Target Audience Research

Target audience: A specific group of people who may be interested or in need of the product, service or media form of a business. The groups of people can be segmented in different ways - demography.
Break this down by age, gender, interests/hobbies, socioeconomic status, location, budget, culture.


Quantitative audience research

This is large amounts of information that are collected by companies. This can be done by surveys, emails or questionnaires. It is usually numerical data or information that consist of yes or no answers, however qualitative research usually gives wordy answers. This is reliable research as it is views from a wide range of people. 

Socio-economic status

This is predicting peoples behaviour based on how much they earn, where they live and the type of education they had. This data is used to estimate what influences that person may have. Socio-economics are to do with the class system and whether people are rich or poor.

Psychographics

The film industry use this to target what their audiences would go for.

• Resigned - People who don't want to watch movies out of their comfort zone, and don't like being persuaded to change the types of films they watch. Usually of the older ages
• Struggler - Drinkers, people who do the lottery, junk food addicts. Few resources and usually not too wealthy
• Main streamer - Want to get their value for money. Families who aren't too wealthy. Like to watch the big films when they release
• Aspirer - If they like the look of the movie, or if it is a film all their friends see. Younger age group. They care more about the image and appearance of the movie more than the content.
• Succeeder - Attracted to caring and ethical brands. Strong, confident people who want to watch the very highest quality movies.
• Explorer - Interested in different sorts of films to try them out - have a lot of energy and interested in challenges. Younger age group.
• Reformer - Support growth and natural quality of the film. Likes a film to be socially ethical.

Geodemographics

Similar to socio-economic status, geodemographics tell us about what type of people are needed to target for marketing. Through their age, gender, where they live and their finance, they can tell what the audiences are most likely to want to watch. Even though it is stereotypical, it is information that the film industry need to know in able to target the right audiences for each film.

Age and gender

Some films marketing teams target specific people due to their age and their gender. For example, a particular film may be more suitable for people aged 18-24, and there would be no point reaching out to 60 year olds. However there are issues with this in the current society due to everything being multi-cultural, so everything has to be 100% fair.

Mainstream/Alternative/Niche ideas

Mainstream audiences are seen as people of a 'popular culture'. They tend to like the same things and do the same things, meaning they are grouped together. For example, family.

Alternative audiences tend to think outside the box. They are a lot different to a mainstream audience because they are more creative, which means whatever is popular with them, will soon become popular with the mainstream group and will become their culture.

Niche audiences make up a small part of the social culture, who have unique interests. Although they are a minority, they can be very profitable, as they have strong views and have a passion for particular things. They can make things grow in popularity.