much to do with each other, other than the fact that they are
not part of the mainstream.
The Alternative group tends to be made up of people who are more unique
when it comes to doing their own thing, thus those within an “Alternative”
group tend to avoid following the mainstream.

10. "Niche" is a small part of the general market or an audience.
A segment of the market or the audience with highly specific
needs which cannot generally be satisfied by many service
providers or marketers.
For example, People in their mid twenties to mid thirties who
drive Ferraris are part of a niche market/audience. Those within
the same age group who drive Fords are not niche.