Critical Responses Presentation
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Defining an Audience Craig Cassidy 1 Creative Media Production 2012
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Transcript of Critical Responses Presentation
Creative Media Production 2012 1
Defining an Audience
Craig Cassidy
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Defining an Audience
Why is researching an audience so important?
Creative Media Production 2012
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Defining an AudienceQuantitative Audience Research:
What is it?Quantitative research is all about finding out how big an audience for a product is going to be.
Who does it?NRS(National Readership Survey)Socio-Economic breakdownABC(Audit Bureau of Circulations)
Why is it useful?• For advertisers • For quantities needed
Creative Media Production 2012
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Defining an AudienceQualitative Audience Research
What is it?Qualitative research helps you understand your audience
What methods are there and how do they work?InterviewsFocus groups Questionnaires
Why is it useful?• Better understanding• Along side quantitative research it can be really useful
Creative Media Production 2012
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Profiling an AudienceSocio-economic status:
What does this mean?Putting an individual or household into social hierarchy's.
What can it tell you about an audience?• Income• Education• Occupation
Why is it useful to know?• More detailed than typical kind of research• Adverts
Who does this kind of research?•National Readership Survey
Creative Media Production 2012
AS Media Studies 2009 6
Grade Social class Chief Income Earner's Occupation (% of Pop. 2008)
A upper middle class Higher managerial, administrative or professional. (4%)
B middle class Intermediate managerial, administrative or professional (23%)
C1 lower middle class Supervisory or clerical and junior managerial, administrative or professional (29%)
C2 skilled working class Skilled manual workers (21%)
D working class Semi and unskilled manual workers (15%)
E Those at the lowest levels of subsistence
Casual or lowest grade workers, pensioners and others who depend on the welfare state for their income (8%)
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Profiling an AudiencePsychographics:
What does this mean?Classifications of people according to attitudes, aspirations etc….
What can it tell you about an audience?• Values• Beliefs• Motivations
Why is it useful to know?• Understand your audience better• More in-depth profile“The more you know about the customer target, the better job you can do of building and delivering your message!”
Creative Media Production 2012
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Profiling an AudienceGeodemographics:
What does this mean?
What can it tell you about an audience?• Lifestyle• Income• Social Life• Interests
Why is it useful to know?• Make your product more personal• Good for regional items
Creative Media Production 2012
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Profiling an AudienceAge:
What does this mean?Classifying people by age basically means that you will have a set of characteristics for each age range and you can tailor your products to suit these characteristics.
What can it tell you about an audience?• Makes a brief statement about a certain age group
Why is it useful to know?• Useful starting point into knowing your target audience
Creative Media Production 2012
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Profiling an AudienceGender:
What does this mean?Classifying your product dues to sex
What can it tell you about an audience?• Basic information the same sex have in common
Why is it useful to know?• Makes your product appeal more that certain sex
Creative Media Production 2012
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Profiling an AudienceMainstream:
What does this mean?Idea’s, activities or attitudes which are shared by the majority.
What can it tell you about an audience?• Music interests• Fashion interests• Social life
Why is it useful to know?• Know what to base the majority of the content around• Know what kind of adverts to use
Creative Media Production 2012
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Profiling an AudienceNiche:
What does this mean?Small majority who have specific interests
What can it tell you about an audience?• Interests• Needs
Why is it useful to know?
Creative Media Production 2012
