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.

1. Audience Information
Quantitative Research. This type of research gathers numerical data. In this case Quantitative
data would be used to gather information on how big the audience for your product is. An
example of quantitative research could be a questionnaire with closed questions.
Qualitative Research. This involves collecting detailed data on your audience, such as finding
out who they are, what they like, where they live etc. An example of a method used to gather
qualitative data is conducting interviews. The benefit of using this method is that you can get a
more in depth insight into who your audience is.
It is often useful to store the information you collect on your audience in a profile. These profiles
can later be used to sell advertising space

2. Socio-economic Status
Socio-economic status (SES) is the measurement of an individuals or a families economic or
social status compared to others.
This measurement is based on the persons income, education and occupation.
There are usually only three categories that audiences are broken down into, but in some cases
you can use 6.

3. NRS Social Grades
Developed by the National Readership Surveyas another way tocategories magazine and
newspaper readers.
These social grades are based on occupation. Although the idea is that occupation also reflects
income and education.
Grades work like this:
A= upper middle class
B= middle class
C1= lower middle class
C2= skilled working class
D= working class
E= lowest levels of subsistence
You could find out your audiences grade by finding out where they live. Usually people who live
in certain post codes have a similar income.
Another thing NRS have introduced is the readership estimate.
Readership refers to how many readers a publication has. A Readership estimation also shows
the demographic profile of readers, and what else they read.

4. ABC
ABC (Audit Bureau of Circulation) provides information on the circulation count.
Circulation is the count of how many copies of a publication are distributed.
If we divide readership by circulation then it comes up with readers-per-copy.
This number will vary depending on the amount of promotion you do, price cuts, changes in
editorial format, losses/ gains in circulation and seasonal factors.

5. Psychographics
This is the study of your audiences personality, values, attitudes, interests and lifestyles. This
information needs to be gathered using qualitative research such as interviews. 7 different
categories are used to describe people:
Resigned- Authoritarian and chauvinist values. Belief in traditional roles. Usually older. Will
chose familiarity.
Struggler- Alienated. Disorganised. Few skills other than physical or mechanical. Alcohol, junk
food, lotteries and trainers.
Mainstreamer- Conformist. Sentimental. Passive. Habitual. Favoring big well known brands.
Aspirer- Materialistic. Image conscious, being attractive main priority. Usually younger.
Succeeder- Confidence. Strong work ethic. Organisation. Brand choice based on the reward.
Often a bit older.
Explorer- Energy. Challenge. Brand choice focus on difference. Usually younger.
Reformer- Freedom from restriction, personal growth, social awareness. Tolerance of
complexity, but intolerant of bad taste. Anti-materialistic. Curious. Supports new product
categories. Favoring simplicity. Usually younger.
We can collect this type of data using a questionnaire with open ended questions.
Using these types of questionnaires we can collect accurate data.

6. Geodemographics
This is the idea that people living in the same area are generally similar people, and may
purchase similar products.
We collect information on people in the same area using the national census.
Using this data we can find out how much income the people of that area get or perhaps how
old they are.
It is useful to you to collectthis data as it tells you where to advertise your product.

7. Mainstream or Niche
We can profile your audience as either mainsteam or niche.
Products aimed at a mainstream audience will differ to products aimed at a niche audience.
A mainstream audience is a lot larger than a niche audience, so the product needs to appeal to
the majority. Including things like chart music and blockbuster etc.
As niche audiences are much smaller, and have very select interests. Producers will usually aim
to capture a small aspect of a niche audiences interest.