Audience Profiling

 Audience profiling is the process of categorising people into groups based on what products they would consume, there are two types of segmentation, demographic and psychographically. 

Demographic segmentation is when an audience is broken up into groups quite broadly, based on significant social aspects such as age, gender, sexuality and ethnicity. 

JICNARS Scale

The JICNARS scale is used to segment audiences demographically, it is based on a ranking system of professions, wealth and education. It starts at A with higher management/administration/professional and works the way down to E with subsistance income/pensioners/widows/casual labour/unemployed. 

This scale is used to target the right audience/consumers. For example if a dealership were trying to sell a luxury car they would target the higher end of the scale such as the A class individuals, as they would most likely be very wealthy.

The JICNARS scale could be argued to be not as relevant anymore as the class system is not prominent in todays society. 

My production group and I came to the conclusion that our target audience would be mainly 16/17 year old females, therefore they would not be on the JICNARS scale as they would most likely be unemployed. 

Psychographic segmentation is also known as lifestyle profiling, and is a lot more personal to the individuals, it separates the demographics according to their personality. In my opinion it would be a lot more effective and accurate at targeting the correct audience for music marketing, as just because two people have a similar income does not mean that they would like the same things and the same music. Whereas if there are two people that are very interested in social issues, they would be a lot more likely to listen to the same kind of music which is based on this topic. 

VALS

VALS are a type of psychographic segmentation based on Values, attitude and lifestyle. It is used to predict peoples consumption based on the type of person that you are. 

These are the eight VALS and their descriptions:

This chart is used by businesses and companies to market their products and target the right audience in order to make the highest income possible

There are also a set of teenage vals, which would apply to our audience as they are mainly teenagers, they are:

- Trendies - crave attention and admiration from their peers

- Puritans - wish to feel virtuous

- Innovators - wish to make their mark

- Rebels - wish to remake the world in their own image

- Groupies - wish to be accepted

- Drifters - are not sure what they want

- Drop outs - shun commitment of any kind

- Traditionalists - want things to stay as they are

- Utopians - want the world to be a better place

- Cynics - have something to complain about 

- Cowboys - want easy money

Our audience would most likely be trendies, groupies and rebels. As the band itself is a group that are presented as 'cool' and therefore the audience would look up to them and want to be like them. The band are also quite rebellious and not exactly fitting in with social norms, so therefore would encourage the audience to do the same and go outside social norms.