Target Audience Profiling

Definition of Target Audience:

• A target audience is a specific group of people within a market who are interested in/ need a particular product, service or media form. This group has been segmented using demography

Audience Research: 

Quantitative Audience:

• This is when companies gain huge amounts of data from people, this is done by phone calls, face-to-face interviews in order to learn how to make their product appeal to their audience. 
• For films and marketing this is done with questionnaires, these groups are known as “samples” and the larger the sample the more reliable the research is to fall back on.
• Quantitate research is numerical data and is best explained in graphs and charts. 

Socio-Economic:

• This bases people's habits by their income, for example they're graded by the NRS ABC1-C2DE
•  Socio-economics are based on the class systems, from poor to rich.

Psychographics:

• Psychographic profiling refers to the study into personality, attitudes, values, lifestyles and interests. By researching into an individual’s psychographic we are able to make a generalisation of what the individual will like and then group them with like-minded people. This information can then be used to determine what people fitting the profile may like/dislike. 

Geodemographics:

• Geodemographics shows where people are from and grew up, age and gender. This is an example of data:
• 

Age and Gender:

• Depending on the type of industry results in research into the age group target audience. an example is the film industry, they will target films at the age groups of year olds as they are young, impressionable and have the most spending money and spend lots of time socializing. but its not just age and gender that people are researching nowadays because we live in a multi-cultural society and everything has to fair sex, non sexist and race and age appropriate

Mainstream/Alternative/Niche Audiences:

• Mainstream audiences are stereotyped for the “popular culture” because of their social group. Nice audience are a really specific audience make up a small part of social culture and they have unique interests for example Golf Magazines in the print industry. Alternative audiences are different from the mainstream culture because they opt for the seemingly second-best thing to a mainstream audience

Why is it important to break down TV audiences into age groups? 

Age 4-11:

Its important to break down target audiences as different age groups want to see different programs. For example a 4-11 year old kid wouldn't want to watch a drama on Dave, but a 50+ year old person would gladly enjoy watching it. Also breaking down target audiences helps the schedule of programs to air, as demographically kids would watch tv after a day a of school meaning its going to be around 4PM. This means that programs that aren't suited for kids 4-11 won't air meaning that drama's, crime and more programs for adults will air at a later time in the day. 

ABC1 Men: 

The TV channels watched by ABC1 Men are very sport based, this target audience spends more time watching TV during the weekend as they're not working. This means that Sky sports, Sky news, Channel 4, Dave, More4 and Five reach high numbers of ABC1 Men is a single broadcast. Also looking at their socio-economic grade the income of these men is high, meaning that advertisements for example products such as Apple, BMW and sport based products will air as companies will fruit from these men especially on weekends as they're at home from work. 

"Due to the lack of free time generally enjoyed during the week, weekends comprise the main bulk, 35% on Fridays and Saturdays overall, of television viewing for ABC1 males. "

http://televisioncampaign.co.uk/TVAudiences.aspx

GUCCI's Audience Profile

www.gucci.com

• Gucci doesn't even have to focus on advertising as much as they use to because many celebrities and rich people promote it on their social media's. They're also leading in the fashion industry meaning that they're at the centre of attention. They target A-B socio-economic grade as their products are expensive and high quality. Gucci produces brands for male and female, children and adults respectively. Their brands are for the category of male and female who love the desire to impress others, have a high social class and strong financial base. "Those who love the brand are driven by the kind of lifestyle they live and the need to maintain that lifestyle".
• The picture above portrays the type of person that would purchase Gucci. This is a young adult of the age of 30, either a celebrity or has a rich background consequently meaning that they're classed A-B of the NRS socio-economic scale. 
• Gucci has a very specific audience thanks to their prices and quality but they also have a niche audience known as Hypebeasts which are kids from the ages of 13-20 that are interested into the reselling business of clothing. These teenagers don't purchase specifically from their website but from stores that sell their march. For example they would purchase a limited edition item from and resell it for more money. Hypebeasts promote their items on eBay, Depop and many more E-commerce sites that allow you to sell your products. They're also a big chunk of the clothing industry but more specifically the higher end and costy products.