This document provides research on understanding the target audience for a project. It discusses conducting both primary and secondary research through qualitative and quantitative methods. These include surveys, focus groups, reviews, and demographic/psychographic data. Primary research was also done through interviews to understand the niche audience for a MMA product. Secondary research found that men aged 18-34 are most interested in MMA, but the product could also appeal to women given data on gender differences in historical interest.
2. Task: Research U10 1.1
Analyse the characteristics for your audience. Use appropriate research methods,
primary and secondary, qualitative and quantitative research, to create a picture of the
audience you will be creating work for. Consider closely demographic and
psychographic information. Engage with the sources and information at each stage and
be clear how it helps you with you project.
3. RESEARCH
Research Methods
Existing Products
Vox Pops: (vox populi, meaning voice of the people)
Surveys: Online or in person
Focus Groups
Quantitative Research: Programme ratings, hits on a
website, box office figures etc.
Qualitative research: Film reviews, game reviews, attitudes
to media products, responses to advertising campaigns etc.
Methods & Sources Of Research: Books, directories,
newspapers, film archives, worldwide web
4. RESEARCH
Primary and Secondary
Primary Research techniques (new data)
Online quantitative surveys
Online qualitative forums
Interviews, focus groups
Social listening
Secondary Research techniques (desk research)
Market/Category Data
Survey Results (Conducted by another source)
Consumer Market
Category Trends
Reviews
Online Forums
5. Secondary Audience research
• Observation: From this article I can see that the demographic for MMA is men aged 18-34 and being in this age
range makes it easier as I am able to connect more and think what I would like to see as I am also a consumer and
part of the targeted demographic.
• What this says about my audience: This shows that most of the audience is men and that the advertising should
be aimed more towards a masculine audience to get a larger group but at the same time, I don’t want it to be
shown as too masculine as that would make the more feminine audience feel left out.
• How will your product appeal to this audience: I think my product would appeal to this audience as it details the
sport that they all follow and love meaning I don’t need to do much in the way of advertising as they will already
have an interest in the subject at hand.
6. Secondary Audience research
• Observation: This graph shows the interest levels of history between men and women born from 1945- 1980
• What this says about my audience: I have chosen to look at this as my product includes a lot of history so I was
seeing what gender/ age is more interest academically in history. This shows that men are more interest upto a
specific age then women seem to take over which is good for me as it means there is a potential for women to
watch my product as I wasn’t going to advertise towards that demographic but this helps me reach a wider
audience without having to put more work and/ or effort in.
• How will your product appeal to this audience: Hopefully my product will appeal to this audience just on the fact
that my product is purely factual.
7. Primary Audience research
• Observation: This shows how niche the audience I am looking for is, although I didn’t have a big
group of people to answer the questions, when also asking around not one of my peers watched
the sport or followed one of it’s counter parts.
• What this says about my audience: It says I will have to market and make the product for the main
target audience and not worry about trying to bring in new people and make them interested in the
sport as it is not for everyone.
• How will your product appeal to this audience: I think I will struggle to make people who are not
interested in the sport or anything around it to watch or listen to my product as they seem to not
have any interest in any sort of combat sports.
8. Subject Research
• On Twitter and Instagram, the UFC have a combined
following of over 30 million people, this shows that they
have the potential to reach a lot of people including their
main demographic.
• In comparison they have over double the followers that
Formula1 has combined on both platforms as well and
Formula1 is seen as one of the most globally watched
sports.
• Before the UFC signed private deals the public were able to
see how many sales the UFC made every PPV shows and
before they signed this deal they had 13 events that went
over 1 million buys which is second in the world just behind
boxing which shows how well the UFC and the sport of
MMA is doing especially since it is such young sport.
10. Bibliography
1. Johnson, Sam. (2020) Target Audience Interviews (conducted on 09/10/20)
2. Lawrenson, Ben. (2020) Target Audience Interviews (conducted on 09/10/20)
3. Ryan Harkness. (2017). New report shows once-coveted
UFC demographic has gotten old ... fast. Available:
https://www.mmamania.com/2017/6/7/15753610/averag
e-age-ufc-television-viewers-demographics-ratings-
advertisers-fox-sports-mma. Last accessed 2020.
4. Robert B. Townsend. (2013). Gender and Success in
Academia .Available:
https://www.historians.org/publications-and-
directories/perspectives-on-history/january-2013/gender-
and-success-in-academia. Last accessed 2020.
Editor's Notes
Use this space to record any secondary audience research you might do. This is finding out about the audience for existing products.
Use this space to record any secondary audience research you might do. This is finding out about the audience for existing products.
Use this for any primary audience research that you do. Questionnaires, interviews, vox pops, focus groups… whatever you did, record the responses here and note what you have learned and how it will influence your project.
If you do any additional subject research, record that here. This might be most relevant if you are producing a magazine or a documentary but even a fiction trailer might require some additional research in to a particular subject.
Getting some background information on your subject would be a really good idea.
Find some resources, log them, read them and write something about them.
List all products researched in previous sections. Include anything additional you have watched/read in preparation for production. Alphabetise your list.
