...more target audience analysing

When defining target audience in a more intellectual way, you have to use appropriate terminology and look into theories that marketing companies use in real-life.  From the theories they have a better idea of a specific target audience and can use that to their advantage when looking at how to market new products.

The first way of classifying the consumers is through class. This is now a more dated method as it doesn’t give us much helpful information other than what type of job the main wage-earner has and therefore, the economic status. My specific target audience character fits into the ‘people at lowest level of income’ bracket individually, as she is still a student. However, I feel she comes from middle class parents so when looking in terms of households, you would get a completely different result. This shows why this method isn’t used much anymore, as it doesn’t give accurate results.

The second option we looked at, was ‘Young and Rubicam’s Four Consumers’ which brings the element of economic status but in a different way, where it is not based on their salary statistic and more the personality and how the person wants to go about the amount of money they have.  E.g. buy designer clothes, covered in logos of expensive brands to advertise that you are rich and feel you have a high status, where many admire you because of it. Out of the four options, I feel my character is a mainstreamer. She likes security and knowing she is part of a specific group. She follows the crowd with what she does, how she does it, the clothes she wears, the way she speaks and pretty much everything else. This isn’t a bad way to be, it makes up 40% of the entire population, and it just means you are a bit of a sheep.

Lastly, a newer approach is the Life Matrix tool which has occurred out of the field of market research. It consists of 10 categories, based around values, attitudes, beliefs and more fundamental demographic audience categories. Out of the 10, my specific target audience is in the first category: ‘tribed-wired’. This category is full of digital, free-spirited, creative young singles.