Key audience terms

Qualitative data - Qualitative data is extremely varied in nature. It includes virtually any information that can be captured that is not numerical in nature


Quantitative data - The term quantitative data is used to describe a type of information that can be counted or expressed numerically.

demographic data - Age, gender, location. This data reflects cold hard statistics that lack any emotional response.

psycho-graphic data - This is the data collected based upon personal preferences of the audience for example their favourite genre or form of music video.