Research into Target audience

RESEARCH INTO TARGET AUDIENCE

For my pre production Media Studies Foundation Portfolio Research Task, I carried out Target Audience research into my fashion magazine. The purpose of my primary research was to establish my target market, to find out- who they are, what their interests are and how to make my product appealing to them. In this research I have focused on completing- an initial questionnaire which is aimed at my desired target audience. This information will help me to create a potential target audience profile and to develop fashion magazine ideas. This will incorporates research data into a magazine that is visually attractive to potential readers.

   TARGET AUDIENCE QUESTIONNAIRE

SURVEY ANALYSIS 

Age

My magazine will be aimed at readers aged 16-18. Due to 50% of the people who filled out the questionnaire, fall into this category, this will make me focus on half of the results due to the age categories having  different interests in fashion magazines.

 Gender

The target audience for my fashion magazine will be predominantly female. As 80% of the questionnaire participants are women, my results will mainly reflect the wants and desires that my target market anticipates in a fashion magazine.

Purchase

My results show that 80% of the people who answered the questionnaire do buy fashion magazines. This shows the majority of people who I interviewed are fashion conscious, making my results reliable as they are based on fashion magazine buyers.

Interests

The interests of the questionnaire participants seems to be mainly fashion articles, beauty, celebrities and hairstyles. This is helpful information as now I can develop my magazine front cover with more focus and detail on these aspects, as that is what my target audience are looking for in a magazine

Appeal

The participants ticked more then one box when it came to what appeals to them. With reference to my questionnaire results, it seems 43% of readers like to see pictures in fashion magazine. I will take this into account when developing the magazine content.

Features

Fashion magazines tend to give readers the chance win prized or to small include freebie beauty products. I wanted to find out if this is attractive to the target audience. My results show that 67% said yes and 33% said no. This indicates that the majority participate in these competitions and would likely be more drawn to fashion magazines with this to offer.

Purchase

I inquired about how often the audience buys fashion magazines in order to decide what kind of magazines issue I should create- daily, weekly, monthly or yearly magazine. The results reveal that participants buy magazines monthly or yearly. This maybe be due to Serbia not stocking magazines in their language but also because big fashion magazines such as Vogue tend to produce magazines monthly.

Existing Fashion Magazines

Big brand fashion magazines are very successful, yet all different in their own way. Vogue is sophisticated, Seventeen is young and Glamour is stylish, all these different styles attract different audiences. By knowing that 34% voted for Vogue, I can focus on displaying my magazine in a similar way to Vogue‘s magazine layout.

Cost

I have collected my results from the questionnaire and it can be seen that 50% of the target audience is willing to pay £3-£4 for a fashion magazine. This could be because that is the cost of big brand fashion magazines such as- Vogue, Elle and Marie Claire. I will put the price of my magazine in the region of £3-£4, in order to attract the target audience.

Feature

Existing magazines tend to give their target market the opportunity to write into the magazine to express their views and opinions on current topics. I wanted to find out if audiences find this appealing. 70% said yes which indicates that readers want to hear what others (similar to them) have to say. This is a feature I can work into my magazine in order to attract this target audience.

Layout

And finally I questioned what kind of layouts appeal to my target audience, since 22% of people said they were interested in fashion articles in a previous question. I gave Busy, Simple, Colourful and plain as options as I know some readers don’t like distraction when they are trying read and others like to look at images that are relevant to the article. 60% said that they are attracted to colourful articles. This is an aspect that I will work into my- front cover, content page and double page spread of my fashion magazine.

 

AUDIENCE PROFILE

This is AIMA , who is a typical member of my target audience. She is ages 16 and is in year 10TH grade at high school.

At school she enjoys Art and Geography as she likes painting with bright colours and learning about world cultures. She considers herself fashion forward as she likes to keep up with the latest celebrity fashion and loves to read about high fashion cat walks and rising designers. AIMA has her own style that she likes to combine with upcoming trends and would considers herself to have a sweet and casual style.

AIMA receives pocket money from her parents ,which she likes to spend on beauty products, clothes, jewelry and fashion magazines.

  AIMA is a typical girl who enjoys movie nights with her friends and quality time with her family.

She enjoys talking about celebrity red carpets with her friends and trying out new beauty home remedies and hairstyles.

Additionally AIMA’s favorite season is summer- so likes to exercise and go on bike rides in order to get ready for the summer fashion trends.

AIMA is confident but tends to let what people think of her get in the way of ability to achieve her goals. She is sociable and polite, but also enjoys participating in group debates and is not afraid to voice her opinions about subjects she is passionate about or something she disagrees with.

Even though she follows all the fashion trends AIMA tends to ignore the ones she doesn’t like, never changing her style to fit in with the latest media craze.

 AIMA has various social media apps which allow her to keep in contact with her friends (Facebook) and to explore images (Instagram). She favors photo based social media applications such as Pinterest and Instagram where she likes to follow bloggers and look up ‘traveling’ and fashion images.

AIMA favors classical teenage fashion brands such as-

•Abercrombie and Fitch

•MANGO 

•Gilly Hicks

•Victoria Secret

•H&M

•Primark

•ALEXZENDAR MCQEEN 

•MAC Make up

•BOBBY BROWN Make up

Her purchases consist of-

•Hair products

•Makeup

•Jewelry

•Clothes

•Cinema tickets

•Food (Lunches Out)

•Fashion Magazines

•Snacks

AIMA has some brand Loyalty to businesses that she prefers. She enjoys- clothing brands, food brands  and magazine brands but is not to fussed about other products.

Here's some of the brands AIMA Prefers and buys from regularly-

•Hollister

•Cadbury’s

•Truth (jewelry)

•Vapianos (restaurant)

•Nandos (restaurant)

•Apple (electronics)

•Juicy Couture (perfume)

•Benefit (make up)

Here are some media pages that (like AIMA) my target audience would use-

•Facebook

•Instagram

•Pinterest

•Snapchat

•Etsy

•Ebay

•Amazon

•Vine

•Youtube

•Skype