There are a range of techniques you can use to define audiences for example Quantative research and Qualitative research.
Quantitative Research:
A specific closed question will get asked by the researcher and with the answers they will collect numercial data from people who participated. Once they are collected the researcher will analyse the data with the help of statistics. The numbers should yield an unbiased result which can be generalized to a larger population. For example: some techniques include questionnaires and surveys.
Qualitative Research:
Qualitative is the opposite to Quantitative research, the researcher will ask broad questions and collect word data from the peope who participated. The researcher looks for themes and describes the information in themes and patterns wxlusive to the set of people who answered their questions. For example: Some techniques inlcude face to face interviews and focus groups.
BARB:
BARB stands for Broadcasters' Audience Reseach Board. They're the official source of TV viewing figures in the UK, they have a variety of techniques which they measure what everyone in the UK are watching. It was created to replace a previous system, where the BBC and ITV companies complied thier own ratings, JICTAR. It's owned by the BBC, the ITV companies, Channel 4, Channel 5, BSkyB and the Institute of practitioners in advertising. Participating viewers have a box on top of their TV which tracks the programmes they watch.
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