Audience Profiling

Create an audience profile of who you think would be your intended target audience for your idea.

You need to include:

The JINCARS - what it is and where does your target audience fit and why?
What are VALS? Which group does your target audience fall into? And why?
Why would your audience like your new artist? How are you going to appeal to your target audience?

The JINCARS Scale

A - higher management
B - middle management
C1 - supervisory
C2 - skilled manual
D - semi/unskilled manual
E - subsistence income/unemployed

The JINCARS Scale allows he institutions to put the audience into categories. It is useful for them to be able to build up detailed accounts of how audiences are constricted. Rather than seeing audiences as masses or in simple numerical terms, it is common practice to find ways of segmenting the audience. The audience will either be segmented according to various significant social criteria eg. gender, class, race and sexuality.

I think that the target audience for our music video, in relation to the age of the band, their style, taste and genre of music, would fall into the D (semi/unskilled manual) and E (subsistence income/unemployment) mostly because our target audience is teenage boys and girls aged 12 to 21. At these ages people are mostly still in education and will have either part time jobs or no job which means they would have no income. Therefore they would not be spending whatever money they do have on buying music, which means we need to find a way to also appeal to the parents or those who provide the money, so that they have a reason to buy the album for their child.

VALS - Psycho-graphic Profiling

VALS stands for Values Attitudes and Lifestyles. Psycho-graphic Segmentation is also known as lifestyle profiling. It combines a psychological profile of 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.

There are overall VALS:

Actualisers
Fulfilleds
Achievers
Experiencers
Believers
Strivers
Makers
Strugglers

However, because our target audience is mainly a teenage audience there are different Teenage VALS:

Trendies - they crave the attention and admiration of their peers
Puritans- who wish to feel virtuous
Innovators - who wish to make their mark
Rebels - who wish to remake the world in their own image
Groupies - who just want to be accepted
Drifters - who are not sure what they want
Drop Outs - who shun commiment of any kind
Traditionalists - who want things to stay as they are
Utopians - who want the world to be a better place
Cynics - who have to have something to complain about
Cowboys - who want easy money

I believe that the teenagers in our target audience would fall into the VALS:

Trendies
Groupies
Cynis
Rebels

I chose these because I feel like these characters find it easier to relate tot he genre and the overall outlook of the band as they seem like those kinds of people as well, therefore the target audience would be able to relate to them further and on a more personal level.

New Artist + Appeal
Our target audience would like our new artist/band because they are a very down to earth typical indie band. This allows for any teenager to form some kind of relation to them because they are portrayed as normal teenagers as well. The indie vibe is also very in fashion at the moment as it is seen taking over music charts, and is becoming increasingly popular within the festival scene. The style of the artist is also very cool and edgy, a combination of grungy and bohemian. Even though they are two very different styles they manage to blend well to give the band a sense of individuality as well as appealing to a larger target audience, which means more people buying the albums and creating word of mouth for not only their music but also their style and overall attitude. Due to this day in age it is easy to appeal to the target audience by involving them in online modes of advertisement, through social media, i.e. Facebook, Twitter, Instagram. The band would have their own websites as well as individual accounts which allows the target audience to feel a closer connection to the individual musicians as well as the band as a whole.