RESEARCH FOR ICT

PROJECTS, AUDIENCE
PROFILING,
(DEMOGRAPHICS
&PSYCHOGRAPHICS)
 OBJECTIVE:

At the end of this chapter, the students should be able to:

• Design a Research for ICT projects and

Identify the various audience profile and learn about

demographics.
AUDIENCE PROFILE:

Economics characteristics (disposable income, car

ownership, home ownership, etc.) and social
characteristics (lifestyle, liesure activities, buying
patterns) of the listenership. Readership, or the
viewership of a particular advertising medium.
WHY DOES AUDIENCE PROFILING
-Audience Profiling doesn’t limit your audience it simply help you choose where to
spend your time and money for the greatest return on your investment. Audience
Profiling gives marketers the opportunity to make more targeted marketing choices
and ensures that you cast your net in the most profitable pond. However, audience
profiling isnt just a method used to understand the target audience it also an
important part of crafting a unified goals and vision for your business, brand or
product Defining the target audience will help every

department understand what youre working towards creating a more unified effort

-This exercise might seem liked colosal undertaking and a huge time commitment that
takes away from other important tasks. However, this worthy investment will
ultimately serve as the foundation of your entire marketing strategy.
Targets, Profiles, and Personas: Whats the Difference!

Now that we’ve established the importance of audience profiling, how do you get
started? The first step is understanding the difference between target audience
demographic profiles and buyer personas. Once you learn how they fit together
you will be ready to make informed decisions about product development and
marketing strategies.
Step 1: Create Demographic and Psychographics Profile
Psychographics is the study of personality, value, opinions, attitudes, interests
and lifestyles. Because this area of research focuses on interests, attitudes and
opinions. Psychographic factors is also called IAO Variables.
Psychographics Segmentation:
Involves dividing your market into segments based upon different personality,
traits, values, attitudes, interests and lifestyles of consumers. This segmentation is
advantageous because it allows you to engage in product design and marketing in
a focused manner
PSYCHOGRAPHICS:
Psychographics is often confused with demographics, where historical
generations may be defined both by demographics such as the years in
which a particular generation is born or even the fertility rates of that
generations parents but also by psychogarphics variables like attitudes,
personality formation and cultural toichstones. For examples, the
traditional approaches to defining the BABY BOOM GENEARTION or
GENERATION X or MILLENNIALS have relied on both
demographics variables (classifying individuals based on birth years)
and Psychographic Variables(such as beliefs, attitudes, values and
behaviors)

When a relatively complete profile of a person or groups psychographic

make-up is constructed. This is called “psychographic profile”.
Psychographic Profile used in market segmentation as well as in
advertising
Some categories of Psychographic factors used in market
segmentation include:

1. Activities, Intersts, Opinons (AIOs).

2. Attitudes
3. Values
4. Behavior

Demographics are the study of a population based on factors such as age,

race.sex and economic status, level of education, income level, and
employment among others.
Demographics are used by governments, corporation and non-government
organizations to learn more about a populations characteristics for many
purposes including development and economic market research,
STEP 2: DEVELOP BUYER
PERSONA
The buyer persona is “an archetype a character profile of
your ideal or typical customer”. Think of it as a qualitative
deep dive that goes behind demographic categories and
documents a customers needs, wants, goals, desires,
challenges, values and attitudes. The Buyer Persona is an
opportunity to add some depths to the statistics you gathered
during your demographic profile. Not every woman with
children between the ages of 25-45 will share the same
problems, needs, desires and values think of this stage as an
opportunity to explore different versions of your target
audience and learn how to cater to them. Don’t be afraid to
explore detail here think about what they do in their spare
time, the type of tasks they do at work and their aspirations.
You can add extra depth to your qualitative.