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2. Audiences
The audience of a product are those that are being targeted regarding
production, development and distribution.
The audience will be the consumers of a product, whether it be a celebrity
gossip magazine or a drive thru Starbucks. A target audience share the
same likes and dislikes, they always share a common interest such as
music or gaming, and often come from the same social background.
There are many ways of finding out demographic and geo-demographic
information regarding an audience. And the data can be formed
quantitatively and qualitatively.

3. Quantitative Data
Quantitative Data collection is common when mass data is wanted. Quantitative data is often
collected using online surveys, statistical analysis and commonly purchasing information from
companies, as it requires a lot less time and effort.
Quantitative data includes age, gender, income, social status and geo-demographics. These are
the basics for data analysis, as it creates a simple audience profile.
Purely quantitative data is useful for products that will attract a large audience. With a large
audience the small aspects of each member do not matter. But as a basis of audience research is
is very important and should be used alongside qualatative data.
An example of quantitative data usage would be to determine your audience based on their
income. The income of somebody is an easily accessible statistic that allows a company to place
the person into a category. If they match up with the target audiences demographics they will be a
suitable member to be targeted by advertising and leaflets etc. Quantitative data is easily
accessible and there for makes it a very popular and strong method of determining your
audiences demographics.

4. Social Grade
The NRS (National Readership Survey) collect and distribute masses of data based on market audiences. This data is
quantitative, including information such as location, income and ABC classification (social grade). The NRS created
Social grade, based on occupation, in the 1960’s. This system allowed them to estimate someone's economic status.
The system has been criticized for its lack of diversity, but continues to be the basis of all audience research. Social
grade research can be used to base the costs and content of a product, such as an expensive business magazine
would typically be aimed at those in a ‘Higher Managerial, Administrative and Professional role’, where as an average
priced plumbing magazine is likely to be aimed at ‘Skilled Manual workers’.
The social grade audience profiling is very simple yet highly effective. Although not very diverse it categorises people
into chunks that can be targeted by a company effectively. Companies are able to purchase this information regarding
the social grade of members of the public or can do their own primary research. This method of audience
categorisation allows a company to discover who it is buying their product for many reasons, including more direct
advertising.

5. Qualitative Data
Qualitative Data collection is common for in depth research and knowledge about a particular target audience. Qualitative
data is collected once an audience is narrowed down enough to ask more intricate and personal questions. Questions
like these include their personal preferences, likes and dislikes and why. It can include why they want to use a certain
product, what might put them off and what attracts them to it. It also gives the audience a chance to state their ideas for a
product, molding it with more perfection to their audiences. This data can be collected in focus groups that are arranged
by a company, those who attend will likely go through a selection process and will likely be rewarded with things such as
free food and drink. In depth questionnaires are also common, although they aren’t the most in depth method. Face to
face interviews are the most personal way of collecting audience research data. These interviews will include showing a
member of the audience product content and ideas, to which the interviewee will respond with detailed answers and
opinions. Companies such as Lexmoto motorcycles may ask a wide range of people questions regarding what they like to
see in a motorcycle. They would likely ask people who are interested in riding but haven’t yet, those who are new to riding
and those who have had years of riding experience. This will provide a wide range of needs and wants, spanning out of
Lexmotos regular target audience. This is a complex qualitative data collection method as it is taking into account what
experienced riders may recommend to new riders. If an experienced rider recommends to a new rider to majorly avoid
cheap nylon tires on motorbikes as it’s a sign of low build quality and budget parts, plus the dangers of them setting in
cold weather and becoming warped which is incredibly unsafe. Lexmoto can then take this into account and maybe
replace cheap tires to make sure that this common advice doesn’t put younger people off the bikes.

6. Psychographics
Psychographic data is usually collected through in depth questionnaires, to gain the detailed answers from
a person. Psychographic data has 5 main aspects, Values, Interests, Attitudes, Personality and Lifestyle.
Different companies do use different methods of collecting this data, some larger companies may simply
release an online questionnaire, where as more personal and local companies may do personal interviews
in the local area. In theory, the more Psychographic data you have on a person, the more capable you are
of keeping that person happy and satisfied. Having a larger amount of personal recognition of an audience
will create a tighter bond between the audience and the product/company. This means a more loyal and
consistent audience member to increase long term payments to the company. This stronger bond between
the consumer and the company creates a long term customer for the company. For example a local
company may decide that you are their ideal customer. Their products suit you perfectly and you are of the
right demographics for their business. This means that the customer will come back to the company
frequently as it has been molded to suit almost their exact preferences. The customer nearly becomes a
guaranteed income for the company and is bound to recommend the company to friends and family.

7. Geodemographics
Geodemographics, also known as postcode demographics, is the data surrounding an audiences
location based on post code. It’s widely known that those living in the same post code have similar
spending habits and lifestyles, based purely upon where they are situated. This is a very useful
technique as it can look at one target audience member and essentially turn the hole street into a
potential audience. This means advertising can be targeted at that geographic area for maximum
results.
The ACORN system is the use of maps with highlighted locations, defining particular data, in the
example of target audiences – people. The maps will have different locations shaded different
colours, often focusing on their wealth, social grade, age and gender. This allows a company to
see where a large majority of their audience lives and focus a higher amount of advertising
spending at that area than one that may not have as many audience members.
For example, the UK government may find that a certain town, such as Copeland in west
Cumbria, has the highest percentage of overweight citizens based in one UK town. The
government can then focus it’s health campaign distribution to towns such as this one as it is the
most effected by obesity. Hopefully the targeted campaign will reduce the rates of obesity or
stimulate the citizens health due to well placed campaigns.

8. Age
Age is a quantitative piece of data, and a very useful one at that. Age, at all ends of the spectrum,
can provide a very accurate representation of character and audience types. Any age group can
be defined, from 0-6 when the parents are usually the audience, or from 17 to 20 when people are
looking for cheap young drivers insurance. Age is more applicable to some products than others,
for example; Cocacola Coke is aimed at a huge audience, from children to the elderly, and
everything in between, where as products such as Belvedere Vodka is aimed that those aged 30+
who enjoy a premium Vodka as opposed to the younger 18-25s who stereotypically don’t have a
defined preferences to particular Vodkas.
The age of a consumer also has an effect on how faithful you are to a company. For example
people who may be more passive, such as the elderly, will be more likely to stick to a company for
their gas and electric. The company will enjoy that no matter what the price hikes the elderly
consumer won’t leave. Whereas younger customers will have more energy in looking for deals for
their gas and electric, and wont be afraid to jump ship when they need to. The company may look
to rewarding younger customers to keep them onboard with the company for longer.

9. Gender
Gender plays an incredibly large role in the profiling of audiences. From birth to
death gender defines the products targeted towards us, and likely those that we
purchase too. Recently there have been great attempts to Gender neutralise
products, to reduce the pressure of artificial gender roles and beliefs upon people,
mainly children. But it is a proven fact that colours such as blue and green will appeal
and sell better to parents of boy and colours such as purple and pink will sell better to
the parents of a girl. Although product gender neutrality is a popular subject at the
moment, there is little progress to show its advancements in the market, making
gender still a very important role in the profiling of audiences.
Gender on it’s own provides a very wide and not very detailed basis for audience
research, but when paired with something such as age then there can be a lot more
depth to the information extracted. For example, a 16 year old male will likely be
interested in women, so probably a key audience member of HMV Jessica Alba
posters. Men aged 25-34 are 5 times as likely to buy Mens Health magazines than
those aged 55+.

10. Mainstream
Mainstream audiences are the majority, they may all listen to largely popular music, have interests in major
and well known brands, and have similar interests overall. Mainstream products include the iPhone, Vans
or Converse, and other largely popular products among the average day to day person. Often products can
be mainstream for a temporary period of time, when they are most popular, but then slide away into a more
niche market. Often mainstream products are not the same in different places, and different mainstream
trends can be seen in different countries. Sometimes mainstream products appear from a celebrity, heavy
promotion or marketing strategy, and sometimes they can appear from nowhere.
Companies can target mainstream audiences if they have a product which they believe will be accepted
and purchased by the masses. This could include products as mentioned previously such as Vans. Vans
shoes, such as classic authentics are a unisex footwear that come in a huge variety of colours and
patterns, as well as special editions including Marvel, DC, RSPCA, Disney and more. This is a mainstream
product which has a massive target audience, there is a pair for everyone. Another company who may sell
a cheaper version of the shoe, such as Soul Cal lace up canvases, have a very similar range of shoes,
minus the special editions. They can then target a very mainstream audience, many of whom will
recognize they style but want the cheaper price.

11. Niche
Niche products and markets are those that have a very narrow and defined audience/fan base.
Often the products are in limited number due to low demand, but the consumers are often very
committed to the the product. Niche products often relate to games, movies, tv series and other
aspects that can be known in depth by a particular consumer. Niche products can often be
categorised by an age group, as they may have watched a similar show growing up, or had similar
experiences during a 90’s trend. A very popular niche product can often be a quote printed on a
tshirt, those who know them quote will quickly recognise it, and feel proud to understand it, and
therefor buy it.
Sometimes niche markets begin to become more popular, such as veganism. Vegan foods and
products have usually been very niche and in low demand. But in recent years it has become
more and more popular. Niche markets, like all other markets have particular demographics.
Demographics surrounding vegans in the UK are majority female, aged 16-25, with a majority of
ABC1 social status. A company could choose to target the niche audience of vegans my
potentially making their products most attractive to females of that age range in order to boost
sales.