In this lesson we will understand what audience profiling is, and look at the difference between demographic and psychographic profiling is.

1. Lesson 1: Know your audience

2. Over this unit you will…
 Learn about the relationship between
video producers and their audience.
 Understand key theories about how
audiences respond to videos.
 Be able to apply this knowledge to
analyse a feature film.

3. In todays lesson…
We are going to learn about
audience profiling.
By the end of the lesson
you will understand the
difference between
pyschographics &
demograhics.

4. By the end of this lesson you…
 MUST understand what audience profiling
is.
 SHOULD understand the difference
between psychographics & demographics.
 COULD understand ways to classify an
audience member based on their
characteristics.

5. What does the term ‘profiling’
mean?
Profiling;
the recording and analysis of a person's
psychological and behavioural
characteristics, so as to assess or predict
their capabilities in a certain sphere or to
assist in identifying categories of people.
"we put everyone through psychometric
profiling"

6. Who can guess what audience
profiling is?

7. Audience profiling
 Is the process of understanding who our
audience is.
 Why do we (as film producers) need to
understand who our audience is?
 Because we need to understand:
 What they want to watch
 What they like about the video
 What they hate about the video
 How much they’ll pay to see it
 Where they’ll watch it (platform / channel)
 When they’ll watch it (time)

8. Audience profiling
 Is the process of understanding who our
audience is, so that we can produce a
video which meets the needs of our
target market.
 If no-one wants to watch it, or everyone
who watches it hates it, what effect will
that have?

9. There are 2 things we need to
do as video producers
 Find out who our audience is (audience
profiling)
 Find out what they think of our
production / idea (audience research &
feedback)

10. 1. Who are they? Audience profiling
 There are 2 ways to classify our
audience
 Who they are based on their job role or
occupation
 Who they are based on how they think, their
lifestyle choices

11. Demographics
 Demographic profiling divides an
audience into different categories based
on their job role.
 Demographics also look at the persons
age, gender, race and sexual
orientation.

12. Audience demographics

13. Who do you think the
target demographic
might be for The Judge
based on the table?

14. Thoughtful expression
(high minded?)
Suit (professional
business-wear?)
Job title?
Location (expensive
office?)

15. Psychographics
 Psychographics are a way of profiling your
videos audience based on their social
class, lifestyle choices and their
personality.
 Psychographics assumes that the type of
brands you buy reflects who you are as a
person.
 What do you think?

16. Audience psychographics

17. Who do you think the
target psychographic
might be for The Judge
based on the table?

18. Today
 You are going to use the YouGov
Profiling software to create profiles for
the typical audience member for films
from three different genres:
 Horror
 Romantic comedy
 Children’s animated

19. Task 1
 Pick one film for each of the 3 genres and use
YouGovs profiling software to create a detailed
profile of each films typical audience member.
 Write up your findings for each profile and
identify their demographic and psychographic
profile.
 Analyse your findings and try to explain how
you would use this information to help you to
decide how and where to advertise a feature
film of the same genre.

20. Task 2: Class feedback

21. Task 3
 You have each been thinking about what type
of video you would like to make for your FMP.
 Use YouGovs profiler to try and gain an
understanding of who might be a typical
audience member for your project.
 Do this by searching for a range of similar
videos and tracking the characteristics which
are similar.
 Draw up a pyschographic & demographic
profile for your audience based on this
information.