Audience research and defining a target audience

Overview

Target audience of a production, four demographic categories used to define an audience and primary research.

What you need to know

Answer each one before you reveal it.

Questions from this subtopic

Each one with the model answer underneath.

1. 1

   Define the target audience of a production.

   Model answer

   The target audience is the specific group a product is made for, defined closely enough to guide decisions about content and style.

2. 2

   Why is 'everyone' not an acceptable target audience for a production?

   Model answer

   A product designed to please everyone has no particular address, so it appeals strongly to nobody and gives the producer no basis for making decisions.

3. 3

   Name four demographic categories used to define an audience.

   Model answer

   Age, gender, income or occupation, and location are four demographic categories.

4. 4

   Define psychographics.

   Model answer

   Psychographics group an audience by attitudes, values, lifestyle and aspirations rather than by measurable social facts.

5. 5

   Why can psychographics be more useful to a producer than demographics?

   Model answer

   Two people of the same age and income can want completely different things, and it is their attitudes that decide which products they choose.

6. 6

   Define primary research.

   Model answer

   Primary research is data the producer gathers directly, such as a questionnaire or a focus group they run themselves.

Other ways to work this

The same content, four other ways.

What is inside Levo

Six ways to work the same material.