Katie Creegan conducted market research through a survey on SurveyMonkey to determine the target audience for a music magazine. She surveyed 10 people of varying ages on their musical interests, how they listen to music, and how much they would be willing to pay for a music magazine. Based on the results, she found that the average target audience would be 16-25 years old and interested in indie, rock, and electronic music. Most listen to music on YouTube and would pay £1-£2.50 for a magazine. The magazine should include musical trends, exclusive interviews, and posters to attract readers. While most would not read the magazine online, including a digital version may expand the audience.

1. 
Katie Creegan.
Market Research report
The purpose of creatinga surveyinsurveymonkeywastoresearcha typical targetaudience for
musicmagazines.Thiswasdone throughthe researchof what musicgenrespeoplelike,how people
streammusic,howmuch theyare willingtospendona musicmagazine if theyare readby that
particularperson.Ihave asked10 people fromavarietyof age groupsto see whatmusictheyliked,
howtheylistenedtoitandhowtheykeptup withthe musicindustry. Iaskedthese people to
answera fewquestionsontheirmusical intereststofindanideal audience;Isentlinkstothe survey
viaemail andfacebookasit is easierforthe participantsastheycan fill outthe surveyona mobile,
laptop,tabletorcomputerintheir owntime. The methodof my researchisa primarysource of data,
whichwassourcedby the website surveymonkey.Throughthe resultsIhave accumulatedboth
quantative andqualitative data.
The firstquestion that I asked was “how old
are you?” This is a common question on
surveys as itlets the creator of the survey
know the age group of an ideal target
audience. To find the average age group that
would read my music magazineI used a wide
age range throughout the answer categories.
From my results I have found that 80% of
participantshad been from the age group
16-25. This means, on average, my music
magazine would attract people from this age
group. The other 20% of people who
answered my survey were between the ages
26-45. From these results I have concluded
that my magazine will attractpeoplefrom
the age range 16-25 on average. However, it
may also attractpeople from a different age
range. The results thatI have collected for
this question are quantativedata.

2. 
The second most important question of
the survey was “what is your gender?”
This is an important question as it gives
me an idea of what gender my magazine
will attract. The results for this question
were fairly even, 40% for both male and
female. However, I also added the option
for the information of gender to be
withheld. I did this for two reasons; the
participant may want that information to
be private and with the increase to
accepting transgender citizens in the
community it was appropriate to use this
option, in case a transgender person was
takingpart in this survey. From my results
I concluded that both male and female will
be an ideal audience for my magazine as
both genders read music magazines.
However, during the planning of my music
magazine I will have to include a house
style that isn’t a gender stereotype. The
results that I have collected for this
question are quantative data.
To finda genre Ican base mymagazine onI
askedthe participants“Whatgenre of music do
youlistento?”I thenleftmultiplesuggestions
of populargenrestodecide onwhatkindof
magazine Ishouldmake.The resultsare
qualitative asitthe participantsgotto choose a
multiple of answersfortheirpreferredchoiceof
music.I foundthat60% of myparticipantslisten
to and enjoyindie musicalso50% of the
participantslistentorockmusic.Incontrast to
the 30% of participantswholistentoelectric
music,the 20% wholistentocountrymusicand
POPmusicand the 10% wholistentorap.
Therefore,if Imade a musicmagazine Iwould
have to considermaking ittocater for all the
differentgenrestomake sure mymagazine
doesn’tlimititstargetaudience.

3. 
Aftergatheringinformationaboutthe preferred
musictaste of a possible targetaudience Ihadto ask
an importantquestion“Doyoureadmusic
magazines”.The datacollectedisqualitative.
However,only40%of the possible targetaudience
readmusic magazinesincontrast tothe 60% who
don’t.AfterfindingoutthisinformationIhave tooffer
incentivestogetreadersformymagazine,thiscould
be thingslike;anonline magazine,freebies,low in
price etc.
The nextquestionthatIaskedwas “how longdo
youlistentomusic”as thisgivesme an ideaof
how many people thatare a possible target
audience know alotabout music,asin
theory…the more youlistentomusicthe more
youknow about it.Thiscouldhelpme in my
magazine designingasitwill give me anideaof
whatfreebiesandinformationwill be inthe
magazine.Onaverage,40% of participantsof my
magazine listentomusicforapproximately1-5
hours. 30% of participantslistentomusicfor6 –
10 hours.The last30 % of myparticipantslisten
to musicbetween11– 21+ hours.

4. 
For the 6th
questionIaskedparticipantshow dothey
listentomusicand I gave a listof optionsthatis a popular
wayof listeningtomusic.Ialso gave the participantsthe
optiontoprovide theirownsource of where andhow
theylistentomusic.The data that wascollectedis
quantative,thisisbecause the participanthadthe option
to write theirownanswertoo.Fromthe answersthat I
collected Ihave foundoutthat 90% of participantslisten
to musicon youtube.40%listenstomusicona CD or
mobile downloads.30%of participantslistentomusicon
Spotifyandmusicchannels.20%listenstomusiconvinyl
and attendslive concertstolistentomusic.Ialsofound
out fromthe writtenresponsesfromparticipantsthat
theylistentomusicfromITunesandamazon.Therefore,
inmy magazine Iwill use barcodesfora mobile phone to
scan whichleadsthe readertoa youtube videoof a
particularband.
NextIaskedparticipantshow muchmoney that they’re
willingtospendonamusic magazine. The qualativedata
that I receivedbackhighlightedthe factthe majority
(30%) of the participantsare willingtopay£2.50 at the
mostfor my magazine.20% of participantswouldpay
£1.00 and £2.00. the remaining10% are willingtopay
£3.00 - £4.50+. From these results Ihave concludedthatI
wouldprice mymagazine between £1.00 - £2.50
dependingonwhattype of issue itis…thiswill alsocater
for a widertargetaudience asitis withinthe price range
the participantschose.

5. 
I thenaskedthe participantswhattheylookforina
musicmagazine,Ididthisso that I couldgeta
clearerpicture of whatpeople will wanttosee inmy
magazine. The quantative datacollectedInoticed
eventhoughthe participantshadthe choice they
neversuggestedcontent.Butfromthe suggestionsI
made I have foundoutthat 60% of participantswant
to see musical trends(what’shot),exclusive
interviewsandposters.Therefore Iwill definitelyuse
these inmymagazine to attract a widertarget
audience.Iwill alsoaddfreebiesintomymagazine
as 50% of participantslookforthese inmagazines.In
contrast to thisonly10% of participantslookfor
competitionsandupdatesonartistsandtheir
fashiontrends,therefore theseoptionsmaynotbe
usedinthe magazine.
As I am creatinga musicmagazine Ineedtoknow how
my targetaudience keepsupwiththe musicindustry,
so that isthe nextquestionIasked.Fromthe qualative
resultsIhave foundout 90% of the participantskeepup
withthe musicindustrythroughthe internet.Closely
followedbyradioby60%, whilst40% of participants
keepupwiththe musicindustrythroughtelevision.
20% keepsupwiththe industrythroughmagazinesand
the last tenpercentisthroughfriends,whichwere
foundoutthroughthe use of the participantleaving
theirsuggestions.

6. 
The final questionIaskedparticipantsif theywould
rather readmagazinesonline77.78% of the resultssaid
no whilst22.22% saidyesand statedthat theywould
rather readonline asthere iseasieraccessto the
magazine ontheirphone,tabletorlaptopandthey
wonthave to carry aroundthe magazine.One
participantskippedthisquestion.Thisleavesme to
conclude thatthe magazine mayhave an online version
too.I may do thisin a package so that the participant
can have a copyonline andalsoa hard copy of the
magazine.