Defining an audience
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This document discusses defining and researching audiences. It explains that quantitative research uses statistical analysis of closed questions to understand things like readership rates. Qualitative research takes a more personal approach through open-ended interviews, focus groups, and questionnaires to understand what audiences like and dislike. Audience profiles categorize demographics like age, gender, income level, education, and location to effectively target advertising. Understanding psychographics, socioeconomic status, and geodemographics provides insight into lifestyles and spending habits for narrowing the target market. The document provides examples of audience data and outlines how mainstream and niche audiences differ in size and specificity of interests.
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Defining an audience copy
This document discusses different methods for defining and researching audiences for media products. It covers quantitative research which uses numerical data to analyze who purchases products and qualitative research which uses open-ended questions to understand opinions, views, and demographics. Specific audience definition methods covered include socio-economic status, psychographics, geodemographics, age, gender, niche vs mainstream audiences. Examples are provided for each along with their advantages and disadvantages.
Defining an audience copy
This document discusses different methods for defining and researching audiences for media products. It covers quantitative research which uses numerical data to analyze who purchases products and qualitative research which uses open-ended questions to understand opinions, values and demographics. Some key audience definition factors discussed include socio-economic status, psychographics, geodemographics, age, gender, whether a target audience is niche or mainstream. The advantages and disadvantages of each research method are also summarized.
How media producers define their target audience
This document discusses different methods that media producers use to define and segment their target audiences, including qualitative and quantitative research, socioeconomic status, psychographics, geodemographics, and demographics. Qualitative research involves in-depth interviews while quantitative research uses questionnaires. Socioeconomic status segments audiences into six bands based on income and occupation. Psychographics segments based on values and attitudes into categories like succeeders, reformers, and aspirers. Geodemographics considers attributes like income, age, family size, and location. Demographics profiles based on factors like gender, age, location but relies on generalizations. The document also discusses targeting mainstream, niche or alternative audiences.
Audience Profiling Powerpoint
The document discusses audience profiling, which media companies use to define their target audiences. It explains that factors like age, gender, race, education level, income, lifestyle, culture and interests should be considered. Two common methods are described - demographics, which categorizes people by occupation and income, and psychographics, which examines behavior and personality traits to group people. An example reader profile for a music magazine is presented to show the type of information advertisers would find useful. The document prompts the reader to create their own target audience profile considering relevant demographics, psychographics, lifestyle brands and media consumption habits.
Critical responses presentation
This document discusses various methods for researching audiences, including quantitative, qualitative, and demographic research. Quantitative research uses surveys to determine the size of an audience. Qualitative research collects information on audience interests through focus groups, interviews, and questionnaires. Demographic factors analyzed include age, gender, socioeconomic status, and psychographics like lifestyle and location. Understanding these audience characteristics helps media companies create content that appeals to specific target audiences. The challenges are that some methods may not capture accurate information or certain groups may be excluded.
Audience Research
The document discusses audience research and different ways audiences can be divided and classified. It describes socio-economic classifications, demographic factors like age, gender, and family size, and psychographic profiling based on attitudes, personality, lifestyle, values, interests, and aspirations. It discusses limitations of audience classifications and targeting all audiences with one media.
Audience Profiling
The document provides guidance on choosing a target audience and music artist for a music video project. It outlines the following:
1) Students should first choose a music artist and potential collaborators to move the project forward. The target audience can then help decide the song genre.
2) Most students will be able to break down the target audience into demographic categories like age, gender, income levels and psychographic categories like interests and lifestyle.
3) High achieving students can create a detailed audience profile mimicking the example provided from NME magazine, which profiles their reader demographic and interests. The profile should help choose a music genre appealing to the target group.
Audiences
Audience profiling involves considering factors like age, gender, income, interests, and behaviors to categorize audiences for media products. Demographics categorizes audiences based on their occupation and income using letter codes. Psychographics examines personality traits and behaviors to group audiences based on their position in society, such as traditionalists who dislike change, hedonists who seek enjoyment, individualists who want to stand out, and rebels who challenge traditions. Proper audience profiling is important for creating successful media products.
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Defining an audience copy
This document discusses different methods for defining and researching audiences for media products. It covers quantitative research which uses numerical data to analyze who purchases products and qualitative research which uses open-ended questions to understand opinions, views, and demographics. Specific audience definition methods covered include socio-economic status, psychographics, geodemographics, age, gender, niche vs mainstream audiences. Examples are provided for each along with their advantages and disadvantages.
Defining an audience copy
This document discusses different methods for defining and researching audiences for media products. It covers quantitative research which uses numerical data to analyze who purchases products and qualitative research which uses open-ended questions to understand opinions, values and demographics. Some key audience definition factors discussed include socio-economic status, psychographics, geodemographics, age, gender, whether a target audience is niche or mainstream. The advantages and disadvantages of each research method are also summarized.
How media producers define their target audience
This document discusses different methods that media producers use to define and segment their target audiences, including qualitative and quantitative research, socioeconomic status, psychographics, geodemographics, and demographics. Qualitative research involves in-depth interviews while quantitative research uses questionnaires. Socioeconomic status segments audiences into six bands based on income and occupation. Psychographics segments based on values and attitudes into categories like succeeders, reformers, and aspirers. Geodemographics considers attributes like income, age, family size, and location. Demographics profiles based on factors like gender, age, location but relies on generalizations. The document also discusses targeting mainstream, niche or alternative audiences.
Audience Profiling Powerpoint
The document discusses audience profiling, which media companies use to define their target audiences. It explains that factors like age, gender, race, education level, income, lifestyle, culture and interests should be considered. Two common methods are described - demographics, which categorizes people by occupation and income, and psychographics, which examines behavior and personality traits to group people. An example reader profile for a music magazine is presented to show the type of information advertisers would find useful. The document prompts the reader to create their own target audience profile considering relevant demographics, psychographics, lifestyle brands and media consumption habits.
Critical responses presentation
This document discusses various methods for researching audiences, including quantitative, qualitative, and demographic research. Quantitative research uses surveys to determine the size of an audience. Qualitative research collects information on audience interests through focus groups, interviews, and questionnaires. Demographic factors analyzed include age, gender, socioeconomic status, and psychographics like lifestyle and location. Understanding these audience characteristics helps media companies create content that appeals to specific target audiences. The challenges are that some methods may not capture accurate information or certain groups may be excluded.
Audience Research
The document discusses audience research and different ways audiences can be divided and classified. It describes socio-economic classifications, demographic factors like age, gender, and family size, and psychographic profiling based on attitudes, personality, lifestyle, values, interests, and aspirations. It discusses limitations of audience classifications and targeting all audiences with one media.
Audience Profiling
The document provides guidance on choosing a target audience and music artist for a music video project. It outlines the following:
1) Students should first choose a music artist and potential collaborators to move the project forward. The target audience can then help decide the song genre.
2) Most students will be able to break down the target audience into demographic categories like age, gender, income levels and psychographic categories like interests and lifestyle.
3) High achieving students can create a detailed audience profile mimicking the example provided from NME magazine, which profiles their reader demographic and interests. The profile should help choose a music genre appealing to the target group.
Audiences
Audience profiling involves considering factors like age, gender, income, interests, and behaviors to categorize audiences for media products. Demographics categorizes audiences based on their occupation and income using letter codes. Psychographics examines personality traits and behaviors to group audiences based on their position in society, such as traditionalists who dislike change, hedonists who seek enjoyment, individualists who want to stand out, and rebels who challenge traditions. Proper audience profiling is important for creating successful media products.
Audience Research Quantitative
When surveyed about their preferred horror subgenre, the majority of respondents chose thriller. Examples of popular thriller films with these demographics are the Saw and Hostel series. These graphic films combine elements of horror and suspenseful action thrillers. The data also showed that this demographic learns about films from trailers and friends and is regularly engaged with visual media and social interactions related to film. Most people in this group research films online using sites like IMDb before watching. While online viewing is most common, high costs may prevent many from purchasing DVDs. In conclusion, this demographic is an active audience that learns about, researches, and often views films via online methods rather than physical purchases.
How media producers define their target audience
The document discusses different methods that media producers use to define their target audiences for documentaries. It describes several profiling methods such as quantitative research using viewing figures, qualitative research through focus groups and interviews, socio-economic status research, demographics research using charts to categorize audiences, psychographics research examining audience behavior and personality, and considering audience age and gender. The document evaluates which methods are most useful for documentary producers, with qualitative research and demographics and psychographics charts seen as providing the most detailed audience information.
Target Audiences
This document defines audiences and target audiences. It outlines that a target audience is the specific group a media product is aimed at, and audiences can be defined by the product, media type, or pre-existing groups like age, gender, ethnicity. Target audiences are important for media companies to have consumers for their products. The document also discusses categorizing audiences by demographics and other factors, and how audience theory like uses and gratifications and two-step flow can influence how target audiences are defined and will react to media.
Audience profiling
Audience profiling involves collecting demographic data about target markets such as age, gender, income level, education level, and other characteristics. Demographic profiles are commonly used for audience profiling when companies create new products. Demographics refer to socioeconomic statistics of populations that can be used for market segmentation, such as age, sex, education, occupation, family size, and religion. Psychographic segmentation divides the market based on social class, lifestyle, and personality traits.
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Research (Target audience)
A target audience is a specific group that a product or marketing message aims to reach. It is important for marketers to understand their target audience's demographics like age, income, and location, as well as psychographics like personality, beliefs, and interests. This allows marketers to effectively reach their audience and know who they are marketing to. To define the target audience for a magazine, the document explains that demographics provide who the buyer is while psychographics explain why they buy. Combining an understanding of demographics like age and location with psychographics like shopping preferences allows one to effectively reach their desired target audience.
Audience research
Audience research involves gathering information about audience segments to understand their attitudes, interests, and behaviors regarding a topic. It is important to conduct audience research before finalizing a project to understand the target audience and design something that will appeal to them. There are many ways to categorize audiences, such as by demographics like age, gender, income level, and occupation. Gathering this information through surveys, interviews, and focus groups can provide insights into what the audience wants. Internet forums, social media, and online ratings are also effective research methods because many younger audiences spend time online.
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Defining an audience
This document discusses different types of audience research used by media companies, including quantitative, qualitative, socio-economic status, psychographics, geodemographics, age, and gender research. Quantitative research uses numerical data to determine the size of the audience, while qualitative research uses open-ended questions to understand opinions, views, and demographics of consumers. Together these research methods help media companies understand their target audiences and determine how to best market their products.
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Film producers target audiences by understanding audience demographics and psychographics. Demographics examine factors like age, gender, income level to segment audiences. Psychographics provide a richer profile of audience lifestyles and interests. Producers use quantitative and qualitative research methods to measure and understand audiences. Quantitative research uses surveys and statistics to analyze large audience numbers, while qualitative research uses open-ended questions to understand audiences' opinions through smaller samples. Understanding target audiences helps producers ensure their films appeal to and are accessible for their intended viewers.
Defining an audience
1. Quantitative research uses surveys and experiments to produce conclusions based on numbers and percentages about what the majority do, while qualitative research uses interviews and focus groups to get more detailed and opinionated answers and understand people's reasoning.
2. There are various ways to define and segment audiences, including by socio-economic status, age, gender, location, interests and values. This helps companies target specific groups and tailor their products, marketing and messaging.
3. While mainstream audiences are large and broad, niche audiences are much smaller but with highly specific interests, allowing companies to better meet the needs of that small group.
Task 1 Powerpoint
The document discusses different methods for profiling audiences, including quantitative, qualitative, socio-economic, psychographic, geodemographic, and age-based research. Quantitative research uses numbers and statistics to show things like how many people watch a TV show or buy a product. Qualitative research helps understand audiences through focus groups, questionnaires, and interviews to learn their likes, dislikes, and opinions. Socio-economic research examines income, education, and occupation to understand audiences' social and economic positions. Psychographic research analyzes interests, attitudes, activities, and personality to categorize people. Geodemographic research uses geographic data to target people in certain neighborhoods. Age profiling notes that people of similar ages often have shared interests due to
Defining an audience
The document discusses different methods for profiling audiences, including quantitative, qualitative, socio-economic, psychographic, geodemographic, and age-based research. Quantitative research uses numbers and statistics to show things like how many people watch a TV show or buy a product. Qualitative research helps understand audiences through focus groups, questionnaires, and interviews to learn their likes, dislikes, and opinions. Socio-economic research examines income, education, and occupation to understand audiences' social and economic positions. Psychographic research analyzes interests, attitudes, activities, and personality to categorize people. Geodemographic research uses geographic data to target people in certain neighborhoods. Age profiling notes that people of similar ages often have shared interests due to
Defining the audience
This document discusses different ways to define and classify audiences, including through quantitative and qualitative research. Quantitative research uses numbers and statistics to understand the size and demographics of an audience. Qualitative research provides more in-depth understanding of audiences' opinions, values, and reasons behind their preferences. Other methods discussed include analyzing socio-economic status, psychographics, geodemographics, age, gender, and whether an audience is mainstream or niche. Understanding audiences through these various lenses helps media producers effectively target and cater to their readers.
Defining the audience
This document discusses different ways to define and categorize audiences. It describes quantitative research which uses numbers and statistics to measure audience size. Qualitative research provides more in-depth opinions and reasons through methods like interviews. Socio-economic status categorizes people based on income, education and occupation. Psychographics examines personality, values and lifestyles. Geodemographics uses location data to group people. Other factors discussed include age, gender, and whether an audience is mainstream or niche. The document provides examples of how understanding these audience characteristics helps media producers target their content.
Defining an audience
This document defines and discusses audience analysis. It begins by defining an audience as people who interact with a product. To effectively market a product, the audience must be profiled based on factors like age, gender, interests etc. This is done through qualitative research like interviews and focus groups to understand audiences, or quantitative research like surveys for statistical data. Understanding the target audience allows companies to tailor their products and advertising appropriately. Examples are given of magazines and how they profile their audiences based on demographics, interests and other factors.
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Audience Research Quantitative
When surveyed about their preferred horror subgenre, the majority of respondents chose thriller. Examples of popular thriller films with these demographics are the Saw and Hostel series. These graphic films combine elements of horror and suspenseful action thrillers. The data also showed that this demographic learns about films from trailers and friends and is regularly engaged with visual media and social interactions related to film. Most people in this group research films online using sites like IMDb before watching. While online viewing is most common, high costs may prevent many from purchasing DVDs. In conclusion, this demographic is an active audience that learns about, researches, and often views films via online methods rather than physical purchases.
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The document discusses different methods that media producers use to define their target audiences for documentaries. It describes several profiling methods such as quantitative research using viewing figures, qualitative research through focus groups and interviews, socio-economic status research, demographics research using charts to categorize audiences, psychographics research examining audience behavior and personality, and considering audience age and gender. The document evaluates which methods are most useful for documentary producers, with qualitative research and demographics and psychographics charts seen as providing the most detailed audience information.
Target Audiences
This document defines audiences and target audiences. It outlines that a target audience is the specific group a media product is aimed at, and audiences can be defined by the product, media type, or pre-existing groups like age, gender, ethnicity. Target audiences are important for media companies to have consumers for their products. The document also discusses categorizing audiences by demographics and other factors, and how audience theory like uses and gratifications and two-step flow can influence how target audiences are defined and will react to media.
Audience profiling
Audience profiling involves collecting demographic data about target markets such as age, gender, income level, education level, and other characteristics. Demographic profiles are commonly used for audience profiling when companies create new products. Demographics refer to socioeconomic statistics of populations that can be used for market segmentation, such as age, sex, education, occupation, family size, and religion. Psychographic segmentation divides the market based on social class, lifestyle, and personality traits.
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Target Audience (Evaluation)
This document discusses defining a target audience for a media studies production. It explains that media producers identify demographics like age, gender, class, and location to determine their potential audience. A target audience is the primary group a product is aimed at, which can be defined by combinations of demographic factors. Discovering the appropriate target market is an important part of market research, as it helps with developing an effective marketing strategy.
Research (Target audience)
A target audience is a specific group that a product or marketing message aims to reach. It is important for marketers to understand their target audience's demographics like age, income, and location, as well as psychographics like personality, beliefs, and interests. This allows marketers to effectively reach their audience and know who they are marketing to. To define the target audience for a magazine, the document explains that demographics provide who the buyer is while psychographics explain why they buy. Combining an understanding of demographics like age and location with psychographics like shopping preferences allows one to effectively reach their desired target audience.
Audience research
Audience research involves gathering information about audience segments to understand their attitudes, interests, and behaviors regarding a topic. It is important to conduct audience research before finalizing a project to understand the target audience and design something that will appeal to them. There are many ways to categorize audiences, such as by demographics like age, gender, income level, and occupation. Gathering this information through surveys, interviews, and focus groups can provide insights into what the audience wants. Internet forums, social media, and online ratings are also effective research methods because many younger audiences spend time online.
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The document discusses how media producers define their target audiences through audience research. It explains that audience research is done to estimate the size of the audience and understand what the audience wants. Different types of research discussed include quantitative research using statistics, qualitative research through surveys and interviews, socio-economic research on economic groups, psychographics analyzing lifestyle profiles, geodemographics on regional identities, and demographics on attributes like age and gender. Understanding these audience characteristics helps media producers decide how to market and tailor their products.
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In today's marketing world, the Holy Grail of promotional campaigns is the ever elusive "Integrated Marketing" campaign which successfully combines owned, earned, and paid media to create synergies and impact. Public Relations is typically the least understood and least utilized aspect of integrated marketing, but it can also be the most powerful.
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Similar to Defining an audience
Defining an audience
This document discusses different types of audience research used by media companies, including quantitative, qualitative, socio-economic status, psychographics, geodemographics, age, and gender research. Quantitative research uses numerical data to determine the size of the audience, while qualitative research uses open-ended questions to understand opinions, views, and demographics of consumers. Together these research methods help media companies understand their target audiences and determine how to best market their products.
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Film producers target audiences by understanding audience demographics and psychographics. Demographics examine factors like age, gender, income level to segment audiences. Psychographics provide a richer profile of audience lifestyles and interests. Producers use quantitative and qualitative research methods to measure and understand audiences. Quantitative research uses surveys and statistics to analyze large audience numbers, while qualitative research uses open-ended questions to understand audiences' opinions through smaller samples. Understanding target audiences helps producers ensure their films appeal to and are accessible for their intended viewers.
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1. Quantitative research uses surveys and experiments to produce conclusions based on numbers and percentages about what the majority do, while qualitative research uses interviews and focus groups to get more detailed and opinionated answers and understand people's reasoning.
2. There are various ways to define and segment audiences, including by socio-economic status, age, gender, location, interests and values. This helps companies target specific groups and tailor their products, marketing and messaging.
3. While mainstream audiences are large and broad, niche audiences are much smaller but with highly specific interests, allowing companies to better meet the needs of that small group.
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Defining the audience
This document discusses different ways to define and classify audiences, including through quantitative and qualitative research. Quantitative research uses numbers and statistics to understand the size and demographics of an audience. Qualitative research provides more in-depth understanding of audiences' opinions, values, and reasons behind their preferences. Other methods discussed include analyzing socio-economic status, psychographics, geodemographics, age, gender, and whether an audience is mainstream or niche. Understanding audiences through these various lenses helps media producers effectively target and cater to their readers.
Defining the audience
This document discusses different ways to define and categorize audiences. It describes quantitative research which uses numbers and statistics to measure audience size. Qualitative research provides more in-depth opinions and reasons through methods like interviews. Socio-economic status categorizes people based on income, education and occupation. Psychographics examines personality, values and lifestyles. Geodemographics uses location data to group people. Other factors discussed include age, gender, and whether an audience is mainstream or niche. The document provides examples of how understanding these audience characteristics helps media producers target their content.
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This document defines and discusses audience analysis. It begins by defining an audience as people who interact with a product. To effectively market a product, the audience must be profiled based on factors like age, gender, interests etc. This is done through qualitative research like interviews and focus groups to understand audiences, or quantitative research like surveys for statistical data. Understanding the target audience allows companies to tailor their products and advertising appropriately. Examples are given of magazines and how they profile their audiences based on demographics, interests and other factors.
Audience Research
Quantitative and qualitative research methods can be used to gather information about an audience. Quantitative research provides numerical data about audience size, while qualitative research provides detailed insights through interviews. This audience information is often stored in profiles that describe their socioeconomic status, occupations, interests, and locations. These profiles are then used to help target advertising and tailor products for mainstream or niche audiences.
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1. Defining the target audience is crucial for the success of PB Media's new magazine as it needs to appeal to that audience.
2. Both quantitative and qualitative data are important - quantitative data provides readership numbers while qualitative data gives insights into readers' interests, preferences, and demographics.
3. To understand the target audience, PB Media should analyze factors like socio-economic status, psychographics, geodemographics, age, and gender, which will help define an audience profile and ensure the magazine appeals to the right readers.
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PB Media is launching a new magazine and needs to define its target audience. The document provides information on different methods for understanding an audience, including:
1. Quantitative data from sources like the National Readership Survey can provide readership numbers and demographic breakdowns, but as a new magazine these figures are unavailable.
2. Qualitative research methods like focus groups and interviews provide richer audience insights and should be used to understand preferences. A focus group allows feedback on the prototype magazine.
3. An audience profile summarizes key attributes like age, gender, interests to target marketing effectively. Understanding competitors' audiences also helps with positioning.
4. Other factors discussed include socio-economic status, psychographics, geode
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This document discusses various methods for analyzing audience data, including quantitative data which measures readership totals, qualitative data which examines audience opinions through questionnaires and interviews, and demographic profiling techniques like socioeconomic status, psychographics, gender, and geodemographics to understand characteristics of target audiences. While each method provides insights, they also have limitations, such as an inability to account for individual variations or capture nuanced perspectives.
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The document discusses quantitative and qualitative audience research methods. Quantitative research uses numbers and statistics to determine the size and characteristics of the target audience. It answers questions like how many people are interested in the product. Qualitative research uses methods like focus groups, interviews, and questionnaires to get an in-depth understanding of the audience's preferences, likes, and dislikes. Together these research methods help define the target audience and their needs to ensure the product is appealing and successful.
Critical approaches power point the one
The document discusses quantitative and qualitative research methods for defining media audiences. Quantitative research uses numbers and statistics to determine the size and demographics of an audience. It can show how many people are aware of or interested in a product. Qualitative research provides a more in-depth understanding through focus groups, interviews, and questionnaires. This allows audiences to express their opinions in order to improve products. Profiling methods like social class, geography, psychographics, age, gender, and niche/mainstream categories are also discussed as ways to further define target audiences.
Audience research
Quantitative research measures audience sizes using statistics from organizations like NRS and ABC. It provides demographic data like age, gender, and socioeconomic class in numbers. Qualitative research provides more detailed information about audiences through focus groups, surveys, and interviews to understand preferences. Both methods have advantages and disadvantages for media publishers in understanding their audiences and tailoring products. Key factors studied include age, gender, socioeconomic class, psychographics, and geodemographics.
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There are two main types of data: quantitative and qualitative. Quantitative data focuses on numerical measurements and statistical analysis through methods like surveys and questionnaires. Qualitative data focuses on opinions and detailed information, usually collected through open-ended written responses. Media producers define their audience through various profiling methods like demographics, socioeconomic status, geodemographics, psychodemographics, and identifying mainstream versus niche audiences. This helps media producers understand who their target audience is and how to best appeal to and market their products.
Powerpoint
PB Media can use both quantitative and qualitative audience research methods to better understand their target audience for a new magazine. Quantitative research using surveys can provide insights into audience size and demographics, while qualitative focus groups can provide more detailed feedback on content preferences. The document also discusses various audience segmentation approaches PB Media could use, such as psychographics to classify personalities, geodemographics to target neighborhoods, and niche vs mainstream markets. Choosing the right segmentation approach and research methods will help PB Media design a magazine that appeals to their target readers.
Critical approaches
Quantitative research uses numerical data and statistical analysis to determine how many or how often something occurs. It allows for fast collection and analysis of survey results but provides limited response options. Qualitative research explores topics in more depth through focus groups and interviews, but results cannot be generalized. Understanding the target audience is important for effectively developing and marketing media products.
Defining an audience presentation
This document discusses different methods for defining and profiling audiences, including quantitative research to determine audience size, qualitative research to understand audiences, and socioeconomic factors like occupation, income and education. It also covers psychographics using questionnaires to understand attitudes and values, geodemographics which uses location to determine lifestyles, and common audience descriptors like age, gender, whether a target audience is mainstream or niche.
Alan smith
PB Media industries can use both quantitative and qualitative research methods to help inform their magazine content and target audience. Quantitative research using surveys can provide information on how large the potential audience is for their magazine. Qualitative focus groups allow them to get detailed feedback on what content should be included from the target audience directly. Both methods have advantages and disadvantages, so using a mixed methods approach would be most informative.
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Defining an audience
- 1. Defining an Audience Olivia Griffiths 1
- 2. Quantitative Audience Research: • Quantitative audience research is research that takes place to provide information that can be analysed statistically, rather than based on experience. • Quantitative research is often criticised for not giving enough information as it only uses closed questions. Quantitative research is normally carried out by two major companies within print media in the UK: NRS (National readership survey) – provides a continuous survey completed by the audience which gives an estimated readership for the print media industry. ABC (Audit bureau of circulations) – independently verifies and reports media performance. 2
- 3. This is an example taken from the NRS. It shows the number of readers per copy of a particular magazine. The company then takes the frequency and records them in a graph so that it is easy to understand and companies are able to evaluate which magazines are most popular, especially for their chosen audience. 3
- 4. Qualitative Audience Research • Qualitative research takes a more personal approach to the audience. For example, what they like, what they dislike, where they live, how much they earn etc. • This provides more in depth answers, giving the company the ability to make a product that is more suitable for the audience. This also means the company can broaden the amount of information they gain, through the use of open questions. Methods of qualitative research include: • Focus groups • Questionnaires • Face to face interviews These methods are useful as you get a direct, personal response of what would be suitable for the audience within the product. 4
- 5. Audience profiles are used within the print industry to help companies sell advertising space. Categories are used to break down an audience. • Age • Gender • Class • Psychographics • Geodemographics • Mainstream audiences • Niche audiences It is important to profile an audience so that the company is getting the message across to the right people, so that the product is more likely to be successful. 5
- 6. This is an example graph that shows the demographics of people in the US in comparison to the global status. This graph shows the comparison between global income and U.S income, this helps to show the company the direct measurements of income and how it is affected. So they can take this into consideration when targeting their audience. This shows that it is reaching an older audience ranging from 18-50. Helps differentiate the people who have children compared with those who don’t. Shows average income and also shows most people earn over $100k and only 19% earn under $30k. In comparison to income this shows that most people who earn over $100K went to college 6 or grad school.
- 7. Socio-economic status (SES): • Socio-economic status is the measure of individual’s or family’s economic status or social position in comparison to others. • It is typically broken into 3 categories: Income Gender Occupation 7
- 8. Psychographics: Psychographics is the study of a persons lifestyle and behaviour. There are seven main types of psychographics and each category describes a different type of person. •Belonger • Achiever • Emulator • Socially conscious type A • Socially conscious type B • Balanced / totally integrated • Needs driven 8
- 9. Geodemographics: Geodemographics is used to present the idea that people who live in the same neighbourhoods or areas tend to have the same lifestyles, interests and spending tendencies. This means that companies, especially advertisers can target an audience within the same area so that they can ensure they are targeting the correct audience. 9
- 10. Age: Age is used to classify an audience. This means how old the audience is and how they can be categorised into age groups so that companies can make a product to suit the age groups likes and dislikes. This kind of research is carried out through questionnaires, by finding out a persons age they can then categorise it and piece together different interests. 10
- 11. Gender: There are two main categories when referring to an audiences gender. • Male • Female This means that it is a very simple way of targeting an audience. Knowing an audiences gender can help the company make a product that is more appealing to a specific gender as men and women tend to have different interests. 11
- 12. Mainstream: A mainstream audience is a very large audience. It targets the most popular interests so that it gains a larger group of people. It addresses topics or hobbies that the majority of people are aware of and are interested in. This may include topics such as chart music or blockbuster films. 12
- 13. Niche: In comparison to a mainstream audience and niche audience is a much smaller group of people. Targeting a niche audience means that the company would be targeting an audience with very specific interests and hobbies. 13
Editor's Notes
- Uses 6 categories to define readers of magazines and newspapers in the UK.