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Defining an Audience Edward Gill 1 Creative Media Production 2012

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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

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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

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Profiling an AudiencePsychographics:

What does this mean?

What can it tell you about an audience?• Personality • Values• Attitudes• Interests• Lifestyle

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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?

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Profiling an AudienceMainstream:

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Profiling an AudienceNiche:

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Profiling an AudienceReferences:

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Profiling an AudienceUseful Links:

Creative Media Production 2012