RESEARCHING MY TARGET AUDIENCE

WHAT IS A DEMOGRAPHIC?

Demographics are statistics that are used to put people into certain categories e.g. gender, which are used mostly to create a target audience. What do demographics look into?:• Gender• Age• Location• Job• Education

However, when determining who to put in which categories, they will most likely look at your job/class status in order to get a better idea of an individual’s lifestyle.

SOCIAL CLASS DEMOGRAPHIC

Class name Social status Occupation

A Upper middle class High managerial, professional

B Middle class Intermediate managerial

C1 Lower middle class Junior managerial

C2 Skilled working class Skilled workers

D Working class Semi-skilled workers,

E Lowest workers Prisoners, as well as causal workers

By using a graph which puts people into certain categories based on their social class, I can decide which group would be the best consumer for my artist. For example, classical music would mostly be suitable for the upper middle class, where as my artist wouldn’t appeal to them.

WHAT IS A PSYCHOGRAPHIC?

A psychographic is used to study personality, interests and opinions which either focuses on an individual or a group of people. By using psychographics the researcher is able to use this by selecting a group to sell to a suitable consumer.

What psychographics consist of:• Personality• Interests

PSYCHOGRAPHIC

Type of person Personality

Resigned Rigid, strict, their values are in the past, and stay with resigned roles (older)

Struggler Isolated, disorganised. They consume a heavy amount of alcohol, as well as unhealthy food

Mainstreamer Conformist, follows society’s values.

Aspirer Materialistic, care about appearance and fashion (younger)

Succeeder Confident, organised and have strong goals to achieve

Explorer Adventurous, as well as energetic (Younger – Student)

Reformer Independent, anti-materialistic

By using this psychograph, I am able to see what kind of group or individual would like my artist. I am also able to tell who would not be interested in my artist e.g. Resigned.

EVALUATION OF DEMOGRAPHIC AND PSYCHOGRAPHIC

When looking at the demographic and the psychographic, I have been able to select my target audience. The most suitable category for my artist would be the working class and the explorer personality type. I decided this group was the most suitable because the explorer is looking for an adventure, something new and exciting, which my artist can deliver.

WHO IS YOUR TARGET AUDIENCE?When researching my target audience, I conducted a survey, which I asked 10 people for their opinion on Pop-rock music, and if they listened to any pop-rock artists. These are the results from my survey.

Survey results:

My first question was to ask for their gender. As you can see on the bar-chart, there were 5 females, as well as 5 males.

SURVEY RESULTSFor this question, I asked the participants how old they were. As you can see on the bar chat, there were 3 people who were between the ages of 13-16, there were 5 people between the ages of 17-20 and there were 2 people between the ages of 21-24. On this graph, we can see the most popular age bracket was 17-20, who are most likely students.

SURVEY RESULTS

For this question, I asked if the participants like music. As you can see on the bar chat everybody said yes to this question. The results clearly show that everybody I asked liked music.

SURVEY RESULTSFor this question, I asked how often did the participant listen to music. The results indicate that all of the participants listen to music every day. This could be because we may consume music without realizing it, or could just be listening to music when its convenient for them.

SURVEY RESULTSThe next question I asked was what music genres did they like. For this question I gave a variation of genres for the participant to select from. I made this question multiple choice, which gave the participant the option to have more than one answer.

When looking at the results, we can see the most popular genre of music is pop-rock, as well as house, indie, pop and rock. The least popular genre of music on this list seems to be metal because nobody selected this genre.

SURVEY RESULTSI asked my participants if they like pop-rock music. We can see from the results that 7 people answered yes, and 3 people answered sometimes, and nobody answered no. These results tells us that although not all my participants think pop-rock is their favourite genre, to an extent they all like the genre.

SURVEY RESULTSFor this question, I asked the participants what pop-rock artists they listen to. I used a few examples of pop-rock artists. I also used an other box to give my participants more choice.

The most popular would be Maroon 5, which is then followed by Avril Lavigne and Paramore. These might be the most popular choices because they could possibly be the most known in our society, compared to the other choices.

SURVEY RESULTS

For this question, I asked my participants what they did in their spare time. I used a range of activities, such as reading and participating in a sport. The most popular activity was listening to music, which was then followed by going to concerts/music festivals e.g. Glastonbury Festival. The least popular was going to the cinema, this could be because there are multiple platforms to stream films, which can make the cinema seem redundant.

MOODBOARD OF TARGET AUDIENCEAfter looking at results, I have concluded what my target audience will look like, as well as what they’re interested in by using this moodboard. I have used artists they listened to e.g. Avril Lavigne and Paramore. I have also included what they are interested in e.g. going to music festivals, as well as playing instruments.