FMP Audience Profiling

Sam Gregory-Haigh

Target Audience

• My target audience is mainly Bury FC fans and my secondary target audience is fans from other teams in League 1. From my primary research I have found that 4/6 want a new stadium, but some fans feel that the current stadium is too close to their hearts.

Quantitative Research

• Quantitative research refers to the systematic empirical investigation of social phenomena via statistical, mathematical or computational techniques. The objective of quantitative research is to develop and employ mathematical models, theories and/or hypotheses pertaining to phenomena. The process of measurement is central to quantitative research because it provides the fundamental connection between empirical observation and mathematical expression of quantitative relationships. Quantitative data is any data that is in numerical form such as statistics, percentages, etc.

http://en.wikipedia.org/wiki/Quantitative_research

Qualitative Research

• Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behaviour and the reasons that govern such behaviour. The qualitative method investigates the why and howof decision making, not just what, where, when. Hence, smaller but focused samples are more often needed than large samples.

http://en.wikipedia.org/wiki/Qualitative_research

Audience Profiling

• Audience Profiling Audience Profiling is a task all media institutions need to perform when creating a new product to launch onto the market be it a magazine, film, album, website etc. When defining an audience, factors that must be considered include: Age, Gender, Race and

Sexuality, Education, Occupation, Annual Income, Disposable Income, Current Lifestyle/ Aspirational or Desired Lifestyle, Culture, Media Interests, Buying Habits, Loyalty to Brands.

http://www.slideshare.net/leannacatherina/audience-profiling-powerpoint

Demographics

• Demographics are the quantifiable statistics of a given population. Demographics is also used to identify the study of quantifiable subsets within a given population which characterize that population at a specific point in time.

• These types of data are used widely in public opinion polling and marketing.

http://en.wikipedia.org/wiki/Demographics

Psychographics

• Psychographics is the study of personality, values, attitudes, interests, and lifestyles. Because this area of research focuses on interests, activities, and opinions, psychographic factors are also called IAO variables. Psychographic studies of individuals or communities can be valuable in the fields of marketing, demographics, opinion research, futuring, and social research in general.

http://en.wikipedia.org/wiki/Psychographic