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Psychographics is a way of describing an audience by looking at the behavior and personality traits. It labels a particular type of person and makes an assessment about their viewing and spending habits.

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Audiences are profiled using, demographics, psychographics and socioeconomics.

Demographics defines the adult population largely by what they do for a living, labeling them by a letter code that indicates income and status.

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All media texts are produced with an audience in mind. A television producer has to explain to the broadcasting institution who is the likely audience for this particular programme. This includes there age, are they under 25? Their gender, manly male or female audience, what are there interested in? Audience research is to know who is watching or listening at any time, a media producer has to know who the potential audience and as much about them as possible.