Lifestyle and Audience Lifestyle and Audience Profiling: Profiling:

Its Effect on Its Effect on Communication Communication

ManagementManagement

By By

Bolaji OkusagaBolaji Okusaga

OutlineOutline PART 1: Profiles and PART 1: Profiles and PerspectivesPerspectives Introduction: Why ProfileIntroduction: Why Profile Case study – The Flipside Case study – The Flipside

of Profilingof Profiling Perspective=Profile?Perspective=Profile?

PART 2: The Media in the PART 2: The Media in the New AgeNew Age The Media – What Does it The Media – What Does it

Really Mean?Really Mean? Evolution of the Mass Evolution of the Mass

MediaMedia The Media in the New AgeThe Media in the New Age

PART 3: Lifestyle and PART 3: Lifestyle and Media Media SegmentationSegmentation Lifestyle: A definitionLifestyle: A definition Lifestyle and PsychologyLifestyle and Psychology Lifestyle and Media Lifestyle and Media

SegmentationSegmentation

PART 4: Audience Profiling PART 4: Audience Profiling in Practicein Practice Audience Profiling: A Audience Profiling: A

DefinitionDefinition Demographic ClassificationsDemographic Classifications Audience Profiling in Practice Audience Profiling in Practice

PART 5: The Audience as PART 5: The Audience as InfluencerInfluencer Origin of the AudienceOrigin of the Audience The Audience in the New AgeThe Audience in the New Age Implications for Implications for

Communications Communications ManagementManagement

Part OnePart One

Profiles and PerspectivesProfiles and Perspectives

Introduction – Why Profile?Introduction – Why Profile? In an age of increased customization of messages on In an age of increased customization of messages on

different platforms from the face to face encounter, the different platforms from the face to face encounter, the print and electronic medium to the on-line medium; there is print and electronic medium to the on-line medium; there is a need for profiling.a need for profiling.

Because there is really no such thing as mass Because there is really no such thing as mass communication in the real sense of the word, messages are communication in the real sense of the word, messages are customised based on a defined or intuitive profile of the customised based on a defined or intuitive profile of the audience.audience.

This is because, you can only hope to tap into the interest This is because, you can only hope to tap into the interest of your audience when you are able to connect with his/her of your audience when you are able to connect with his/her circumference of experience.circumference of experience.

A fruitful and productive communication can only be said to A fruitful and productive communication can only be said to have happened when the sender and receiver of a message have happened when the sender and receiver of a message are on the same page.are on the same page.

The Flipside of Profiling: The Flipside of Profiling: A Case StudyA Case Study

Copy right – Jennifer Daw Holloway of The Monitor, USA

““The Sniper”The Sniper”

Page onePage one

Last October caught the Washington, D.C., area Last October caught the Washington, D.C., area in a state of anxiety, as a sadistic sniper roamed in a state of anxiety, as a sadistic sniper roamed the metropolitan area picking off victims for no the metropolitan area picking off victims for no apparent reason and with no obvious motive. apparent reason and with no obvious motive. Police held daily news conferences--some to Police held daily news conferences--some to convey eyewitness information about vehicles convey eyewitness information about vehicles spotted at various shooting scenes and some to spotted at various shooting scenes and some to communicate with the sniper. A variety of communicate with the sniper. A variety of experts, from former law enforcement officials to experts, from former law enforcement officials to mental health professionals, told the news media mental health professionals, told the news media the killer was likely a white man, based on the killer was likely a white man, based on knowledge of past serial killers. The public was knowledge of past serial killers. The public was warned to be on the lookout for a white van. warned to be on the lookout for a white van.

Copy right – Jennifer Daw Holloway of The Monitor, USA

Page TwoPage Two And the unknown criminal--or criminals--was And the unknown criminal--or criminals--was

arguably watching the media circus--and arguably watching the media circus--and maybe even taking cues from the coverage. maybe even taking cues from the coverage. When the news media reported that the When the news media reported that the weekday-only shootings might be a clue to the weekday-only shootings might be a clue to the sniper's lifestyle, the sniper struck on a sniper's lifestyle, the sniper struck on a Saturday. When "expert profilers" insinuated Saturday. When "expert profilers" insinuated that the sniper was "playing God," the sniper that the sniper was "playing God," the sniper left a tarot card that read, in part, "I am God," left a tarot card that read, in part, "I am God," for police at one shooting scene. And perhaps for police at one shooting scene. And perhaps most horrifying, when a local official said that most horrifying, when a local official said that children would be safe inside "locked down" children would be safe inside "locked down" schools, the sniper shot a student at a Maryland schools, the sniper shot a student at a Maryland school. school.

Copy right – Jennifer Daw Holloway of The Monitor, USA

Page 3Page 3

On Oct. 24, the alleged snipers, John Lee Malvo and On Oct. 24, the alleged snipers, John Lee Malvo and John Allen Mohammed, were arrested and charged John Allen Mohammed, were arrested and charged with the shootings that left 13 dead and five wounded. with the shootings that left 13 dead and five wounded. Contrary to several "expert" profiles and eyewitness Contrary to several "expert" profiles and eyewitness information, Malvo and Mohammed are African information, Malvo and Mohammed are African American and were driving a blue sedan. The American and were driving a blue sedan. The Washington community let out a collective sigh of Washington community let out a collective sigh of relief, as documented by the media, which covered relief, as documented by the media, which covered the story night and day. But did the media coverage the story night and day. But did the media coverage help or hurt the case? While many of the so-called help or hurt the case? While many of the so-called experts interviewed were former law enforcement experts interviewed were former law enforcement officials, some were identified as psychologists, officials, some were identified as psychologists, psychiatrists or psychological profilers. Of particular psychiatrists or psychological profilers. Of particular interest to psychology, how did forensic psychologists interest to psychology, how did forensic psychologists respond to media requests for expert opinions and respond to media requests for expert opinions and profiles of the killers? How should they have? And profiles of the killers? How should they have? And what did the entire episode do to the public's what did the entire episode do to the public's confidence in profiling? confidence in profiling?

Copy right – Jennifer Daw Holloway of The Monitor, USA

Perspective = Profile?Perspective = Profile?

Are you really a product of your age, gender, Are you really a product of your age, gender, status and environment?status and environment?

Does your background affect the kind of clothes Does your background affect the kind of clothes you wear, the music you listen to, the television you wear, the music you listen to, the television programmes you watch, the people you mix with programmes you watch, the people you mix with and the brands you consume?and the brands you consume?

Do Birds of the same feather really flock Do Birds of the same feather really flock together?together?

Do you have a perspective?Do you have a perspective?

Part TwoPart Two

The Media in the New AgeThe Media in the New Age

The Media – What Does it Really Mean?The Media – What Does it Really Mean? There is little doubt that the media is an all-pervasive and key part of There is little doubt that the media is an all-pervasive and key part of

modern society and communications. modern society and communications. However, the question remains: what really constitutes the media and However, the question remains: what really constitutes the media and

how does it operate in the New Age. how does it operate in the New Age.

From a communication perspective, a channel is a physical means of From a communication perspective, a channel is a physical means of transmitting a signal and this include radio wave, light and sound transmitting a signal and this include radio wave, light and sound waves and telephone cables.waves and telephone cables.

A medium on the other hand consists of the technology or the A medium on the other hand consists of the technology or the physical platform by which content or message is changed into a physical platform by which content or message is changed into a signal that can be sent along the channel.signal that can be sent along the channel.

From the above definition, a television, radio and a personal computer From the above definition, a television, radio and a personal computer can be said to be a medium; this is because these platforms cannot can be said to be a medium; this is because these platforms cannot transmit messages without the use of a channel.transmit messages without the use of a channel.

For example, the telephone is a medium, while the telephone cable is For example, the telephone is a medium, while the telephone cable is a channel, the radio is a medium while the radio wave is a channel.a channel, the radio is a medium while the radio wave is a channel.

Another intriguing aspect of technology is that one medium may carry Another intriguing aspect of technology is that one medium may carry to receivers messages originally sent in another medium e.g. watching to receivers messages originally sent in another medium e.g. watching movies on the personal computer instead of television. The television movies on the personal computer instead of television. The television also becomes a second medium when it shows a film originally meant also becomes a second medium when it shows a film originally meant for the cinema.for the cinema.

Evolution of the Mass Media Evolution of the Mass Media Traditionally, mass media is the term used to denote, as a class, that Traditionally, mass media is the term used to denote, as a class, that

section of the media specifically conceived and designed to reach a section of the media specifically conceived and designed to reach a very large audience (typically at least as large as the whole population very large audience (typically at least as large as the whole population of a nation state). It was coined in the 1920s with the advent of of a nation state). It was coined in the 1920s with the advent of nationwide radio networks and of mass-circulation newspapers and nationwide radio networks and of mass-circulation newspapers and magazines.magazines.

Traditional forms of mass communication: Newspapers, magazines, Traditional forms of mass communication: Newspapers, magazines, direct mail, billboards, bus signs, radio and television.direct mail, billboards, bus signs, radio and television.

The internet is one important media that has changed the concept of The internet is one important media that has changed the concept of the mass-media.the mass-media.

Before the internet, the recognised advertising media were Before the internet, the recognised advertising media were newspapers, magazines, billboards, radio and television. Digital newspapers, magazines, billboards, radio and television. Digital interactive advertising media started with the Internet, accessed at an interactive advertising media started with the Internet, accessed at an indoor computer, but is quickly spreading to television, cellular indoor computer, but is quickly spreading to television, cellular devices and outdoor locations.devices and outdoor locations.

In search of better advert attraction, what is today considered as In search of better advert attraction, what is today considered as mass-media outlets began to specialize in a core area targeting mass-media outlets began to specialize in a core area targeting audiences with specific interests and lifestyles in order to capture that audiences with specific interests and lifestyles in order to capture that explicit market.explicit market.

Today, areas of specialized coverage include News, Sports, Music, Today, areas of specialized coverage include News, Sports, Music, Fashion, Movies etc.Fashion, Movies etc.

The Media in the New Age: The Media in the New Age: From the Printed Page to the Computer ScreenFrom the Printed Page to the Computer Screen

As technology continues to unveil newer ways of As technology continues to unveil newer ways of communicating, the concept of what should constitute a communicating, the concept of what should constitute a medium is simultaneously affected.medium is simultaneously affected.

Away from the traditional media platforms such as the Away from the traditional media platforms such as the Telephone, the Radio, the Television, the Cinema and Telephone, the Radio, the Television, the Cinema and the Print media, today, the internet is extending the the Print media, today, the internet is extending the bounds of communication and is pungently redefining bounds of communication and is pungently redefining lifestyles.lifestyles.

Today we speak of such things as blogs and social Today we speak of such things as blogs and social networking on the internet as a veritable media on which networking on the internet as a veritable media on which advertisers are spending billions, little wonder then that advertisers are spending billions, little wonder then that the advertising done on You-tube, E-bay, Goggle and the advertising done on You-tube, E-bay, Goggle and Yahoo are more than traditional media such as BBC, Yahoo are more than traditional media such as BBC, NBE, CNN, New York Times, Chicago Tribune, The Herald, NBE, CNN, New York Times, Chicago Tribune, The Herald, in terms of the actual dollar expended.in terms of the actual dollar expended.

Part ThreePart Three

Lifestyle and Media Lifestyle and Media SegmentationSegmentation

Lifestyle: A DefinitionLifestyle: A Definition Lifestyle is basically a person's pattern of living as expressed in Lifestyle is basically a person's pattern of living as expressed in

his or her activities, interests, and opinions or way of life. his or her activities, interests, and opinions or way of life.

It is a manner of living which reflects the attitude and values of It is a manner of living which reflects the attitude and values of a person or group.a person or group.

It is a way of living based on identifiable patterns of behaviour It is a way of living based on identifiable patterns of behaviour based on an individual’s choice, influenced by the individual’s based on an individual’s choice, influenced by the individual’s personal characteristics, their social interactions, and personal characteristics, their social interactions, and socioeconomic and environmental factors.socioeconomic and environmental factors.

It is a way of living encompassing material surroundings, It is a way of living encompassing material surroundings, attitudes, behaviour, etc. attitudes, behaviour, etc.

Simply put, it is an individual’s or a group’s expression of lifeSimply put, it is an individual’s or a group’s expression of life

Lifestyle usually define the human personae and serves as a Lifestyle usually define the human personae and serves as a platform for identification, differentiation and distinction.platform for identification, differentiation and distinction.

From the above definitions, it is clear that lifestyle is central to From the above definitions, it is clear that lifestyle is central to the understanding of the interests as well as consumption the understanding of the interests as well as consumption patterns of a given individual or group as opposed to another.patterns of a given individual or group as opposed to another.

Lifestyle and PsychologyLifestyle and Psychology Psychology is basically the study of the mind and how it affects Psychology is basically the study of the mind and how it affects

behaviour.behaviour.

For example, how do children between the ages of 4 to 10 react when For example, how do children between the ages of 4 to 10 react when you tune to network away from Mickey-mouse or Tom and Jerry you tune to network away from Mickey-mouse or Tom and Jerry Cartoon which they were previously watching? How does a middle Cartoon which they were previously watching? How does a middle aged man in executive position react when he is denied reading the aged man in executive position react when he is denied reading the Stock-market report or the op-ed column in the paper all because his Stock-market report or the op-ed column in the paper all because his wife wants to read the fashion and beauty tips column of the same wife wants to read the fashion and beauty tips column of the same paper?paper?

From the above examples, it is clear that based on sex, age, social From the above examples, it is clear that based on sex, age, social status and other factors, people generally have preferences which status and other factors, people generally have preferences which lifestyle alone cannot explain.lifestyle alone cannot explain.

Profilers generally use lifestyle and social psychology as the basis for Profilers generally use lifestyle and social psychology as the basis for understanding human beings and what feeds their media appetite.understanding human beings and what feeds their media appetite.

This is because human beings and the dynamics of their interaction in This is because human beings and the dynamics of their interaction in society is complex, explaining the motivations and reactions of people society is complex, explaining the motivations and reactions of people to certain messages as opposed to the other requires a complex to certain messages as opposed to the other requires a complex process which vary from lifestyle studies to social psychology.process which vary from lifestyle studies to social psychology.

In profiling therefore, profilers aside from studying trends and social In profiling therefore, profilers aside from studying trends and social patterns, also use psychology. patterns, also use psychology.

Lifestyle and Media SegmentationLifestyle and Media Segmentation In deciding which programmes or messages to

broadcast and at which particular times on which particular platform, there is a consideration for the average lifestyle of the target audience as the foundation on which such decisions are made.

This is borne out of the need to note the uniqueness of audiences in terms of age, background, economic status, interests and orientation.

The process of sifting and choosing in order to best suit different audience types is basically referred to as Segmentation.

Part FourPart Four

Audience Profiling in PracticeAudience Profiling in Practice

Audience Profiling – A DefinitionAudience Profiling – A Definition Audience Profile is a description of the Audience Profile is a description of the

demographic composition of an audience, usually demographic composition of an audience, usually in percentage distribution terms.in percentage distribution terms.

Traditionally It is driven towards a more precise Traditionally It is driven towards a more precise programming concept, timing and more programming concept, timing and more importantly advertising consideration for the importantly advertising consideration for the audio and visual media, while it is driven towards audio and visual media, while it is driven towards space, language, issues and advertising space, language, issues and advertising consideration for the print medium.consideration for the print medium.

For the internet medium, content, web-traffic and For the internet medium, content, web-traffic and advert consideration are important.advert consideration are important.

Demographic ClassificationsDemographic Classifications

state pensioners or widows (no other earner), casual or lowest grade workers

those at lowest level of subsistence

E

semi and unskilled manual workersworking classD

skilled manual workersskilled working classC2

supervisory or clerical, junior managerial, administrative or professional

lower middle classC1

intermediate managerial, administrative or professional

middle classB

higher managerial, administrative or professional

upper middle classA

occupationsocial statussocial grade

Source: National Readership Survey, United Kingdom, January-December 2005

•Because media targets are as different as there are media issues and programmes, there is a pungent need for Demographic Classifications.•There are however different types of classifications based on diverse yard-sticks.•Some classifications however stress economic status while others stress individual needs.

Demographic ClassificationsDemographic Classifications

detached and resentful, embittered and apathetic, tending to live in the 'ever-present now'

disconnected

averse to risk, guided by traditional behaviours and values, quiet and reserved, hanging back and blending in with the crowd

traditionalists

wanting to be 'normal', so follow the herd, accepting of their circumstances, they are contented and comfortable in the security of their own making

contented conformers

attaching importance to image and status, as a means of enabling acceptance by their peer group, at the same time holding onto traditional values

strivers

acquisitive and materialistic, aspiring to what they see are symbols of success, including things and experiences

esteem seekers

self-confident risk-takers, seeking new and different things, setting their own targets to achieve

innovators

focused on people and relationships, individualistic and creative, enthusiastically exploring change, 'in a framework of non-prescriptive consideration for others'

self actualisers

Characteristics social value

group

Source: ACORN United Kingdom 2005

This classification is modeled after Abraham Maslow’s Hierarchy Hierarchy of Needsof Needs

Audience Profiling in PracticeAudience Profiling in Practice

                              

      

 

•Senior executives, affluent investors, tech influencers and small business owners comprise CNNMoney.com's audience of more than 8 million average monthly unique users.

•Drawn to CNNMoney.com's insightful and comprehensive business and finance content, these business leaders and savvy investors are among the most sought-after-and difficult-to-reach decision makers in the world.

Unique Users8.2

MM

  

Median Age 46

Household Income $100K +

37%

Time Spent (minutes per month)

17

Sources: Nielsen Netratings, (1/06–12/06) Nielsen@Plan, Winter 2007

Source: CNNMoney.com

Part FivePart Five

The Audience as InfluencerThe Audience as Influencer

Origin of the AudienceOrigin of the Audience The origin of today's media audience is in public The origin of today's media audience is in public

ritualistic and theatrical performances of the ritualistic and theatrical performances of the ancient times.ancient times.

The earliest notion of the audience is in a The earliest notion of the audience is in a gathering of people in a physical space watching gathering of people in a physical space watching a musical, game or magical performance as in the a musical, game or magical performance as in the case of the Greek or Roman Theatre.case of the Greek or Roman Theatre.

The Greco-roman audience has a lot of similarity The Greco-roman audience has a lot of similarity with today’s audience and these include:with today’s audience and these include:• Planning and Organisation of viewing and listeningPlanning and Organisation of viewing and listening• Events with a popular and public character Events with a popular and public character • Voluntary individual acts of choice and attentionVoluntary individual acts of choice and attention• Specialization of roles of author, performer and Specialization of roles of author, performer and

spectatorspectator• Physical located-ness of performance and spectators Physical located-ness of performance and spectators

experienceexperience

The Audience in the New AgeThe Audience in the New Age The word “audience” in the simple sequential model of the The word “audience” in the simple sequential model of the

mass communication process (source, channel, message, mass communication process (source, channel, message, receiver, effect), refers to the receiver(s) of Mass Media receiver, effect), refers to the receiver(s) of Mass Media messages.messages.

With the proliferation of media platforms in the wake of With the proliferation of media platforms in the wake of technology innovations, this simple term “audience“ is now technology innovations, this simple term “audience“ is now being used to describe an increasingly diverse and complex being used to describe an increasingly diverse and complex reality.reality.

In the new age, the term audience for most mass media is In the new age, the term audience for most mass media is not usually observable except fragmentarily and in indirect not usually observable except fragmentarily and in indirect ways.ways.

Given the different meanings of the term however, the Given the different meanings of the term however, the audience still remains, within the purview of mass audience still remains, within the purview of mass communication, a subject of the social context and communication, a subject of the social context and continues linger as the core purpose for all marketing and continues linger as the core purpose for all marketing and communications activities.communications activities.

Implications for Communications Implications for Communications ManagementManagement

The audience currently holds the key to how the Mass Media The audience currently holds the key to how the Mass Media works.works.

The search for all the mysteries regarding the influence of the The search for all the mysteries regarding the influence of the audience on the mass media is still on.audience on the mass media is still on.

There is a need to know your audience, their economic, social and There is a need to know your audience, their economic, social and cultural nuances. cultural nuances.

There is a need to design communications which captures their There is a need to design communications which captures their interest.interest.

There is a need to test new innovations on the target audience There is a need to test new innovations on the target audience before roll-out.before roll-out.

Always get your audience profile correctly or the audience may Always get your audience profile correctly or the audience may not be watching and the advertising traffic will not be swayed not be watching and the advertising traffic will not be swayed since money only follows where the numbers exist.since money only follows where the numbers exist.

Thank youThank you