Market Segmentation and Audience Profiling

Demographics is the statistical data relating to the population and the particular groups within it.These can be classifed with Age, Gender, Economic Class, Education, financial status etc.

Psychographics: This 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. These can be divided into 6 classes
​Mainstreamers, Aspirers, Succeders, Resigned, Explorers, Strugglers and Reformers.
For our Music video the classification is as follows:


Demographics:
​Mainstreamers, Aspirers, Succeders, Resigned, Explorers, Strugglers and Reformers.
For our Music video the classification is as follows:


Demographics:
Age Group: 16-30 
Gender: Males and Females both
ABC group: 
Group B: Middle class people i.e administrative, managerial professionals.                      
Group C1: Lower middle class i.e supervisory, junior managerial                     
Group E: Non working i.e Students, pensioners.Employment Status: Students, Unemployed and Employed people
Location: Mostly cities and Urban areas where people can easily access music videos 
Economic class: Middle class, Lower middle class, Working classFinancial Status: Both High and Low income earners.

Psychographics:

1. Mainstreamers: People who seek security, tend to be domestic, conventional and sentimental, favor value over brands and money worth and conformist

2. Resigned: typically older people who seek survival, and prefer traditions and values, slightly rigid as well.

3. Reformers:  People who seek enlightenment and inspiration, tend to create social awareness, anti materialistic but having a good taste in things and have freedom of personal growth.These are the Demographics and Psychographics of the Audience we are looking to target in our music video.

Summary of Audience survey

After conducting the survey for the music video here is a summary of what responses we got: 

Most of the people who took the survey were from the age group 16-25 and in my opinion these people would generally be attracted to the indie pop music. The most popular medium of viewing videos is obviously Youtube, it's extremely user friendly and has all the top hits on the main page which makes it easier for audiences to view.





After the survey we found out that watching music videos is still something general audiences do since due to technological convergence and the increase in digital technologies everything is so compact and readily available, audiences watch music videos using applications like youtube on their phones. There is easy access to technology.

Audiences prefer stories in order to understand the lyrics better and relate to them hence Narrative based music videos are popular.

Indie/ Contemporary pop happens to be a popular genre, 69% people have an idea of what it is. The survey shows that audiences are more into a lot of exposure to lifestyles, voyeuristic ideas and exotic locations. The third most liked element is the social messages passed on through music videos while graphic elements also seem to be important since nothing is complete without proper editing and graphics.