Understanding Audience Profiling

Defining the Audience

It is a way of knowing who your audience is and breaking them down. So that you know about your audience. It will help institution segment them.  It can be achieved both demographically and psychographically. 

Demographically Segmented

- An audience being cut according to social criteria (gender, class,   race, sexuality)
- Most popular approach : JICNARS

A - higher management/ administration/ professional
B - middle management/ administration/ professional
C1 - supervisory/ clerical/ junior/ management
C2 - skilled manual
D - semi and unskilled manual
E - subsistence income/ pensioners/ widows/ casual labour/ unemployed. 

It is going with the majority, obviously it does not apply to everyone. This helps because of song content (so they can relate, e.g Eminem would relate to the E and D category as a majority), also the amount of money coming in (for example the children in E category will pay for children's album.)



VALS (psychological profiling)

A lot of different sections :

Actualisers
Fulfilleds
Achievers
Experiencers

TEENAGE VALS :

Trendies
Puritans
Innovators
Rebels
Groupies
Drifters
Drop-outs
Traditionalist 
Utopians
Cynics
Cowboys