Advertisers need to study their audiences because they receive important information on what the most effective advert would be and how the audience reacts to their advert. They use this information to sell their products or services to them better and more efficiently as they know what their audience is like and how to sell to them. There are several groups of audiences that the advertisement researchers focus on.
The first is the descriptive research part that researchers focus on and it includes the audiences that are currently being targeted, what their ages are, where they live, where they work or what they work as and so on. This research focuses on the description of the audience being targeted and their characteristics as this tells the researchers how to advertise.
Analytical research seeks to find out the answers to the 'why' and 'how' questions in audiences. The researchers find out what motivates audiences, how, why and what might have caused this.
Predictive research is where researchers consider "what if" situations such as what would happen if the advertising company were to change their name or for example the accessibility of a product. Researchers can then use a theory to their advantage to prevent something bad from happening to their company.
Tracking research is long-term research which monitors any changes to the target audience over a long period of time, for example, how have subscription season ticket sales changed over a period of time or how views may have changed between several series.
Researchers also look at several other factors such as viewer's "standard occupational classification", psychographics, geodemographics, age and gender.
Standard Occupational Classification (social grade) is what jobs the audience has, what their income is and how they get along financially. This is used to class the audience into financial groups to determine what each financial group prefers to watch.
Psychographics this is the study of personality, values, attitudes, interests, and
lifestyles. It studies interests, activities and opinions. It studies common interests and tries to find trends that people with the same psychographic definition tend to do.
Geodemographics is the research that is conducted on where the audience lives in certain of a country. It uses this information to look at what people in a certain region look at what.
All of this research is conducted to make sure that the company advertises to the correct people in order to get a profit out of their viewers, although this does not always happen. Advertisement researchers divide their audience into these categories so that they know what they can advertise safely without offending anyone and so that they get a wide audience. They can also use the information to learn about the audience to find out specifically what they like so they can easily be persuaded into viewing the advertised product to bring in more revenue.
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