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Target audience research


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Target audience research

  1. 1. A Level Media Studies G324: Advanced Production Portfolio 13/11/13 Autumn 2, Lesson 4 1
  2. 2. Connect… Lesson Title: Target Audience Research 1. How would you classify yourself: – Goth, Chav, Geek etc? 2. Why would you classify yourself in that way? 3. Which companies do you think TARGET you with their advertising? – try to think of specific examples! 13/11/13 Autumn 2, Lesson 4 2
  3. 3. Discover Discovery Question Why is audience research an important part of production planning? 13/11/13 Autumn 2, Lesson 4 3
  4. 4. Learning Outcomes Learning Objective/ Outcome Level All: Carry out some BASIC audience research Level 2 Most: Consider the questions you ask and the answers you want Level 3 Some: Present the information suitably confidently using ICT Level 4 13/11/13 Autumn 2, Lesson 4 4
  5. 5. Things you need to do according to the chief examiner: • The choice of blog template needs to be chosen carefully and have an ability to access categories of tags easily, or an archive. • All work should be original (except for the music used in the Music video). • Students must include textual analysis of professional products as part of their research. • Detailed storyboards must be produced. • Best work shows bravery and flair. • You must edit to the beat. • Filming each aspect from a number of different camera angles produces the best results. • Music videos should have performance in them (lip-sync, performance, dance). • Lip-syncing should be in sync.
  6. 6. Discover Audience Research • Audience research is carried out to find out an the taste of your audience • It can be used to target a particular audience and gain specific feedback to ensure a production is successful • Audience research is PRIMARY research • The data you get back is QUALITATIVE and QUANTITATIVE depending on your methods and design 13/11/13 Autumn 2, Lesson 4 6
  7. 7. Develop Audience Research • You need to research: – – – – – Why people choose the music they do Whether videos make a difference to a songs success What attracts people to videos What puts them off videos What would they expect to see in your video? • Bands have even used this idea of research to make music videos! Cake - Short Skirt, Long Jacket (2009) 13/11/13 Autumn 2, Lesson 4 7
  8. 8. Discover • Research Methods You have a choice of research methods you can use – – Questionnaires Vox Pops • A Level 4 post will include both! • Questionnaires should focus on gathering Quantitative data • Vox Pops, short for Vox Populi or voice of the people, should focus on gathering Qualitative data 13/11/13 Autumn 2, Lesson 4 8
  9. 9. Develop Research Methods Task 1 Task 2 • Create a QUESTIONNAIRE of at least 10 questions • Create VOX POPS of at least 10 questions • Use Poll Daddy or Survey Monkey • • Focus on QUANTITIVE data – asked CLOSED questions and give options Focus on QUALITITIVE data – asked Open questions and wait for answers • Play them your song an get their ideas – they might help you! • Consider your SAMPLE SIZE (who you will ask and why) • Consider your SAMPLE SIZE (who you will ask and why) 13/11/13 Autumn 2, Lesson 4 9
  10. 10. Discover • Research Results Once you have completed your audience research, you need to present your FINDINGS Graphs • You should have lots of lovely DATA from your Questionnaires that can be turned into graphs and charts • You should also have lots of opinions from your Vox Pops Infographics • How could you best present the findings from your research? 13/11/13 Autumn 2, Lesson 4 10
  11. 11. Discover Target Audience Profiles • Q: How do you know who the target audience is for your website? • A: You create a target audience profile! • A target audience profile is a document that allows you and potential advertisers to see who your audience is and what else they might be interested in
  12. 12. Discover Target Audience Profile Here is a reader profile for NME. This document is updated every quarter following market audience research, and is produced for advertisers in order for them to appropriately place their brand in a magazine that is going to align itself with their target audience. Look at this profile – what statistics/info would be of interest to producers?
  13. 13. Target Audience Profile • Once you have your research results, you need to create a detailed audience profile • You need to consider demographics and Psychographics, lifestyle and the brands your audience will identify with your video • Go to and and use them to define your perfect audience member. • Create a complete picture of your audience member, from clothes to the food they eat, music they listen too. • (You can get a friend to dress up in the appropriate costume and take photos)
  14. 14. Develop 13/11/13 Homework Autumn 2, Lesson 4 14
  15. 15. Celebrate 13/11/13 Plenary Autumn 2, Lesson 4 15