1. Critical Responses
By Shania Carter and Abygail Jones

2. Quantitative Research
Defining how big the audience is
for a product.
How could PB Media use this?
NRS and ABC
A continuous survey.
Overview of the NRS:
Asks about online behaviour/
personal information.
Short interviews at your own
home.
Advantages:
Get to find out how large your
audience is.
Can adapt when audience
changes
Disadvantages:
A large amount of people might
not take in the survey
Receiving bad comments from a
lot of people
Online Behaviour
Facebook
Twitter
Youtube
Tumblr

3. Qualitative Research
•
•
•
•
•
Used to find out requirements, interests
and needs of audience members such
as :
Likes
Dislikes
Salaries/Income
Addresses
Information is collected using
methods
PB Media could use this in a very effective way
Can ask questions to readers
different
Advantages?
• From face-to-face interviews the
interviewer receives a more personal
and true statement.
• Questionnaires are quick and easy.
Disadvantages?
• People could lie in their answers.
• People might not like to be approached
for face-to-face interviews.
Favourite Magazine
Kerrang!
Classic Rock
OK!
Radio Times

4. Audience Profiles
Audience profiles are significant as they give you
information such as:
Age
Gender
Class etc.
Magazines such as Q use audience profiles to sell
advertising space
Companies who appeal to similar audience profiles often
approach others.
Advantages:
Easier to find out the relevant information about the
audience
Disadvantages:
Some people don’t pay attention to the figures
The company can lie

5. Socio-Economic Status (SES)
This is measuring the social position of an
individual or a family.
Focuses on 3 categories:
• Income
• Education
• Occupation
PB Media could use this quite effectively:
They could ask questions to find out what
class they are in
Advantages?
• Makes it easier for production companies
to advertise
• Quicker market research
Disadvantages?
• There might be a range of classes in one
area
• The magazine won’t appeal to everyone
Readers = 100
Employed
Unemployed
In Education
Other

6. NRS Social Grades
The NRS use 6 categories:
These are marked down as
grades, starting from A and finishing at
E.
Grade – A – Upper Middle Class (4%)
Grade – B – Middle Class (23%)
Grade – C1 – Lower Middle Class (29%)
Grade – C2 – Skilled Working Class
(21%)
Grade – D – Working Class (15%)
Grade – E – Lower Level of Subsistence
(8%)
Also, according to the NRS only 2% of
the UK is respectively upper class, whilst
the rest of the population is grouped in
to ABC1 and C2DE.
The NRS social grades were developed
50 years ago and are now widespread
across the UK.

7. NRS Social Grades
• Developed by the NRS to distinguish the
differences between readers using social
classes.
• Information received from this is then used for
market research.
• Overall status of a household depends on the
occupation of the head of the household.
• The population is separated in to two main
social groups, one including: Upper Middle
Class, Middle Class and Lower Middle Class.
The other group includes: Skilled Working
Class, Working Class and Unemployed.

8. Lifestyle or Psychographics
There are 7 different types of categories for PB Media could use this to:
Psychographics:
•Give them a better understanding of the
•Belonger
audience
•Make it easier to generate ideas for
•Achiever
advertisements or context
•Emulator/Wanna be
•Socially Conscious Type A
•Socially Conscious Type B
•Balanced/Totally Integrated
This information can then be put in to a graph.
•Needs Driven
Advantages?
•Better knowledge of the audience
•Know how to keep them happy
Disadvantages?
•There are a lot of other ways for this knowledge
to be found
•It will take a while to receive all the data

9. Geodemographics
Collects information from the national
census
• collect knowledge in certain
neighbourhoods and compare how
similar some households are to
others.
• Important information is obtained
such as: the amount a household
earns, their class etc.
• Enables advertising to the correct
audience
• Also used to direct mail to certain
addresses.
• Looks at retired couples, young
families and young adults.
Neighborhood
Pensioners
Young
Families
Young
Adults

10. Age
•
Extremely important to any media product.
•
There is always a target age
Can
receive
this
through
questionnaires, online profiles etc.
Advantages?
• It’s easy to create products that appeal to
a wide variety of the target audience
• It’s easier to know what to incorporate in
to the text
•
Disadvantages?
• It might take a while to get all the data
• Some ideas may not appeal to the
targeted audience
•PB Media could use this to collect data
•The data can be presented in a graph to
help the company develop new designs and
ideas.
•Ask the obvious questions to get the age of
the readers
0 to 10
11 to 20
45
40
35
30
25
20
15
10
5
0
21 to 30
31 - 40
40+
Females
Males

11. • There are two main types
of gender structures
Gender
•Easier to appeal to one
gender specific.
Advantages:
• Easier to write about one specific
gender.
•Different genders demand
different things
• Women’s and Men’s opinions are
different.
Disadvantages:
• Some women like men’s sport
• Some magazines can be sexist
e.g. making fun of women or
men.
PB Media could use this information to
help

12. Mainstream
•Mainstream audiences tend
to be larger
•Magazines/newspapers to do
with:
•Chart Music
•Blockbuster Films
•Majority all like the same
things
Advantages
• Easier to appeal to the
majority of the public.
• Easier to find out more
about your audience
6
5
4
3
2
1
0
Males
Disadvantages
• Gets harder to write about the
same things
• Everyone is the same
Females
Pop
Coun
try
Rock

13. •
Smaller groups with more specific needs
•
They only appeal to certain people that want
specific thing from magazines
Advantages?
•
If it appeals to a majority of the selected
target audience
•
As long as the context remains interesting
consumers will continue to buy it on a regular
basis
Disadvantages?
•
More specific demands
•
Not as many readers
Niche
PB Media can use this information
Collected information could be put it in to
a graph or chart to show their findings
25
20
15
Adventure Time
OK!
Hello!
10
Doctor Who
5
0
Males
Females