presentation – results and research This is the presentation that I did on Audience research including Demographic and Psychographic research on an audience profile. We did this to gain an understanding of how Audience data is collected and why audience profiling is important.

The importance of audience profiling means, by collecting data on who is interested in your specific piece of media (Newspapers, magazines, tv shows, etc) the makers are able to know how to appeal and attract the majority groups of people meaning the audience expands and companies make money. For example, demographic data focuses on: age bands, gender and social class. Psychological data focuses on banding people into five groups based on their lifestyle and interests.

The Psychological groups: 

Mainstreamers

Aspirers

Succeeders

Reformers

Individuals.

There are many ways of gathering the data to put onto profiles in both quantitative (numerical data) and qualitative ways (Thoughts and feelings of people). For example, questionnaires are a good quantitative way to ask a wide audience questions based on the topic and ask questions they would like to know in less detail rather than an interview which means you can only ask a limited amount of people at one time.

Qualitative and Quantitative data bases 

Interviews are also a good qualitative way of asking people their views on the subject as they are able to give a one-on-one opinion with thoughts and feelings about how they believe the topic of conversation could be improved. Another is focus groups as they are able to collect small groups of people who are interested in the subject and ask for improvements and what they liked and disliked about the topic. Finally, case studies also help to collect information from a wider audience and help to gather information quickly while exploring people’s opinions in a much more detailed way.

Quantitative ways of gathering information include questionnaires and surveys which give short questions with limited answers to get to the point the company is looking for. However, this means they can ask many people in much less time.

When we did this, we used Quantitative primary research ( a questionnaire survey) to find out information on what people thought about magazines and our chosen magazine ‘Ideal Home’ which is called Textual analysis ( analysis of the magazine)

We did this to find out more demographic information such as gender, age and class (Either ABC1 or C2DE) which is called ‘Socio Economic Status’ or SES. We also used Quantitative secondary research (NRS data) online to find out how many people read ‘Ideal Home’ by print and online and gender and age groups.

The Socio Economic Statuses:

A – Successful businessmen at the top of their professions e.g. Chief executive, senior civil servant, surgeon, scientists
B – High skilled professions  e.g. bank manager, teacher
C1 – Supervisory and junior managerial e.g. shop floor supervisor, bank clerk, sales person
C2 – Skilled manual workers e.g. electrician, carpenter
D – Semi-skilled and unskilled manual workers e.g. assembly line worker, refuse collector, messenger
E – Labourers, pensioners, unemployed e.g. people in education and anyone living on basic benefits

Independent evaluation:

I believe that my individual research was effective as I was able to gather all the information I needed and was able to come to a conclusion on the target audience of ‘Ideal Home’ as being primarily females, 35+ in the ABC1 category. However, I didn’t section ‘Ideal Home’ into a psychologic group. I believe to improve, I could have found out the psychologic group and also asked more males in my class as the majority of the class is female so by asking an even amount, I would have been able to get a more reliable set of data. I also believe I could have done more qualitative data analysis to pick up more information. For example, I could have done interviews with people who read ‘Ideal Home’ Also, by using more online research I could have found out more on the audience of ‘Ideal Home’ I believe my questionnaire went well as the questions I asked were very specific and gave detail to how the question were to be answered.

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