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
- Annual Income
- Disposable Income
A demographic or demographic profile is a term used in marketing and broadcasting, to describe a demographic grouping or a market segment. This typically involves age bands, social class, and gender. This research method has its advantages because it easily accessible and gives you an incite into the generalised group of people that read your magazine.
Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles. Because this area of research focuses on interests, attitudes, and opinions, psychographic factors are also called IAO variables. This research method gives a much more in depth incite into the views and beliefs of people who read your magazine.
When comparing these two research methods it can be seen that they both have their strengths and weaknesses. Demographic profiling is useful because it is easy to collate and it will give you the generalised group of consumers. For example you may notice that the majority of your readers are from working class areas which may encourage you to focus on aiming your product to working class people. However the problem with this is that you have to stereotype in order to make an attempt of appealing to the majority. So really you are basing your product on what you think your audience would like, rather than actually knowing.
This is where psychographic profiling comes in use. This will give you a much more in depth insight into what your consumers are actually interested in. From learning about their personalities, views, and opinions you can mould your product into something that can contain something for everyone to enjoy. However this can be much more complex to collate and time consuming compared to Demographic profiling.
Quantitative primary research –
Our quantitative primary research was a questionnaire survey. We asked questions about a copy of OK! magazine that we were given, we wanted to find out whether this magazine would appeal to the people in our class. We did this by asking questions such as ”Do the articles advertised interest you?”. Six people said yes, whilst three said no. However, six people said they were female, and three said they were male. It could be assumed (although not necessarily) that the three that said no were the boys in the class. This is because this magazine is targeted at a female dominated audience.
NRS data –
The NRS data of OK! magazine shows that 1168000 women buy the magazine on a weekly basis, this is much more substantial compared to the 188000 men that buy the magazine weekly. This supports my previous point of the consumers of the magazine being dominated by a majority of women. These results also showed that a large amount of these people (741000) are ABC1 adults. Finally the magazine seems to have a varied age range. There are 677000 35+ year olds that buy the magazine weekly and there are 679000 purchasers in the age range of 15-35.
Evaluation of research –
I feel like our research was limited by a small sample size. We could only ask people in our class room which is dominated by females who are 16-18 years old. In order to get a fuller idea of who exactly would buy this magazine we would have needed to ask a much larger group of people and have a better age range. Nonetheless I feel as though our questionnaire was good considering the limitations that we faced, this is because is does show that it interests a female dominated audience.
Pros and cons of qualitative data –
- Explore topics in more depth and detail than quantitative research
- Often qualitative research is less expensive than quantitative research, because you don’t need to recruit as many participants or use extensive methods
- Offers flexibility as far as locations and timing, as you don’t need to interview a large number of people at once.
- Cannot quantify how many of your audience answer one way or another
- Cannot generalize your findings to your broader audience or the public in general.
Pros and Cons of quantitative data –
- When the survey involves a convenience sample (e.g., a mall intercept study), data can be collected and analyzed fairly quickly
- When the survey involves a statistically valid random sample, the results from the sample can be generalized to the entire population if the response rate is high enough
- Surveys can provide reliable (i.e., repeatable) direction for planning programs and messages
- Surveys can be anonymous, which is useful for sensitive topics
- Like qualitative research methods, surveys can include visual material and can be used to pretest prototypes
- You can generalize your findings beyond your participant group.
- They have a limited ability to probe answers
- People who are willing to respond may share characteristics that don’t apply to the audience as a whole, creating a potential bias in the study
- They can be very costly.
Thanks for reading x