Audience Research

Last lesson proved we know how to research, but what are we

researching and why?

Demographics

• What are demographics?• Why do we need to know this what is

the purpose of this information?

Demographics: audience classification

• SOC• Age• Gender• Sexuality• Ethnicity• Location• Education

Social Class

What does that really tell you about these people?

• Are we all the same?

Psychographics

• Psychographics were never intended to replace demographics, what psychographics are supposed to do is to tell you about consumer behaviour, why do people buy certain products.

• Psychographics are to do with values, attitudes, interests, or lifestyles.

• Psychographics are based social, psychological, and the behavioral,

Psychographics are based on Lifestyle

• Lifestyle is:• Activities• Interests• Opinions

Activities why are they important?

• Activities are interesting to marketers because they usually involve purchasing something? I.e. DVDs, going to the cinema

• With the choice of activities the activities you choose tells us something about you.

• Activities help us to identify customer needs.

• Make a list of activities that you do

Activities

• Activities reflect consumer lifestyle, and so do the means by which consumers learn about, acquire and pay for the products

• they use. I.e. from the internet, radio, friends etc.

• Market research is usually good way of finding about people’s activities and interest.

Interests

• What people are interested in tells you a lot about who they are.

• What are your interests?• What do they tell people about you?

Maslow’s Hierarchy of needsWhat are your needs?

Opinions or values Personality types

Self actualisers Focused on people and relationships, individualistic and creative, enthusiastically exploring change, 'in a framework of no prescriptive consideration for others'.

Innovators Self-confident risk-takers, seeking new and different things, setting their own targets to achieve.

Esteem seekers Acquisitive and materialistic, aspiring to what they see are symbols of success, including things and experience

Strivers Attach importance to image and status, as a means of enabling acceptance by their peer group, at the same time holding onto traditional values.

Contented conformers Want to be 'normal', so follow the herd, accepting of their circumstances, they are contented and comfortable in the security of their own making.

Traditionalists Risk averse, guided by traditional behaviours and values, quiet and reserved, hanging back and blending in with the crowd.

Disconnected Detached and resentful, embittered and apathetic, tending to live in the 'ever-present now'.

Acorn Catergories

• Wealthy Achievers• Urban Prosperity• Comfortably Off• Moderate Means• Hard Pressed

What does this all mean

• Audience research collecting data about both demographic and psychographic information can tell you a lot about the following

• media preferences• product preferences• buying patterns

Types shoppers• Virtual Shoppers: Twenty-six percent, the majority of this American consumer segment, go for the bargains

and use the Internet to help find discounts. Interestingly, one of the Mosaic USA2 types that indexes the highest for this particular segment is America’s Wealthiest.

• Status Strivers: Twenty percent think that shopping is fun and recreational; they like to browse as much as buy, and they’re willing to spend the money and time necessary to keep up with trends. In contrast to Virtual Shoppers, the Mosaic USA types that comprise this segment include several lower-income groups, revealing the aspirational nature of status striving.

• Upscale Clicks: Seventeen percent of shoppers in America are knowledgeable consumers who buy either in-store or online, always carefully research purchases online first, and shop around and compare prices before buying. Several suburban and urban Mosaic USA types make a strong showing in this group.

• Just the Essentials: Fourteen percent of Americans make up this group of consumers who primarily purchase necessities; they know what they want and are not impulsive shoppers. In contrast to Upscale Clicks, rural types make a strong showing for this segment.

• Original Traditionalists: Thirteen percent are loyal to their brands, stores, services and country. They’re knowledgeable, are the most environmentally responsible group, and incorporate green practices on a regular basis.

• Mall Maniacs: Ten percent of shoppers in America are not just consumers; they’re “try-sumers.” They like to try new products, stores and styles and connect and interact with preferred brands, and shopping brings enjoyment to them. As revealed below in our ethnicity section, Hispanic Mosaic USA types index strongly for this segment.

Buying patterns