Demographic/Psychographic Profiling

A demographic is a customary method of audience research, conducted by film producers to see what audience their film should appeal to so they can set up advertisement campaigns. Demographics split a potential audience into different classes, depending upon on what they do for a living. This gives a producer a simple template as to who they should target and what their advertising should appeal to, but also depending on the context of the film. Demographics do not include everyone however and do not go on how much money is made but how it is spent. Demographics split the audience into six different classes;

A - Higher management, bankers, lawyers, doctors and other professionals

B - Middle management, teachers, creative designers and media designers,

C1 - Office supervisors, junior managers, nurses, specialist clerical staff - white collar

C2 - Skilled manual workers, plumbers, builders – blue collar

E - Semi-skilled and unskilled manual workers

F - Unemployed, students, pensioners and casual workers

By using these demographic classes, producers are able to home in on a niche audience depending on the film, for example, a comedy could be targeted to psychological thriller could be targeted to those in classes A, B and C1. 

A psychographic is similar to a demographic, but assesses the behaviour of an audience by personality traits and attitudes. It goes further and also assesses their viewing and spending habits. Psychographics are split between seven categories.

Mainstreamers
Domestic or conventional and favour value for money family brands. SEEKS SECURITY.

Aspirers
Materialistic and orientated to image and fashion, younger people. SEEKS STATUS.

Succeeders
Strong goals, confident, brand choice on self-reward, typically professional. SEEKS CONTROL.

Resigned
Rigid and authoritarian values and are typically older people. SEEKS SURVIVAL.

Explorers
Energetic and individual, has value for being different and adventure. Young demographic. SEEKS DISCOVERY

Strugglers
Alienated and disorganised and has few resources beyond physical skill. Attracted to alcohol and drugs. SEEKS ESCAPE

Reformers
Wants freedom of restriction and personal growth. Socially aware. SEEKS ENLIGHTENMENT.

These are also important for a producer when deciding on what audience to market their film for.

By Thomas Beal