2. PURPOSE/AIMS OF THIS
QUESTIONNAIRE AND
TECHNIQUES USED.
The purpose of conducting and performing this
questionnaire was to find out my target audiences
preferences, wants and needs from an indie magazine and
gain ideas for my magazine so that I can design my product
to ensure it meets consumers needs and appeals to them.
I used two techniques to collect my market research;
Random sampling and a focus group. I used random
sampling in order to collect quantitative answers from a
wider audience, whilst I used a focus group to collect
qualitative data which provides more detailed opinionated
answers from a selected audience.
3. AUDIENCE PROFILE
PART 1.
Age Employment Status
20 12
15 10
10 8
6
5 4
0 2
0
Gender From these graphs, I can see that my
target audience is mainly females aged 16-
21, probably with part-time employment
33% Male and a student. From this I can tell that my
magazine will need to appeal to this
67% Female audience in terms of colours, price etc.
4. AUDIENCE PROFILE
PARTHobbies/Interests
2.
16
14
Town of Residence
12 14
10 12
8 10
6 8
6
4 4
2 2
0 0
Playing an…
Photography
Restoration
Online Shopping
Cooking
Shopping
Fashion
Traveling
Driving Lessons
Cinema
Concerts/Festivals
Create Music
Listening to Music
Social Events
From these graphs I can tell that a high percentage of those interviewed came from
Harlow meaning that this should be the place where product placement first takes
place. The three most popular hobbies were listening to music, attending
concerts/festivals and traveling, meaning that these should be the subjects that
features such as adverts and articles should be based on.
5. PURCHASING HABITS
PART 1. How much would you
recommend an Indie
Number of Magazines
magazine be priced at?
bought in a month.
10
5
0 £3.00- £2.00-
£3.99 £2.99
1a 2a 3a 4a 5a 44% 56%
month month month month month
Where do you purchase
magazines?
12 From these graphs I can see that most
10 people interviewed bought 4
8 magazines a month mostly from
6
4 supermarkets or newsagents. They
2
0 recommended that the magazine
should be priced £2.00-£2.99. This
reflects that fact that most people
interviewed had a part time job
because they would have a small
amount of disposable income to spend.
6. PERSONAL
PREFERENCES PART 1.
How often would you like an Which of the following features
edition of a magazine to be would you want included?
released? 10
8
6
Fortnightl
y
4
28% 2
Weekly
72% 0
Which free gifts would you
expect from an indie
magazine?
15 From these graphs I can see that most
people would want the magazine to be
10 released weekly which supports the
5 finding that most people buy 4 magazines
0 a month. The most popular gift is tickets
followed by the most popular features
being gig/album reviews and tour dates
which also supports the most popular
hobbies of attending concerts.
7. PERSONAL
PREFERENCES PART 2.
What colour scheme would you agree
best fits this genre? The voted colour scheme
20 was pastels and neutrals
with either black and white
10 or sepia photos with a high
contrast. These
0
preferences may have
Pastels/Neutral Pastels/Grey Reds/Black/Greys
been voted as they may
be associated with the
Which style of images best suits this
genre? typical artists within the
indie rock genre. This is
10
8 supported by the album
6 covers of indie rock artists
4 which I included in my
2
0 initial ideas PowerPoint.
8. PERSONAL
PREFERENCES PART 3.
Which of the following artists would you want Which front cover
featured? appeals to you most?
16
8
14
6
12
10
4
8 2
6 0
4 Paste Spin Under Rolling
2 the Stone
0 Radar
From these graphs show that
Amy Winehouse
FUN
Snow Patrol
Jake Bugg
The Luminers
Plain White Tees
Bloc Party
The Killers
The Kooks
Mumford and Sons
Lana Del Ray
Fenech Soler
Paloma Faith
Ben Howard
Marina and the Diamonds
Two door Cinema Club
The Kings of Leon
Bombay Bicycle Club
Florence and the Machine
Florence and the
Machine, Mumford and Sons
and The Luminers are the
most popular bands. The
most appealing cover was
Paste. These support my
finding from the previous
slide as Paste uses the
chosen colour scheme and
9. CONCLUSION.
From these graphs, I have drawn the conclusions that my
target audience will be females aged 16-21 years from Harlow
of age in part-time work and further education. The hobbies
of my target audience include attending
concert/festivals, travelling and listening to music. The
average number of magazines bought by my target audience
is 4 a month as they like an edition to be released every
week. Their most desired gift is concert tickets and thy would
like to see album/gig reviews and tour dates included in the
magazine. The most appealing colour scheme and image
style for this genre is pastels/natural colours with black and
white photos. Their favorite artists in this genre include The
kings of Leon, Florence and the machine, Mumford and sons
and the luminers. I will take inspiration from Paste magazine
as it as the most popular amongst those interviewed.
10. PROPOSAL.
The collection of these results has allowed me to base
decisions on the results. The target audience for my
magazine will be Females aged 16-21. Firstly I will use a
neutral and pastel colour scheme for my magazine which will
feature a simple and clean cut layout. In regards to images, I
will use either black and white or sepia with a high contrast
to make a strong impact however in muted colours to suit the
colour scheme. The features I will include will be either an
album review or a gig review as these were the most popular
results from my questionnaire. The price of my magazine will
be between £2.00 and £3.00 as this will be suitable for my
target audience of students and part-time workers. Finally i
will include features such as tour dates, festivals/concerts
abroad due to a high interest in travel amongst those
interviewed.
