There are four principle
tools that we use to study, read and measure our
audiences:Demographics
This covers what we can measure and usually the
dimensions available to us from data ( such as the
population census
or the
AMPS data from the South African
Advertising Research Foundation).
Under demographics, we look at factors such as age,
language, living standard or income group, family size,
residential area, occupation, gender and so on. |
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Psychographics
The psychographics methodologies such as SRI VALS
work well in the USA, in the same way as the European
VALS systems only work well in the countries they are
designed to measure.
Much use is today made of the Hofstede measurements,
but they do illustrate the difference between the
cultures of countries, more than they give us anything
different. based on what these measurements
intended to do, they really are no more than a cross
section (in fact a slice of the upper middle class) of
any society.
In South Africa, we make use of the
Generations Model,
the
SAARF Lifestyles
and Lifestages, and the masses of private
information that has been done always for very specific
purposes. (See our
Links)
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Semiotics
What do these signs mean to you? and what do you
think they mean to people of other persuasions,
religions and cultures?
   
The science of semiotics of the significance of signs
has a large influence on whether a play, film or TV show
will succeed in any particular audience. |
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