Olivia Waller conducted research on the target audience for her product. Her primary audience is 18-24 year olds, who often go to pubs and bars. Research showed that alcohol, especially beer, is popular across the UK. Her primary gender is female, and research found that vodka is most popular among women. Additional research covered average incomes, drinking habits, popular jobs and psychographic profiles to help appeal to and understand the target audience. Primary research in interviews provided additional insights. The research aimed to ensure the product will relate to and appeal to the target age, gender and demographic audience.

1. Audience Research
Olivia Waller

2. Audience - AGE
My main audience is age 18-24 year olds. This data tells me the top ages of people who go to
pubs, bars and clubs as a free time activity, my target age is the second most popular
percentage.
With this percentage being high I can see that the product I am going to make will relate to
them and will appeal to this specific age audience.

3. This data is about drinking habits in the UK. From this we can see that from the age of 16
and over, 29.2 million people of the population in the UK drink alcohol.
This shows that my target audience will enjoy the fanzine and makes it easy for it to relate to
them.

4. This map shows data about what drinks
are most popular in different cities in the
UK. It is colour coded, straight away you
can see that beer is the most popular in
most places.
This shows me that everywhere likes
alcohol and will be easy to create
something that everyone will like and
appeal to.

5. Audience - GENDER
My primary gender is female , so this research is about a woman’s favourite drink. From
this we can see that vodka is a woman’s favourite drink.
This data helps me with production as I can include cocktails that include this ingredient
so it helps appeal to them.

6. This data is what the average income for a UK female is. From this you can see that
the average salary is £25,336.
This will help me my product because I can see what price point will be useful for my
products and create something that is suitable for this audience.

7. This data is the average alcohol intake for women, this tells me that men and
women shouldn’t drink over 14 units a week.
I can use this data to make cocktails that won’t be too strong and will appeal to
them the most.

8. Audience – PSYCHOGRAPHIC
The psychographic that fits with my product is a Achiever.
This data is about popular jobs for ages 18-24. from this I can see hospitality, retail,
leisure and wholesale are the most popular ones.
I can use this data for my product to base the current income and make something
that will interest them.

9. This is my first example for my psychographics. Billie Eilish is seen as a achiever as her
family were actors and already successful so she was born into the success and wealth.
This made it a lot easier for her to get famous quicker as she had everything she
needed around her.
This helps with making my product as it shows me the type of people I need to appeal
to.

10. This is my second example for my psychographic. Millie Bobby Brown is seen as a
Achiever. Her family was wealthy and one of their children was in a show so they also
had people in the industry so it made it easier for her to become famous.
This also helps with seeing which type of people will appeal to my product and who will
be more interested.

11. Audience – GEODEMOGRAPHIC
This data about the statistics in the UK. It talks about employment, inflation, GDP and
the population.
This is useful to me as it helps me to see that more people are employed meaning more
people are earning money, which means that they will have more money to spend on
luxuries and less essential items and products.

12. This is about the average income in the UK. From this I am able to get an idea of what the
median household income is.
This helps with my product as I can see the amount of what people spend on essential
items and non-essential items.

13. Audience – PRIMARY RESEARCH
• What is your favourite alcoholic drink?
• What day of the week do you like to go out the most?
• Do you go to a chain pub (Wetherspoons) or a village pub?
• What is your favourite time of the year to go out? (seasons)

14. • Hannah Smith (18)
Vodka Lemonade, Friday, village pub, Summer
• Lucy Ramshaw (18)
Gin, Saturday, Chain pub, Summer
• Lauren Millett (18)
Pornstar Martini, Friday, Chain pub, Summer
• Libby Smales (18)
Pornstar Martini, Saturday, Chain pub, Summer
• Megan Schofield
Gin, Friday/Saturday, Chain pub, Summer

15. Other Audience Catagories
This data shows how much of the UK’s population are alcoholics. From this I can see
that 4.9 million people in the population are alcoholics.
This helps me with my product because it suggests that I should advertise my product
for more middle class as cocktails are more of a luxury so they are more expensive to
buy.

16. This data shows the percentage of underaged drinkers in the UK. The data shows that
44% of 11-15 year olds have drank alcohol. It then increased to 14% of 11 year olds to
70% of 15 year olds.
This data helps with my product because they won’t be able to buy any of the
products to make any of cocktails.
Also the product would be advertised to people of age on social media so that no one
underage can see the product.

17. Bibliography

18. Bibliography
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