market research

1. Market researchreport - OliviaTaylor
The market researchtaskwas carriedoutin the formof a primaryresearchsurveygathering
qualitive andquantative data.The surveywasgiveninordertogain informationonwhatgenresof
musicpeople like as wellasthe mainpurpose beingtogaininformationaboutthe targetaudience
for mymusicmagazine. The surveyallowedme tocollectinformationsuchaswhatgenresare
popularandwhat musicmagazinesare popularaswell ashelpme to findmytarget audience.
My firstquestionwas“whatisyourage?” I usedthisquestionsoIwasable to identifymytarget
audience age range.4 of the category’smetthe ages of those whotookmy survey4.17% were inthe
46-50 age range,8.33% were inthe 41-45 age range , 8.33% were inthe 19-25 age range and 79.17%
were inthe 16-18 age range. Thisshowsmytarget audience willbe 16-18 year oldsthiswill mean
my magazine will have tobe cheapersothat16-18 yearsoldscan affordthe magazine andwill mean
the genre will mostlikelybe popasthisis a populargenre withthisage range.I will alsohave touse
currentand relevantartiststodraw inthe audience.
My secondquestionwas“whatis yourgender” I askedthisquestionsoIwasable to see what
gendermytarget audience isasgirlsleantowardscertaingenrese.g.popwhereasboyslean
towardsrap. It will alsoaffecthowmymagazine will lookasif itstargetedatfemalesIwill use softer
colourssuch as pinkandpurple where asif it wastargetedat malesIwoulduse dark boldcoloursfor
example blackandred. 70.83% were femalesand29.17% were male,thisshowsmytargetaudience
will be female.

2. My thirdquestionis“are youemployed?”Iaskedthisquestiontogainquantative data,Ineededthis
informationsoIcan correctlyprice my magazine.If mytargetaudience were people whowere
employedidbe able tohave a higherprice onmymagazine comparedtoif mytarget audience was
unemployedidhave tomake mymagazine cheapersotheycouldeasilyaffordit.37.50% were
employedand62.50% are notemployedthismeansmytargetaudience isunemployedsoIwill
there formake my magazine cheapsoit’saffordable formytargetaudience. Onthe social scale my
target audience will be graded asC2, D and E on the social scale howevermostparticipantsfitinto
categoryE onthe social scale soI will notgo over£1.50 formy magazine price otherwiseitwouldbe
unaffordable.
My 4th
questionis“if employedstate employment”IaskedthisquestionsothatI couldsee what
ratingmy target audience wouldbe onthe social demographicscale.Thisagainwouldhelpme to
picka price pointformy magazine;Igot a range of differentanswersfromstudenttoteacher.
Howevermostof the respondent’sanswerswere jobsonthe C2-Dscale againindicatingIwould
have to make my magazine cheapersomytarget audience couldaffordtobuymymagazine.

3. My 5th
questionis“doyou readmusicmagazines?” Iaskedthisto see if mytarget audience read
magazinesbecause if theydoitwouldbe easiertosell themamagazine howeverif theydon’tbuy
musicmagazinesIwouldhave tomake it appealingandstandoutin orderfor themto buyit.In this
case only16.67% saidyeswhere as83.33% said no.thismeansI will have to make myfront cover
enticinginordertopersuade themtobuy the magazine.Iwill alsohave toinclude interesting
articleseachissue tokeepthembuyingthe magazine.
My 6th
questionishowoftenyoureadmusicmagazinesthisquestionwasimportantbecause it
wouldhelpshowme howoftenpeoplewouldbuymymagazine.Igave 7 optionsNever,Once a
week, once everyfewweeks,once amonth,once everyfew months,once everyyearandother.
The percentageswere other- 8.33%,once everyfew months-12.50%,once everyfew weeks-4.17%
once a week -12.50%and never– 62.50%. Thisshowsthe majorityof my target audience donot
currentlyreadmusicmagazinesthismeansIwouldhave tomake my magazine appealingandstand
out to mytarget audience inorderforthemto wantto read it.

4. My 7th
questionis“tickthe magazinesyou’ve heardof”thisquestion helpsme establishthe well-
knownmagazinesandthere genres.Italsohelpsme tosee the coversas I will know whatcoverstyle
ispopularand whatmagazinesmake the biggestimpact.The optionsIgave were asfollowed-
Kerrang, Mix mag,Q, Vibe,Topof the pops,Billboard,NME,RollingStone,GuitaristandRocksound.
The percentagesare – Kerrang- 87.50% Mix Mag- 54.17% , Q-75% , Vibe- 37.50% , Topof the Pops-
37.50%, Billboard- 45.83%,NME-58.33% , RollingStone- 41.67% , Guitarist-12.50% and rock sound-
12.50%. Kerrangwas the most popularmagazine withQcomingina close second.ThisshowsIwill
needa definedstyle that’srecognizedbythe public.
My 8th
questionis“tickthe genresof musicyoulike”I askedthisquestionsoIcould
see whatgenre of musicmy magazine will be.Byaskingthisquestion I’mable tosee whichgenre of
musicismost popularandwhat will be agood sellinggenre. Igave the following options:Rock,
Heavymetal, Indie, Pop,RNB,HipHop,Rap,Dance/Techno,PopPunk, Punk,andClassical.Igave
these optionssoIcouldchoose the most popularas mymagazine genre.The percentagesare Rock-
41.67%, Heavy Metal- 12.50%, Indie -37.50% ,Pop- 87.50% ,RNB- 33.33% , HipHop- 25% , Rap- 25%,
Dance/Techno -37.50% , PopPunk -33.33%, Punk-12.50% and Classical -16.67%.thisshowsthat pop
musicisthe mostpopulargenre massivelyoutrankingthe othergenresthismeansapopmagazine
wouldsell betterthanaclassical magazine.

5. My 9th
questionis“whatbandsdo youlike tickall that apply”I askedthisquestiontosee the kindof
artistsI wouldneedtofeature onmymagazine to gainpublicinterest.Igave optionsfrom4
categoriesPop,Rock/Heavymetal,RapandDance.The optionsIgave were – TaylorSwift,One
direction,OllyMurs,Little Mix,EllaHenderson,Sigma,Avichii,CalvinHarris,DaftPunk,Nirvana,
AskingAlexandria,Falloutboy, Blackveil brides,Eminem,Drake and50 cent. The percentageswere
Taylorswift- 60.87%, One Direction- 17.39%, OllyMurs -34.78% , Little Mix- 26.09%, EllaHenderson-
47.83%, Sigma- 34.78% , Avichii-43.48%, CalvinHarris- 39.13% , Daft Punk- 17.39%, Nirvana-43.48%
, AskingAlexandria-4.35%, Fall outboy-43.48%, Black Veil Brides- 4.35%,Eminem- 30.43%,Drake-
17.39% and 50 cent -8.70%. These resultsshow TaylorSwiftisthe mostpopularartistbyfar
howeverAvichii andNirvanacome ina close secondshowingall genresof artistsare relevantand
popular.
My 10th
andlast questionis“wouldyoureadanonline magazine oraphysical copy”thisquestion
will helpme togaininformationonwhethermymagazine shouldbe availableonsmartphones,
physical copiesonlyorboth.Byusinga smartphone optionIcouldreach a larger targetaudience as
not everybodywill wanttobuya physical copy.Igave the options:Physical,Online andBoththe
percentagesare online:20.83%,Physical:29.17% and both:50%. This showsmytargetaudience
wouldreadbothonline andphysical so itmightbe an optionto make itavailable instoresand
online.

6. In conclusionmytargetaudience is –16-18 femaleswhoare mostlyunemployedandinc2-E social
status.Theydon’tusuallyreadmusicmagazinessoIwill have tomake sure It stands out from the
crowd. The genre will be popmusicfeaturingcoverlinesabouttaylorswiftetcandthe magazine
will be availableonline andinstores.