Demographic and Psychographic Profile of our Target Audience

After conducting quite a lot of audience research, and also having a general idea of what our target audience would be like anyway, we have decided to do a demographic and psychographic profile of our target audience. Obviously, there will be a much wider demographic than what we describe, but this is who we are actually aiming our product at-

Demographic Profile:

• Our target audience is in the age range 16-25, and is predominantly female (which is why we are using a female actor, so they audience can relate to her, but also having her act in an unconventional way in that she will not be dancing sexily, to challenge the male-dominated stereotype of women in general)
• They will be intelligent, well-educated people (by well-educated, we mean that they are either considering or are in higher education eg. A Levels or university) who can think for themselves
• Many of them will have a part-time or full-time job, so they will have reasonable spending power in their own right, rather than relying on family members for income.
• They are up-to-date with modern technologies, for example, many either want or own a phone such as a BlackBerry or an iPhone, and they spend a reasonable amount of time on social networking sites such as Facebook.
• Whilst they may read magazines such as Cosmopolitan or Glamour, they prefer to read books or even a newspaper such as the Times once in a while.

Psychographic Profile:

• Fits roughly into the 'Liberal Sophisticates' groups in TAGS (Target Audience Grouping System), which is about 12% of the 10+ population
• They will consider themselves to be independent, liberated young people, who enjoy going out and socialising two or three times a week with friends, maybe to bars, the theatre or art exhibitions - more high class, artistic activities (unless you are looking at it from a post-modern point of view, in which case, the same level as going on a binge drinking rampage every night)
• They will have a large group of friends, some closer than others, and will see their friends as a sort of second family, going out with them, or seeing them, most nights.
• They like to keep up with both the news and celebrity gossip, and have opinions on most topics and current issues - they can hold their own in a conversation about pretty much anything.
• If they have a degree, it will be in a subject like History or English, rather than a science, and their interests lie in these subject areas as well, preferring to talk about the Pulitzer Prize than the Hadron Collider.
• They enjoy films, and often visit the cinema, and whilst they enjoy some blockbuster films, such as 'Lord of the Rings', or 'Harry Potter', they tend to prefer more indie, arthouse British films.

How we are targeting our audience with our video:

• By using a female actor, but not having her dance seductively in few clothes, we will be subverting the traditional gender roles seen in music videos, appealing to our liberated young female target audience, who will be intelligent enough to see the difference compared to a typical video
• The beautiful setting will appeal to the artistic nature of our target audience, and it may remind them of films such as 'Alice in Wonderland' by Tim Burton, or even '500 Days of Summer', where the song is featured in the opening credits
• The song itself is not a well known song, so this will appeal to our target audience, as they prefer less well known films etc