1.
FMP Audience Profiling
Sam Gregory-Haigh

2.
Target Audience
• My target audience is mainly Bury FC fans and
my secondary target audience is fans from
other teams in League 1. From my primary
research I have found that 4/6 want a new
stadium, but some fans feel that the current
stadium is too close to their hearts.

3.
Quantitative Research
• Quantitative research refers to the systematic empirical investigation of social phenomena via
statistical, mathematical or computational techniques. The objective of quantitative research
is to develop and employ mathematical models, theories and/or hypotheses pertaining to
phenomena. The process of measurement is central to quantitative research because it
provides the fundamental connection between empirical observation and mathematical
expression of quantitative relationships. Quantitative data is any data that is in numerical
form such as statistics, percentages, etc.
http://en.wikipedia.org/wiki/Quantitative_research
For my Quantitative research I have made a forum post on
mannyroadend.co.uk and I am currently awaiting reply's.

4.
Qualitative Research
• Qualitative research is a method of inquiry employed in many different academic
disciplines, traditionally in the social sciences, but also in market research and further
contexts. Qualitative researchers aim to gather an in-depth understanding of human
behaviour and the reasons that govern such behaviour. The qualitative method
investigates the why and how of decision making, not just what, where, when. Hence,
smaller but focused samples are more often needed than large samples.
http://en.wikipedia.org/wiki/Qualitative_research
For my qualitative research I asked 6 of my friends a few questions about my
proposed stadium and my ideas for my FMP. 4 of them were very happy for
there to be a new stadium, however 2 of them felt that Gigg Lane is just too
personal too them. There are some much more detailed answers on my Blog.

5.
Audience Profiling
• Audience Profiling Audience Profiling is a task all media institutions need to perform when
creating a new product to launch onto the market be it a magazine, film, album, website etc.
When defining an audience, factors that must be considered include: Age, Gender, Race and
Sexuality, Education, Occupation, Annual Income, Disposable Income, Current Lifestyle/
Aspirational or Desired Lifestyle, Culture, Media Interests, Buying Habits, Loyalty to Brands.
http://www.slideshare.net/leannacatherina/audience-profiling-powerpoint
My audience profile is mainly:
Male
Aged 16-30
Any race
Any sexuality
This is due to what I collected during my quantitative research, which made it
clear that its mainly men who attend the Bury games and they are usually
fathers and sons of any race and any sexuality.

6.
Demographics
• Demographics are the quantifiable statistics of a given population. Demographics is also used
to identify the study of quantifiable subsets within a given population which characterize that
population at a specific point in time.
• These types of data are used widely in public opinion polling and marketing.
http://en.wikipedia.org/wiki/Demographics
The key demographic for my target audience is males aged anywhere from
16-30 who live in the Bury or Greater Manchester Area as there are quite a
lot of fans spread across Manchester.

7.
Psychographics
• Psychographics is the study of personality, values, attitudes, interests, and lifestyles. Because
this area of research focuses on interests, activities, and opinions, psychographic factors are
also called IAO variables. Psychographic studies of individuals or communities can be valuable
in the fields of marketing, demographics, opinion research, futuring, and social research in
general.
http://en.wikipedia.org/wiki/Psychographic
The psychographic of my target audience is mainly people who are happy with their lives at the moment and have a stable routine in which
they attend Bury Fc football matches regularly.