The document summarizes research conducted using qualitative focus groups to better understand the target audience for a hip hop music magazine. The researcher was specifically interested in targeting females aged 30+ who enjoy hip hop music, particularly those from ethnic minority backgrounds. Through focus groups, the researcher identified stereotypes about typical hip hop audiences as mainly young males and explored how the target audience differed in their interests, preferences, and relationship to hip hop music magazines.

1. TARGET AUDIENCE RESEARCH USING QUALITATIVE METHODS SUCH AS FOCUS
GROUPS
Student example used here):
Is based on her research interests into hip hop. She wanted to target an alternative audience
to the mainstream one currently targeted- her target audience was females (aged 30+)
interested in hip hop music. The main bulk of the audience would be from ethnic minorities
(with the main focus on British Black people.)
She begins her research by identifying the stereotype associated with hip hop audiences, and
then she moves on to focus on her particular target audience
The stereo typical audience profile
Who mainly listens to that music – the genre is stereotyped to be associated amongst males.
Gender –mainly male
Age – 30+
Social class – working class
Ethnicity – Afro-Caribbean/ African American
Interests – black culture, going out, urban fashion, music, culture.
Dress sense – smart attire, color’s black and browns shirts and dresses.
Why they listen to Mo town. Soulful music first invented through slavery, uniting people together,
meaningful lyrics and youthful dancing. It also gives them hope into achieving more in life.
How often – they listen to the music very frequently, as it can be away to relax them.
What they would like in magazines – they would like the magazines to contain legendary artist who
refer to the genre, interviews, latest news of the stars, gigs and old trends.
Feelings about music magazines
She doesn’t buy them and didn’t really know
much about them. Thinks they’re interesting to
look at, but the ones she’s seen don’t target
people like her. They seem to target mainly men
-not women, but thinks could start buying them if
they interest her.
She likes the look of Mojo Mo town version
magazine and some of the fashion, urban culture
type music magazines
Likes artist – Michael Jackson as she reinforces a
positive image of Black Men/Women in Mo town.

2. General background
Name - Hannah
Age - 17
Ethnicity – White British
Lives in Solihull, West Midlands
Currently is a student, but plans
to study Economics at University
Likes to know about
How she uses music
the latest gossip and
Attends concerts quite regularly
keeping up with Mo
and is a passionate fan of
town news.
music, but thinks ticket prices
are too expensive really.
Uses iTunes to download
music
Listens to music everyday for
personal enjoyment, and Interest- mainly in
relaxation “I love it” urban trends and
Has an addiction of keep up to date with
buying clothes. the style.
Her music magazine preferences
In a music magazine would like to see
females with attitude represented
positively rather then being seen as
workers or housewives.
Also would like the old time news, trends,
concerts, very bold and bright colours.
Also to represent the Black perspective of
Mo town.