1. Models of audience segmentation
This quiz by Channel 4 attempts to place people in specific subcultures based the answers they give. There are around 10
short questions and only a limited range of answers available to the person taking it. This is therefore quite subjective and
bias from the people who created the quiz suggesting that people belong to a specific group based on the outlook of life
and consumption of different brands. This model is effective at identifying a range of different groups and interests and
generally makes valid conclusions e.g. if you answer about alternative lifestyle choices every question, your tribe will be
part of the alternative body (Goth/Emo/Seapunk).
Overall, I don’t particularly like this model of audience segmentation mainly from the subjectivity and reliance on people
being honest in their answers.
2. Models of audience segmentation
Young & Rubicam asked what brands people bought and how they felt about them.
The 4 C's- This stands for Cross Cultural Consumer Characterisation which divides people into 7 separate groups,
depending on their “core motivation”.
The 7 groups are the:
Explorer- These people look for challenge and discovery and look to be different from other people.
Aspirer- They focus more on people’s opinions and perceptions of them rather than their own values- appearance over
personality.
Succeeder- They have self confidence and are very organised.
Reformer- They value their own judgement; they do what they want to do and core motivation is for enlightenment.
Mainstream- A daily routine is fundamental for them- the largest of 7 groups.
Struggler- They “live for the day”.
Resigned- Predominantly older people with unchanging values and enjoy tradition.
This model is good because it acknowledges the global nature of media audiences and accepts that people from different
countries are influenced by their differing cultural backgrounds.
Although it suggests that there are only 7 types of people in the world which can be seen as reductionist theory.
3. Models of audience segmentation
YouGov is a global market research and data company. The more people who take part in giving data, the better the results
will be. YouGov Profiles is a segmentation and media planning tool for agencies and brands collected from 250,000 GB YouGov
members.
I think this is a good method of audience
segmentation mainly because of the
wide people who take part in providing
data. This large sample provides higher
validity because the data can be more
generalised to the wider population. It
also provides many different segments
such as demographics, lifestyle and
brands certain people are into.
4. Models of audience segmentation
‘Last.fm is a music website which builds a detailed profile of each user's musical taste by recording details of the tracks the user
listens to, either from Internet radio stations, or the user's computer or many portable music devices.’
When I search for our chosen artist ‘Eyes Like Switzerland’ on the website, I shows me two people who listen to his music the
most. The first top listener (peepsie112) has a profile picture of
singer Lana Del Rey. I viewed the profile of peepsie and found
the artists (she/he?) listens to most- this includes Kid Cudi, The
Weeknd, Lana Del Rey and Childish Gambino. The second top
listener is ‘helloiamzach’ who looks to be around 18-22 years
old. He listens to different music, such as metalcore bands
Issues and The Ghost Inside, but also listens to The Weeknd.
Considering our chosen artists audience is so small its hard to
gather a clear idea of an audience profile.
Interestingly, these findings do correlate with my music taste. I
would consider myself a fan of our chosen artist and also a fan
of the bands and artists peepsie112 and helloiamzach listen to.
This is therefore quite confirming that last.fm is a good way to
find music taste of a target audience. However, it lacks
important data such as age, gender and location, therefore
relies on myself guessing.
5. Models of audience segmentation
SoundCloud is an online audio distribution platform that enables its users to upload, record, promote, and share their
originally-created sounds. Soundcloud is the platform ‘Eyes Like Switzerland’ released his EP ‘Midnight Orphan’, which includes
our chosen track ‘f e v e r’. The track has 57 likes and 2 comments. I can click on the profiles of people who liked this track and
research into how old they are, their gender and other music tastes.
By the looks of these people, they generally look young and could be
aged anywhere from 14-25 years old. There are also more females than
males but this is by a small margin.
The two people who left comments on the track are both male on the
other hand.
Most of the fans are from the UK and US. This helps us understand the
culture of people who may watch our music video, and allow us to
include certain cultural references these people will relate to.
6. Our audience profile
• Age – 14-25
• Gender –both male and female.
• From UK or US- (or other English speaking places where technology is
advanced and large portions of the population use a computer.)
• ‘Explorer’. Discovering and enjoying music that is not well known, but
also enjoying mainstream music at the same time.
• Likely to be part of the alternative body.
