WEEKLY LEARNING ACTIVITY SHEET

Solomon P. Lozada National High School

Empowerment Technologies
2nd Quarter – Week 3

Developing an ICT Project for Social Change

Competency:
Analyze how target or intended users and audiences are expected to respond to the
proposed ICT Project for Social Change on the basis of content, value, and the user
experience. (CS_ICT11/12-ICTPT-IIm-p17)

Content:
Research for ICT Projects, Audience profiling, (demographics and psychographics)

Objectives: At the end of the week, students are expected to:

 Identify demographics and psychographics;
 Analyze the importance of knowing the behaviors and traits in the society; and
 Create an Audience Profile.

Key Concepts

Audience Profiling is a task all media institutions need to perform when creating a
new product to launch onto the market be it a magazine, film, album, website etc.

When defining an audience, factors that must be considered include:

 Age, Gender, Race and Sexuality
 Education
 Occupation
 Annual Income
 Disposable Income
 Current Lifestyle/Aspirational or Desired Lifestyle
 Culture
 Media Interests
 Buying Habits
 Loyalty to Brands

Why does audience profiling matter?

 Audience profiling doesn’t limit your audience, it simply helps you choose where to
spend your time and money for the greatest return of your investment.
 Audience profiling isn’t just a method used to understand the target audience, it is
also an important part of crafting unified goal and vision for your business, brand, or
product.

Methods of Audience Profiling

 Demographics
A common and traditional method of audience profiling is known as demographics.
This defines the adult population largely by the work that they do. It breaks the
population down into 6 groups and labels then by using a letter code to describe the
income and status of the members of each group.

NA
Solomon P. Lozada National High School
School ID No.: 304909
L

s, S Amag, Bayabas, Surigao del Sur

 Higher management, bankers, lawyers, doctors and other
A
professionals.
Middle management, teachers, creative and media people (ex.
B
graphic designers etc.)
Office supervisors, junior managers, nurses, specialist clerical
C1
staff – white collar
C2 Skilled manual workers, plumbers, builders – blue collar
D Semi-skilled and unskilled manual workers
E Unemployed, students, pensioners, casual workers

 Psychographics
This is a way of describing an audience by looking at their behavior and personality
traits. Psychographics labels a particular type of person and makes an assessment
about their viewing and spending habits. The advertising agency Young and Rubican
invented a successful psychographic profile known as their 4C’s Marketing Model
Stand Cross Cultural Consumer Characterization. They put the audience into groups
with labels that suggest their position in society.

SEEK SECURITY. Tend to be domestic,

conformist, conventional, sentimental –
MAINSTREAMERS
favor value for money family brands. Nearly
always the largest group.
SEEK STATUS. Materialistic, acquisitive,
orientated to image and appearance,
ASPIRERS persona and fashion. Attractive packaging
more important than contents. Typically
younger people, clerical and sales jobs.
SEEK CONTROL. Strong goals,
confidence, work ethic, and organization.
SUCCEEDERS Supports stability. Brand choice based on
self-reward and quality. Typically higher
management and professionals.
SEEKS SURVIVAL. Rigid and authoritarian
values. Interested in the past and tradition.
RESIGNED
Brand choice stresses safety, familiarity
and economy. Typically older people.
SEEKS DISCOVERY. Energy,
individualism and experience. Values
difference and adventure. Brand choice
EXPLORERS
highlights satisfaction and instant effect.
The first to try new brands. Younger
demographic – students.
SEEKS ESCAPE. Alienated and
disorganized. Few resources beyond
STRUGGLERS physical skills. Brand choice involves
impact and sensation. Buys alcohol, junk
food, lottery tickets. D and E demographic.
SEEKS ENLIGHTENMENT. Freedom of
restrictions and personal growth. Social
awareness and independent judgment.
REFORMERS
Anti-materialistic but aware of good taste.
Has attended higher education and selects
products for quality.

NA
Solomon P. Lozada National High School
School ID No.: 304909
L

s, S Amag, Bayabas, Surigao del Sur

 Samples of Audience Profiling

1. Demographics

NME Consumer Profile

Here is a reader profile for NME. This document is updated every quarter
following market audience research, and is produced for advertisers in order for
them to appropriately place their brand in a magazine that is going to align itself
with their target audience.

NA
Solomon P. Lozada National High School
School ID No.: 304909
L

s, S Amag, Bayabas, Surigao del Sur

 2. Psychographics

ACTIVITY 1
Instructions: Write T if the statement is TRUE else F if the statement is FALSE.

_____1. Younger demographic is also known as explorers.

_____2. Demographics a common and traditional method of audience profiling.
_____3. Aspirers are typically higher management and professionals.
_____4. Pensioners are categorized as Class B.
_____5. Psychographics is a way of describing an audience by looking at their behavior or
personality traits.
_____6. Mainstreamers are anti-materialistic but aware of good taste.
_____7. Succeeders are the first to try new brands.
_____8. Office supervisors are categorized as Class C1.
_____9. Explorers always seeks for discovery.
_____10. Reformers are always the largest group.

NA
Solomon P. Lozada National High School
School ID No.: 304909
L

s, S Amag, Bayabas, Surigao del Sur

 ACTIVITY 2
Instructions: Choose one of the questions below. Answer it through a Paragraph with a
maximum of 10 sentences.
 Everything is changing too fast today. Agree or disagree? Explain your answer.
 Why is it important to feel that you’re a part of a group?
 Do you believe that a woman can still work even if she has small children? Explain
your answer.

How to score your output

0
5 4-3 2 1
Features Not
Expert Accomplished Capable Beginner
Performing
Somewhat Gives some new Gives no new
Quality of Very informative and
informative and information but information and very No output
Writing well organized.
organized. poorly organized. poorly organized.
A number of So many spelling,
Few spelling and
Grammar, Virtually no spelling, spelling, punctuation and
punctuations
Usage & punctuation or punctuation or grammatical errors No output
errors, minor
Mechanics grammatical errors. grammatical that it interferes with
grammatical errors.
errors. the meaning.

ACTIVITY 3
Instructions: You are going to create your own Audience Profile. You need to consider
Demographics and Psychographics, lifestyle and the brands your audience will identify with
(potential advertisers).

How to score your output

0
5 4-3 2 1
Features Not
Expert Accomplished Capable Beginner
Performing
The student achieves
a broader The student shows an
The student The student
understanding about enriched understanding
provides provides basic
Content Audience profiling of concepts and makes No Output
thoughtful insight insight into
and synthesizes distinctions among
into concepts. concepts.
what has been them.
learned.
Demonstrates
Awareness of
understanding of Content and
Organization content and purpose Content and
content and purpose in purpose is vague No output
of Ideas has led to insight and purpose is clear
response to assigned or unclear.
discovery.
writing.
Sustains a well-
focused and well- Point of view is focused Point of view is
organized analysis and original and present and Clear focus and
Expresses a
that logically followed by logical followed by organization is No output
Point of View
connects creative, organization and clear logical lacking.
original, and relevant connections. organization.
ideas.
Provides credible Provides specific,
Provides Provides little
and compelling appropriate, and
supporting supporting
Uses Sources supporting evidence adequate supporting
evidence and evidence and No output
and Evidence while accurately evidence and shows
uses citation few, if any,
using citation awareness of citation
standards. citations.
standards. standards.

NA
Solomon P. Lozada National High School
School ID No.: 304909
L

s, S Amag, Bayabas, Surigao del Sur

 REFERENCES

[Link]
[Link]

Picture References

[Link]
FwPOpKjW2Uo%2FVCBROogjWGI%2FAAAAAAAAAD4%2FC--ZQc7Xa8Y
%2Fs1600%2FNME%252BReader%[Link]&imgrefurl=http%3A%2F
%[Link]%2F2014%2F09%2Fnme-reader-profile-
[Link]&tbnid=IjyUoLPXwQ_FRM&vet=10CBEQxiAoAWoXChMIsIHj8LaW7gIVAAAA
AB0AAAAAEAY..i&docid=aT_5_e0E2f2lOM&w=562&h=680&itg=1&q=nme%20consumer
%20profile&ved=0CBEQxiAoAWoXChMIsIHj8LaW7gIVAAAAAB0AAAAAEAY

[Link]
%2Faudienceprofilingpowerpoint-091012052111-phpapp02%2F95%2Faudience-profiling-
[Link]%3Fcb%3D1255324927&imgrefurl=https%3A%2F
%[Link]%2Fleannacatherina%2Faudience-profiling-powerpoint
%2F4&tbnid=t8HXmOR30VZUeM&vet=12ahUKEwjm0srEuZbuAhUNDJQKHY4_BngQMygA
egQIARAu..i&docid=A9z8bjQ15mUs4M&w=728&h=546&q=mrs.%20moore%20reader
%20profile&hl=en&ved=2ahUKEwjm0srEuZbuAhUNDJQKHY4_BngQMygAegQIARAu

ANSWERS KEY

Activity 1 Activity 2

1. T (Answers may vary)

2. T
3. F
4. F
5. T
6. F
7. F
8. T
9. T
10. F

NA
Solomon P. Lozada National High School
School ID No.: 304909
L

s, S Amag, Bayabas, Surigao del Sur