AUDIENCE RESEARCH: AUDIENCE PROFILING

A common and traditional method of audience research is known as demographics. This 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. If you look to the diagram on the right hand side you will see how the Audience Profiling system works. For example A is for higher management, bankers, lawyers, doctors and other professionals. This is clearly the podium for people that earn a high income. B is for the middle management, so for example teachers and graphic designers. The C section is split up into two categories, C1 and C2. These contained the office supervisors and skilled manual workers. You then move down to the bottom of the food chain. D is for the semi-skilled and unskilled manual workers. Then leads to E where its the unemployed, students, pensioners and casual workers.