1. Unit 6 – Critical Approaches to Creative Media
HA6 Task 1 – Defining Audience for Products
Quantative Research
Quantitative research gathers data in numerical form which can be put into
categories, or in rank order, or measured in units of measurement. This type
of data can be used to construct graphs and tables of raw data.
This research is used for gathering information across a wide range of people
with quick & snappy questions such as:
Have you ever played this game?
Would you recommend others to play this game?
What would you rate this game out of 10?
These questions can apply to any group of people: nothing is specific, simple
yes or no 1-10.

2. Unit 6 – Critical Approaches to Creative Media
HA6 Task 1 – Defining Audience for Products
Qualitive Research
Qualitative research gathers information that is not in numerical form. For
example, diary accounts, open-ended questionnaires, unstructured interviews
and unstructured observations. Qualitative data is typically descriptive data
and as such is harder to analyse than quantitative data.
This research is normally used across a much smaller group amount of people
than simple yes or no Quantative research, mainly because it requires a bit of
knowledge.
An example of Qualitive research would be questions such as:
When you played this game did you enjoy it & if so can you explain why?
Do you play with friends online & if so are you in a group, clan team and what
do you specialise in anything specific?
Did you enjoy your play through of the game and what would you say stood
out & what do you think needs improving or removing?
This kind of research doesn’t just show figures it helps the developers know
what they need to work on & what needs to stay the same.

3. Unit 6 – Critical Approaches to Creative Media
HA6 Task 1 – Defining Audience for Products
Examples of developers who work well with their fans would be:
Overkill – Creators of payday & payday: The heist
GameFreak – Responsible for the long running Pokémon game series.
Valve –Developers of the steam community & games known as half-life, Team
fortress and portal.
All these developers listen to their audience & take note of things they think
would be a great addition to their games providing they are within reason.
This sums up most of the differences between qualitive & quantitive Research.

4. Unit 6 – Critical Approaches to Creative Media
HA6 Task 1 – Defining Audience for Products
Audience Profiling
Audience profiling finding out the profile of your audience
beforehand so that you can put across your message to the right
people in the most effective way to produce the best result. It might
include details like age, sex, educational qualification, work
experience, financial background, field of work, interests, mood,
orientation, bias, food habits, religious background, physique, health
condition etc.
Demographics – The most common
method of audience profiling is the
demographics, this technique places the
audience into six segments labelled A, B, C1,
C2, D and E. An example of a member of the
E group would be a college student receiving
little to no income. An example of a member
of the A group would be Reggie Fils-Aime
president and chief operating officer of
Nintendo of America.

5. Unit 6 – Critical Approaches to Creative Media
HA6 Task 1 – Defining Audience for Products
Psychographics - A method of defining an audiences
by observing their actions and personality. An example
of this is that studies show that Males aged 18-24 are
more likely to be Online gamers rather than non-
gaming internet operators.
Bibliography
http://www.emeraldinsight.com/content_images/fig/0200190403
001.png
http://www.simplypsychology.org/qualitative-quantitative.html
http://www.mcvuk.com/news/read/brand-map-51-of-professor-
layton-players-are-female/096842
http://www.about-face.org/wp-content/uploads/2013/07/E3-
Gamer-Demographics.jpg
http://answers.yahoo.com/question/index?qid=20080929075444A
APJwsK

6. Unit 6 – Critical Approaches to Creative Media
HA6 Task 1 – Defining Audience for Products
http://www.mcvuk.com/news/read/brand-map-51-of-professor-
layton-players-are-female/096842
http://jiad.org/images/article_images/vol3num2/table1_democha
r.gif