1. Lifestyle and Audience Profiling:Lifestyle and Audience Profiling:
Its Effect onIts Effect on
Communication ManagementCommunication Management
ByBy
Bolaji OkusagaBolaji Okusaga

2. OutlineOutline
PART 1: Profiles andPART 1: Profiles and
PerspectivesPerspectives
 Introduction: Why ProfileIntroduction: Why Profile
 Case study – The Flipside ofCase study – The Flipside of
ProfilingProfiling
 Perspective=Profile?Perspective=Profile?
PART 2: The Media in thePART 2: The Media in the
New AgeNew Age
 The Media – What Does itThe Media – What Does it
Really Mean?Really Mean?
 Evolution of the Mass MediaEvolution of the Mass Media
 The Media in the New AgeThe Media in the New Age
PART 3: Lifestyle andPART 3: Lifestyle and
MediaMedia
SegmentationSegmentation
 Lifestyle: A definitionLifestyle: A definition
 Lifestyle and PsychologyLifestyle and Psychology
 Lifestyle and MediaLifestyle and Media
SegmentationSegmentation
PART 4: Audience ProfilingPART 4: Audience Profiling
in Practicein Practice
 Audience Profiling: A DefinitionAudience Profiling: A Definition
 Demographic ClassificationsDemographic Classifications
 Audience Profiling in PracticeAudience Profiling in Practice
PART 5: The Audience asPART 5: The Audience as
InfluencerInfluencer
 Origin of the AudienceOrigin of the Audience
 The Audience in the New AgeThe Audience in the New Age
 Implications forImplications for
Communications ManagementCommunications Management

3. Part OnePart One
Profiles and PerspectivesProfiles and Perspectives

4. Introduction – Why Profile?Introduction – Why Profile?
 In an age of increased customization of messages onIn an age of increased customization of messages on
different platforms from the face to face encounter, thedifferent platforms from the face to face encounter, the
print and electronic medium to the on-line medium; thereprint and electronic medium to the on-line medium; there
is a need for profiling.is a need for profiling.
 Because there is really no such thing as massBecause there is really no such thing as mass
communication in the real sense of the word, messages arecommunication in the real sense of the word, messages are
customised based on a defined or intuitive profile of thecustomised based on a defined or intuitive profile of the
audience.audience.
 This is because, you can only hope to tap into the interestThis is because, you can only hope to tap into the interest
of your audience when you are able to connect with his/herof 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 toA fruitful and productive communication can only be said to
have happened when the sender and receiver of a messagehave happened when the sender and receiver of a message
are on the same page.are on the same page.

5. 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”

6. Page onePage one
 Last October caught the Washington, D.C., areaLast October caught the Washington, D.C., area
in a state of anxiety, as a sadistic sniper roamedin a state of anxiety, as a sadistic sniper roamed
the metropolitan area picking off victims for nothe 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 toPolice held daily news conferences--some to
convey eyewitness information about vehiclesconvey eyewitness information about vehicles
spotted at various shooting scenes and some tospotted at various shooting scenes and some to
communicate with the sniper. A variety ofcommunicate with the sniper. A variety of
experts, from former law enforcement officials toexperts, from former law enforcement officials to
mental health professionals, told the news mediamental health professionals, told the news media
the killer was likely a white man, based onthe killer was likely a white man, based on
knowledge of past serial killers. The public wasknowledge 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

7. Page TwoPage Two
 And the unknown criminal--or criminals--wasAnd the unknown criminal--or criminals--was
arguably watching the media circus--andarguably 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 theWhen the news media reported that the
weekday-only shootings might be a clue to theweekday-only shootings might be a clue to the
sniper's lifestyle, the sniper struck on asniper's lifestyle, the sniper struck on a
Saturday. When "expert profilers" insinuatedSaturday. When "expert profilers" insinuated
that the sniper was "playing God," the sniperthat 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 perhapsfor police at one shooting scene. And perhaps
most horrifying, when a local official said thatmost 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 Marylandschools, the sniper shot a student at a Maryland
school.school.
Copy right – Jennifer Daw Holloway of The Monitor, USA

8. Page 3Page 3
 On Oct. 24, the alleged snipers, John Lee Malvo andOn Oct. 24, the alleged snipers, John Lee Malvo and
John Allen Mohammed, were arrested and chargedJohn Allen Mohammed, were arrested and charged
with the shootings that left 13 dead and fivewith the shootings that left 13 dead and five
wounded. Contrary to several "expert" profiles andwounded. Contrary to several "expert" profiles and
eyewitness information, Malvo and Mohammed areeyewitness information, Malvo and Mohammed are
African American and were driving a blue sedan. TheAfrican American and were driving a blue sedan. The
Washington community let out a collective sigh ofWashington community let out a collective sigh of
relief, as documented by the media, which coveredrelief, as documented by the media, which covered
the story night and day. But did the media coveragethe story night and day. But did the media coverage
help or hurt the case? While many of the so-calledhelp or hurt the case? While many of the so-called
experts interviewed were former law enforcementexperts interviewed were former law enforcement
officials, some were identified as psychologists,officials, some were identified as psychologists,
psychiatrists or psychological profilers. Of particularpsychiatrists or psychological profilers. Of particular
interest to psychology, how did forensic psychologistsinterest to psychology, how did forensic psychologists
respond to media requests for expert opinions andrespond to media requests for expert opinions and
profiles of the killers? How should they have? Andprofiles of the killers? How should they have? And
what did the entire episode do to the public'swhat did the entire episode do to the public's
confidence in profiling?confidence in profiling?
Copy right – Jennifer Daw Holloway of The Monitor, USA

9. 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 clothesDoes your background affect the kind of clothes
you wear, the music you listen to, the televisionyou wear, the music you listen to, the television
programmes you watch, the people you mix withprogrammes you watch, the people you mix with
and the brands you consume?and the brands you consume?
 Do Birds of the same feather really flockDo Birds of the same feather really flock
together?together?
 Do you have a perspective?Do you have a perspective?

10. Part TwoPart Two
The Media in the New AgeThe Media in the New Age

11. 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 ofThere 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 andHowever, 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 ofFrom a communication perspective, a channel is a physical means of
transmitting a signal and this include radio wave, light and soundtransmitting 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 theA medium on the other hand consists of the technology or the
physical platform by which content or message is changed into aphysical 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 computerFrom the above definition, a television, radio and a personal computer
can be said to be a medium; this is because these platforms cannotcan 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 isFor 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 carryAnother intriguing aspect of technology is that one medium may carry
to receivers messages originally sent in another medium e.g.to receivers messages originally sent in another medium e.g.
watching movies on the personal computer instead of television. Thewatching movies on the personal computer instead of television. The
television also becomes a second medium when it shows a filmtelevision also becomes a second medium when it shows a film
originally meant for the cinema.originally meant for the cinema.

12. Evolution of the Mass MediaEvolution of the Mass Media
 Traditionally, mass media is the term used to denote, as a class, thatTraditionally, mass media is the term used to denote, as a class, that
section of the media specifically conceived and designed to reach asection of the media specifically conceived and designed to reach a
very large audience (typically at least as large as the wholevery large audience (typically at least as large as the whole
population of a nation state). It was coined in the 1920s with thepopulation of a nation state). It was coined in the 1920s with the
advent of nationwide radio networks and of mass-circulationadvent of nationwide radio networks and of mass-circulation
newspapers and magazines.newspapers and 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 ofThe internet is one important media that has changed the concept of
the mass-media.the mass-media.
 Before the internet, the recognised advertising media wereBefore the internet, the recognised advertising media were
newspapers, magazines, billboards, radio and television. Digitalnewspapers, magazines, billboards, radio and television. Digital
interactive advertising media started with the Internet, accessed at aninteractive advertising media started with the Internet, accessed at an
indoor computer, but is quickly spreading to television, cellularindoor 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 asIn search of better advert attraction, what is today considered as
mass-media outlets began to specialize in a core area targetingmass-media outlets began to specialize in a core area targeting
audiences with specific interests and lifestyles in order to capture thataudiences 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.

13. 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 ofAs technology continues to unveil newer ways of
communicating, the concept of what should constitute acommunicating, the concept of what should constitute a
medium is simultaneously affected.medium is simultaneously affected.
 Away from the traditional media platforms such as theAway from the traditional media platforms such as the
Telephone, the Radio, the Television, the Cinema andTelephone, the Radio, the Television, the Cinema and
the Print media, today, the internet is extending thethe Print media, today, the internet is extending the
bounds of communication and is pungently redefiningbounds of communication and is pungently redefining
lifestyles.lifestyles.
 Today we speak of such things as blogs and socialToday we speak of such things as blogs and social
networking on the internet as a veritable media on whichnetworking on the internet as a veritable media on which
advertisers are spending billions, little wonder then thatadvertisers are spending billions, little wonder then that
the advertising done on You-tube, E-bay, Goggle andthe 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, TheNBE, CNN, New York Times, Chicago Tribune, The
Herald, in terms of the actual dollar expended.Herald, in terms of the actual dollar expended.

14. Part ThreePart Three
Lifestyle and MediaLifestyle and Media
SegmentationSegmentation

15. Lifestyle: A DefinitionLifestyle: A Definition
 Lifestyle is basically a person's pattern of living as expressed inLifestyle 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 ofIt 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 behaviourIt is a way of living based on identifiable patterns of behaviour
based on an individual’s choice, influenced by the individual’sbased on an individual’s choice, influenced by the individual’s
personal characteristics, their social interactions, andpersonal 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 aLifestyle 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 toFrom the above definitions, it is clear that lifestyle is central to
the understanding of the interests as well as consumptionthe 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.

16. Lifestyle and PsychologyLifestyle and Psychology
 Psychology is basically the study of the mind and how it affectsPsychology 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 whenFor example, how do children between the ages of 4 to 10 react when
you tune to network away from Mickey-mouse or Tom and Jerryyou tune to network away from Mickey-mouse or Tom and Jerry
Cartoon which they were previously watching? How does a middleCartoon which they were previously watching? How does a middle
aged man in executive position react when he is denied reading theaged man in executive position react when he is denied reading the
Stock-market report or the op-ed column in the paper all because hisStock-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 samewife 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, socialFrom the above examples, it is clear that based on sex, age, social
status and other factors, people generally have preferences whichstatus 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 forProfilers 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 inThis is because human beings and the dynamics of their interaction in
society is complex, explaining the motivations and reactions of peoplesociety is complex, explaining the motivations and reactions of people
to certain messages as opposed to the other requires a complexto 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 socialIn profiling therefore, profilers aside from studying trends and social
patterns, also use psychology.patterns, also use psychology.

17. 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.

18. Part FourPart Four
Audience Profiling in PracticeAudience Profiling in Practice

19. Audience Profiling – A DefinitionAudience Profiling – A Definition
 Audience Profile is a description of theAudience Profile is a description of the
demographic composition of an audience, usuallydemographic composition of an audience, usually
in percentage distribution terms.in percentage distribution terms.
 Traditionally It is driven towards a more preciseTraditionally It is driven towards a more precise
programming concept, timing and moreprogramming concept, timing and more
importantly advertising consideration for theimportantly advertising consideration for the
audio and visual media, while it is driven towardsaudio and visual media, while it is driven towards
space, language, issues and advertisingspace, language, issues and advertising
consideration for the print medium.consideration for the print medium.
 For the internet medium, content, web-traffic andFor the internet medium, content, web-traffic and
advert consideration are important.advert consideration are important.

20. Demographic ClassificationsDemographic Classifications
state pensioners or widows (no other earner),
casual or lowest grade workers
those at lowest level of subsistenceE
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 status
social
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.

21. 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 HierarchyHierarchy
of Needsof Needs

22. 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 Users
8.2
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

23. Part FivePart Five
The Audience as InfluencerThe Audience as Influencer

24. Origin of the AudienceOrigin of the Audience
 The origin of today's media audience is in publicThe origin of today's media audience is in public
ritualistic and theatrical performances of theritualistic and theatrical performances of the
ancient times.ancient times.
 The earliest notion of the audience is in aThe earliest notion of the audience is in a
gathering of people in a physical space watchinggathering of people in a physical space watching
a musical, game or magical performance as in thea 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 similarityThe 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 characterEvents 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 andSpecialization of roles of author, performer and
spectatorspectator
• Physical located-ness of performance and spectatorsPhysical located-ness of performance and spectators
experienceexperience

25. The Audience in the New AgeThe Audience in the New Age
 The word “audience” in the simple sequential model of theThe 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 Mediareceiver, effect), refers to the receiver(s) of Mass Media
messages.messages.
 With the proliferation of media platforms in the wake ofWith the proliferation of media platforms in the wake of
technology innovations, this simple term “audience“ is nowtechnology innovations, this simple term “audience“ is now
being used to describe an increasingly diverse and complexbeing used to describe an increasingly diverse and complex
reality.reality.
 In the new age, the term audience for most mass media isIn the new age, the term audience for most mass media is
not usually observable except fragmentarily and in indirectnot usually observable except fragmentarily and in indirect
ways.ways.
 Given the different meanings of the term however, theGiven the different meanings of the term however, the
audience still remains, within the purview of massaudience still remains, within the purview of mass
communication, a subject of the social context andcommunication, a subject of the social context and
continues linger as the core purpose for all marketing andcontinues linger as the core purpose for all marketing and
communications activities.communications activities.

26. Implications for CommunicationsImplications for Communications
ManagementManagement
 The audience currently holds the key to how the Mass MediaThe audience currently holds the key to how the Mass Media
works.works.
 The search for all the mysteries regarding the influence of theThe 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 andThere is a need to know your audience, their economic, social and
cultural nuances.cultural nuances.
 There is a need to design communications which captures theirThere is a need to design communications which captures their
interest.interest.
 There is a need to test new innovations on the target audienceThere 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 mayAlways get your audience profile correctly or the audience may
not be watching and the advertising traffic will not be swayednot 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.

27. Thank youThank you