Post on 14-May-2015
Creative Media Production 2012 1
Defining an Audience
Edward Gill
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Defining an AudienceQuantitative Audience Research:
What is it?
Who does it?• NRS (national Readership survey) • ABC (audit research circulations)• PBM (print based media)
Why is it useful?
Creative Media Production 2012
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Defining an AudienceQualitative Audience Research
What is it?
What methods are there?• Focus groups• Questionnaires• Face to face interviews
Creative Media Production 2012
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Profiling an AudienceSocio-economic status:
What does this mean?Socio-economic status (SES)
What can it tell you about an audience?• Income• Education• Occupation
Why is it useful to know?
Who does this kind of research?• National readership survey
Creative Media Production 2012
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Profiling an AudiencePsychographics:
What does this mean?
What can it tell you about an audience?• Personality • Values• Attitudes• Interests• Lifestyle
Creative Media Production 2012
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Profiling an AudienceGeodemographics:
What does this mean?
What can it tell you about an audience?
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Profiling an AudienceAge:
What does this mean?
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Profiling an AudienceGender:
Who to target?• Male• Female
What can it tell you about an audience?• Interests• Values
Why is it useful to know?
Creative Media Production 2012
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Profiling an AudienceMainstream:
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Profiling an AudienceNiche:
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Profiling an AudienceReferences:
Creative Media Production 2012
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Profiling an AudienceUseful Links:
Creative Media Production 2012