Audience research

1. Audience research
A2 Media

2.  There are many ways in which we can classify an
audience, we could do it by: gender, age, location,
religion, sexuality, race and job. For many years, one
of the most popular ways to classify audiences in
society was by their class. Your audience could either
be: upper middle class, middle class, lower middle
class, skilled working class, working class or people at
the lowest level of income.
Classifying an audience

3. Class system
A Upper/middle class
 Higher managerial, administrative or professional
B Middle class
 Intermediate managerial, administrative or
professional
C1 Lower middle class
 Supervisory or clerical, junior managerial,
administrative or professional.
C2 Skilled working class
 Skilled manual workers
D Working class
 Semi and unskilled manual workers
E People at the lowest level of income
 State pensioners or widows (no other earner),
casual or lowest grade workers.
Before there were different ways to look at an audience, they would be
based upon their class and how skilled they are or how much they earn:

4.  Psychographics is a way of describing an audience by
looking at the behavior and personality of them. it labels a
particular type of person and produces a judgment about
their viewing and spending habits. An advertising agency
called Young and Rubican made a way of classifying
audiences, they called this 4C's Marketing Model. So,
according to the model which is shown below, my target
audience will predominately be Explorers, meaning that
they seek discovery, energy, individualism and experience.
It also states that they're the younger demographic-
students.
Classifying an audience

6. Life Matrix
TRIBE WIRED Digital, free-spirited, creative young singles.
FUNATICS Aspirational, fun-seeking, active young
people.
DYNAMIC DUOS Hard-driving, high-involvement couples.
PRIORITY PARENTS Family values, activities, media strongly
dominates.
HOME SOLDIERS Home-centric, family-orientated, materially
ambitious.
RENAISSANCE WOMEN Active, caring, affluent, influential mums.
RUGGED
TRADITIONALISTS
Traditional male values, love of outdoors.
STRUGGLING SINGLES High aspirations, low economic status.
SETTLED ELDERS Devout older, sedentary lifestyles.
FREE BIRDS Vital, active, altruistic seniors.
The life matrix defines
audiences into 10 categories,
which evolve around values,
attitudes, beliefs and
demographics.