Detailed Audience Research

Young and Rubicam believe that there are 7 kinds of people in the world and their core needs:

1. The Explorer- discovery
2. The Aspirer- status
3. The Succeeder- control
4. The Reformer- enlightenment
5. The Mainstream- security
6. The Struggler- escape
7. The resigned- survive

In Young and Rubicam's eyes the audience for my documentary would either be 'The Reformer' or 'The Explorer' because of their core need and what my documentary can offer them which is enlightenment and discovery of another culture. from this information i was then able to discover that my documentary was aimed more at 'The Reformer' because they are:

• anti materialistic
• intellectual 
• leading edge of society
• own independent judgement 

From this information I then needed to consider my target audience and change the age range so I then, questioned people ranging from 17-21 on questions to do with our documentary and help towards further primary research.