2. There are a number of different ways in which audiences
can be categorized. Putting audience members in the
categories means that through the development of our
documentary and the review we can look to target a smaller
group of people and their specific needs. Targeting broad
audiences is not effective for productions like ours because
of its specific nature. We therefore want to target a smaller
groups however have our production appeal to these
people.
Within this we will look to apply different categorizing
methods to segment people.
3. Mosaic
Mosaic is a British classification system for UK households. It is a commercially available
way of segmenting households. The current version, Mosaic UK 2009, classifies the UK
population into 15 main socio-economic groups and, within this, 67 different types of
households.
There are 11 different basic classifications of people however I will be looking to explain 5
relevant ones and apply them to our production.
4. Status symbols – upper middle/middle class
Rupert and felicity
This group represents the wealthiest 10% of people in the UK, set in their careers and with
substantial equity and net worth. These people tend to be white British but with some Jewish,
Indian and Chinese Minorities. This group also contains older people advanced in their careers.
Happy Families-
Darren and Joanne
11% population
Lower middle class and Middle class
Families from the midlands, focussed on children, home and career. tends to be in new suburbs in
more prosperous areas of the UK, Mostly white with few minorities
Urban Intelligence-
7.19 %
Ben and Chloe
Mixture of Middle classes
Young educated people in urban areas starting out in life, Includes significant minority presence
and students. Media interests- The Guardian, The Times, and internet
5. Suburban Comfort
15. %
Geoffrey and Valerie
Lower Middle Class
Comfortable homes in mature suburbs built between 1918 & 1970, moderate incomes.
Media- Internet and the daily mail
Ties of Community
16 %
Lee and Norreen
Lower middle class and Skilled working class
People focussed on local communities, families concentrated near Industrial areas. Media
interests Mirror, The Sun
6. Our Double page spread review will be within a professional media
magazine, therefore we will be aiming it at a more professional
sophisticated audience such as :
Urban Intelligence- 7.19 %
Ben and Chloe
Mixture of Middle classes, Young educated people in urban areas starting out in life,
Includes significant minority presence and students. Media interests- The Guardian, The
Times, and internet
Throughout the development of our magazine we will look to keep ‘Ben and
Chloe’ in mind tailoring information and layouts to what we research to be their
interests.
7.
8. Maslow's
I am not going to look at the needs within Maslow's hierarchy which apply to my
production. We would expect that people within the Uk who could potentially read or watch
our production have Physiological needs, are the physical requirements for human survival.
If these requirements are not met, the human body cannot function properly and will
ultimately fail. Physiological needs are thought to be the most important; they should be
met first.
Safety needs
Safety and Security needs include:
Personal security
Financial security
Health and well-being
Safety net against accidents/illness and their adverse impacts
9. Love and belonging
After physiological and safety needs are fulfilled, the third level of human needs is
interpersonal and involves feelings of belonging. Key elements being ;
Friendship
Intimacy
Family
Esteem
All humans have a need to feel respected; this includes the need to have self esteem and
self-respect. Esteem presents the typical human desire to be accepted and valued by
others. People often engage in a profession or hobby to gain recognition. These activities
give the person a sense of contribution or value.
Self-actualization
Maslow describes this level as the desire to accomplish everything that one can, to
become the most that one can be. Individuals may perceive or focus on this need very
specifically.
Within our production we would expect documentary viewers to have reached a number
of stages such as Love and belonging be within esteem. Our target audience is students
and people who are educated therefore they should have reached this Self actualization
stage.
