Audience Key Terms

Qualitative data: This is in-depth data which gathers detailed answers often including the audience’s thoughts and feelings, leading questions.

Quantitative data: This is data which is measured in numbers and groups, answers are often recorded as yes/no type questions which can be put into graphs and easy analysed.

Psychographic Data: This data includes people’s thoughts and feelings, interest’s lifestyles, answers questions with varied opinions and in-depth detailed answers.

Demographic Data: This is ‘pure’ data, for example a question such as “are you male/female?” easy to answer because it is either one or the other, not expectations or different opinions.