13.2 Populations involved in audience research

Segmenting or grading people is useful to discriminate consumer behavior. Established systems include SEG, social class, SOC,SEC) and social grade, which divides into A, B, C1, C2, D and E. It is used widely by the market research industry in the UK. Advertising research focuses on the target audience as defined by the objectives. Such audiences may not be users of the product; in some cases, the buyer does not use the product, but decides to make the purchase. In pre- and post-testing the effectiveness of an advert, a split sample of matched respondents may be required.

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