Creative Streak

Defining the Audience, Part 1 (Demographics, et al)

There's a variety of ways - statistical data - to define a target audience. The two most common are demographics (social science data) and psychographics (lifestyle and attitudinal data). Both can be conducive to brainstorming ideas because both suggest how a specific audience might behave, what they might participate or engage with, what they are attracted to, how they choose to spend their time, either personally or professionally.  More importantly, without this audience information, brainstorms are rarely effective because it's impossible to connect the ideas to the audience, and vice versa.

Demographics - Social or vial statistics about a specific audience such as age, gender, university education, family status, financial worth, income, geography (like their postal or zip code). While demographics are helpful to initially define the group, don't rely upon them solely. You also need to define the audience by how they act, which is the point of ...

Psychographics - Statistical data which defines an audience’s general attitudes, behaviors, decisions and opinions. In other words, Psychographics define ‘lifestyle choices,’ or describe how people feel or act.

Target Audience Universe

One of the first steps in defining, examining and understanding all potential target audiences in advance of a brainstorm is to organise them into spheres of priority and influence.

The organisation system – known as the Target Audience Universe – was created as a by-product from the New v. Old Models of Communications. The Old Model (known as the Pyramid of Authority) demonstrated how a large, single, often monolithic organisation spoke to its audience as a mass whole. The audiences rarely if ever questioned the integrity of the organisation or the credibility of its information or message.

This one-way communications model was irreversibly changed by the Internet. In its place, the New Model (called the Sphere of Influence) showed how the organisation was no longer the centre of attention, it no longer controlled the conversation, and it was no longer above being criticised. Anyone with an ISP and a keyboard was as relevant as the organisation. Any message could be communicated, marginalised, diffused or rejected. Not only did the Internet make all audiences equal, it also allowed anyone to generate their own distinct level of influence.

The New Model is helpful to keep in mind when mapping the audiences in a communications plan. The Target Audience Universe categorises each group into their areas of importance, either by 1) the direct link to the business goal or 2) to their area of influence upon other groups.