Target Audience Research

Demographics and Psychographics

Demographics
Demographics are the statistical data
of a population. They are used in
media marketing to classify an
audience into age, gender, race and
job type other categories.

Our Documentary
The description of our documentary:
Max Walker is a charismatic student of Reeds School,
hes been acting in school plays for as long as he can
remember, but this is the story of his final school
production. Max takes us on the highs and the lows of
what it takes to put on a highly anticipated theatrical
performance. Experience Maxs final curtain call, but not
before witnessing all the drama, that takes place offstage, unfold.

Age

All ages, particular teenager/ young adults.

We hope for the teenage/ young adult

demographic to be particularly interested in
our documentary as this is the demographic
that is most likely able to identify with the
characters, and the setting of a school as
many of them would be in full time education.
Exactly like Max and the other member of the
documentary.

However, the documentary could be enjoyed

by demographics older than the teenage/
young adult age. For views of working age, the
documentary could be enjoyable to watch as it
allows an insight into the education of todays
youth; which they might enjoy comparing and
contrasting to their own education.

Gender

Both male and female.

However, there is a slightly tilt

towards the male gender as Max, the
person the documentary is centred
around, is a man; other males will
natural identify with him easier.

On the flip side, females may

stereotypical enjoy the theatre/
drama aspect of the documentary.

Job Type
National Readership Survey
standardised groupings

Job Type
Our documentary is most likely suited for the grade E
social class. Mostly due to the fact that our target
audience is students and young adults. Thus many of
them would fall in to the grade E category as most are
unemployed due to being in full time education.

Psychographics
Psychographic segmentation divides the market into
groups based on social class, lifestyle and personality
characteristics. It is based on the assumption that the
types of products and brands an individual purchases
will reflect that persons characteristics and patterns of
living.

Life style
The Cross Cultural Consumer Characterisation Model

Lifestyle
The Cross Cultural Consumer Characterisation Model

Our documentary would likely target the Explorers and Aspirer.

I suggest this because of both the subject matter of the

documentary, as well as the characters with in.

In regard to the subject matter, the creation of a theatrical

production has that unique and abstract edge to it as a
documentary topic, thus would appeal to these particular life
style categories.

In regard to the characters with in the documentary, Max

comes across as a very charismatic adventurous character.
Thus, I believe an audience member in the explorer or Aspirer
life style classification would instantly gravitate towards Max
and identify with him as the likeable, outgoing character he is.