Importance of audience profiling
In order to become successful with what you do, you need to be able to attract customers to your production. This can be done by simply determining who is most likely or wants or needs what you have to offer. If you identify your target audience through audience profiling, you would understand how much demand is out there for your production.
Why should you know your target audience?
In order to become successful with what you do, you need to be able to attract customers to your product. This can be done by simply determining who is most likely or wants or needs what you have to offer. If you identify your target audience, you would know how much demand is out there for your product. You also would be able to set up a marketing campaign that 'speaks to' the right people just by using the right tone and language which suits them better.
How to identify your target audience in two steps:
1. Create a customer profile
Usually, your target audience would share similar characteristics and interests. In order to identify your audience to put together a customer profile, you need a detailed description of your target demographic which should include the following:
Age
Are they mainly found in the millennial age bracket? Or are they more often middle-aged or seniors? You need to identify this as different age groups will respond differently to how your product is designed and marketed.
Gender
Both of their needs and goals are often strikingly different. If your magazine fails to address these differences, you could end up attracting few people from both genders.
Income
If you get an idea of how much income your customer has, it can massively help with the magazine marketing strategies. If your target audience have a low-income, they may be more attracted towards products that could help them save money. If your target audience has high-income, they may be more attracted towards magazines that stresses about luxury and exclusivity.
Location
Broadly speaking, people from he urban residents are usually more different from those who live in the rural areas. Where people live and their surrounding communities can hugely impact their purchasing preferences.
Other points which you may want to take into consideration would be: Marital Status, Occupation/Industry, Families with or without children, Ethnic Groups, Hobbies and Interests.
2. Conduct Market Research
You can learn about your target audience through primary and secondary market research. Primary research involves learning about customer buying habits through direct contact, such as:
Surveys
Give out surveys to either existing or potential magazine customers either through paper, email or web based survey apps such as Survey Monkey.
Interviews
Talk to people you trust or who would be interesting in buying your magazines. Interview them to get their opinions.
Focus Groups
Get feedback from a small group of people who could be interesting in the genre of your magazine and fit your customer profile through group discussions or Q&A sessions.
Usually, your target audience would share similar characteristics and interests. In order to identify your audience to put together a customer profile, you need a detailed description of your target demographic which should include the following:
Age
Are they mainly found in the millennial age bracket? Or are they more often middle-aged or seniors? You need to identify this as different age groups will respond differently to how your product is designed and marketed.
Gender
Both of their needs and goals are often strikingly different. If your magazine fails to address these differences, you could end up attracting few people from both genders.
Income
If you get an idea of how much income your customer has, it can massively help with the magazine marketing strategies. If your target audience have a low-income, they may be more attracted towards products that could help them save money. If your target audience has high-income, they may be more attracted towards magazines that stresses about luxury and exclusivity.
Location
Broadly speaking, people from he urban residents are usually more different from those who live in the rural areas. Where people live and their surrounding communities can hugely impact their purchasing preferences.
Other points which you may want to take into consideration would be: Marital Status, Occupation/Industry, Families with or without children, Ethnic Groups, Hobbies and Interests.
2. Conduct Market Research
You can learn about your target audience through primary and secondary market research. Primary research involves learning about customer buying habits through direct contact, such as:
Surveys
Give out surveys to either existing or potential magazine customers either through paper, email or web based survey apps such as Survey Monkey.
Interviews
Talk to people you trust or who would be interesting in buying your magazines. Interview them to get their opinions.
Focus Groups
Get feedback from a small group of people who could be interesting in the genre of your magazine and fit your customer profile through group discussions or Q&A sessions.
Chosen tv program: 13 reasons why
|
Information, theme and genre:
13 Reasons why is based on the genre of teen drama and mystery. The most common theme would be repercussions better known as causes and the effect. The main actress Katherine Langford who plays the character Hannah Baker constantly reminds us how their actions had reverberating, pervasive effects on her life and the lives of others through tapes she left. |
Directors: N/A
Distributor: Netflix Writers: Brian Yorkey & Kate Walsh Cast: Dylan Minnette & Katherine Langford Synopsis: Thirteen Reasons Why, based on the best-selling books by Jay Asher, follows teenager Clay Jensen (Dylan Minnette) as he returns home from school to find a mysterious box with his name on it lying on his porch. Inside he discovers a group of cassette tapes recorded by Hannah Baker (Katherine Langford) -his classmate and crush-who tragically committed suicide two weeks earlier. On tape, Hannah unfolds an emotional audio diary, detailing the thirteen reasons why she decided to end her life. Through Hannah and Clay's dual narratives, Thirteen Reasons Why weaves an intricate and heartrending story of confusion and desperation that will deeply affect viewers. |
QUANTITATIVE AUDIENCE RESEARCH
Audience Ratings:
According to the British Board of Film Classifications, most of the episodes are seen to have 15 as the age rating which only means that the show would not be suitable for viewers under the age of 15. This age however increases its rating as four episodes, received an 18 age rating due to the ''Sexual violence and dangerous imitable behaviour, including portrayals of suicide and self-harm'' which are ''flagged in the BBFC's Classification Guidelines. '' This is why as a result, we see these episodes include warning texts on the screen which note the sexual assault, suicide, and violence in these episodes in order to warn the audience of the upcomming content. 'We would encourage any viewers or readers who have been affected by the content of this story to get in touch with Samaritans, who can listen and offer confidential support 24/7. You can call Samaritans free of charge on 116123, or find the details for your local branch at www.samaritans.org. Calls to Samaritans' helpline do not show up on phone bills.'
According to the British Board of Film Classifications, most of the episodes are seen to have 15 as the age rating which only means that the show would not be suitable for viewers under the age of 15. This age however increases its rating as four episodes, received an 18 age rating due to the ''Sexual violence and dangerous imitable behaviour, including portrayals of suicide and self-harm'' which are ''flagged in the BBFC's Classification Guidelines. '' This is why as a result, we see these episodes include warning texts on the screen which note the sexual assault, suicide, and violence in these episodes in order to warn the audience of the upcomming content. 'We would encourage any viewers or readers who have been affected by the content of this story to get in touch with Samaritans, who can listen and offer confidential support 24/7. You can call Samaritans free of charge on 116123, or find the details for your local branch at www.samaritans.org. Calls to Samaritans' helpline do not show up on phone bills.'
Critics comments, ratings and reviews:
Movies tend to rely on critics comments and ratings for multiple reasons. Some people decide to wait for ratings before seeing the movie/series to see if its really worth it. Ratings also increase chances for awards and lastly, this is also away of determining how to improve their work when the production company either creates a second movie or another season. Below are some of the most popular critical sites including rotten tomatos, IMDb, common sense media and google.
Movies tend to rely on critics comments and ratings for multiple reasons. Some people decide to wait for ratings before seeing the movie/series to see if its really worth it. Ratings also increase chances for awards and lastly, this is also away of determining how to improve their work when the production company either creates a second movie or another season. Below are some of the most popular critical sites including rotten tomatos, IMDb, common sense media and google.
When it comes to critics reviews, there are usually separated into 3 different categories. These would be:
- Dominant reading:
- Negotiated reading:
- Oppositional reading:
Qualitative audience research
Quantitative audience research vs qualitative audience research
Quantitative Research-
This involves mainly three types of statistics and facts rather than emotions like surveys for example:
Qualitative Research -
This is a more open form of research which is usually in the form of face-to-face conversations in person or even on Skype calls for example. This often focuses more on the feelings and emotions associated with the answer rather than just collecting numbers. Some more examples of this type of this research would be:
Quantitative Research-
This involves mainly three types of statistics and facts rather than emotions like surveys for example:
- Original information - This can be collected from advertisements either online, or even on telephone surveys however, it can be longitudinal in nature especially when collecting answers which are used to be compared over time.
- Transaction data reviews - This is usually collected without the overt questioning style of a survey but rather collected within registration databases which is more of a survey style of data collections. They contain transaction information which is usually internal information caught by a brand and not directly collected for audience research purposes.
- Web Analytics - This is very close to transaction information as its very good for monitoring online behavior. This usually would be held outside or on the edge of brand's domain signposting paths to digital interactions.
Qualitative Research -
This is a more open form of research which is usually in the form of face-to-face conversations in person or even on Skype calls for example. This often focuses more on the feelings and emotions associated with the answer rather than just collecting numbers. Some more examples of this type of this research would be:
- Focus group or individual in-depth interviews - This consists of a group of people sharing their thoughts and information about the service, product, campaign or even a specific topic. This is useful as you can observe their body language which sometimes speaks more than words.
- Case studies - This would be a qualitative ethnographic method of studying the interaction which is between an individual, product or system and the context of its environment. There is a disadvantage with case studies as people who conduct this research methods usually end up relying on the interpretation of the original researcher which may affect the validity of the findings.
In primary research you can gather information by yourself through:
Questionaires: a set of printed or written questions with a choice of answers, devised for the purposes of a survey or statistical study.
Surveys: Surveys are questions template is designed to collect information regarding to your research which helps the filmmaker understand the needs of the viewers through a selective amount of questions.
Focus groups: a group of people assembled to participate in a discussion about a product before it is launched, or to provide feedback on a political campaign, television series, etc.
Face-to-face Interviews: a meeting of people face to face, especially for consultation to see emotional type of reactions when talking about a specific topic since its more personal than generalised.
Primary research leaves you ensured that all the information gathered is correct and what you should remember is how you can always update any information if its required.
Secondary research is practically the opposite to primary research as all the information you find would have already been researched by someone else. This may be very useful if you have troubles finding first hand type of information. A good type of secondary research would be BARB (Broadcasters Audience Research Board) which is a website which measures all the views on TV's as well as show ratings because its a television research agency. This can assist any companys in finding ways to improve whatever they produce. The only issue with this type of research would be the fact it may be inaccurate.
Questionaires: a set of printed or written questions with a choice of answers, devised for the purposes of a survey or statistical study.
Surveys: Surveys are questions template is designed to collect information regarding to your research which helps the filmmaker understand the needs of the viewers through a selective amount of questions.
Focus groups: a group of people assembled to participate in a discussion about a product before it is launched, or to provide feedback on a political campaign, television series, etc.
Face-to-face Interviews: a meeting of people face to face, especially for consultation to see emotional type of reactions when talking about a specific topic since its more personal than generalised.
Primary research leaves you ensured that all the information gathered is correct and what you should remember is how you can always update any information if its required.
Secondary research is practically the opposite to primary research as all the information you find would have already been researched by someone else. This may be very useful if you have troubles finding first hand type of information. A good type of secondary research would be BARB (Broadcasters Audience Research Board) which is a website which measures all the views on TV's as well as show ratings because its a television research agency. This can assist any companys in finding ways to improve whatever they produce. The only issue with this type of research would be the fact it may be inaccurate.
Primary Target Audience
- About 75% of the viewers for “13 Reasons Why” were 34 or younger
- 65% female, 35% male
- Teenagers below the age of 17 with viewer discretion
- The show still would split 65% female 35% male
Viewership
Overall, within the first three days of its availability (May 18-20), “13 Reasons Why” season 2 garnered an average minute audience of over 2.6 million U.S. viewersacross all 13 episodes, per Nielsen.
Questionnaire
Audience Demographic
The main primary audience who would be interested in 13 Reasons Why would fall into the B,C1,C2/ This is because it is aimed at a wide range of people from different age groups however, people in this demographic would most likely be around middle class teenagers. The secondary audience would probably be D and E as there are aspects of the show they may enjoy. |
Audience Psychographic
Generally as seen above, there are different psychographics profiles but the ones that suit 12 Reasons Why the best would be the Reformers as they would seek freedom from any restrictions and personal growth through their social awareness and independent use of judgement. Another profile which younger audience members may have would most likely be the explorer one as they would value the experience and knowledge handed over to them through the show. |
This is the results:
Links used:
https://www.imdb.com/title/tt1837492/
https://bbfc.co.uk/case-studies/13-reasons-why
https://variety.com/2018/digital/news/13-reasons-why-season-2-ratings-premiere-nielsen-1202825235/
https://vanxmedia.weebly.com/audience-research.html
https://sapioresearch.com/tutorials/audience-understanding-research
https://bbfc.co.uk/case-studies/13-reasons-why
https://variety.com/2018/digital/news/13-reasons-why-season-2-ratings-premiere-nielsen-1202825235/
https://vanxmedia.weebly.com/audience-research.html
https://sapioresearch.com/tutorials/audience-understanding-research