audience profiling

We have decided that our target audience will be 14-15 year old females. This is because this is the age in which girls are starting to be rebellious and find who they are, so this age bracket would be perfect for our song choice as it is about being different and not doing what is expected of them.

The JICNAR scale is on of the most common demographic approaches to target audience. It involves categorising people by income and job. This type of segmentation is called demographic segmentation which is essentially segmenting people according to various significant social criteria like race sexuality career. However, because our target audience will not be employed as they are too young, we will not use this scale to find our target audience.

Another way to categorise target audience is through psychological segmentation also know as lifestyle profiling. It looks at people’s attitudes, values and beliefs and people are sorted depending on these. However, our target audience are teenagers, so even though we could use VALS we have decided to use teenage VALS as we believe it will be more suiting towards our target audience. So, we decided to settle on Innovators and Rebels, as we believe that our target audience want to stand out and be different which is what Rebels primarily stand for. Also, innovators want to leave their mark on the world, which would be another thing our target audience want to achieve.

Our audience would like our new artist, as this artist encourages individuality. They also stand out and are not trying to fit in, which may be the confidence teenage girls need to do the same, they need someone they can look up to and admire and show that be female is empowering.

Mood board for our target audience: