2. DEFINITION: Statistical data relating to the
population and particular groups within it.
Businesses, such as media companies, use
demographics to analyse the characteristics of the
population.
This is a popular method of audience research that
allows media producers to discover who their target
audience should be
Demographics are divided into classes that help media
producers research further details about their
audience’s lifestyle.
3. Letter
Code
Description & Occupation Estimate
Age
Example
A Higher managerial,
administrative or professional
40-50 Company
Director
B Intermediate managerial,
administrative or professional
30-40 Middle Manager
C1 Supervisory, clerical, junior
administrative or professional
25-45 Bank Clerk
C2 Skilled manual workers Non Specific Plumber
D Semi or unskilled manual
workers
Non Specific Labourer
E State pensioners with no other
income, widows and casual
workers
0-15, 18-24,
65+
Unemployed
4. The specific outlook of what the target audience will
be like means media producers can find ways of
purposely advertising their music video towards their
demographic directly.
Media producers who recognise their demographic can
produce more detailed market research to find out
more about what their target audience wants.
5. In the music industry, demographics aren’t so
important because your demographic group is highly
unlikely to affect a person’s preferred music genre.
Everybody has their own specific ‘taste’ in music,
which cannot be accounted for by demographics.
Therefore psychographics may be more beneficial
because they focus more on individuals.
6. DEFINITION: The study and classification of people
according to their attitudes, aspirations, and other
psychological criteria, especially in market research.
Researching an individual’s psychographic means we
can generalise what that individual will like and group
them with like-minded individuals.
Businesses and media companies like using
psychographics because it advises them on the best
approach to advertising that will directly appeal to
certain individuals.
7. Similar to demographics, there are different groups within
psychographics that are used to make generalisations about
certain groups.
This is more useful than demographics because they focus
on occupation, which is not a good factor in determining
people’s interest in music.
For all we know an accountant might have the same
musical interest as someone studying at university.
Whereas using psychographics are much better when it
comes to directly appealing to certain audiences because
they focus on individuals’ personality and lifestyle.
8. MAINSTREAMERS Domestic or conformist and prefer ‘family’ brands that provide value for money. They also
follow the latest trends.
These individuals seek security.
ASPIRERS Money-orientated and are focused on image and fashion. They are typically young
people.
These individuals seek status.
SUCCEEDERS Confident, aim high, strong work ethic and their brand choice is based upon self-reward
and prestige, geared towards the best brands. Tend to take on professional roles such as
top management,
These individuals seek control.
RESIGNED Authoritarian views, strict and prejudice, follow traditional values and resigned roles.
Brand choices reflect safety, familiarity and economy. Typically older people.
These individuals seek survival.
EXPLORERS Enthusiastic, look for new experiences and challenges. Brand choices geared towards
adventure and difference, the first to try new brands. Tend to be youthful individuals.
These individuals seek discovery.
STRUGGLERS Typically only possess mechanical and/or physical skills and they tend to be disorganised.
Typically heavy consumers of alcohol, junk food, cigarettes etc. Brand choices emphasize
sensation.
These individuals seek escape.
REFORMERS Independent, feel free from restrictions, acceptance of complexity, socially aware, not
orientated towards money but poor taste is unacceptable. Known to be inquisitive and
support new products, favouring brands of natural simplicity.
These individuals seek enlightment.
9. EXPLORERS: I’d say my primary target audience
would be explorers as both the genre of my music
video and the video itself are not something you would
probably see on MTV etc. Therefore I’d imagine those
searching for something new would be more likely to
view my music video.
STRUGGLERS: Although, strugglers may also find my
music video appealing because they seek escape and
my video deviates from the ‘norms’ of the real world.
