Audience Research

A common and traditional method of audience research is Demographics, which defines the adult population largely by the work that they do It breaks the population down into 6 groups and labels them by using a letter code to describe the income and status of the members of each group. (These audience demographs are based on the National Readership Surveys socio-economic grades, www.nrs.co.uk, that is used by the publishing industry.

Reflecting on the type of music genre I have chosen, which comes under pop/pop rock/ country pop/ dance, the age and gender of my chosen artist and the type of music video I have created which is a mixture of narrative and performance I would say that the audience demograph group my music video and digipack would be aimed it as group E. The main reason of this would be because the specific song I have chosen would be more aimed at the younger generation who just so happen to fall into group E.

As well Demographics there are also Psychographics. These are ways of describing audiences by looking at the behaviour and personality traits of it's members. Psychographics labels a particular type of person and makes an assessment about their viewing and spending habits. The advertising agency Young and Rubican invented a successful psychographic profile known as their 4C's Marketing Model, www.4cs.yr.com. The 4 C's stand for Cross Cultural Consumer Characterisation. They put the audience into groups with labels that suggest their position in society. 

When it comes to the target audience for my music video and digipack I would say people from several of the categories would be included. Aspirers would definitely be a part of the target audience specifically because it includes the majority of the younger generation. Explorers because the genre of music I have chosen and more specifically the song, could be considered as being quite individual and they are also willing to try out new brands of things. Because the genre would also mean the music could go mainstream strugglers would be included too as they tend to listen to more mainstream music, for example songs that are played on popular radio stations a lot.