The document analyzes the target audience for a product or campaign as a "culturally sophisticated, 16-25 year old, class AB demographic." This refers to middle to upper-middle class individuals between 16-25 years old. They are likely to be aspirational, interested in fashion, appearance and social status. They are typically highly educated and have careers in fields like management, banking, law or medicine with incomes between £35,000-£50,000. They enjoy socializing, exercise, shopping and trying new experiences.

1. Audience Research
By Lily Harrison

2. Who are my audience? (as stated by the
exam board)
A ‘culturally sophisticated, 16-25 year old, class AB
demographic.’

3. Demographic
 Class ‘AB’
 Class A is typically upper middle class
 Class B is typically middle class
 Therefore a class ‘AB’ demographic is considered to be middle to upper
middle class.

4. Psychographics
I would consider my target audience as
aspirers. This is because, as shown on the
table opposite, they are typically young
people. They also are interested in persona,
fashion, appearance and image. They also
seek statues, most possibly being social
status.

5. Age
Age - 16-25 years old.
Typically within this age the target audience
will be either in education or working.

6. Occupation
 ’A’ demographic
 Typically have a career in:
 Higher management
 Banking
 Law
 Medicine
 Average income; £50,000+
 ‘B’ demographic
 Typically have a career in:
 Middle management
 Teaching
 Perhaps the creative field
 Average income; £35,000 - £50,000

7. Sex
Sex- primarily female, but could be male with
an interest in fashion.

8. Level of education
Typically highly educated. Will mostly have
studied A Level’s and perhaps gone onto to
study a degree.

9. Hobbies
Very sociable/ strong
social life
Interest in exercise
Running
Group
exercise
activities
Pilates
Experiences
Trying new
things
’Spur of the
moment’
Particular interest in
fashion
Shopping

10. Martial status
Younger audience- single, perhaps starting to
date.
Older audience- typically married or
engaged.

11. A ‘culturally
sophisticated, 16-25
year old, class AB
demographic.’
In regards to fashion and popular culture
The audience are expected to be
on trend with current fashion and
social issues. A ‘culturally
sophisticated, 16-25 year old, class
AB demographic’ will also be
interested in high fashion and
celebrities, so fashion magazines
with celebrities featuring on the
cover would appeal (e.g. Vogue,
Elle, Grazia.)