Quantitative: How it’s doneThe results of quantitative research are acquired via the use of Statistical and mathematical models based on surveys held within the general public

These surveys consist of specific questions, which are designed to acquire a numerical value.

This allows the researchers to better understand the minds of their audiences, what they like and what they don’t in precise numerical values.

Qualitive: How it’s doneA Qualitive researcher looks into discovering the various qualities and components of specific groups . Ex: What do you like/dislike about the Action/Adventure genre within the video games industry?

This provides distinctive results from a variety of individuals.A Qualitive researcher goes in-depth in collecting his/her data, from face to face interviews to focus groups.

Qualitive: Who does it?Journalists, a qualitive researcher is required to dig deep and discover all the details regarding a subject.

It is the perfect role for someone who may work for a magazine, TV show or news paper.

Quantitative: Who does it?Sociologists', these people study the social area in general. They’re focus is based on the trends within society, as well as social class and its cultures.

If you’ve ever wondered which social class you belong to, these are the people who would decide which group you belong to.

Audience classificationsHow audiences are classified…• Socio-economic• Psychographics • Mainstream • Alternative • Niche

Socio-economicSocio-economic defines an audience and places them in a group based on their income, education, age, etc..

PsychographicsResearchers build up a detailed analysis of a consumers lifestyle and activities. This is done via psychographic research which is conducted by asking consumers to agree or disagree with various activities, opinions and interests.

MainstreamPeople who follow the current trends/interests of the majority, or as some people say, “someone who goes with the flow”. For example, those within the mainstream group will likely have similar tastes in the following:

• clothes• tv shows• games • Sports• music

AlternativeThe Alternative group is comprised of various subcultures, which don’t necessarily have much to do with each other, other than the fact that they are not part of the mainstream.

The Alternative group tends to be made up of people who are more unique when it comes to doing their own thing, thus those within an “Alternative” group tend to avoid following the mainstream.

Niche"Niche" is a small part of the general market or an audience.

A segment of the market or the audience with highly specific needs which cannot generally be satisfied by many service providers or marketers.

For example, People in their mid twenties to mid thirties who drive Ferraris are part of a niche market/audience. Those within the same age group who drive Fords are not niche.