Audience Profiling

DEFINING THE AUDIENCE 

It is a way for institutions and academics to be able to build up details accounts of how audiences are constructed. It is common practise to find ways of segmenting the audience; which can be achieved both demographically and psychographically. 

DEMOGRAPHIC SEGMENTATION

This is where an audience is segmented according to various significant social criteria. e.g. Gender, Class, Race, Sexuality.  The most common demographic approach to the audience involves the JICNARS scale: 

A - Higher Management/administration/professional 

B - Middle Management/administration/professional

C1 - Supervisory/clerical/junior management

C2 - Skilled Manual

D - Semi and Unskilled manual

E - Subistence income/pensioners/windows/casual labour/unemployed.

PSYCHOGRAPHIC SEGMENTATION

Is also known as lifestyle profiling. It combines a psychological profile of the consumer, with ideas about how they conducted their life in the market place. VALS, the Values Attitudes and Lifetyle classification is probably the best known of the psychographic profiling systems.

Sections: 

Actualisers

Fulfilleds

Achievers

Experiencers

Teenage Vals: 

Trendies

Puritans

Innovators

Rebels 

Groupies 

Drifters 

Drop-Outs 

Traditionalists 

Utopians

Cynics

Cowboys