audience research

1. RESEARCH
India-Rain Harrison

2. EXISTING PRODUCT
The front of the t-shirt is
seen to have an image of
the leading artist, name
included at the top and
what tour the shirt is from
underneath. The colour of
the tour shirt is seen to be
black which is usually the go
to colour for artists when
selling tour merchandise
(they sometimes have white
options also) however black
deems more popular
amongst fans. The appeal
for this product to the
audience is the fact that the
tour the shirt is from was a
very limited date and ticket
tour, thus meaning fans that
The back of the tour shirt is
seen to have not only the
artists name and tour in the
same places at the front, but
also the logo of said artist
and all the tour dates the
the artist is visiting when on
tour. It includes the cities
the artist is touring with the
venue for the city and which
date they are in attendance
also. The logo for the artist
is seen to be printed in a
lighter shade than the rest
of the writing on the back of
the shirt, thus further
confirmation of which artist
is the one selling the tour
merchandise.
I chose to look at this t-shirt
as I feel there is a lot of
print on the shirt. I also feel
it will help with what
product I would like to
make upon completion of
this course as it was
deemed popular on the

3. EXISTING PRODUCT
This artists tour shirt is seen to
be different from the previous
tour shirt analysed and also
other artists tour shirt in
general as it is date specific.
Specific date merchandise
deems even more popular than
others as fans who attend
several of the concerts like to
have a keep sake from each,
thus resulting in buying several
shirts with the specific dates
you attended on the front of
them. This artist is seen to have
an extreme close up of his face
on the shirt, also including the
use of colour. He also has his
own name, tour name and the
specific date of the concert with
The back of the shirt doesn't
contain the dates of the other
cities he is travelling to, it is just
a plain back. However, his
previous tour shirt is noted to
have contained the dates for the
European/UK leg of the tour as
apposed to the full tour. This
artist does have a different style
tour shirt in the colour black
that does include the areas he is
travelling for his full world tour,
therefor meaning fans have the
option to purchase either shirt
or both if it is within budget. The
specific date technique used by
this artist has deemed popular
among fans as they like
collecting the shirts from the
This shirt helps with
what type of
merchandise I
would like to create
as, much like the
other shirt, it is
deemed popular
among fans of the
artist.

4. EXISTING PRODUCT
This tour poster is one from
a mini tour, hence the
inclusion of every date
travelled by the artist. The
colours used on the poster
are seen to be dark,
however the designer of
the poster has cleverly
chosen a picture that
includes laps that are
switched on, illuminating
the room that the artist is
in. It is noted that the artist
standing in the center of
the page is performing as
apposed to posing in a
studio. The photographer
may have chosen to use
this shot over a studio shot
The colour scheme for the
fill behind the writing on
the bottom section of the
poster is seen to be very
similar to the curtains
placed in the background
of the artist. It seems the
poster designer has taken
samples of colours from
around the room to create
the bottom section of the
poster as the red they have
used is similar to that of the
floor colour. The white used
is more of a studio colour,
thus also being used to
highlight the website, social
media, management
company, the name of the
I chose to analyse this poster
as I feel it is a good example
of how to set things out
regarding tour dates, social
media etc. Although the
colour scheme used is dark, it
still fits well with the vibe the
artist has tried to portray for

5. EXISTING PRODUCT
Similarly with the previous
poster, this artist has chosen
to use dark colours when
advertising his tour. The main
colours used are red, black
and white. However the artist
is wearing a blue suit, laying
on a blue mat. The blue
colour isn't noticeable upon
first glance as it is overlooked
by the shadow underneath
the artist, however once seen,
it is apparent that he is the
main act of the tour. The
image used to show the artist
is opposite to the previous
poster. It is clear that is it a
strategically posed photo,
with the artist laying in a bed
The colour used as the
background (which could be
viewed as the sky) is the same
used to show the dates of the
tour. The writing ‘LIVE ON
TOUR’ is seen to be of the
same colour, however a
lighter shade. Same as the
previous poster, the writing
highlighted in the colour
white is clear to be the artists
name and the venues +
support acts for the
upcoming tour. Unlike the
previous artist, this one hasn’t
included his social media or
website for fans to visit,
although the reason why
could be that you would be
Although similar to the
previous poster, I chose
to look at this one as an
example for my own
poster as it doesn't
include everything you
may think it needs to
have on regarding
information about the

6. RESEARCH ANALYSIS
The features all of my chosen products have in common is that they all include
the dates of said tours that they are from. The t-shirts hold the biggest
difference as one has full tour dates on the back of it and the other has a
specific date on the front. The colours of the shirts that have been printed upon
are also different, however both colours are the most popular options for what
fans of them both would prefer to purchase. The posters analysed are the most
similar of all the products as the colour schemes used match each other. They
have each used different colours on their posters, however all colours used are
dark, using a bright colour to highlight the important areas of the posters; the
tour dates, names of the artist and website/social media. The images used on
the posters are darker than those on the t-shirts, however it is harder to analyse
the first, black, shirt as the imagine used could be considered an outline of a
coloured photo. For my own production work, I will do similar to what is above.
As I am also creating a video for the promotion of a tour, I will also research
other tour videos uploaded by different genres of bands/artists/festivals to see
what components they use in order to generate a huge audience once the
tour/festival is coming close.

7. QUESTIONNAIRE ANALYSIS

8. AUDIENCE RESEARCH
With this question, I wanted to
know what gender my product
would appeal to most. This
shows me that I will have to
use an artist that appeals more
to women than to men,
however it must be someone
that sparks the interest of men
also as not all the respondents
are female. I feel my product
will appeal to all genders as
going to concerts is something
everyone shares in common
and promotional adverts may
bring more attention for others
to attend also.

9. AUDIENCE RESEARCH
Although most of my
respondents are within the
same age range, it is noticeable
that there is still a broad range
of ages regarding the audience
I asked to fill out m survey. In
order to keep each of the
audience members intrigued
with each of my products, I will
have to individually analyse
each of my respondents
opinions regarding the other
questions in order to keep the
interest when production is
complete.

10. AUDIENCE RESEARCH
With this question, I wanted to
know how my potential audience
saw updates on their favourite
artist before heading out on tour.
For when I make social media, I
wanted to know if it would receive
followers or if it was pointless as
people use the main artist for
information instead. Upon
reviewing my results, it is noted
that people do use the artist
accounts / email updates to be
notified when a tour begins,
however 56% of my answers ( just
over half ) conclude that my
audience do follow update
accounts in order to keep up to
date with tour news.

11. AUDIENCE RESEARCH
As I am hoping to make a tour poster
as part of my final product of this
year, I wanted to know exactly what
appeals to the audience when looking
at the poster and what on the poster
makes them want to attend the
concert. I felt a picture of the artist
was a must, however it is common for
some bands / solo acts to only put
their own logo or the album art,
hence why one option was a picture
of the artists and upon analysing my
results, it seems most of my targeted
audience would prefer a picture of
their favourite artist on the poster. I
also had several ‘other’ responses pf
things people would like to be
included in a tour poster to which I
will take in to consideration when

12. AUDIENCE RESEARCH
For part of my final product I am
wanting to create merchandise
to go with the artist tour video I
am creating. In order to know
whether I should advertise
merchandise on the video or
not, I asked my audience if they
bought merchandise when
seeing their favourite artist on
tour. Most of my responses all
said that they did. There is an
almost even amount of people
that answered sometimes and
depends what they’re selling, to
which I will fond out what they
would preferably buy in my next
question. The remaining

13. AUDIENCE RESEARCH
This question is more of a
continuation of the previous. Upon
finding out if people bought
merchandise, I wanted to know
what merchandise was most
popular among fans of certain
artists. T-shirts deem to be most
popular when looking at my results,
as well as from my own experience
it seems people buy tour shirts
more than anything. As well as t-
shirts, jumpers/hoodies and
wristbands seem to be a popular
choice also, with a close following of
posters and programmes. These
results are perfect for my research
as it helps me to conclude what
merchandise I should create myself
when it comes to production.

14. AUDIENCE RESEARCH
As I’m hoping to make a website to
go with all other products with my
final project, I wanted to know
whether to include a ”buying
concert tickets” section and if
people did buy tickets when they
went on sale. I also wanted to know
that when creating my merchandise
and putting it on ‘sale’ if I should
include an option to get a pre-sale
code. Looking at my results, it
appears that a high percentage of
my audience do buy their tickets
when there is a pre-sale and general
sale, thus concluding that I should
include a how, where and when you
can buy concert tickets option on
my site.

15. AUDIENCE RESEARCH
Depending on timing, I would like
to create a social media page for my
selected artist, whether that be a
page specifically for them or an
update account ( judging by my
previous survey results, it’ll be an
account for my selected artist ). In
order to know what social media I
should use to create the account, I
asked my audience which they
prefer to use. Twitter seemed to be
the most popular, closely followed
by Instagram and Snapchat. This
shows me that I should focus on
creating a Twitter page for my artist,
and possibly an Instagram and
Snapchat for them also as these
seem to be the most used social

16. AUDIENCE RESEARCH
As I am still uncertain as to
what social media account I
will be creating for updates, I
asked my audience if they
specifically checked for
updates themselves. The
majority of my audience said
they did check for updates,
thus helping me further to
decide what account I should
create. From experience, I am
aware that fans attend
multiple concerts for their
favourite artists, hence why I
included the “I’m usually
there” option within my
survey, thus meaning they
don’t look at the updates.

17. AUDIENCE RESEARCH
This question again will help with
what I should include on my
website, it will help me decide if I
should include tour dates on the
site and possibly travel
availabilities as most of my
respondents said they attended
concerts whenever they can get
there, thus showing that
transport can sometimes be an
issue. I may also include hotel
deals that include the travel and
a ticket as those seem to be
popular amongst fans ( this is
from my own personal
experience ).

18. INTERVIEWS

19. INTERVIEW 1 - QUESTIONS
1. When you see a tour poster advertising the recent tour of your favourite
artist, what about the posters makes you want to go to the concert itself?
2. What makes you want to purchase merchandise? The way it is set out on the
stand? Supporting the artist? Please explain in full.
3. Do you buy your merchandise on tour or via the artist website?
4. If you saw an advert on TV showing your favourite artist in concert and
enjoyed the video sequence used, would you automatically look up tour
dates and try to attend the concert?
5. Do you follow update accounts on social media to be updated on where
your favourite artist is, what they wear, paparazzi pictures etc.?

20. INTERVIEW 1 - ANSWERS
1. I guess the fact the posters are advertising the tour makes me excited for
what is coming and that’s why I buy the tickets.
2. Supporting the artist is the main reason I buy merchandise, it makes me feel
good to walk around the city with their merchandise on.
3. I usually buy it on tour so I don’t have to pay the delivery fee.
4. Yes, absolutely, I’ve done that plenty of times after seeing a band/artist on
TV.
5. Yes I do, I follow a couple of update accounts + my favourite artists verified
update account.

21. INTERVIEW 1
These answers show me that no matter the artist or band playing, if they saw
a TV advert or poster that interested them to do with a touring person, they
would find a way to attend the concert, especially if it were their favourite act.
When buying merchandise, they purchase it as a way of supporting their
favourite artist. They feel pride when they get to walk around a town or city
wearing the merchandise their favourite person has created for their fans.
Update accounts are especially useful tot hem when an artist is on tour as
they like to keep up to date with what they do. My product will definitely
appeal to this particular audience member as all of the things they have said
will not only help with my production, but it is all things that I can benefit
from, concluding that I will be able to work around what this person has said
and be able to create things based on, for example, when they said they buy
merchandise at concerts, I can now focus on making tour merchandise and
using my figures from the survey, I now know what sort to focus on creating
instead of creating random items that people aren't likely to buy themselves.

22. INTERVIEW 2 - QUESTIONS
1. When you see a tour poster advertising the recent tour of your favourite
artist, what about the posters makes you want to go to the concert itself?
2. What makes you want to purchase merchandise? The way it is set out on the
stand? Supporting the artist? Please explain in full.
3. Do you buy your merchandise on tour or via the artist website?
4. If you saw an advert on TV showing your favourite artist in concert and
enjoyed the video sequence used, would you automatically look up tour
dates and try to attend the concert?
5. Do you follow update accounts on social media to be updated on where
your favourite artist is, what they wear, paparazzi pictures etc.?

23. INTERVIEW 2 - ANSWERS
1. Working out the dates I could possibly go to, the excitement of all of that
makes me want to go more.
2. Wanting the support the artists but also wanting to have a physical item to
remember the show with. Photos and videos show moments of the show but
the merchandise can also speak for itself and could possibly survive longer
then the digital files.
3. Bit of both. Mostly bought on tour but sometimes if I’m undecided on what
to get or have limited what to spend at that time, I’ll buy it later online. Some
items my go in the sale online afterwards, so you could save a bit of money
as well.
4. If I didn’t already know about the tour, then yes I would look it up. But the TV
adverts also may encourage you to look again and see if you can fit another
show in.
5. Yes I do, mainly updates on their shows and them meeting fans, just the
parts I’m most interested in, don’t really want to know where they went for
their weekly shop.

24. INTERVIEW 2
Because these answers are so detailed, it really helps me to understand what
my audience likes and what I should focus on creating. As they like to buy
merchandise as it is a physical piece of memorabilia from the concert, it is
further proof that merchandise is definitely popular amongst concert goers. As
they buy merchandise at both the concert and online, it proves to me that I
need to create an online store with merchandise as well as concert exclusives,
to give my audience a range of things they can buy. As this person also follows
update accounts to keep up to date with tour updates, it shows I should create
an update account that informs fans of what their favourite artist is doing and
where they are in the world on tour next. All this information, again, helps with
my production and what I’m hoping to create as my final product and what
sort of products I should be creating also.

25. BIBLIOGRAPHY

26. BIBLIOGRAPHY
1. Yaiza Garcia (2018) Target Audience Research
Survey (conducted on 17.04.2018)
2. Lauren Hornsby (2018) Target Audience
Interviews (conducted on 17.04.2018)