Audience Profiling

In recent decades audience profiling for brands has become more sophisticated. More and more audience theories are being taken into consideration and expanding amounts of software can be accessed by anyone to form a target audience.

Young and Rubicam

Young and Rubicam are theorists who created descriptors identifying different audiences.

Out of the audiences outlined above, I believe the descriptor that most suits the target audience for my video are Aspirers. This is because they are concerned with image and appearance and the theme of the music video is people who have self-image problems. Thus matching the description. This however is only the primary audience for the video and the song itself could further appeal to other audiences such as explorers and strugglers. These mainly consist of the younger generation linking to my next point which is the YouGov research.

YouGov

YouGov is a free online tool which compiles results of various polls and research to determine specific audience profiles for brands. On the website, you are able to type in what you want to research, for example I chose to search for Beyoncé and then from over 6000 profiles it breaks down a member of Beyoncé's target audience into:

• Demographics
• Lifestyle
• Personality
• Brands
• Entertainment
• Online
• Media

The result of my search concluded that the demographics of this audience member are females, aged 18-29 who live in an urban lifestyle. This is as I expected and supported the initial audience member which was spoke about in my previous blogpost - Audience Research: Beyoncé.

The next page determines the lifestyle of the audience member. Hobbies include Social Media, and shopping, and their interests include music, beauty and celebrities. Once again this supports my initial idea and I have incorporated aspects of this such as social media, shopping and beauty into my music video to help the audience relate more to the character and narrative.

The third page gives an insight into the personality of the audience member. Quotes included on the page are; "I like going to trendy restaurants and bars" "I am kind and open-minded" "but also clumsy and daring." This supports the Young and Rubicam research as the first statement links to how the 'aspirers' audience are materialistic and attractiveness of products is more important than its contents.

The fourth page lists brands that the audience member might be interested in. These include, Adidas, Gucci, Target, Tumblr, Twitter. This supports all previous points made, especially in regards to social media and brands. Adidas and Gucci are reasonably high priced brands and are usually worn to make a statement about status as opposed to the product quality.

The fifth page names different forms of entertainment the audience member may be interested in. This ranges from films, TV shows and other music artists. Movies include, Joy and Ride Along 2, TV shows include Jane the Virgin and music artists include Rihanna and Coldplay. This supports the idea that the audience is young as all of these are typically targeted towards young people and associated with this audience.

The online page determines their most used websites and apps and as expected this is predominantly social media with Facebook, Twitter, and Instagram all featured. Uber is also featured in the apps suggesting the idea that they are more than likely lazy and would rather be chauffeured than walk. This links to the secondary audience of Young and Rubicam - The Strugglers.

The final page is online giving stats about their online usage. The result for the Beyoncé audience member is they are online for 46-50 hours per week suggesting this is a predominant aspect of their lifestyle. It is more likely that young people spend such a high amount of time online and therefore this supports the previous idea.