AS MEDIA

1. Property
magazine
audience research

2. Introduction
• It is part of my initial property magazine research
task I had to carry out target audience research.
• This research is done using traditional market
research methods such as questionnaire.
• The compiled information will help me create
potential target audience profile which will help me
in designing and making of property magazine.

3. Sample of filled in
questionnaire

4. Survey results
50%50%
0%
Student
Employed
Unemployed
10-15
25%
16-21
25%
21+
50%
Age groups
0
1
2
3
4
5
Male Female
Gender
1

5. no
25%
yes
75%
Are you interested in real estate?
25%
50%
25%
Do you read property magazines?
no yes sometimes

6. 0
1
2
3
4
5
photos text
Do you prefer more photos
or text in the magazine?
18%
9%
27%
37%
9%
What articles do you prefer?
interview review show casing avaliable property celebrity feature
0 1 2 3
maybe
no
yes
Would you buy our
magazine?
43%
57%
How much would you pay?
fee of charge would pay up to £3

7. layout
14%
color scheme
29%
articles
43%
free gifts
14%
other
0%
What features do you find attractive on the front cover of the
magazine?

8. Questionnaire summary/analysis
• Question 1: When doing a questionnaire, questions like Gender or Age are basic question to start with,
and every questionnaire has them. It is very important to start general and then go into the details, also
gender questions say a lot, who is your main target audience, Women or Men and in Age questions the
same; younger, middle or older target group.
• Q2: Age, as I said in the summary above, age is also a general question that helps narrow the target
audience. It is a very important question though, because if your target audience is from 13-18 it is not
the same as 25-40 at all, moreover it makes a crucial difference in design, articles and the whole
package of the magazine. In our case 50% of people are 21+ which is needed, this type of magazine is
for some more mature faces.
• Q3: Occupation is also an another basic question that makes a difference, since you can’t have the
same magazines for students and serious older business people. First difference would be the articles,
students would be more interested in something less serious and probably more photos and wouldn’t
even read the text. Older more serious business people buy only serious looking magazines where they
can find photos and the information they need, they read the text always and the text is why they
mostly buy it.
• Q4: Now we go to some more specific questions that are different in every questionnaire, those are
‘custom made’ questions that the person who makes the questionnaire comes up with. It helps
narrowing down even more what people want the magazine to be like. In this particular question it says
that 75% of people that answered our questionnaire are interested in real-estate while 25% is not.
• Q5: This Q is similar to the previous one, this one helps us realize are people interested or not in reading
property magazines, actually do they already read property magazines. With this one we can know
approximate how many copies should we print because we need to se the approximate customer
demand.
• Q6: Now this question is in design section pretty much. This question will have different answers as
younger and older people answer. As already mentioned younger people are not huge fans of text
and reading while the older customers demand that in order to get the information needed. Here we
had more 21+ people answering because the majority answered Text.
• Q7: This is a an important question for us because we get to see what most of the people actually want
from our magazine. Since we are a property magazine most of the people, precisely 37%, want
available property to look at in our magazine. We need to provide the information and photos about
and of the available property.

9. Questionnaire summary/analysis
• Q8: Now, this question is extremely important to us. It is important
because it actually shows us how many potential customers we have
and how many people are willing to buy our magazine. Since we are
a new magazine it is important to see the initial number of people
interested, later with out marketing campaign the number of people
will rise. For now we have more people willing to buy it then not and
few of them saying maybe.
• Q9: The price questions are very important so there is at least 2 or
more. This question is regarding how much are people willing to pay
for our new magazine and would they be interested in first copies
being free of charge. In our case 43% of people want it free of
charge while 57% would pay up to £3.
• Q10: Question 10 is important when it comes to the cover page,.
Front covers are the most important part of the magazine, it is what
attracts the customers and makes them buy it, so our front cover
must be exactly what most of our customers want as they stated in
the questionnaire. Most of the people (43%) like articles on the cover,
actually article headings so they can see what is inside the
magazine.

10. Audience profile
VLADIMIR KOVACEVIC
This is Vladimir Kovacevic. He is our perfect typical
audience target. He is a member of upper class and is
exactly what real estate magazines look for in a
customer. Vladimir is 45 and is an owner of five
factories. Obviously Vladimir is one serious very
successful man, and that is
exactly what real estate
agents look for. Vladimir
considers himself very hard
working man, which we
agree with. He is a lovely
husband and a father of 2
meaning he needs bigger
space. And our magazine is
the right place to look for it.
Vladimir is a big fan of
traveling, he considers it his
passion next to being this
business mogul . He is a
devoted husband and dad so
he loves organizing trips and
small excursions for him and
his family when he can take
some time off from work.
Our magazine offers amazing
houses to rent in different
places in the world and we
would love for Vladimir to
see them.

11. Personality traits and lifestyle
Vladimir is an owner of five different factories in Serbia he
is a very successful business man that earned everything
with his knowledge from education and his natural
intelligence, with his two bare hands. Now, since he is a
grown serious man we don’t expect him to go on house
parties and get wasted, we would more expect him sitting
in a prestigious restaurant with his family or associates,
what is actually what he does. As already mentioned he is
a family man that takes his family every Saturday to lunch
and discuss about their week of school and work. Vladimir
loves good quality movies and is more than happy to go to
the movies with his lovely wife Dijana, he still keeps it old
fashion romantic style which indicates what a true
gentleman he is. Also traveling with his family or only
wife is his favorite thing. He has this custom of picking an
overseas destination every year in dec/jan to travel with
his family. Vladimir is a very confident individual with a
definite authority towards his staff or children and always
know what to do. He is also very active with sports, he
loves competing attending marathons , tennis matches,
horse riding and golf.

12. Buying Habits
• Vladimir Kovacevic is a man with a good sense of
taste. Since he is a serious business man he always
has to look flawless, so good quality branded suits
are a must, matching with a good pair of shoes and
a nice watch.
• An another thing that Vladimir likes is buying real
estates that is why he is our perfect member of
target audience. He is very familiar with the real
estate market and is very cautious where he invests
his money.
• He is loyal to some of the most luxurious brands,
such as; Hugo Boss, Hermes, Louis Vuitton, Rolex,
Rolls Royce etc.

13. MEDIA
• Vladimir Kovacevic is a business mogul and he is
very famous for his work in the Balkans, because of
that he has some media attention. He Has been
nominated and won twice the award of the
Serbia’s business man of the year.
• Since his schedule is full all the time he has little time
during the work hours to go on social media and
keep people updated with his work, but when he
comes home to his family oasis they sit together
discuss their day and then help Vladimir keep all of
his associates updated.

14. MUSIC
• Vladimir is 45 so obviously he is not going to listen to
Rihanna. He has chaotic days on work and lover
relaxing home with some jazz or opera music, also
he loves going to some special prestigious
jazz/opera events with his wife where he can dance
and have dinner with enjoyable caviar.
• Luxury meals are part of his lifestyle, champagnes,
top wines, caviar, lobsters etc.
• Vladimir invests a lot of money into the education of
his children, they attend the best schools in the
world and his daughter in particular is a professional
opera singer and his son a very successful
basketball player.

15. Charity
• Vladimir is very famous for his generosity and charity
work. He was born in Vojvodina (north region part of
Serbia) so since now he lives in the capital, he still
helps Vojvodina to develop and invests in it. By
supporting economy and culture, Vladimir helped
enormously to the whole Serbia’s economy.