Audience Profiling for Target Audience

the music industry have different ways of segmenting the population into different categories so it is easier to predict the things that their target audiences are going to want so they can keep up with demand and be on top of the new trends before they are made known.

DEMOGRAPHIC SEGMENTATION
For our music video, when assessing the target audience that we were to aim our product at, we used demographic segmentation by analysing the JICNARS scale. The JICNARS scale is used to segment a population according to various significant social criteria.

 We decided that our target audience would fall into the C-D categories of the JICNARS scale. Primarily because the age of the people who would usually fall into to those categories are usually young adults/teenagers and those are the kind of people that would appreciate the genre of music that our song is in. I also think age is a factor for our target audience as it is the same age as our artist so the audience will have more of a connection and appreciation for the artist if they are the same age range. The type of people that usually come from these categories would spend time in places where this kind of music is played, whereas people in the more professional categories would tend to spend time in more sophisticated places which I don't think that our song would be played in. The themes in the music video I also don't think would be appreciated by more mature adults as the themes are quite colourful.

PSYCHOGRAPHIC PROFILING
We also used psychographic profiling which is also know as lifestyle profiling. It combines a psychological profile on the consumer, with ideas about how they conducted their life in the market place. The various attitudes, values, beliefs and ‘lifestyle’ choices are sorted into a number of distinctive categories which are used to predict consumption. VALS stands for the Values Attitudes and Lifestyles classification system.

We decided that our target audience fitted in with the 'Experiencers' category as we thought that the song doesn't fall into a rigid genre and is quite a quirky song. However, I dont think that our target audience specifically fits into one of these categories as they are more relevant for older adults rather thand teens/young adults.

The teenage VALS scale I thought was a better scale of describing our target audience as they are teenagers/young adults. I think that our target audience would most likely fit under the category of Puritans due to the themes of our music video and the song that we've chosen. The surreal ambiguity of the narrative of our music video I think also fits into the category of the Drifters as it doesn't have a rigid structure and is mostly based around interesting visuals.