The document discusses various quantitative research methods for understanding audiences, including: - NRS and ABC surveys that collect demographic and behavior data through continuous home interviews. - Audience profiles that provide details on factors like age, gender, and socioeconomic class to help target specific groups. - NRS social grades that segment the UK population into six categories based on occupation and income level. - Geodemographics that analyze neighborhoods and compare household characteristics like income. - Considerations for appealing to specific genders or more mainstream audiences. PB Media could use these research firms and methods to better understand their own audiences and tailor their content accordingly.

1. Shania’s slides
Critical Responses

2. Quantitative Research
Defining how big the audience is for a
product.
NRS and ABC are the biggest
companies devoted to finding out
figures and audience numbers for print
and digital companies.
A continuous survey lasting 12 months,
seven days a week.
As an overview of what the NRS does:
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
Better understanding of your audience
Disadvantages:
A large amount of people might not
take in the survey
Receiving bad comments from a lot of
people
How could PB Media use this?
Contact NRS or ABC to ask them to
develop an online survey or interviews
for them.
The questions have to be specific and
have choices for everybody e.g.
What is your favorite color?
 Red
 Blue
However the person’s favorite color is
yellow and there is no option.
Online Behaviour
Facebook
Twitter
Youtube
Tumblr

3. Audience Profiles
Audience profiles are significant to give specific details
about different types of people buying certain products.
Including:
Age
Gender
Class etc.
Magazines such as Q use audience profiles to sell
advertising space and present their statistics In front of their
magazine.
Companies who appeal to similar audience profiles often
approach others.
These statistics show, on average how many people buy
this magazine, what age they are, their readership specific
and many more facts that will help choose what goes in to
the magazine/newspaper.
Advantages:
Easier to find out the relevant information about the
audience
Easier to produce products that piece the chosen
audience.
Easier to avoid stereotypes
Disadvantages:
Some people don’t pay attention to the figures
The company can lie

4. 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.

5. 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.

6. Geodemographics
Collects information from the national
census
• collect knowledge in certain
neighbourhoods and compare how
similar in 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

7. • There are two main types
of gender structures- male
and female
•it is easier to appeal to one
gender specific.
•Men and women want
different things
•Some magazines push one
gender away from another
•Specific gender magazines
(OK!/Men’s Health)
Gender
Advantages:
• Easier to write about one specific
gender.
• Women’s and Men’s opinions are
different.
• Magazines are always tailored to
mens/women’s needs.
Disadvantages:
• Some women like men’s sport i.e.
football so it is harder for them to find a
magazine, that isn’t just tailored to
men/women.
• Some magazines can be sexist e.g.
making fun of women or men.
PB Media could include both female
and male opinions with a mixture so
that is appeals to everyone rather than
one gender because, then it can feel
like one gender is being pushed away
from the other.

8. Mainstream
•Mainstream audiences tend
to be larger reading
magazines/newspapers to do
with:
•Chart Music
•Blockbuster Films
•Majority all like the same
things e.g. Hollyoaks or
Eastenders.
6
5
4
3
2
1
0
Pop
Country
Males
Rock
Females
Reggae
R&B
Advantages
• Easier to appeal to the
majority of the public.
• Easier to write about ‘the
main headlines’
• Easier to find out more
about your audience
because they don’t have
specific demands.
Disadvantages
• Gets harder to write about the
same things e.g. films because
there isn’t a release of a
blockbuster every day.
• Everyone is the same
• Can get boring when the same
music for example, chart
music, is played 24/7.