This document discusses audience profiling techniques used by media producers. It covers psychographics, which study lifestyles, values and attitudes to categorize audiences. The VALS method is described as categorizing people into five groups based on their motivations and values. Demographics are also covered, including categorizing audiences by age, gender and other characteristics. Generational markets are defined by era of birth, with characteristics outlined for World War 2, Baby Boomer, Generation X, and Millennial generations. Socio-economic status is also discussed as a way to categorize audiences from upper middle class to lowest level of income.

1. Understand how media
producers think about their
audiences
Audience Profiling

2. Lecture contents
Psychographics - Interests and lifestyles
Demographics and Generational Markets -
Sub-division of people
Social grading – Categorisation and audience
profiling

3. Psychographics
Definition:
Study of lifestyles, values, attitudes,
interests and personalities

4. Media use
Used in media industries to market
potential new product or gauge opinion
Often employ ‘VALS’ method

5. ‘VALS’
Values and Lifestyles
Five main categories

6. Belongers
Conformists, mainstream values, reluctant to
take risks
Fit ‘Middle Class’ stereotype
Traditional in outlook and habits

7. Achievers
Prosperous
Make their own decisions
A lot of advertising directed to them

8. Socially Conscious
Aware of social issues
Politically active
Positive outlook & self-motivated

9. Aspirers
Aspire to a better life, but aren’t sure how
to achieve it
Aiming for prosperity
Status-seekers

10. Experientials
5% of the population
Try new things in their attempts to
experience life fully - risk takers
An ‘upscale’ audience with regards to
media producers

11. ‘I-Am-Me’ people
Work hard to set themselves apart
Appeal of products make themselves
different
Youthful, energetic & demanding

12. Explorers
Creative and prosperous
Willing to try different products and ways
of doing things
Have the financial means to do it

13. Demographics
Definition:
Characteristics of a population including:
Age
Gender
Behaviour

14. Demographic Generations
Potential audiences for products can be
categorised by era they were born in
This can be referred to as ‘generational
market’

15. World War 2 Generation
Born between 1928 – 1945
Key characteristics:
Conformity
Conservative
Traditional family values

16. Baby Boomer 1
Born between 1946 – 1954
Key Characteristics:
Experimental
Free spirited
Social cause orientated

17. Baby Boomer 2
Born between 1955 – 1965
Key characteristics:
Less optimistic
Pragmatic
Cynical

18. Generation X
Born between 1965 – 1980
Key characteristics:
Wanting emotional security
Independent
Informal
Entrepreneurial

19. Millennial Generation
(Generation Y)
Born between 1981 – 2010
Key characteristics:
Wanting physical security and safety
Acceptance of change
Technically proficient
Environmentally aware

20. Demographics
Can also include :
Gender and Sexuality
Geographical location
Employment

21. Socio-Economic
Categorised by income/status
Broken down into six categories

22. A - Upper middle
class
Top management,
bankers, lawyers,
doctors and other
professionals

23. B - Middle class
Middle management,
teachers, 'creatives'
e.g. graphic
designers, film
makers etc.

24. C1 - Lower middle
class
Office supervisors,
junior managers,
nurses, specialist
clerical staff etc

25. C2 - Skilled working
class
Skilled workers,
tradespersons (white
collar)

26. D - Working class
Semi-skilled and
unskilled manual
workers (blue collar)

27. E - People at lowest
level of income
Unemployed,
students, pensioners,
casual workers