Audience research & questionnaires

              

Today we explored the demographics and psychographics of audience sub-genres. It was really interesting to branch away from categorising an audience as simply ‘male & female’ or ‘young & old’ and explore In a greater depth the structure to which our society is built up upon and so many elements contribute towards forming an artists fan base. Firstly the demographical features – their social class, ethnicity, age and gender (all quite routine features) , or example the demographic of typical top 40’s commercial boy band like ‘One Direction’ for example would primarily be : young girls aged between 8-16, lower - middle class, white . Additionally we can categorize our target audience by exploring their behavioral attributes ,like for example loyalty and usage habits and also the firmographic variables such as their industry, seniority or status and functional area). Though the psychographics or ‘life matrix’ I find to be most compelling as it explores which variables string the audience together by the connection of their personalities, values, attitudes, interests and lifestyles (a psychographic could explore the age of a person relating to so much more than a number!). A really interesting example I found comparing the two main categories – demo & psycho is in relation to the post war baby boom of the generation born between 1946&1964 . AS the traditional approach to defining this "Baby Boom Generation"  relied upon both demographic variables (classifying the individual as a "boomer" based on age) and psychographic variables (such as their attitudes and behaviors & liberalities following the austerity of war). This knowledge enabled us to design questionnaires that would actually be genuinely useful in determining a target audience for our music video's & packages, and help us determine the features which would be critical to include when storyboarding, planning, shooting and editing. We decided to individually construct questionnaires and then group them together in the GEAR team in order to combine the most interesting demo&psycho questions that could help us to narrow down our audience sub types and thus build up a clear structure of who we were marketing towards ( looking at both primary & secondry & tertiary audience etc groups).