Audience Research

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 • Brand switchers • Brand promiscuous • Brand multi loyals

: AAAAA : AAABBB : ABCDEF : 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