Audience Research questions

1. Who can do/does audience research?
Digital marketers and communicators will do audience research in order to understand their wants and needs, and adjust strategies in response to what they find out. Two kinds of data that will be found out from audience research is qualitative and quantitative data. Other easy and good ways to collect audience research data is surveys, questionnaires, interviews, focus groups and observations. Ethical issues need to be considered should their be ethical guidelines that a project must follow so that their are not potential problems that need adjusting. Other companies may also be employed to will alongside you and take up the job of conducting market research to save time but it might be expensive to hire them. 

The Office of Communication (OFCOM) will also do audience research. The research findings from Ofcom’s Media Tracker study provide a valuable source of information on consumers’ attitudes, and help inform Ofcom’s work on broadcasting standards.

Finally, the BBC also do audience research by doing quantitative and qualitative research that is published by the BBC Trust and carried out to gain a better understanding of the many diverse audiences of the BBC. This includes research relating to children and lesbian, gay and bisexual people.

 2. When should audience research be done?

Audience research should be done throughout the pre-production, production and post production stage of creating a media product because it will help you outline a target audience that you can then target your product at and by doing research into the audience it will help you understand their individual needs and requirements. 

 3. Why should audience research be completed?

 Audience research should be completed to gain a better understanding on your chosen target audience so that you can make the best possible product that they will purchase and make your project successful. There are different audiences that can be split up and segmented into different target markets. Children can be targeted through social media platforms because many young students are now online presences on various social media platforms so businesses can spread awareness of their products by creating digital advertising campaigns that appeal to younger generations. 

 People are also usually segmented into different groups due to the age and class group they fall into. For example, tv channels and shows target people based on their age and what is appropriate for that age group. The NRS social grade splits adults up based on their class and occupation in order for businesses to establish a target audience when they are creating a product.

 4. What research methods can be used?

 Surveys/Questionnaires advantages: They are quick to design and send out to large samples. Also they are easy to measure.

Disadvantages: You can not gain data behind the responses that might be quite vague and not useful or relevant.

Interviews advantages: You can gain in depth responses and you can ensure the participants you are speaking to are giving relevant information in response to your research.

Disadvantages: Not as easy as surveys and questionnaires to measure and analyse and participants could be influenced by the interviewer.

Focus Groups advantages: You can generate extra data from a larger sample or group and allows for a larger size of qualitative data and opinions.

Disadvantages: Focus groups are also not easy to measure and analyse data from and the researcher may have less control in a group interview setting because they are getting many different opinions with some not being relevant to their research.

Observations advantages: You can compare the data to responses from participants to make a comparison and generate relevant and quantifiable data.

Disadvantages: The observations cannot be generalised and if a group is aware they are being observed they might behave differently.





Comments

  1. JCoSS Media Dept14 December 2017 at 01:58

    These answers are brilliant and full of detail. You have clearly thought about the pre-production stages and applied market/audience research appropriately.

    ReplyDelete

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