Audience Prifiling

It is useful for institutions and academics to be able to build up detailed accounts of how audiences are constructed. rather than seeing audiences as masses or is simple numerical terms, it is common practice to find ways of segmenting the audience. This segmentation can be achieved both demographically and psychographically.
      
Demographic Segmentation:

• This is where an audience is segmented according to various significant social criteria (e.g. gender, class, race, sexuality).
• One of the most common demographic approaches to audience involves the JICNARS scale:

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 labor/ unemployed

                                                                                                               Psychographic Segmentation:

• Also known as lifestyle profiling.
• Combines a psychological profile of the consumer with ideas about how they conducted their life in the market-place
• The various attitudes, values, beliefs and 'lifestyle' choices are sorted into a number of distinctive categories which are used to predict consumption.
• VALS, the Values Attitudes and Lifestyles classification system is probably the best    known of the psychographic profiling systems.