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Audience research pp


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Audience research pp

  1. 1. Audience Research “ In media studies, audience is the term used to describe those who consume media texts (for example, films, newspapers, magazines, television programs etc).” <ul><li>LESSON AIMS </li></ul><ul><li>Understanding of audience segmentations and classifications and their limitations </li></ul><ul><li>Application of knowledge through analysis of front cover and or contents page to determine how magazines target their audiences </li></ul>
  2. 2. Audience Research <ul><li>Examine the sheet and answer the question in pairs…. </li></ul>
  3. 3. Socio-Economic Classification <ul><li>Feedback from questions </li></ul><ul><li>What products would you expect each socio-economic category to be interested in? </li></ul><ul><li>What magazines would you expect them to buy? </li></ul><ul><li>Would you expect them to buy them weekly / monthly / annually / irregularly / subscription? </li></ul>
  4. 4. Audience Research; What other ways can you divide audiences? <ul><ul><li>Geographic </li></ul></ul><ul><ul><li>Region (from neighbourhoods to continents) </li></ul></ul><ul><ul><li>Size and density </li></ul></ul><ul><ul><li>Climate </li></ul></ul><ul><ul><li>Demographic </li></ul></ul><ul><ul><li>Age - ethnicity - gender - family size </li></ul></ul><ul><ul><li>Family cycle (e.g. full-nest, empty nest, double income no kids ) </li></ul></ul><ul><ul><li>Generation (baby boomers or generation x) </li></ul></ul><ul><ul><li>Income - education - occupation - religion </li></ul></ul><ul><ul><li>Social class </li></ul></ul>
  5. 5. Audience Research; What other ways can you divide audiences? <ul><ul><li>Psychographic profiling </li></ul></ul><ul><ul><li>Psychographic profiling is designed to test audience responses by attitude., they are based on the ‘inner qualities’ of a person. For example, a questionnaire would be sent to targeted sections of the population with questions to respond to such as “on a scale of 1-5, with 1 representing “strongly agree” and 5 representing “strongly disagree”, respond to the following statements: “A woman’s place is in the home…….” Etc. </li></ul></ul><ul><ul><li>Personality - lifestyle - values - activities </li></ul></ul><ul><ul><li>Interests - opinions </li></ul></ul>
  6. 6. Audience Research; What other ways can you divide audiences? <ul><li>Psychographic profiling contd </li></ul><ul><ul><li>Psychographic variables often relate to the aspirations of the consumer – the type of person they would like to be, for example… </li></ul></ul><ul><ul><li>Aspirational types found in younger audiences: </li></ul></ul><ul><ul><ul><li>Trendies – those who crave the attention of their peers </li></ul></ul></ul><ul><ul><ul><li>Egoists – those who seek pleasure </li></ul></ul></ul><ul><ul><ul><li>Puritans – those who wish to feel virtuous </li></ul></ul></ul><ul><ul><ul><li>Innovators – those who wish to make their mark </li></ul></ul></ul><ul><ul><ul><li>Rebels – those who wish to remake the world in their image </li></ul></ul></ul><ul><ul><ul><li>Groupies – those who just want to be accepted </li></ul></ul></ul><ul><ul><ul><li>Drifters – those who are not sure what they want </li></ul></ul></ul><ul><ul><ul><li>Drop-outs – those who shun commitment of any kind </li></ul></ul></ul><ul><ul><ul><li>Traditionalists – those who want things to stay as they are </li></ul></ul></ul><ul><ul><ul><li>Utopians – those who want the world to be a better place </li></ul></ul></ul><ul><ul><ul><li>Cynics – those who have something to complain about </li></ul></ul></ul><ul><ul><ul><li>Cowboys – those who want to earn easy money </li></ul></ul></ul><ul><ul><ul><li>(Selby & cowdery 1995: 25) </li></ul></ul></ul>
  7. 7. OTHER WAYS OF DIVIDING UP THE MARKET; segmentation <ul><li>Mainstreamers – make up about 40% of the population. They conform to the dominant ideology, more or less. They like security, follow set patterns of work and leisure and enjoy a sense of belonging. They are jogging along quite nicely, financially, but are not high-flyers. </li></ul><ul><li>Succeeders – People who have already got status and control and are high earners, at or near the top of their field. They are affluent and comfortable. </li></ul><ul><li>Aspirers – people who desire status, success and the esteem of others. They are ambitious and like status symbols, such as designer labels and expensive items such as impressive cars, jewellery, etc. They aspire to be wealthy and influential. </li></ul><ul><li>Reformers – people who are less selfishly motivated and believe in making a difference to the world they live in. They define themselves by self-fulfilment and self-esteem. Likely to be in the caring professions. </li></ul><ul><li>Which category would you fall into? What about your classmates? </li></ul>
  8. 8. Audience Research <ul><li>What are the limitations of these kinds of classifications? </li></ul><ul><li>Is it possible to target all audiences in one media? (TV / RADIO/ FILM / MUSIC / PRINT) </li></ul>
  9. 9. Audience research <ul><li>In pairs you must analyse a selection of magazine front covers / CONTENTS PAGES to distinguish what kind of audience(s) they are targeting… </li></ul><ul><li>Using the classifications we have discussed think about and answer the following: </li></ul><ul><ul><li>WHO IS THE CORE BUYER? </li></ul></ul><ul><ul><li>Are they targeting a small / niche / mass population? </li></ul></ul><ul><ul><li>Look at all the puffs and ears… do they target different audiences? If so how do you know this? </li></ul></ul><ul><ul><li>What assumptions are made about the audience in the way it targets them? </li></ul></ul><ul><ul><li>What it the mode of address? (“The way a media text speaks to its target audience in order to encourage the audience to identify with it.” - the manner, tone and attitude of the magazine) and how does this appeal to the target audience? </li></ul></ul><ul><ul><li>WHAT DOES THIS SUGGEST ABOUT THE BRANF POSITIONING? </li></ul></ul><ul><ul><li>WHAT ARE THE BRAND VALUES? </li></ul></ul><ul><li>Be prepared to feedback to the class! </li></ul>
  10. 10. Audience research <ul><li>questions to consider ARE: </li></ul><ul><ul><li>DO magazines show us the real world? </li></ul></ul><ul><ul><li>DO MAGAZINES reflect our interests and concerns? </li></ul></ul><ul><ul><li>do the people they feature represent us? </li></ul></ul><ul><li>It is argued that magazines collectively form an encyclopaedia of insecurities about health, lifestyle, looks, body image, success, material wealth and relationships. Therefore, a well-balanced person has no need for magazines. </li></ul>