4. Psychographic Profiles

QUANTITATIVE v QUALITATIVE

Approaches to audience theory will either adopt a QUANTITATIVE ie number based approach (so counting sales, audience figures, costs etc) OR QUALITATIVE (a more individual interpretative approach considering not how many, but why audiences consume or engage)

1. QUANTITATIVE AUDIENCE RESEARCH:

2. QUALITATIVE AUDIENCE RESEARCH

Task 5:

Link both your research products (x 2) and your own product to both QUANTITATIVE audience speculation (ie what social class, income, education, age, etc etc is the target consumer) AND QUALITATIVE (for this match your products to at least 1 or 2 Psychographic descriptors. As ever, use ppt and embed as an image on your blog.

Young and Rubicam’s Psychographic Descriptors

Open up the following ppt to get a better description and understanding of Young and Rubicam’s psychographic descriptors.