This document discusses three ways to categorize audiences: demographics including age, gender, ethnicity and class; psychographics such as likes and preferences; and categories including professionals, middle management, junior management, skilled manual workers, semi-skilled/unskilled manual workers, and casual workers/pensioners/unemployed. Understanding these audience groups allows one to create a profile of the target audience for a film, program, book or other content.

1. Audience groups

2. Demographics
Demographics include the audiences:
AGE, GENDER, ETHNICITY &
CLASS

3. Psychographics
In psychographics people are grouped by:
LIKES & PREFERENCES
e.g. People who enjoy rom-coms

4. Categories
A: Professionals, higher management e.g. Judge
surgeon or lawyers
B: Middle management, administrative people
e.g. Supervisor or ranked officer in armed
forces
C1: Junior management e.g. Shop manager or
personal assistant
C2: Skilled manual people e.g. Carpenter or
plumber
D: Semi-skilled, unskilled manual workers e.g.
Cleaner or building labourer
E: Casual workers, pensioners or unemployed e.g.
Seasonal workers or students

5. Using these three devices of
determining target audience, you
can create an audience profile, and
understand who you are aiming a
film, programme, book etc at.