How a media industry How a media industry identifies audiences identifies audiences for its productsfor its products

PsychographicPsychographic

Psychographic factors are more fluid and Psychographic factors are more fluid and subjective in nature, and relate to the subjective in nature, and relate to the psychology or behaviour of the group. psychology or behaviour of the group.

Psychographic measures include values, Psychographic measures include values, opinions, political views, lifestyles, behaviours, opinions, political views, lifestyles, behaviours, leisure activities, desires, entertainment leisure activities, desires, entertainment preferences, cultural interests and social preferences, cultural interests and social activities. activities.

PsychographicsPsychographics is a generic term for consumers’ is a generic term for consumers’ personality traits (serious, funny, conservative), beliefs personality traits (serious, funny, conservative), beliefs and attitudes about social issues (opinions about and attitudes about social issues (opinions about abortion, environment, globalization), personal abortion, environment, globalization), personal interests (music, sports, movie going), and shopping interests (music, sports, movie going), and shopping orientations (recreational shoppers, price-sensitive orientations (recreational shoppers, price-sensitive shoppers, convenience shoppers). shoppers, convenience shoppers).

Mazda, for example, doesn’t define its target audience Mazda, for example, doesn’t define its target audience by age, income or gender, but by psychographic by age, income or gender, but by psychographic principles. Mazda targets people who have a need for principles. Mazda targets people who have a need for self-expression, are young at heart, and love to drive self-expression, are young at heart, and love to drive

DemographicDemographic

demographicsdemographics of consumers, including gender, age, of consumers, including gender, age, education, household income, marital status, education, household income, marital status, employment status, type of residence, and number of employment status, type of residence, and number of children in the household. children in the household.

Using demographic variables, for example, the target Using demographic variables, for example, the target audience of a media plan could be “individuals who are audience of a media plan could be “individuals who are 26-to-45 years old with yearly household income of 26-to-45 years old with yearly household income of $50,000 or more” or “all households with children age 3 $50,000 or more” or “all households with children age 3 years or younger.” years or younger.”

AGEAGE

The age group that people associate The age group that people associate themselves with could be defined on themselves with could be defined on questionnaires as an age range, such as questionnaires as an age range, such as 15-20, or as described in grouping. 15-20, or as described in grouping.

Age is an important aspect to target a Age is an important aspect to target a media product as certain age groups like media product as certain age groups like certain things.certain things.

GenderGender

Male and female audiences usually have Male and female audiences usually have different tastes in media products. different tastes in media products.

This is not always the case though. This is not always the case though.

They have these different tastes due to They have these different tastes due to society and different characteristics of society and different characteristics of their gender. their gender.

Sexual OrientationSexual Orientation

Whether heterosexual or homosexual it Whether heterosexual or homosexual it can be related to consumer preference. can be related to consumer preference.

As society has changed and we live a As society has changed and we live a world where equality matters. The media world where equality matters. The media cashes in on this and sells. cashes in on this and sells.

Focus GroupsFocus Groups

A A focus groupfocus group is a form of qualitative research is a form of qualitative research in which a group of people are asked about in which a group of people are asked about their perceptions, opinions, beliefs, and their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, attitudes towards a product, service, concept, advertisement, idea, or packaging.advertisement, idea, or packaging.

Questions are asked in an interactive group Questions are asked in an interactive group setting where participants are free to talk with setting where participants are free to talk with other group members. other group members.

QuestionnairesQuestionnaires

A A questionnairequestionnaire is a research instrument is a research instrument consisting of a series of questions and other consisting of a series of questions and other prompts for the purpose of gathering prompts for the purpose of gathering information from respondents. information from respondents.

Questionnaires have advantages over some Questionnaires have advantages over some other types of surveys in that they are cheap, other types of surveys in that they are cheap, do not require as much effort from the do not require as much effort from the questioner as verbal or telephone surveys, and questioner as verbal or telephone surveys, and often have standardized answers that make it often have standardized answers that make it simple to compile data simple to compile data

Face to face interviewsFace to face interviews

Interview provide an information that is in detail Interview provide an information that is in detail and can be more easily understood. and can be more easily understood.

Interviews are completed by the interviewer Interviews are completed by the interviewer based on what the interviewee says. based on what the interviewee says.

Interview is very time consuming. Interview is very time consuming.

the interviewer has the opportunity to probe or the interviewer has the opportunity to probe or ask follow up questions. ask follow up questions.