This document discusses different methods of research and audience segmentation for media products. It describes primary research as original research using techniques like questionnaires and interviews. Secondary research uses existing information gathered by others. It provides examples of quantitative questions about facts/statistics and qualitative questions about views/opinions. Demographic segmentation divides audiences by attributes like gender, age, income. Task-oriented segmentation considers a user's role. Objective-oriented segmentation bases segmentation on a user's objectives for a media product. Evaluation questions address identifying and attracting the intended audience.

1. Audience:
Methods of
Research

2. Primary Research
• Primary research is a form
of original research to
obtain information using
techniques such as
questionnaires and
interviews. You could also
use focus groups.

3. Secondary Research
• Secondary research is a
form of research that is
taken from existing
information that has already
been gathered by other
people or users on the
internet.

4. Example of quantitative questions
• “How many social realism films have you
heard of?” (1-10 / 10-20 / 20-50)
• This type of research is now used in media
studies. This is done through the use of
different survey methods.
• Quantitative research is based on facts
and information that can be counted which
will then create statistical data. This can
be presented in the form of tables, graphs
and charts)

5. Example of Qualitative questions
• “ Did you recognise any themes or issues
in the film?”
• Qualitative research is now used in media
and film studies and is based on a persons
own views and opinions to ensure that a
producer can know how an audience feels
about a particular media product.
• This can be in a form of an interviews and
open-ended questionnaires or texts and
documents.

6. Demographic Segmentation
• This is a very basic form of
audience segmentation.
• This might include
segmentation on the idea of
gender, age, income,
occupation etc.

7. Task-Orientated Segmentation
• This anticipates the way specified
task-orientated respondents might
categorise themselves.
• For example a niche online streaming
portal for independent film might be
designed to appeal to film students
firstly which might include looking into
a particular role/status:
• A Level students or BTEC students

8. Objective-Orientated Segmentation
• This is segmentation which is based
on the idea of users’ objectives.
• For example if the users’ objective
was to portray a specific class of a
group of people then they would take
into consideration certain aspects that
would help them to achieve their
objective.

9. Evaluation Questions
• Who would be the
audience for your media
product?
• How did you
attract/address your
audience?