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2012 06 25_research_lesson


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Darren's research lesson with added target audience information

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2012 06 25_research_lesson

  1. 1. What is research:What is NOT research …… just information… presumed opinion… statistics on their own
  2. 2. What is research:Research IS …… the systematic investigation intoand study of materials and sourcesin order to establish facts and reachnew conclusions.
  3. 3. What is research:THE TWO TYPES…Primary Research: original findingsCollecting data that does not already exist.Secondary Research: looking at existing dataAn interpretation or adaption of informationall ready ‘out there’.
  4. 4. What is research:THE TWO METHODS…Quantitative: “the numbers, proportions and statistics”Or “Where the numbers live”Qualitative: “descriptive, emotive, subjective”Or “Where the opinions live”
  5. 5. What is research: Primary SecondaryInterviews Reviews (face-to-face, phone, email) Fanzine websitesFocus groups Search engine forumsInternet forums Response to news coverageAudience panels Advertising campaign responseOwn audio/video event recordingSurveys Ratings (BARB, RAJAR)Select answer questionnaires Website hits Circulation figures Box office returns Sales (CD/DVD, games etc.)
  6. 6. What is research:THE PURPOSE OF RESEARCH IN MEDIA…Audience research:•Audience profiling and classification•Consumer trends and patterns•Product preferences
  7. 7. Demographics RecapWhat could you use to define a target audience?• Gender• Age• Region – Where they live• Working status• Occupation and industry• Marital status• Presence of children• Household tenure• Income• Education• Social Grade
  8. 8. Demographic Recap NRS social grade definitions
  9. 9. Other Audience Definition TechniquesAS WELL AS DEMOGRAPHICS AND CLASS/SOCIOECONOMICS YOU CAN ALSO USE…VaLS: Values and LifestylesThis catagorises consumers/audience into groupsaccording to values and lifestyles. For instance;Innovators, Thinkers, Makers, Survivors & Strivers.
  10. 10. Other Audience Definition TechniquesAS WELL AS DEMOGRAPHICS AND CLASS/SOCIOECONOMICS YOU CAN ALSO USE…Young & Rubicam: The four consumers.Devised by the ad agency Young & Rubicam. Similar toVaLS and catagorizes consumers into 4 groups.Mainstreamers: 40% of population. Like security.Aspirers: Want status and esteem. Like designer brandsand live off credit.Succeeders: Already have status and control.Reformers: Defined by self-esteem and self-fulfilment.
  11. 11. What is research:THE PURPOSE OF RESEARCH IN MEDIA…Market research:•Who’s already out there and what are they doing?•What’s going well, what’s missing?•Advertising placement and effectiveness
  12. 12. What is research:THE PURPOSE OF RESEARCH IN MEDIA…Product research:Does it work? (Colour, look, feel, opinion)Does it appeal to the target audience?Is it viable as a business? (Will people buy it!)
  13. 13. What is research:Sampling “It’s not about getting the biggest sample, it’s getting the right ratio(diagnostics) and demography” “Look for trends and context”Validity(interpretation)
  14. 14. What is research:Purpose of research for a drinks advert “To create a product that a target audience will buy”
  15. 15. Better Googling – Searching tips• Don’t ask Google questions• “ ” – Searches for the exact phrase not the words separately, for example “media industries”• site: - Only searches the pages on that site• .. – Shows all results within the timeframe, e.g. 2009..2012• filetype: - Only searches for results that are that file type, for example filetype:pdf• Define: - Word definition, for example define:research• Control + F, Cmd + F – Find a word on a website quickly
  16. 16. Better Googling – Searching tipsGuardian articles about TV ratings for Strictly ComeDancing written between 2009 and "TV ratings" "strictly comedancing" 2009..2010
  17. 17. What is research: