This is research that is a sampling technique which is done by companies to get an idea of the type of people (gender, job role, etc..). It would be taken in a certain area and done by asking questions to a certain amount of people (example 500 people) if whether they would buy a certain product. Then the results would be up scaled to (5000 for example), to give the company an average. This research mainly consists of numerical and statistical data.
Qualitative Research
This type of research is more in depth and detailed than quantitative research and is usually done by asking questions in a one-to-one interview or group interview and then afterwards thinking about what words came up most and working around those to base your work on. This research mainly consists of words and phrases rather than data and numbers.
Audience Profiling
This research involves getting information on the audience before hand so that you can put your message across to them correctly and make your messages the most effective they can be. This could include researching things such as gender, age, professional qualifications, field of work, financial background, interests, moods etc..
A common and traditional method of audience profiling 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.
Psychographics
This is a way of describing an audience by looking at their behaviour and personality traits. 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 stand Cross Cultural Consumer Characterisation. They put the audience into groups with labels that suggest their position in society.
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