Psychographic Profiles

QUANTITATIVE v QUALITATIVE

Approaches to audience and identity theory (ie how to identify your audience) 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).

Qualitative information provides not numbers that we can count, but characteristics or qualities that are exhibited or demonstrated by particular individuals (that obviously create audiences).

So let’s look at

1. QUALITATIVE AUDIENCE RESEARCH

Young and Rubicam’s Psychographic Descriptors

TASK: look at each PERSONALITY TYPE and try to identify which type you best fit, are you a combination of different types.

Use this information when you interview your interviewee.

If you want you can open up the following ppt to get a better description and understanding of Young and Rubicam’s psychographic descriptors alongside some other audience ideas.