This document discusses conducting audience research for media products. It provides information on measuring audiences through demographic profiles that include factors like gender, age, income level. It also discusses psychographic profiles that examine lifestyle, attitudes and media consumption. The document outlines different audience segments classified by their values, aspirations, and responses to advertising appeals. These include mainstreamers, aspirers, succeeders, reformers, and individuals. It also discusses using a target audience grouping system to categorize audiences based on surveys of attitudes and behaviors. The goal is to help media producers better understand their target audiences.

1. Audience Research

2. 2 of your evaluation questions
• Who would be the audience for your
media product?
• How did you attract/address your
audience?

3. Conducting Research
What’s the point of primary research?
What sort of information do you think film
producers would like to know about their
audiences? Write a list in your group.

4. Measuring audience.. Here are some
things demographic profiles include
• Gender
• Age
• Spending power…different types of
households eg professionals,
unemployed, retirees
• Engagement with different forms of media

5. Self-setting outcomes
In your groups, set 5 outcomes that you
hope to achieve as a result of your audience
research.
This should go on your blogs.

6. Audience Values
• What do we mean by someone’s ‘values’?
• Write down these headings:
Mainstreamers
Aspirers/ Social climbers
Succeeders
Reformers
Individuals

7. These people respond to advertising
which emphasises quirkiness or
individuality. The enigmatic
Guinness commercials target these
people.
At 40% of the market this is the largest
segment of consumers. This group seek
security in conformity and tend to buy
well-established brands such as Heinz
Baked Beans or Kellogg’s Cornflakes.
Match the aspiration
These are people who have
climbed the ladder and now
want to keep control of what
they have. Car advertisements
which emphasise power and
control are aimed at this group.
This group want to make the world a better
place. They tend to be educated
professionals such as teachers,
doctors etc. These people buy eco-
friendly products and healthy foods.
Although this is a relatively small group
of consumers they have an influential
voice with manufacturers.
This group’s motivation is status and they tend to
buy smart high-tech and high-fashion goods
which will help give them a higher status image.
Louis Vuitton have targeted this market.

8. The Simpson’s as audience
• Create a hierarchy of the characters from
‘The Simpson's’ based on all the audience
classifications we have looked at today.
• Stick them to the paper and write
their audience classification.
• Consider: class, profession,
values, aspirations…

9. Measuring audience..
Demographic profiles
• TAGS Target Audience Grouping System
Used by Neilsen, a company that gathers
information on audiences and develops
marketing plans.
Groups are based on information on lifestyle,
attitude and media consumption
These are called Psychographics.
AC Nielsen Surveys tens of thousands of people
aged 10+ each year to create these profiles.

10. • Liberal Sophisticates – 12% of the 10+
population
• The Young Hopefuls – 19%
• The Affluent Acquirers – 7%
• Struggling Young Families – 12%
• The Comfortable Full Nesters – 10%
• The Settled Seniors – 13%
• The Lonely and Dissatisfied – 18%
• The Next Generation – 9%
TAGS
..7 different groups

11. Next Steps
Write your own questionnaires to meet your
outcomes (and more!)
Create your questionnaire/survey
» Vox Pops
» Online
» In person
Ask away!