CRITICAL APPROACHES

Lesson 1: Know your audience

Over this unit you will… Learn about the relationship between

video producers and their audience.

Understand key theories about how audiences respond to videos.

Be able to apply this knowledge to analyse a feature film.

In todays lesson…We are going to learn aboutaudience profiling.

By the end of the lesson you will understand thedifference between pyschographics & demograhics.

By the end of this lesson you… MUST understand what audience profiling

is.

SHOULD understand the difference between psychographics & demographics.

COULD understand ways to classify an audience member based on their characteristics.

What does the term ‘profiling’ mean?

Profiling;the recording and analysis of a person's psychological and behavioural characteristics, so as to assess or predict their capabilities in a certain sphere or to assist in identifying categories of people.

"we put everyone through psychometric profiling"

Who can guess what audience profiling is?

Audience profiling Is the process of understanding who our audience is.

Why do we (as film producers) need to understand who our audience is?

Because we need to understand: What they want to watchWhat they like about the videoWhat they hate about the videoHow much they’ll pay to see itWhere they’ll watch it (platform / channel)When they’ll watch it (time)

Audience profiling Is the process of understanding who our

audience is, so that we can produce a video which meets the needs of our target market.

If no-one wants to watch it, or everyone who watches it hates it, what effect will that have?

There are 2 things we need to do as video producers Find out who our audience is (audience

profiling)

Find out what they think of our production / idea (audience research & feedback)

1. Who are they? Audience profiling

There are 2 ways to classify our audience

Who they are based on their job role or occupation

Who they are based on how they think, their lifestyle choices

Demographics Demographic profiling divides an

audience into different categories based on their job role.

Demographics also look at the persons age, gender, race and sexual orientation.

Audience demographics

Who do you think the target demographic might be for The Judge based on the table?

Thoughtful expression (high minded?)

Suit (professional business-wear?)

Job title?

Location (expensive office?)

Psychographics Psychographics are a way of profiling your

videos audience based on their social class, lifestyle choices and their personality.

Psychographics assumes that the type of brands you buy reflects who you are as a person.

What do you think?

Audience psychographics

Who do you think the target psychographic might be for The Judge based on the table?

Today You are going to use the YouGov

Profiling software to create profiles for the typical audience member for films from three different genres:HorrorRomantic comedyChildren’s animated

Task 1 Pick one film for each of the 3 genres and use

YouGovs profiling software to create a detailed profile of each films typical audience member.

Write up your findings for each profile and identify their demographic and psychographic profile.

Analyse your findings and try to explain how you would use this information to help you to decide how and where to advertise a feature film of the same genre.

Task 2: Class feedback

Task 3 You have each been thinking about what type of

video you would like to make for your FMP.

Use YouGovs profiler to try and gain an understanding of who might be a typical audience member for your project.

Do this by searching for a range of similar videos and tracking the characteristics which are similar.

Draw up a pyschographic & demographic profile for your audience based on this information.