Audience Profiling

Media Studies

Audience Profiling is a task all media institutions need to perform when creating a new product to launch onto the market be it a magazine, film, album, website etc. When defining an audience, factors that must be considered include:Age, Gender, Race and SexualityEducation OccupationAnnual Income Disposable IncomeCurrent Lifestyle/ Aspirational or Desired Lifestyle Culture Media InterestsBuying HabitsLoyalty to Brands

WHY DO YOU THINK MEDIA COMPANIES NEED TO KNOW THIS INFORMATION?

Audience Profiling

A common and traditional method of audience profiling is known as demographics. This defines the adult population largely by the work that they do. It breaks the population down into 6 groups, and labels them by using a letter code to describe the income and status of the members of each group.

Demographics

This is a way of describing an audience by looking at their behaviour and personality traits. Psychographics labels a particular type of person and makes an assessment about their viewing and spending habits.

The advertising agency Young and Rubican invented a successful psychographic profile known as their 4C’s Marketing Model stand Cross Cultural Consumer Characterisation.

They put the audience into groups with labels that suggest their position in society.

WHO ARE YOU?

Psychographics

NME Consumer

ProfileHere is a reader profile for NME. This document is updated every quarter following market audience research, and is produced for advertisers in order for them to appropriately place their brand in a magazine that is going to align itself with their target audience.

Look at this profile – what statistics/info would be of interest to potential advertisers?

Here is a reader profile written by Mrs Moore. She has documented lots of brands that she aligns herself with and then written a personal profile using Socio-economics and Psychographics.

You are now going to produce your own personal Reader profile. You need to consider lifestyle brands but also your media tastes, media consumption habits, c technology you buy into, radio stations you listen to etc.

Target Audience

• For your research blog, answer the following questions to establish who your target audience will be. Remember to present your research in a visually interesting way!

• Also, don’t forget to use slides 2-6 to incorporate terminology – i.e. demographic and psychographic profiling and ideology.

• Decide who in your group is going to be responsible for drafting, designing, typing and producing results data for the group.

Target Audience -

• What genre does your chosen song fall into? • Who typically buys this genre? How do you know? • What age group? • Looking @ comments made on YouTube and/or established music sites, what

appears to be the likes and dislikes of your target audience regarding either or both content and form of given music videos? (L4)

• What are the likes/dislikes of your target audience? How are these reflected in other music videos from your chosen genre? (L4)

• How do the song’s lyrics reflect the needs, habits, preoccupation, experiences and/or desires of your target audience? (L4)

• Does your audience prefer concept, narrative and/or performance music videos

• Based on evidence collected, how would a concept/narrative/performance video meet the needs of this audience? (L4)

• How would your audience describe their own attitude, values, outlook and interest and that of their peers who share their music taste.

• What would your audience expect to see/ experience when watching a music video of their preferred genre