The document provides a summary of research conducted into the target audience for a fashion magazine. A questionnaire was distributed to potential readers aged 15-19 to understand their demographics, interests and preferences. Most respondents were female, interested in fashion design and customizing clothes. They preferred the magazine to have a bright color scheme, informal tone and be published quarterly. A profile of a typical reader, named Ana, is also included, describing her interests, style and favorite brands.

1. ASMEDIA
FOUNDATION
PORTFOLIO
AUDIENCE RESEARCH
FASHION MAGAZINE QUESTIONNAIRE
POTENTIAL AUDIENCE PROFILE
BY ILLYA BOYKO

2. RESEARCHINTO
TARGETAUDIENCE
DEMOGRAPHICS
PSYCOGRAPHICS
MARKETING

3. INTRODUCTION
For my preproduction Media Studies Foundation Port-
folio Research Task I carried out Target Audience
research into my fashion magazine. The purpose of my
primary research was to establish my target market,
to find out who they are, what their interests are and
how to make my product appealing to them. In this re-
search I have focused on completing an initial ques-
tionnaire which is aimed at my desired target audience.
This information will help me to create a potential tar-
get audience profile and to develop fashion magazine
ideas. This will incorporates research data into a mag-
azine that is visually attractive to potential readers.

4. TARGETAUDIENCE
QUESTIONNAIRE
FILLED IN SAMPLE OF INDIE FASHION
MAGAZINE QUESTIONNAIRE

6. SURVEY
ANALYSIS
DETAILED ANALYSIS INTO THE RESULTS
OF THE INITIAL QUESTIONNAIRE

7. 15-19 6
20-26 2
27-35 1
36 1
YOURAGE? YOURGENDER?
My magazine will be aimed at people
aged 15-19, due to 60% of the peo-
ple answering my questionnaire fall
into ths category. Since the majority
of answers are 15-19, my magazine is
going to be focused on this genera-
tion’s interests.
Since the questionnaire showed us
identical results regarding my target
audience’s gender I will try my best
to keep my magazine as gender-neu-
tral as possible.
Female 5
Male 5

8. Finance sector 3
Creative sector 5
Law sector 1
Other 1
YOUROCCUPATON? CLOTHESCUSTOMIZTION?
As predicted, majority of the T.A. is
employed in creative sector, which
means that art direction of the mag-
azine should be done in a way to
please creative minds’ needs and de-
sires.
Absolute majority (80%) of potential
readers are interested in customiz-
ing and upcycling clothes by them-
selves, which means that I am going
to focus on this topic as well in mag-
azine’s articles.
Yes 8
No 2

9. Yes 6
No 4
REDESIGNINGTIPS? INTERESTS?
As was mentioned in previous slide,
my T.A. is invested in the world of
custom fashion and they would like
to find out about unique ways to
make ordinary clothes one of a kind.
Judging from previous answers, it
comes as no surprise that most of
the respondants are much more in-
terested in art-related hobbys than
sports and so on. Those answers just
underline the importance of artsy
photos, graphics and articles pre-
sented in the magazine.
Sports 1
Exhibitions 5
Make-up 1
Concerts 2

10. Bright 9
Dark 1
COLORSCHEME? TONE?
It comes as no surprise that people
are more sttracted to lighter colors
than darker ones due to better read-
ability of the text due to enhanced
constrast.
Votes have split in half on this ques-
tion, so my plan is to make the mag-
azine using strict grid and typogra-
phy, but the content shall contain
some fun photos and friendly-sound-
ing articles.
Formal 5
Informal 5

11. Weekly 1
Monthly 2
Quarterly 6
Yearly 1
REGULARITY? REGULARITY2.0
Since 60% of respondents opted
for quarterly issues of the magazine,
the wait is supposed to be definetely
worth it, so my graphics, photos and
articles are supposed to be flawless
and very interesting.
Most of the potential readers are
regular shoppers, which means that
they are most definetely invested in
the whole fashion worls, which shows
that the questionnaire’s results are
reliable.
Every day 2
Once a week 4
Once a month 2
Rarely 2

12. AUDIENCE
PROFILE
DETAILED ANALYSIS OF A SPECIFIC TARGET AU-
DIENCE MEMBER

13. T.A.PROFILE
This is Ana, who is a typical member of my target audi-
ence. She is 17 and is in year 12 of high school.
Her favorite subjects are ArtDesign, Psychology
and Sociology, she is interested in global issues such
as global warming and racial inequalities, her political
views are fairly liberal. She is aware of all current fash-
ion trends, but does not necessarily follow them be-
cause she has her own style that underlines her per-
soality traits which are: confident, empathic, caring,
creative and intelligent.
She likes her clothes oversized and gender-neutral,
made from organic fabrics and recycled materials.
Her pocket money generally comes from the paid in-
ternship at the local art gallery.

14. T.A.PROFILE
She spends her free time hanging out with her friends
at coffee houses and going to exhibitions. She also
does volunteer work every month. Attends concerts a
lot. Favorite music styles are indie-pop and retrowave.
Her and her friends go thrift shopping once a week
hoping to find some vintage clothes.
Favorite season is winter because she gets to show off
her style with a lot of layers such as shirts, jumpers,
hoodies, blazers and jackets.

15. T.A.PROFILE
Ana is confident and is eager to achive her goals and
dreams. She is a bit introverted, although is always
open to meet new people with the same interests.
She is not the type of person who just politely nods
to everything, Ana is always up for a debate and is not
afraid to share her views with the world.
Ana is a member of a vast majority of popular social
media apps and websites, although she prefers imag-
ery-based ones such as Pinterest, are.na and Insta-
gram. Her top searches on these platforms are: art di-
rection, analog photography and color palettes.

16. SHOPPINGTRAITS
Ana favors both well-es-
tablished fashion compa-
nies as well as up-and-com-
ing local brands, such as:
•The North Face
•Levi’s
•CPFM
•Vetements
•Prada
•Raf Simons
•Siberia Hills
•Kapital
•Undercover
•Kiko Kostadinov
She also shows brand loy-
alty to selected brands and
companies, such as:
Lush(cosmetics)•
Starbucks(coffee)•
Apple(gadgets)•
Nike(shoes)•
Levi’s(pants)•
Evian(water)•
Nestle(cereals)•
Adobe(software)•

17. MEDIAINTERESTS
Ana is an active user of the following social media web-
sites:
•Instagram
•Pinterest
•are.na
•Twitter
•Tumblr
•Reddit
•Medium
•Behance
•Youtube
•Snapchat