The focus group provided feedback on a regional magazine for Leicester. Respondent 1, Kevin, is a 22-year-old university graduate who enjoys finding new places and activities. Respondent 2, Mrs. Bennett, is a teacher who likes socializing and discovering new restaurants. Both prefer articles on places to go and activities. They suggest colorful, modern designs for the magazine, billboard and radio ads, with upbeat music less than 45 seconds. Their input will help shape the magazine's visual design and content to attract younger and more experienced audiences.

1. Focus Group

2. Response 1- Kevin
• Just graduated from Leicester University
• 22 years old
• Lived in Leicester for 5 years

3. Which part of Leicester do you live in?
• “Well, my dorm was in Oadby, so I guess I live in Oadby?”
• “I always go to Highcross during the weekends to shop for
food and stuff. Sometimes I go to St. Martin Square to
check out shops and there’s loads of cool stuff.
• Leicester is a very multicultural area. And since Kevin is
considered as an immigrant. I can generate different
articles that may interest minorities.
• The reason for that is that it doesn’t leave people feeling
isolated and left out. Everyone whom lives in Leicester is
part of the community.
• By that it also educates people on different cultures and
teaching people about acceptance.

4. What do you enjoy doing in your free
time?
• “I love basketball and rugby, I always watch
them when it’s on TV. I would love to go to the
stadium to watch a game one day”
• “I do like going to bars and drink after a long
week, but I’m a responsible drinker!”
• “I don’t like watching plays in theatre, they
really don’t interest me.”

5. Do you enjoy reading regional
magazines
• “Nope, I don’t. But sometimes if I run out of ideas on where
to go to, I might go online and discover new places.”
• Kevin is an experience in the VAL type, as he enjoys looking
for new places to go to and also trying new things
• Experimentalist
• Even though he does not like regional magazines, the
magazine will appeal to him as it focuses on his interest in
finding new places
• Since he doesn’t read regional magazines, I would have to
have a cross media presence to direct him back to the print
version of my magazine.

6. What kinds of articles would you like to see in a regional magazine?
(Restaurant recommendations, where to shop, when does a game
come on, etc.)
• “Defiantly some sports related stuff, yea I would like some
restaurant recommendations. Going to Macdonalds and
burger king all the time is really frustrating when you don’t
know what’s good.”
• I would like to know where I can buy hats, I heard there’s a
shop in St. Martin Square. I might check it out later.”
• “When I cook in the dorms, I always don’t know what to
cook so maybe some fast and easy recipes might help.”
• I love going out on adventurous and stuff, so some articles
on that would do.
• My girlfriend always bugs me about buying gifts for her and
I honestly don’t know what to get her. An article on that
would help.

7. What type of image would you like to see as the
front cover? (Scenery/person/a place, etc.
• “I guess maybe scenery? Maybe like a cool
alley way or somewhere that people may not
know. “
• As he is an experience, he would be up for
anything that is new and exciting.
• I would have to find a image/location that is
interesting enough to attract their attention.
• Yet at the same time is unusual or is rather
secretive

8. Which color combination attracts your attention
the most?
• “I would say yellow and black, because these
colors contrast each other and they do stand
out. Black and white is the traditional and
simple combination to make things stand out.”
• According to some research I did, yellow and
black are indeed the colors which stand out
the most and is the most eye catching as they
are colors that contrast each other. (a bright
color with a color with a cooler shade)

9. Would you prefer a modern billboard
design or a traditional design?

10. Would you prefer a modern billboard
design or a traditional design?
• I guess a modern one, because it does standout a lot and
it’s a lot different from the traditional ones. You can have
fun designing it without having to worry about the
traditional rules and stuff.
• If there’s a really creative advert, it will indeed attract my
attention.
• As my target audience are younger people, I would have to
design something that fits their taste.
• As I also saw an article before when I was doing research
states that an interesting image and powerful words can
easily attract the attention of people
• I would have to take an image that has unusual angles,
different color combinations to attract their attention.

11. Do you think that having background music in a radio
advert attracts your attention? If so, what type of
music?
• “Yea I think it does. When it’s something catchy or
upbeat it makes the whole experience more
interesting, and it’s more memorable as well. I would
pay attention to what it says when it’s something fun
and upbeat.”
• Classical music defiantly won’t fit the taste for my
audience. Despite the fact they are sophisticated
audiences, my target audience are fun loving.
• Classical music is also too dull for the image for my
magazine, as my magazine is more of a urban style.
Therefore I would need to find something that is fun
and upbeat.

12. How long do you think an advert
should last for?
• I think it should last around 30-40 seconds. 50
seconds tops, or else it’s too long and I’m gonna
lose interest.
• Indeed, since Kevin is a digital native, he is natural
a fox thinker. He is easily distracted by the thinks
around
• To prevent them from losing interest, the advert
must be short;. Yet at the same time allows my
message to be delivered clearly to them.
• As mentioned, to keep them from staying focused
I can add a music bed to the advert.

13. Are you active on social media?
• Yes of course I am. I’m mostly active on instagram, facebook and
twitter. I go on them everyday whenever I’m bored cause what
would you do?
• Kevin is a digital native, it is inevitable that he has converged
devices
• Through that we can set up our very own social media sites to
connect with our readers and also to show them the latest updates
on our magazine.
• I guess if a magazine has these platforms I would be more aware of
what’s happening and I’ll be hyped on what’s going to be in the
next issue.
• We can also hold some competition that involve with our social
media sites. This not only attracts attention and publicity, it
encourages people to visit our site as well.

14. RESPONDENT 2- MRS. BENNETT

15. Which part of Leicester do you live in?
• I did live in Thurmaston but I recently moved
to Daventry, but I still shop in Leicester
because it’s one of the places where I’m
familiar with.

16. What do you enjoy doing in your free
time?
• I enjoy socializing with friends and sometimes going
out for a meal to new restaurants and bars.
• Sometimes I enjoy reading or playing board games
while I’m at home
• Or maybe going to karaoke or the cinema
• Mrs. Bennett is considered as the more sophisticated
audience in my target audience. She would still like to
try different things, as she is also an experiencer. But
since she is a teacher, she values her time with her
friends and family. Therefore after reading my
magazine, she would know where to go to on
weekends.

17. Do you enjoy reading regional
magazines?
• I would read one that told me about new
restaurants and bars in my area.
• It’s good to find new places to try, it sometimes
gets boring when it’s always the same things.
• My regional magazine is not following
conventions as much as I am introducing places
that are more exciting and places where people
can enjoy themselves
• As mentioned, as Mrs. Bennett is also an
experience, I would have to include places where
she can discover new things.

18. What kinds of articles would you like to see in a regional
magazine? (Restaurant recommendations, where to shop, when
does a game come on, etc.)
• I would like to see maybe restaurant and bar
recommendations or maybe new cinema
releases. It would be good to see updates in
my area

19. What type of image would you like to see as the
front cover? (Scenery/person/a place, etc.)
• An image celebrating all Leicester has to offer and
how vibrant and exciting it is. For example one of
its event or festival days. It’s good to promote
how wonderful Leicester is and not the image the
media has built for Leicester.
• As Leicester is indeed a very colorful and
multicultural city, I can use the opportunity to
promote that through the use of colorful images.
• This also embraces the fact the Leicester is
accepting and everyone from different places are
welcome to join the community.

20. Which color combination attracts your
attention the most?
• I prefer urban colours on a billboard, for
example grey, orange, red, etc. These colors
quite stand out in billboards.

21. Would you prefer a modern billboard
design or a traditional design?
• I think I would prefer a modern, because it’s to
reflect how modern and developed Leicester is
compared to the older days.
• As Leicester is indeed a very vibrant city, Leicester
still has stigmas attached to itself of being not
British enough and it being very old and under
developed.
• Through the billboard, I may create a collage
showing all the fun and colorful images I took
which I included in my magazine.

22. Do you think that having background music in a radio
advert attracts your attention? If so, what type of
music?
• Music is a good idea but I personally think that the music should
reflect Leicester's heritage. For example incorporating some
Kasabian/ bhangra style music. It’s quite unique genre of music and
it will be interesting to incorporate some in a radio advert.
• Not all people are familiar with that style of music, I would still have
to use music that in a way that is more mainstream. Even though if I
actually used that music, my advert would stand out.
• I decided to stick to more mainstream music, but with interesting
genres, such as EDM, electronic.
• The reason I would choose this genre of music is that I would like to
show Leicester as a very urban and fun place.
• EDM in a sense gives out a very party like mood, which again I’m
hoping to promote that Leicester is a fun and interesting yet vibrant
city,

23. How long do you think an advert
should last for?
• I think the maximum should be 45 seconds. Or
else it’s going to be too long and people are
going to lose interest.

24. Are you active on social media?
• Yes, I’m active on facebook but not on twitter
anymore.

25. Conclusion+ What’s next?
• After conducting my focus group, I’m more certain on how
my magazine, radio advert and billboard would look like.
• As two of my respondents are indeed within my target
audience, a lot of their feedback will reflect on my
production.
• The color combination of my magazine would indeed be
bright colors that attracts attention.
• The content of my magazine will involve finding new places
to dine in, and new places where people can explore
Leicester.
• The radio advert CANNOT be very long as they would lose
interest and get distracted.
• The cover image would most likely be an image of scenery.

26. • The design of my billboard would be more
modern and un-conventional.
• It will involve colorful images
• The music bed of my advert would most likely
be the genre of EDM, as long it is something
upbeat.