EE and the Media Gazette

EE and The Media Gazette,

Demographic Profiling

Target audiences can be defined by gender, education, ethnicity and a host of other social characteristics or “demographics.” Predominantly used in market research and electoral campaigns, demographic data are the statistical characteristics of human populations such as age, marital status, children, education, race, employment, income, political affiliation, ideology, geographic location and religion. Once such data is obtained and reviewed, a profile of the target audience can be created.

The value of demographic profiling is twofold. First, detailed knowledge of an audience aids in crafting a message that resonates with that audience. Second, once a basic profile is formulated, the process is simplified for finding the proper media outlets to effectively communicate with that audience. Tony Schwartz, a media expert, refers to this process as finding and stroking the “responsive chord.”

Researching and evaluating demographic information can range from formal analyses (employing standard survey research methods) to informal one-on-one discussions with members of the target audience. Professional pollsters or academic survey researchers can be used to create a profile of the audience you want to reach; however this approach can be expensive. Because many EE supporters are educators themselves or affiliated with an academic institution it may be possible to acquire some pro bono assistance from colleagues (i.e., professors and teachers with backgrounds in survey research).

The U.S Census Bureau is the most commonly available source for the most reliable census (demographic) data. Such federal data can be retrieved through libraries as well as via the Internet at: www.census.gov. When used with great specificity, census data can aid in the understanding and targeting of an audience. For example, census data includes basic statistical information about rural families. Such data could help to craft a public service announcement inviting that distinct group to participate in regional EE programs about groundwater quality and stream conservation on farms.