Primary Research

ResultsLiam Attridge

Purpose and aim of my

research The purpose and aim of my research is to receive

primarily my target audiences feedback that would

allow me to edit and improve my new music magazine.

I performed this research so I could get an outline on

what people were looking for in a new music

magazine, I was aiming to find out the things they had

never seen before or things they wished other

magazines did differently so that I could include them in

my final magazine ideas.

Methodology I created a questionnaire so that my target audience could provide

quantitative research. It included 14 questions ranging from audience profiling questions, media purchasing questions and questions that revolve around their personal preferences.

Having all of these questions allowed me to receive a variety of data, mostly quantitative but occasionally qualitative.

I also produced a focus group which provided more qualitative research and created more of a balance across my research in terms of qualitative and quantitative research. I asked 4 of my friends for their feedback on my questionnaires and received helpful results.

The usefulness of a focus group is that it allows me to receive much more in-depth answers with more thought provided into the responses.

Audience ProfilingThe results of these questions suggests that my target audience would be in the range of 16-20 year olds, who are mostly male. I also asked what peoples employment status’s are, and most of the people I asked were students, with some of them being in part time work and unemployment respectively. Based on this I will have a price on my magazine, but it would be a lower price than I had previously planned.

67%

25%

8%

Age

16-20

21-25

26-30 58%

42%

Gender

Male

Female

33%

27%

40%

Employment Status

Part Time

Unemployed

Student

Audience Profiling From these results, I can tell that all of my target audience is from

Harlow, I would therefore have to advertise and sell my magazine in Harlow.

I also found out that the most popular hobby among my target audience was watching the television. Also popular responses were playing video games and playing an instrument, with Skateboarding being the least popular response.

0%

100%

Residence

Harlow

14%

29%

14%

22%

14%

7%

Hobbies

Playing an instrument

Watching the television

Going to see bands live

Playing video games

Shopping (including online)

Skateboarding

Media Purchasing Habits From these questions I can tell that most people buy

one or two magazines in a month, and not a lot of people purchase 3.

The most popular magazines people would look at were Kerrang! and NME, perhaps this means I should adjust my layouts accordingly.

33%

42%

25%

Magazines Purchased in Month

One

Two

Three

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Nu

mb

er

of

resp

on

ses

Magazine Title

Magazines my target audience would look at

36%

21%

36%

7%

Where do people purchase magazines?

Newsagents

Dedicated Book Store

Subscription Service

Digital Download

From these questions I can tell that I should be releasing my magazine weekly as well as pricing it at around £2.00-£2.99. This fits in nicely with my target audience as well.

The most popular gift idea is an iTunes voucher, so perhaps I should look into offering that to my customers.

50%

42%

8%

Magazine Release Schedule

Weekly

Fortnightly

Monthly

42%

33%

25%

Magazine Pricing

£2.00-£2.99

£3.00-£3.99

£4.00-£4.99

17%

9%

4%

13%

22%

22%

13%

Magazine GiftsCDs

Posters

Band Related Merchandise

Supplementary Booklet

Ticket Discounts

iTunes Vouchers/Codes

Local Gig Tickets

Personal Preferences

Personal Preferences From these questions, I can tell that the most popular magazine

chosen was option A, which was an issue of Q magazine featuring Matt Bellamy from Muse.

The magazines were chosen for their colours mostly, which means that my colour scheme would have to be iconic and something people will recognise.

Also the most popular feature for a magazine was a “what happened to…?” section, highlighting what happened to a star that presumably fell out of the music scene.

67%

25%

8%

Existing Magazines

A

B

C

37%

19%6%

25%

13%

Why was that magazine chosen?

Colours

Images

Listed Articles

Layout

Other

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Features

Personal Preferences From these questions I can tell that the most popular

colour scheme was option B, a mix between black, white and red.

I could also tell that my target audiences favouritebands they would like to see featured in a new music magazine are 30 Seconds To Mars and Muse respectively.

17%

50%

33%

Colour Scheme

A

B

C

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Am

ou

nt

of

resp

on

ses

Artists my target audience like

Focus Group I produced a focus group in my own time consisting of 4 of my friends that I knew had an interest in a

variety of music, and listened to some of the songs in the genres I had chosen.

Since they are my friends, they were going to be of a similar age to me, and as such all fitted into similar categories for age, employment status, town of residence and hobbies respectively.

When I asked my focus group which of the magazines they would pick up and look at, a few people said kerrang!, with one person in particular stating “I would pick up NME because of it’s music variety. I don’t listen to one particular genre so it is perfect for me”. They also stated they would pick up magazines from Newsagents, like most of the people I asked in my questionnaire.

They, like most people also expected a new music magazine to be released weekly, stating that “anybody who releases a magazine seasonally is stupid! Why would anybody buy that?!”.

They also said they would like iTunes vouchers as that “gives [them] the freedom to purchase the songs that they like and not the songs the magazine wants us to listen to”.

They liked option A (Q Magazine) and felt that the “explosion on the title is really good and eye catching”.

Conclusion Although mentioned throughout my powerpoint, the summary of

my questionnaire is that my target audience is 16-20 year olds, mostly male, who live in Harlow and enjoy watching the television as well as playing video games and playing an instrument.

My target audience also purchases one-two magazines a month, would pick up Kerrang! Or NME on the bookshelf and purchases most of their magazines from a newsagents.

I found out my target audience would prefer a new music magazine to be released weekly, and cost around £2.00-£2.99. This in turn would be perfect for my target audience.

The most popular supplement with a magazine was an iTunes voucher, and I also found out that my target audience liked the colour scheme of red, black, white.

Proposals Based on my research, I obviously plan to have the colour

scheme as red, white, black as that was a unanimous decision as well as making the freebie an iTunes voucher and the main feature a “what happened to…?” segment.

I have decided to adjust the pricing of my magazine compared to what I had previously planned to do, and make the magazine around £2.99 in costing. This decision was based on the fact that most of my target audience are students, with some of them being unemployed and they might not be able to afford to purchase my magazine every week if it was much cheaper.

Questionnaires