Audience Research

1. A U D I E N C E
R E S E A R C H
D E M O G R A P H I C S A N D P S Y C H O G R A P H I C S

2. D E M O G R A P H I C S
• Demographics in media are measurable characteristics of consumers separated into various
groups such as age, race, education and income level.
• It is important for institutions to understand the demographics of their audience to ensure
correct choices are made relevant to their intentions and expectations. This involves correct
inclusion of content, suitable visuals and appropriate inferred meaning reflecting the general
ideologies of the target audience.
• A business target demographic captures the group of people the media text is aimed at so
that choices can be made as mentioned above, based on the data and statistics received.
• Not only does the production of the final product (music video) require consideration of
demographics, it is important that the digipack graphics and advertising appeals to the
target audience too so that it meets their needs and captures their interests, making them
wish to consume the product.

3. N R S S O C I A L
D E M O G R A P H I C S C A L E
This is the NRS Social Demographic table grouping people based upon their job titles and
income values. Industries and institutions use this to make decisions based upon which category
their target audience fall under. For instance, pricing and availability in terms of platforms would
differ to make it as accessible as possible while still being a successful investment for the
company and artist.

4. A D V A N T A G E S A N D
D I S A D V A N T A G E S
Alike all categorisation models, this model has particular strengths and flaws.
These are explained below:
 The model is simple and easy to follow allowing for easy, distinguishable categorisation for
the institution with regards to their target audience.
 It is readily available and accessible online meaning that virtually anyone can use it as a basis
for the choices made in the production of any media text.
 Occasionally classes overlap. For example, teenagers and pensioners would both fall under
class E, but this doesn’t necessarily mean that their interests are the same or that the same
media products are consumed by each group.
 The scale resolves around traditional jobs with set income. Many more recent/modern jobs
have more flexible pay and don’t fit in with the NRS scale as well.
 The classification is based upon the predominant figure of the house hold rather than each
individual member.

5. A P P L I C A T I O N O F T H I S,
( P O P I N D U S T R Y)
• Pop music is the most mainstream music given most airplay across radio and TV shows,
therefore reaching a mass audience. This mass audience is outweighed by people aged
between 8 and 22 contributing to a major value of listening figures. People of these ages
generally fall under the lowest category of the demographic scale meaning that producers
make certain choices to direct their product towards these targeted groups and maintain a
consistent fan-base. For example, music and visuals will be available straight away on
platforms used by teenagers such as Spotify and YouTube at no cost. Advertisements will
be deliberately placed in places where young people go such as city's/towns, bus stops
and near universities to catch their attention and encourage them to purchase the product.
• Demographics also effect the production of pop themed media texts outside of marketing
too, these being through creating representation and meaning within the product relative
to that of the interests of the target audience. For instance, this includes products such as
music videos and teaser trailers. Content of these videos will vary dependent on the
intended effect the institution wish to create. Mise-en-scene is adjusted relative to this, for
the soul purpose of capturing the audiences interest encouraging them to consume the
product.

6. P S Y C H O G R A P H I C S
• Psychographic segmentation divides the audience up into groups based upon social class,
lifestyle and personality attributes. It works from the assumption that individuals consume
media texts relative to their personal interests and general patterns of living.
• This is arguably a better grouping system than working from demographic information due
to less general stereotyping; it is said interests link with consumerism far stronger than age
does. This is strengthened by the fact that all forms and types of music have fan-bases of
all ages, and any one product most likely has fans of all ages besides the particular group
stereotyped in the media.

7. P S Y C H O G R A P H I C T A B L
E
• This is the psychographic table displaying
how audience is categorised through
different personality traits and perceptions of
life’s importance. Consumed media products
would vary more between groups here than
between age groups due to combined needs
and wants bringing groups closer and more
comparable with one another.
• Industries and institutions would use this
model to target their product towards a
particular group, fitting with their typical
interests making them want to consume the
product. These choices would be made
through marketing and publishing choices in
terms of platforms and location, contextual
choices in terms of content and meaning
behind inclusion of particular aspects to their
product, and appropriate imagery to suit the
target audience; metal music may feature
more ‘scary’ imagery featuring masks, blood
and suggestive gore, while r&b my feature
more provocative images building on the
theme of voyeurism, while pop is more
innocent and appropriate due to its younger

8. A D V A N T A G E S A N D
D I S A D V A N T A G E S
• Alike the demographic model, the psychographic model also comes with many advantages
and disadvantages. These are as follows:
 There is more variety within groups meaning for greater differentiation between consumed media texts.
 Groups thrive from shared individuality being more subjective around certain genres and contextual
aspects.
 Some people may display personality qualities from multiple sections meaning for a lack of clear cut
differentiation in which sections may overlap.
 Often peoples preferences in media texts is different to that stereotyped by their interests. For example,
just because someone fits the ‘explorer’ category doesn't mean they cant enjoy mainstream music or rap
which would be subjected around the ‘strugglers’; some people have varied taste more so than others
and therefore it is inaccurate to assume consumerism simply based upon personality.

9. A P P L I C A T I O N O F T H I
S
• Application of this table to consumerism of media products from the music industry would
be, for instance, rap music is often aimed at strugglers to take their mind off their current
situation and make them believe they may escape it one day. This music generally reflects
their way of life subjecting around drugs, sex, alcohol and partying. Unfortunately, the artists
are often misleading, exaggerating their situation and building a sense of false hope for the
listeners, keeping them listening to the music as it makes them feel better about themselves.
• Another example would be classic rock and roll, or classical music, each of these being
traditional music forms, being subjected towards a ‘resigned’ audience. However, again this is
a flawed assumption as there are also young people who like and appreciate these types of
music.
• A very obvious application of the table is ‘Mainstreamers’ listen too very commercial music
which receives most airplay. A major influence of this is Radio 1, which iften starts trends and
influences other radio stations. These are charted and played across mass music platforms
reaching a mass audience. This music is the most commercial of pop, r&b and house and is
listened too most commonly by ‘mainstreamers’.