AUDIENCE

RESEARCH

MM Komunikasi UI
 AUDIENCE
SEGMENTATION
RESEARCH
 Segmenting the audience/market
Develop a meaningful segmentation of the audience/market

Segmentation :

1. All members of a group must share certain characteristics

Example : - age
- weekend activities
- product usage

2. Each group must be differentiated on these characteristics

from other groups
Example : - teenage groups : adult groups, senior groups
- sport lovers - art lovers
- casual wear users – formal wear users
 Segmenting Approaches
• Demographic segmentation
• Attitudinal/Motivational Segmentation
Example :
– The price conscious
– The health conscious
– The appearance conscious
– The socially conscious
• Loyalty/commitment segmentation
Examples :
• Brand loyals : AAAAA
• Brand switchers : AAABBB
• Brand promiscuous : ABCDEF
• Brand multi loyals : ABABAB
• Usage Segmentation
Examples:
• Seasonal : school time, vacation time, lebaran time
• Event/occasions : party users, outdoor user
• Product brand usage
• Usage frequency : heavy, medium, light
• Lifestyle & psychographics
Target Audience Identification

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IDENTIFY AND DEFINE

APPROPRIATE TARGET AUIDENCE
 Understanding The Audience
“Picture” or “Model” of the Audience

Communication program

The Audience “Model” consists of the following

dimensions:
• Awareness/ perceptions of concepts, products,
communication messages
• Attitudes – What people think?
• Needs, motivations, gratifications
• Behaviors – What they use, what they do
• Imagery – Associations and positioning
• Demography – age, sex, area, s.e.c., etc.
• Psychographics – lifestyle related variables
 Research Approach
1. Initial qualitative exploration
• FGD
• IDI

Provide basic understanding of cognitive,

affective, behavior variables that exist.

2. Quantitative study
• Knowledge, attitudes, practices study
• Segmentation study

To provide definitive reading of audience,

enabling to measure the variables covered