Audience Research

1. Audience
research
Charlene Cheung

2. Target
Audience
“Fun loving 16-25 year old mass market
demographic”

3. Market size
Mass market:
When a business sells into the largest part of the market, where there are similar products on offer
Key features of a mass market:
-Customers form the majority in the market
-Customer needs and wants are more ‘general’ and less ‘specific’
-Widespread distribution or market leading brands

4. Demographics
Target audience: 16-25 year
old mass market
• Usually, mass markets
ignore the demographic
socio-economic
differences as they aim to
address the highest
number of potential
customers.
Social
grade
Social status Occupation
A Upper middle class Higher managerial, administrative or professional job
employment
B Middle class Intermediate managerial, administrative or
professional job employment
C1 Lower middle class Supervisory or clericial and junior managerial,
administrative or professional
C2 Skilled working class Skilled manual workers
D Working class Semi and unskilled manual workers
E Lowest level of
subsistence
Casual or lowest grade workers, pensioners and those
who are dependent on welfare state for their income

5. Psychographics
table
Target audience: A fun-loving 16-25 year
old mass market
• Mainstreamer: Usually the ‘mass
market’ are mainstreamers who are
usually the most dominant and largest
psychographic group who follow the
latest trends and the well-known
brands.
• Explorer: Explorers are probably the
most ‘fun-loving’ psychographic as they
are very energetic and love to try new
things. Also, explorers are usually
younger - students which is what the
target audience age is as most 16-25
are mostly still in education

6. Characteristics
”Fun-loving”
Fun-loving:
(Of a person) light-hearted and lively

7. Age and
education
“16-25”
The majority of this age bracket are mostly in
education (students) or have an occupation

8. Interests
Dancing
Sociable
Exercising
Singing
Musicals
Going out with friends – watch films
Trying new things
Energetic