Hurtwood media A2 - Our Target Audience

It is important to define our target audience so that we can focus on who it is that will be consuming our music and products.

It is useful for institutions and academics to be able to build up detailed accounts of how audiences are constructed.
We have to find ways and make sure there are ways of segmenting the audience.

This can be achieved both

DEMOGRAPHICALLY

and

PSYCHOGRAPHICALLY

 

DEMOGRAPHIC - Is where the auidnece is segmented according to various significant social citeria.

eg:

•  gender
• class
• race
• sexuality

JICNARS SCALE

 

1. A - Higher Management / Administration / Professional
2. B - Middle Management / Administration / Professional
3. C1 - Supervisory / Clerical / Junior Management
4. C2 - Skiller Manual
5. D - Semi and Unskilled Manual
6. E - Subsistence Income / Pensioners / Widows / Casual Labour / Unemployed

 

 

PSYCHOGRAPHIC (also known as lifestyle profiling) - Combines a psychological profile  of the consumer, with ideas about how they conducted theird life in the market-place.

Various attitudes are sorted into a number of distinctive categories, these are used to predict consumption.
 

VALS

Values Attitudes and Lifestyles classification system falls into this category and this is best known of the 'Psychographic Profiling' systems.

 

VALS

•  Actualisers - Successful, sophisticated, 'take charge' people with high self-esteem.
• Fulfilleds - Mature, satisfied, reflective people who value order, knowledge and responsibility.
• Achievers - Successful career and work-orientated peopel who like to feel in control of their lives.
• Experiencers - Young, enthusiastic, implusive and rellious.
• Believers - are constructive, conventional people with concrete beliefs based on traditional values.
• Strivers - seek motivation and approval from the world around them.
• Makers - Practical people who have constructive skills and value self-sufficiency.
• Strugglers - Chronically poor, ill educated, low skilled and without strong social bonds.
   

Teenage VALS

• TRENDIES - they crave the attention and admiration of their peers
• PURITANS - who wish to feel virtuous
• INNOVATORS - who wish to make their mark
• REBELS - who wish to remake the world in their own image
• GROUPIES - who just want to be accepted
• DRIFTERS - who are not sure what they want
• DROP-OUTS - who shun commitment of any kind
• TRADITIONALISTS - who want things to stay as they are
• UTOPIANS - who want the world to be a better place
• CYNICS - who have to have something to complain about
• COWBOYS - who want easy money

Our target audience consists of the following:

 

> Young woman aged 16-22

> Secondary fans, woman 33 - 40's

 

Fashionista's

 

Feminists

 

Strength

 

Rebellion

 

Taking the JICNARS scale into consideration, we've highlighted that our band falls into category:

 

A

B

&

E

 

For the VALS we've chosen the following:

 

ACTUALISERS

&

EXPERIENCERS

 

 

 

As for the Teenage VALS we feel our band falls into:

 

 

TRENDIES

REBELS

&

UTOPIANS