Tag Archives: Audience Research

Audience research

The purpose of audience research is to gather information from the target audience for a product to get more in depth analysis of what the audience is. There will be questions like age, gender, ethnic origin, county, income, job role, etc. This is just for the company to get a better understanding of what type of person buys their product.

The methods used to find a target audience are using qualitative and quantitative research. Qualitative research can find out the opinions and views on what the target audience think of the product ideas. Quantitative research is used to find data of previous products similar to it to improve and evolve, so the target audience will want to buy it. This will help out to find the target audience for the product.

The sources of information used to gather up a target audience would be seeing the reviews and ratings on previous products and looking on websites/YouTube to see what people had to say about that product. All the gathered information from this will help to find the target audience and create a questionnaire for them to see what they have to say about the evolving product.


Audience Research

Audience research is when a small group of people have to watch a performance of a film or TV show and give an in-depth opinion on what they think of it, this is one method to conduct audience research . However some people may lie about what they think of it to be nice or giving in to peer pressure as everyone else may have like or disliked it and so they would follow other peoples opinion, as according to the website Focus Groups (http://www.ucc.ie/hfrg/projects/respect/urmethods/focus.htm). When showing a screening of a film or TV show you need to show it your chosen target audience as those particular people will be the ones watching it, as you need to have a specific target audience brought down to age, gender, demographics and ethnic origin. If you don’t target a specific audience then your film or TV show would be a flop as you haven’t targeted an audience to see your film or show.

The methods used in audience research are focus groups and interviews of your target audience so for example 16-20, to conduct the research fairly you must an equal amount of men and women, along with mix of different religions and different ethnic backgrounds. To find out what the focus group thinks of the screening I will record their responses individually, by asking them what they thought of it and what they liked and didn’t like. For the research I will be conducting I will record their response individually by notes or camera. So by conducting it by this method we can identify the specific reason why people don’t like the product and where it can be improved.

http://www.watchingdance.org/research/audience_research/index.php

 


Qualitative Audience Research

Qualitative Audience Research

Focus Groups

This can generate responses from a large group at one time.  Showing a mixed group of neutral individuals a production and recording their reactions whilst they view it can detect their emotions and reactions to the piece they may not realise they’re doing.  After viewing the production discussions can take place amongst the floor, observing what people thought of it, likes, dislikes and why.  The only issue with this is that in a group natural leaders form and others follow so some of the comments may not necessarily all be accurate in everyone’s opinion.

Surveys

Surveys take much longer to gather information than a focus group however by having the questionnaire anonymous people are less likely to lie and put forward their true opinions.  One to one interviews in person can lead the subject to say what they think the interviewer wants to hear.

Reviews and Debates

After viewing the film or television show online reviews are posted on several sites giving their opinion, these can then be taken in by researchers building up what went wrong with the film and what went well.  Debates and fan conversations build online surrounding the film however these can be bias as the people posting usually are the fans.


Audience Research

Audience Research
When creating a product you need to make sure it will be succesful so research is undertaken into the audeince it’s aimed at and even those it’s not.  If the audeince want one thing and you produce the oposite it’s not likely to be a huge hit, understanding what they look for when it comes to entertainment can also vary between class, age and demographic.  The language used will differ depending on the audience to suit them along with the content being shown.  By conducting this research you can also gauge the likely success of the production by how many have an interest in the topics and themes being created.

Audience Data

This is the number of people that listen to radio channel or watch a television show.  ‘BARB’ is an online website that shows the viewing figures of television stations and their programs.  Surveys published on the internet could also help to find out more about the demographics of areas and the link to the channels and music listened to.

Audience Profiling

Discovering more about the target audience will help to convey the right message and maximize effectiveness.  A profile might include details like: age, gender, educational qualification, financial background, interests, work experience and religious views.  A survey will answer most of these questions and there are also sites online with the demographics of certain areas. http://www.statistics.gov.uk/hub/regional-statistics/index.html

Demographics

The characteristics of a population this is an effective way to build an audience profile to maximize marketing potential.  This information can be collected through surveys or via online publications from previous research.

YouTube, Facebook and IMDB are sites visited by thousands on a daily basis for information and trailers about the latest films and television shows.  These sites allow you to view audience demographics for the product and can determine where the largest audience is, their age and any other products they enjoy.  Synergy between elements the fan base enjoy can be incorporated, if many action film fans all ride motorcycles then including this as an element within the film can boost sales and its reputation.

Geodemographics

This is very similar to demographic studding the characteristics of a population but by bringing the location and area into account it is a much more precise representation which will only be relevant to that area although it means that marketing to a specific audience in that area will become a lot easier.  This data can be achieved through the census produced and sent to every house.

Consumer Behavior

This is when, why, how and where people buy or do not buy a product.  This has many different levels and reasons for why people do what they do, impulse buys, clever marketing or the way the product works for the individual.  Surveys will tell you the rough information about peoples buying habits but observations will be needed as some of it is subconscious, like going to the shops for a chocolate bar and coming out with water and chewing gum.

Consumer Attitudes

Consumers have a likes and dislikes and when trying to market and product, by knowing their thoughts on a product it can be approached with a new light.  Mopeds are not seen to be a desired vehicle by adults because they are slow, noisy and not necessarily with a sleek design.  By addressing these concerns and advertising it in way that challenges these criticisms the attitude may change.  Surveys an focus groups allow the researcher to understand the consumer on a more personal level.

Audience Awareness

When producing a product it is important to keep referring back the audience research as this is not a product aimed at you, your producing it for an audience and so if it is going to succeed they will need to enjoy it.


Qualitative Continued . . .

There are many ways to collect Qualitative  research, some examples:

  1. Again similar to ‘Quantitative’ the researchers can create questionnaires but the questions need to include features of why’s, would’s and how’s. This mean for most of the questions their needs to be an explanation or reason for choice, also the questionnaire would be created differently in order to find out more depth answers than just statistics. So instead of having tick boxes of just yes/no, T.V/film the answers could be multiple boxes and even other. With a questionnaire it will be linking to Quantitative research but as long as there is reasoning for the answers i.e. ‘What is you favorite film?’ then state a why. This will then turn it into Qualitative.
  2. Another way to find this type of research would be by creating focus groups. With groups like this the researcher can be interactive with the group and gather as much information from all their feedback, this is mainly linked when there is going to be a new product being distributed, i.e. film, show, merchandise etc. With focus groups they would use people within their target audience so they are working directly with their required audience, which should then give them great responses for research. Pilots often use focus groups to view the episode before it is distributed, then the responses will determine the fate of the show and whether the channel will air the rest of the series.
  3. Another way is to conduct interviews to have one to one conversations about a specific topic (questions), and get them to feed back with answers, but with interviews the interviewer can go into more depth about what answers they are after so the interviewee can answer how they want. This would be linking into answering with the why’s, would’s and how’s.

Quantitative Continued . . .

There are many ways to collect Quantitative research, some examples:

  1. Questionnaires can be handed out for people to give their answers but only using certain questions that would lead to statistical answers, i.e. ‘How many hours of T.V do you watch during one week?’ This type of question would be linked to multiple choice answers where the reader can select a box. The answers would need to base on numbers in order to get the right feedback. So if the questions were ‘Do you watch T.V in your spare time?’ Or ‘which do you watch more T.V shows or films?’ Then the answers would be a direct yes/no, T.V/film so then the researcher can base the answers on a certain percentage e.g. on how many people selected Yes or NO, T.V or Film. These can be distributed via online surveys, posted etc., but the only problem is getting people to fill in the forms, and if posted to send them back.
  2. Another way is similar to the questionnaires but instead the researchers could cold call, stop people in the street or contact them on the phone. Similar to the questionnaires they would be based on the same type of questions but instead of handing out pieces of paper and hoping people would pick them up and fill them out, they can talk to people face to face and fill in the questionnaire for them. This way they can get more responses but also it can help people with difficulties as they can read out the questions to them, (if deaf they can show them the questions).
  3. Again basing on the same questions the researcher could create interactive videos in order to find out what the audience is after. This can be an effective way to grasp many responses as younger viewers may find it boring by going through stated questions and filling them out, as with this they can work on their own if they have a link to the video and can see related imagery with the words. The only problem is someone is deaf then they wouldn’t be able to hear unless there is text or subtitles. Linking to our video, which is based within this type of research, as the answers would be ether A, B, C or D.

Market Research, Audience Research and Production Research

Market Research:

There are a number of purposes to why market research is a necessity to create a successful product. One of which is the need for companies to understand exactly what their target audience is looking for in a product. This is seen as being essential for any company releasing a new product as this allows the company to create a suited product, based on their majority target audience, thus allowing the product to potentially become successful. Furthermore, market research can also help companies identify any future trends that may show up in the next few years. This can also be very beneficial for companies as this allows them to potentially gain a competitive edge over their rivals, which may be creating similar products to themselves. In addition, this can also help set the company and the product they are producing in a very strong position with their target audience as they are more likely to stick with a product which is different to anything else seen before and also any products which may be very similar to the original product. This was shown, for example, with the rise of the reality TV show ‘The only was is Essex’. After the reality TV hit show ‘Big Brother’ was cancelled on Channel 4 in 2010, a new breed of reality TV was needed. ITV started to take notice of this and began market research into shows such as ‘The Hills’ and ‘The City’, which were Americas reality TV shows. ITV soon discovered that these types of structured reality TV shows were extremely popular in America and believed that a similar show for the UK would be a success. Indeed it was, as ‘The Only Way is Essex’ started to gain huge media attention due to the popularity with young adults after starting in October 2010. Due to this success, other UK production companies started coming up with their own version of TOWIE such as ‘Made in Chelsea’, ‘Jersey Shore’ and ‘The Valleys’. However, TOWIE still remains the most popular scripted reality show in the UK as fans of the show continue to watch in their numbers despite alternate versions of the show.

There are a number of methods to conduct market research. One of these methods is the use of surveys. These can be taken part in many different ways such as in-person surveys, telephone surveys, online surveys and web surveys. These different ways can help benefit a company as this allows them to analyze a sample group of people based on their target audience. Secondly, another method of collecting market research is by conducting focus groups of the companies major target audience. In these focus groups, a series of questions and topics are given to the focus group to discuss, in which they are being recorded by. These types of sessions usually take a couple of hours with a number of focus groups needed to take place in order for the results, of the focus group, to be balanced. Another method of gaining market research is personal interviews. The structure of personal interviews are very similar to focus groups in which they are also recorded and usually last around a couple of hours. This allows companies to gain a more detailed insight into their target audience for their product compared to in-person surveys, which may only take around a couple of minutes to complete. A different way of collecting market research takes the form of observations. Completely different to the previous methods mentioned about collecting market research, observations allow companies to observe their target audiences natural behavior towards how they react to similar products, that a company is trying to produce, and any advertising campaigns that attempt to sell box office tickets or improve DVD sales of these similar products.

Audience Research:

The purpose of audience research is to help companies discover what target audience would be best suitable for the type of product that they are producing such as age, gender, ethnic background, location, income and what media do they already consume. This is extremely vital to any company trying to create a successful product as targeting a product at the wrong type of audience can cause problems throughout any research which is conducted, the production of the product and how this may be advertised thus causing the product to not be as successful as first hoped by the company, which can also lead to the cancellation of any future products related to the original and a slightly damaged reputation to the company who produced the product.

When trying to discover their major target audience, a company can use a number of methods using qualitative and quantitative research to discover whom they should be aiming their product at. Quantitative involves using data and numbers such as program ratings, box office sales, hits on websites and dvd sales to see how successful other products have been, which are similar to the product a company is producing. Qualitative research, on the other hand, involves the company discovering their target audiences opinions and views on similar products and how they react to this. This usually takes the form of reviews, websites, newspapers, blogs and fanzine sites. As well as this, a mix of primary and secondary research can be used to also help indentify a target audience for a companies product which can include questionnaires, statistics, focus groups and newspapers.

Production Research:

The purpose of production research is to help companies to decide on a number of factors that will affect how they create their product. One of the factors that the company will have to research is how it would be best to show their product to their specific target audience. This is very important as the product must be shown in the correct way that their target audience will mostly use, whether this is broadcasting the product, showing the product on the web or showing it on a podcast.

Other factors that will need to be taken into consideration will be; the cast and crew, as this will majorly impact on the success of the product, location, where appropriate locations will need to be discovered and if filming will be allowed to take place there, finance, where the budget will need to be carefully assessed and given out accordingly into different areas to stay in budget, suppliers, which the production company will need to source out to find companies who would be willing to invest in their product, facilities, taking into account the filming and editing equipment and the content needed to create the product.


Audience Research

Audience research is all the research required about the whole audience, this means that before any production can started off the market teams need to be aware of what the audience is looking for within their ‘product’, i.e. film, video, song etc. The “evidence from audience research can help service providers to make informed decisions”, (The guide to researching audiences, pg 55). This is showing that all information coming from the audience will hold the future for any production as that would be where the production will begin. Audience research can be complied in many ways such as using focus groups, airing a pilot, handing/sending out relative questionnaires etc.

Audience Data:

“Audience data is a measure of the demographic profiles and household data of the national audience for a television network at certain intervals when something is aired”, (http://uk.ask.com/what-is/what_is_audience_data). This is showing that when the product is aired on t.v. the useful data would be collected for the purpose of the markets, this would mean that all the viewers would be calculated but commonly now the marketers can view how the show is being watched i.e. through the t.v. or Internet.

Audience Profiling:

Audience profiling is for the market researchers to find out what the target audience would want for example for a music video, if the video is based around metal rock then the production would need to included features of metal rock in the video so it would appeal to that audience.

Demographics:

Demographics are about the characteristics of each person, so finding out who they are to what they like. The information required can be collected through surveys to find out all the data required.

Geodemographic:

Geodemographics is similar to demographics but the production would be focusing more on the areas and locations of the viewers, to relate to their surroundings.

Consumer Behaviour:

“Consumer behaviour is the study of when, why, how, and where people do or do not buy a product” (http://en.wikipedia.org/wiki/Consumer_behaviour). For the media the consumer behaviour would be done to focus on how when, how, and why the audience would want to see a particular show, video, film etc. The information required could be done by seeing previous reviews and statistics but also handing out fresh new surveys to find out all the information needed.

Consumer Attitudes:

Consumer attitudes is mainly focusing on the likes and dislikes of the audience. The marketers would need to have an understanding on what the viewers would be after, in order to have an effective good production.

Audience awareness:

Audience awareness is where the production production would need to be fully aware of what the audience if after for example, if a horror film is going to be produced then the production team need find out what the audience wants, not just what they want i.e. if the audience prefers scenes to make them jump etc.