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.

1. Critical Approaches – Task 1: Unit 6
Defining an Audience

2. Types of Data.
There are two types of data.
The first and most commonly used research type is
quantitative research. This method focuses more on
numerical and measured data collection.
Qualitative research is the polar opposite to
quantitative as as the name suggests it refers the the
method of gathering non-numerical data which usually
focuses on opinions and more detailed informative
data.

3. Quantitative Data
As previously summarised, quantitative data ( as its
name suggests) is data that is numerical in nature.
Quantitative data collection methods focus upon
objective measurements and statistical, numerical
and mathematical analysis of data collected via
methods such as polls, surveys and questionnaires
or be utilising and manipulating data from
previously collected statistical data sources.
There are several ways in which to conduct
quantitative research. Questionnaires area series of
questions based on a given subject that provides
the examiner with a clear and simple way to collect
data from and analyse large groups of people.
Statistical analysis can either follow on from a
questionnaire or similar method, or be produced
through the collection of other data collected prior
to the study being conducted.
In a questionnaire, for example, qualitative data can
be acquired In a number of ways. Usually it is easy
to create a multiple choice styled questionnaire that
allows for ease in collecting and analysing the data.
Information that has been collecting can be
presented in many different ways. However the
most common method is through the use of graphs.
Graphs, tables and charts allow numerical data to
be presented to an audience in a simple and easily
understandable manner.

4. Qualitative Data
Qualitative data is a more expressive form of
data as it allows the person taking the survey or
the data collector to gather a more in depth and
detailed explanation of views, opinions and
information in response to the given research
subject.
Qualitative data is collected more commonly in
the form of written word as this provides the
interviewee the freedom to fully articulate and
express their feelings, opinions and views on a
given subject allowing for a greater and more in
depth analysis about the subject or debate at
hand.
This also allows the examiner to fully understand
the reasons behind problems and peoples
personal opinions regarding the matter.
However this type of data comes with its very
own challenges as unlike the simplicity of
quantative data this can not be collected on
mass and must instead be individually analysed
and organised to understand each response.

5. What is an audience?
An audience is an individual or group of people that
consume any media text. Be it a film, television show,
book or magazine the group of people that make up
those that consume this media are the audience.
The audience of a media product (or any product for
that matter) help to define what that product with be in
the way that it is represented, advertised and changed
during it’s life as a marketed product.
An audience also helps to build up competition within
the industry meaning that the contributors and
producers within the industry will try to continuously
improve their work to stay ahead of other companies
and groups and appeal to the audience group.

6. How do media producers define their audience?
Media producers must take care in order to understand
who their audience is and how to appeal to this
audience with ongoing and upcoming projects and
productions. Without a defined and clear audience
profile a media producer would not be able to create a
clear and well set out product with any certainty that it
would appeal to the general public, let alone a more
niche audience.

7. Profiling an Audience
Ways in which to profile/define an audience.
An audience can be defined, selected and profiled for future uses in many
different ways, often depending on what that person conducting the survey
would like to know.
First, the audience can be defined by by age or gender which can provide a
very general assumption on people’s likes and dislikes and the media that
they may consume.
For example in a super store such as Toys ’R’ Us the isles are first split into a
age progressing in individual sections from one side to the other. This is
because certain products, themes and safety measures are appropriate for
one age group but not necessarily another.
Gender is also is very prominent in advertisement and marketing. From a
young age toys are split often into feminine and masculine with a blue section
for boys and a pink for girls.
Later in life it can usually be assumed that women will buy clothes from more
feminine brands such as Miss Selfridge and Zara and men will go for more
traditionally masculine brands such as Calvin Klein. However this is often
challenged.

8. Profiling an Audience
Ways in which to profile/define an audience.
Secondly a persons socio-economic status can tell a lot
about an individual or a group of people and can tell a
media producer a lot about how much money a person
might have as well as their likes, dislikes and even their
potential opinions on a given subject.
This also determines the amount of available
disposable income that a person has and so will help
companies and businesses to decide on how they
should price their products to best fit their target
audience.

9. Profiling an Audience
Ways in which to profile/define an audience.
Secondly a persons socio-economic status can tell a lot about an individual or a group of people
and can tell a media producer a lot about how much money a person might have as well as their
likes, dislikes and even their potential opinions on a given subject.
This also determines the amount of available disposable income that a person has and so will
help companies and businesses to decide on how they should price their products to best fit their
target audience.
Socio economic status is organised into set groups that define an individual’s or groups SES. The
National Readership Survey produced this specific method of organisation but other systems may
use many more sections.
As you can see these groupings are somewhat vague as
they simply outline a specific group based on a persons
income and therefore the probably profession that
they have.
This method of organisation can also help companies to
understand how to utilise language on the products
that they are selling, including in the information
booklets and on the products themselves. Those of a
lower SES often have poorer English and so products
targeted towards these people will utilise less, and
simpler language.

10. Profiling an Audience
Ways in which to profile/define an audience.
Another method of defining an audience is through the use of
geodemogrphics. Where a person lives often has a massive impact on the
products that they will indulge in as well as there preferences, opinions as
well as their SES and therefore income. Because of this marketing teams must
tailor products and the advertisements for said products based on location as
well as all other organisational methods.
Using geodemographics can also tell a company what age group people
belong to as often retirees will all live in one given area and young
professionals within another. This means that a company can better tailor
advertisements towards a specific audience, age group and even culture. As
found in most large cities, those of a similar cultural background will occupy a
similar area just as with age.
Geodemogrphics are most effectively used for mail marketing such as
promotional magazines or flyers.

11. Profiling an Audience
Ways in which to profile/define an audience.
There are two specific ways to catagorise wealth in geodemographics:
• An ACORN map.
• A CAMEO map.
This is an ACORN map and it shows the
area of Hull. This method uses colour
and a key in order to illustrate which
areas of a given landmass are the
wealthiest and can give a company a
more specific idea of how to organise
and distribute their marketing.
http://www.hullpublichealth.org/geodem.html

12. Profiling an Audience
Ways in which to profile/define an audience.
There are two specific ways to catagorise wealth in geodemographics:
• An ACORN map.
• A CAMEO map.
• A MOSAIC map

13. Profiling an Audience
Ways in which to profile/define an audience.
Psychodemographics and Lifestyle are yet another method of
defining an audience as a persons preferences and lifestyle choices
are influenced by a great many things. It also gives us an indication of
the sort of things they like and will buy (good for selling advertising)
and how they like to be sold to.
Psychodemographics can also help a company to know what kind of
marketing would be best for the individual as individuals can be
organised in to specific catagories:
• Aspirer
• Resigned
• Mainstreamer
An individual’s lifestyle preferences can also evidence their income
and help a company better compete against rivals and market their
product to individuals that would be potential consumers.

14. Profiling an Audience
Ways in which to profile/define an audience.
Mainstream and Niche are two further categorisations that can help a
company more specifically target its marketing to an audience.
While a mainstream audience will be larger with less specific likes and
dislikes and niche audience is smaller with more specific
requirements.