Tag Archives: Audience Profiling

Audience profiling

 

Production companies use audience profiling  when they need to investigate  a potential audience for their program. They do this to make sure the program is suitable for the target audience with correct content that will keep them interested.

The categories they use are:

Psychographics is helpful as it allows the company an insight into the audiences viewing and spending habits.

Demographics including socio- economic scales to help the company understand the income level and job types the audience would have.

Geodemographics is another way as it allows the companies to look at where the audience lives i.e. council estate, crowded city or rural area as these audiences would probably watch different types of programme.


Audience Profiling

Audience profiling is when you categorising a mass audience to understand the peoples needs and look at there social attitude rather than looking at their jobs or house in come. In this country the different classes use to be categorising would depend on home income, car ownership. However on the BBC website there is an individual social characteristics on lifestyles and leisure activities, it question are simple but there are some flaws. The option on how many people do you know in job certain job roles where limited, as the options where secretary and builder but no civil servants which is typically a middle class job. However today the social and economic class is complicated with it now categorised A, B, C1, C2, D, and E, with A the Elite part of society and E as unskilled people living on benefits. C1 and C2 are both middle class, but C1 is when you have money to spear unlike C2 is when your tight for cash due to debt.

People who are in D category are the people who live on council estates working in a low pay job at a supermarket or fast food chain, this people may get some form of benefit whether its child or disability but they would be educated and skilled. So when conducting research I would be looking mainly at their social attitude and interests, this was in the BBC Class test where it was asking people would you rather see opera to a rap concert.

Even though classifying people by their jobs is a good way of profiling a group of people I believe it is massively flawed, as in 21st century Britain social economical class is not as clear cut as it used to be. This is why for the Batman focus group and any future product to sell I will categorise the audience on social class than economics. 


Audience Profile – Iron Man 3

Audience Profile – Iron Man 3

 

Following the research into the audience for Iron Man 3, an audience profile can be created giving an idea of what the fans enjoy.  First hand and secondary research enforce each other generating the content required.  The focus group viewing the trailer was small and even with different ages, gender and likes amongst the group there wasn’t enough diversity to make an accurate decision.  So basing the data from the focus group and that found online a pattern of audiences likes appeared.

 

 

The majority audience age range is from 18 – 34; the younger members of this group enjoy the powerful music and fight scenes.  Where the older audience may enjoy these elements too many fans grew up with the comics and cartoons and so they can experience the film in a different way having already established the characters.

 

Those that enjoy the film have hobbies that relate into the film – creative projects (photography/art etc.) and watching TV and films.  The film uses similar themes seen in other hero films, which the audiences tend to watch as well.  There are more male fans of the film than female, roughly a ratio of 4:1. Women within the film are not a specific desire being portrayed as objects, but would like them to have a more personal role within the story. The elements within the trailer have to reflect what the audience wants from the film, the audience don’t stick to one specific genre of film but have around 3 genres they would class as their ‘favorite’.  Comedy, horror and action were popular choices which ties into the trailer showing dark scenes for the terrorists with scary voice-overs, action explosions and fight scenes and then the end is light hearted when a ton of Iron Man suits arriving to save the day.

 


Audience Profiling Continued . . .

Socioeconomic Status:

This is based on finding the class basing on education, income and occupation. Different classes like different things, i.e. some people may find it acceptable to be hearing or seeing obscenity whereas others may take offence to the content. Also depending on locations and time of day will depend on who the production wants their target audience to be, i.e. if someone works long hard days then productions would create shows to be played just before and after the watershed (so it’s later in the day), which would be suitable for that type of audience. Also as there are may people who do not work due to maternity, benefits, disability etc, means that for those who at home all day, can have access to more T.V, which is why there is a lot of new daytime T.V.

Psychographics:

“Psychographics give you a much deeper look into the market you’re dealing with. If you know what’ll grab their attention and what’ll turn them off, you’ll be way ahead of the competition” (http://www.aweber.com/blog/email-marketing/are-you-marketing-by-psychographics.htm). This means that the production manager would be looking much deeper than just age, genders etc, but they will be looking to understand who their target audience would be basing on them and their behavior, personalities, likes, dislikes, lifestyle etc. By the production understanding the psychographics then they would be in a better position against any competition as they can add or change features to suit specific channels i.e. MTV holds many shows that base on reality such as ‘Geordie Shore’, ‘The Valleys’, ‘The Hills’ and many more. So if there are many results with people who dress the similar way, act the similar way or just want something easy to watch, then this is when the shows on MTV would fit in, as it would fit in with their lifestyles. This is based on qualitative research, as they will be looking for the whys.

Geodemographics:

This is based on the rates for specific shows in certain locations showing how many people in certain places i.e. small towns, cities, countryside’s, other countries watch specific shows. This is done so the production would know their type of audience and where they would want to aim to get their show to be seen.

Age/Gender:

The production needs to find out the relative information regarding age and gender so they know who they are aiming their show/film at, but also the age requirements basing on who they predict would be most wanting to watch the end product.

Sexual Orientation:

This is based on the ‘Equality Act’ (2010), where it states that people who are gay, lesbian or bisexual have equal rights and should not be treated different for being who they are. This type of question would be found out through the quantitative research where they would possibly ask a question about their gender, then ask about their sexual orientation. This would mean that the results would be statistical as there would be a certain percentage of audiences who would have selected, straight, gay, lesbian or bisexual. This means that the production needs to be aware on what content is added so they do not offend anyone i.e. if they created a show that in one episode a character spoke ill about homosexuals, but then they researched that there would be a mixed orientation watching then the production can cause offence.

Regional Identity:

This is based on where the audiences are located (stereotyping), for example London is known for higher and lower class, where the crime rate is high and the youths are known to be wearing hoodies. It’s these types of stereotypes that effect the type of films/shows created i.e. Kidaulthood and Adulthood, are both shot in London, showing the gangster side, with guns, knives, and violence, to which all are wearing the typical hoddies, baggy clothes, caps and covering their faces.

Mainstream:

This is linked to what is most popular i.e. certain film companies such as ‘Warner Bros’, ‘Paramount’, ‘Disney’ etc, all are leading production companies that film makers trust and will use due to the better financing, the use of cast and crew, the amount of releases hitting high ratings and many more reasons. By using popular companies the audience will then trust and want to watch new releases and buy the DVD’s/downloads.

Alternative:

This is based on when a production would create and find the target audience for their film/show but can sometimes turn it around to grasp more viewers for example, if they have created a thriller based series similar to ‘The Following’ or ‘Hannibal’ they then could create focus groups for a selected amount of their target audiences to come in and watch the show, but for example if they only selected males to be their target audience they could then turn it around and create a separate focus group just for women in the same age gap, to see what the results would be. This can then give them an alternative i.e. if they originally thought men would have been more interested but then realised women would be as much interested as well, then they have a choice to make it more appealing for men, or to leave it be so women would watch it as well. But by also trying to find the alternative they can then grasp a wider audience as if both males and females liked the product then they would be getting more rates and views.

Niche:

This is based on targeting the correct audience by relating to what the audience is after i.e. if they are sports fans then they can have access to see the shows they love basing on their likes on specific channels, and again if the audience likes to see aspects of glamour, fortune, characters making idiots of themselves (reality), then they can go to a specific channel (MTV) and watch the show that best appeals to them. So if a company was to make a new reality T.V series they would look to the other series on this channel to view the ratings, comments and complaints to see whether they can improve their product, use other ideas and compete.


Audience Profiling

This is when the production team would look to finding out who their audience will be, so when conducting the research they will be looking for age, gender, sex, race, religions, hobbies, likes, dislikes etc. By doing this the production can then find out who their specific audience would be i.e. if they were creating a children’s show then they would be specifying the age of roughly 3-5 and looking to use bright bold colours within their show. Another example would be if a production was creating a new thriller on a leading channel, they would then look at previous similar shows (secondary research) to see who watched them, the shows target audience and then find out what that particular audience wants to or doesn’t want to see.

The research linked to this can be both Qualitative and Quantitative as the research can be both statistic (yes/no answers) and non statistic (why’s). This can then be conducted through interviews, questionnaires then when the product is almost ready they can create focus groups with the audience they will be appealing to, so the audience can watch either snippets, pilots or even go to view a pitch of the idea to see if the show would be going somewhere and appeal to them.


Audience Profiling

Audience profiling is where demographic and psychographic factors are taken into account to determine the appropriate target audience for a company to target their product at. This is very effective as it allows companies to determine how they should promote their product to make sure that the product can be as successful as possible.

To determine an audience profile, the audience can be referred to by a mix of a single main category and a number of sub-categories. The main categories are mainly factors such as age and gender but the sub-categories take a number of different factors. These can include geodemographics, which profiles people based on where they live, regional identity, just like geodemographics but instead based on a persons regional location where they live, socio economic status, which bases an audience on their personal wealth and jobs, sexual orientation, based on who mostly a potential target audience is sexually attracted to and, finally, a target audiences preference to mainstream, alternate or niche media.