Why do we conduct audience research?Audience research is necessary to find out the likes and dislikes of our target audience;Their emotions, beliefs, attitudes and knowledge, so that we can decide the best way tofulfil what they want in a magazine.For my college magazine, I have conductedaudience research with a questionnaire, using 6questions asked to 7 males and 7 femalesbetween the ages of 16-19 in my college, to findout what they would like to see in a collegemagazine.
My audience research.The questions I asked focussed on finding out the type of magazines people enjoy reading, and why. I did this so that Icould find out what my audience would wish to see in the college magazine. By looking at other magazines that myaudience are interested in, I can get a good idea of what will encourage them to buy.I also asked how much each participant is willing to pay for a magazine. This would help me price my magazine in orderto reach the largest portion of my target audience as possible.The final question, ‘What would you like to see in a college magazine?’, is very important to my audience research as it isclear and concise. This means I can obtain a simple answer from my participants.These questionnaires were handed out to 7 males and 7 females, in order to get a fair and unbiased view on what bothgenders want from a magazine. They used both Open and Closed questions in order to obtain both simple, analysableanswers, and more complex, individual ones.1. How many times a month do you purchase a magazine? (Closed)2. What genre/s of magazine do you tend to purchase most? (Closed)3. Name a magazine/magazines that you enjoy reading.4. What features do you like most about this/these magazines? (Open)5. How much are you willing to pay for a magazine? (Closed)6. What would you like to see in a college magazine? (Open)
My audience research. Gender Q1 Q2 Q3 Q4 Q5 Q6 Interviews with band £2.01-P1 Male 1 Music Kerrang! members £3.00 News, ImagesP2 Male <1 Entertainment OXM Freebies, articles >$4.00 College activities, News Empire, Kerrang!, Rolling £2.01- College bands, CollegeP3 Male <1 Music, Entertainment Stone Interviews, articles £3.00 activities £2.01-P4 Male 2 Entertainment, Science New Scientist Articles £3.00 College activities, News £1.01-P5 Male <1 Entertainment OXM News £2.00 College activities, Images £2.01-P6 Male 2 Music Kerrang! Interviews, freebies £3.00 College bands, News £2.01-P7 Male 1 Music, Entertainment Empire, PSM, Kerrang! Interviews, articles £3.00 News, Images £1.01-P8 Female <1 Entertainment MYM Originality £2.00 Anything £2.01-P9 Female 4 Music, Entertainment Empire, Kerrang! Information about events. £3.00 News Reviews, FashionP10 Female 3 Music, Gossip, Fashion Q, Look, Company information. >£4.00 Anything £2.01-P11 Female 2 Music, Gossip, Fashion Look, More, Reveal, OK! Fashion information. £3.00 Quizzes, Images £1.01- College bands, News,P12 Female 1 Music NME Interviews, articles £2.00 Images Music, Lifestyle, Gossip, Fashion information,P13 Female <1 Fashion Vogue, Heat, Elle, Grazia Images >£4.00 College bands, Fashion Entertainment, Lifestyle, £2.01- News, College activities,P14 Female 3 Fashion Look, OK!, Empire Interviews, Reviews, News £3.00 Images
Target Audience Interest.From my findings I can see that most of my target audience are interested in music.This can be seen by the genres chosen. Both males and females often chose music asone of the genre’s they tend to purchase most, with 9 of 14 participants. Malesseemed more interested in Entertainment (Film and Gaming) magazines than females,though females seemed more interested in Fashion or Gossip magazines than males.
How much are they willing to pay?My findings show that most people are willing to pay £2.01-£3.00 for a magazine,though some were willing to pay over this. This suggests that my target audience is inthe ABC1 social grade. I will price my magazine in the middle of this range in orderto appeal to the widest proportion of my target audience. More than $4.00 £1.01 to £2.00 3 3 8 £2.01 to £3.00
Favourite Features.My research shows that most of my target audience are interested in articles andinterviews. Females are shown to be interested in fashion advice. Some people wereattracted to a magazine by the freebies available, such as posters, cinema tickets, orfree Starbucks. This shows that my college magazine could include offers fordiscount food in town or cinema deals.
College Magazine Features.As can be seen from my audience research, many people are interested in collegeactivities that may be available. My magazine could contain information on differenttypes of enrichment courses, such as music courses or clubs that people could join.Many of the participants were interested in college news. The magazine couldcontain articles written by students on various things that are happening aroundcollege, such as the introduction of a new subject building.
ConclusionUsing the findings from my audience research questionnaire, I can decide onwhich features would be most welcome in a magazine aimed towards thistarget audience.My magazine will be priced at £2.50 as most of my participants specified£2.01-£3.00 as what they are willing to pay for a magazine. From my researchI can also see that the interests between male and female students are varied:Males seemed more interested in entertainment, whereas females were ofteninterested in fashion. This means I can have many different articles to appeal toboth genders. I can use cover lines with more feminine/masculine fonts toadvertise these articles for their respective gender. My magazine will be basedmostly around college life, detailing college fashion, bands, enrichmentcourses and stories of other news around college.Overall, I believe this task has helped me define my target audience, and whatthey want or expect from a college magazine. This will be beneficial increating the cover and contents page for my magazine.