Target Audience

Psychographics:

Determining the psychographics of the target audience is very important when creating an installation because it can help the artist target those groups of people with the content in the production. Psychographics are currently split into 7 different categories that define the different social groups across Britain. They are;

Mainstreamers:         Seek security. Tend to be domestic, comfortist, conventional, sentimental – favour value for money family brands. The largest group.

Aspirers:                    They seek status, materialistic, acquisitive, oriented to image and appearance, persona and fashion. Typically, younger people.

Succeeders:              Seek control. Strong goals, confidence, work ethic and organisation. Typically, higher maintenance and professionals.

Resigned:                  Seeks survival. Rigid and authoritarian values. Interested in past and tradition. Typically, older people.

Explorers:                  Seeks discovery. Energy, individualism and experience. Values difference and adventure. Typically, younger demographic (students).

Strugglers:                 Seeks escape. Alienated and disorganised. Few resources beyond physical skills. Buys alcohol, junk food, lottery tickets. Typically, lower demographic.

Reformers:                Seeks enlightenment. Freedom of restrictions and personal growth. Social awareness and independent judgment. Anti-materialistic but aware of good taste.

My target audience:

Theoretically, everyone in Britain falls into one of these categories, so it is easy to use it to define the audience you will be targeting. My installation isn’t about current affairs or issues in today’s society, which is why I don’t think it will appeal to a specific audience. The content involved is much more creative based than political or even religious, making it appeal to broad range of people.

Demographics:

Demographics are split into much smaller groups, which are much more easily defined. People are put into classes based purely on the type of job they have, instead of their income or attitude.

A         Higher management, Bankers, Lawyers, Doctors etc.

B         Middle management, Teachers, creative and Media people (Graphic Design)

C1       Office supervisors, Junior managers, nurses, specialist clerical staff, white collar jobs

C2       Skilled manual workers, Plumbers, Builders, Blue collar jobs

D         Semi-skilled and unskilled manual workers

E         Unemployed, students, pensioners, casual workers

Based on the demographic labelling, I will be targeting the A, B and C1 categories as I believe they will be the most interested in video installations. They are also the most likely to have time to go to art exhibitions. This isn’t specific to my own, but art installations in general.