You'll need a combination of tools for thorough audience profiling: we'll use IN FOCUS for demographics and QUESTION TIME for psychographics.
For this example, let's profile the Harry Potter fanbase in the UK: who are they and what do they like?
- DEMOGRAPHIC PROFILING
To access the tool that provides you demographics data all in one screen – called “IN FOCUS”, click the light blue button on the left-side bar (“Audience Segmentation Tools").
1. Click “IN FOCUS”
%20(14).png?width=670&height=281&name=Title%20(1024%20x%20430%20px)%20(14).png)
2. Here you can choose which country, question category, and specific question from the chosen category you want to analyse demographic data of.
Click on the drop-down menu to pick which of the countries you are subscribed to you want to analyse. For this example, we'll pick the UK.
3. Choose the category you’d like to analyse the fanbase of. If you’re looking into specific characters' fanbases, you can choose “CHARACTERS”, for specific TV show fans “TV/VOD”, and so on.
For this example, we’ll focus on Harry Potter fans (the character) in the UK, so we’ll choose “CHARACTERS”.
4. Choose the question. We have two questions in the question group “CHARACTERS” where Harry Potter is mentioned:
What is your favourite character? [Single choice question: respondents can only pick one character. To increase sample size if needed, choose "Which of these characters do you like?" instead which is multiple choice].
%20(20).png?width=670&height=281&name=Title%20(1024%20x%20430%20px)%20(20).png)
%20(93).png?width=670&height=281&name=Title%20(1024%20x%20430%20px)%20(93).png)
5. Adjust the filters to select your preferred gender, age group, and date range. Leave these unchanged if you want to discover whether a fanbase skews toward a specific gender or age group.
5. Edit the country, question group, and question.
7. Click on a specific bar to analyse that IP/answer individually. We'll show you how the page changes after clicking an IP's bar, but first let's review the current page.
%20(61).png?width=670&height=281&name=Title%20(1024%20x%20430%20px)%20(61).png)
And if you scroll down, you’ll see...
8. Over-time response changes by month (automatically shows the top answer. Customize by left-clicking any answer to see its trend, then CTRL+left-click additional bars to compare multiple answers).
9. Respondents' gender (displays 50/50 when no specific answer is selected, since our total sample is always split equally between male and female).
10. Respondents' location.
11. Respondents’ family income.
12. Respondents’ age (similar to gender, the percentage for each age will always be the same until you single out an answer).
13. Respondents’ ethnicity (non-mandatory question).
14. Respondents’ household.
15. Respondents’ number of siblings.
%20(62).png?width=670&height=281&name=Title%20(1024%20x%20430%20px)%20(62).png)
%20(32).png?width=670&height=281&name=Title%20(1024%20x%20430%20px)%20(32).png)
Now that you have a clear overview of all the data on the IN FOCUS page, let's focus on the Harry Potter fanbase specifically!
Click on the "Harry Potter" bar, and the bar charts will update as follows:
16. The coloured bar indicates "all other coloured bars on this page now show only respondents who selected Harry Potter as their favourite character."
The grey bars show the average response across all kids. For example, while the average kid is more likely to live in London, Harry Potter fans are less likely to live there (i.e. the grey bar is taller than the coloured one, which represents Harry Potter fans' responses).
%20(63).png?width=670&height=281&name=Title%20(1024%20x%20430%20px)%20(63).png)
%20(64).png?width=670&height=281&name=Title%20(1024%20x%20430%20px)%20(64).png)
With one click, we can quickly gain an overview of what Harry Potter fans are like:
- They are mostly girls (55.7% girls vs 44.3% boys)
- They are more likely to be aged 11-15
- They are more likely to live in the South East of England (12.8% coloured bar, vs 10.7% grey bar – i.e. the average kid’s response)
- Their monthly family income is more likely to be ÂŁ2501-ÂŁ3000 (13% vs 10.8%)
Watch the video tutorial below for a comprehensive recap:
- PSYCHOGRAPHIC PROFILING
Now that we have a basic understanding of who Harry Potter fans are, we can dive into what they like, what they usually buy, which platforms they're more likely to be on, et cetera.
1. Let's go back to "Audience Segmentation Tools" (light blue icon on the left-side bar). This time we'll click "QUESTION TIME".
%20(34).png?width=670&height=281&name=Title%20(1024%20x%20430%20px)%20(34).png)
2. Just like with "IN FOCUS" previously, we'll have to choose a country (in this case, we'll stick with the UK).
3. Select survey type refers to which survey (online vs offline) we want to pull the question/s from.
The online survey includes questions related to kids' online ecosystem (e.g. video games, characters, tv shows, films), while the offline one focuses on their hobbies, shopping behaviour, toys, and so on.
⚠️ You can select both surveys, but not all kids complete both. This means combining data (i.e. cross-tabs) from both surveys will give you smaller sample sizes. For example, analysing what Harry Potter fans (online survey) like to do as hobbies (offline survey) will have fewer respondents.
4. Select question group - we'll stick with "CHARACTERS", like we did previously, and click "submit".
%20(35).png?width=670&height=281&name=Title%20(1024%20x%20430%20px)%20(35).png)
%20(94).png?width=670&height=281&name=Title%20(1024%20x%20430%20px)%20(94).png)
5. Adjust filters to narrow down your target audience.
Gender: we'll keep both to have a bigger sample size, and we are not interested in gender differences at the moment.
Age: we know that Harry Potter fans are more likely to be aged 11-15,
Date range: you can select these manually or just click on the calendar icons to quickly select the last 3 to 12 months.
⚠️ Always keep an eye on the sample size, which you can see below the filters - the higher it is, the more reliable the data!
6. Select the questions you want to cross-analyse.
Question 1: since we're interested in Harry Potter fans, we'll need "What is your favourite character?".
Question 2: this depends on what you want to understand about Harry Potter fans!
Let's see how they interact with their favourite character and what related products they are more likely to purchase by selecting the question "How have you interacted with your favourite character?"
%20(95).png?width=670&height=281&name=Title%20(1024%20x%20430%20px)%20(95).png)
7. Click on the bar to single out Harry Potter fans.
8. If the labels are shortened, you can click on the icon on the top right corner and select "long labels".
%20(96).png?width=670&height=281&name=Title%20(1024%20x%20430%20px)%20(96).png)
What this tells us is that Harry Potter fans aged 11-15 in the UK (i.e. coloured bars) are MORE likely than the average (i.e. the grey bar) to:
[i.e. the coloured bar is higher than the grey bars in the right chart]
- Play a video game with their favourite character
- Purchase toys and games of their favourite character
- Purchase books or magazines of their favourite character
and they're LESS likely to [i.e. the coloured bar is SHORTER than the grey bars in the right chart]:
- Follow/engage with their favourite character on social media
- Watch their favourite character on standard TV
đź’ˇ CUSTOM DASHBOARDS let you analyse multiple questions about your audience at once. Instead of checking each question separately, you get a complete profile with one click.
For example, with one click you can see what video games Harry Potter fans play, which devices they use, their daily usage, their favourite TV platforms, and more.
Check out our step-by-step guide to create your own CUSTOM DASHBOARD - your one-click audience profiling tool.