Audience Research

Audience research is any communication research that is conducted on specific audience segments to gather information about their demographics, media habits, needs, attitudes, knowledge, interests, preferences, or behaviours.

My first question was "What do you know about being safe online". I got many ideas about what people know about being safe online. For example, keeping your passwords to yourself, and also not giving away special details such as bank account details etc.

My next question was "Name 3 of their favourite TV channels". This really influenced my decision on what channel I should broadcast my advert on. The most popular channels were Channel 4 and E4.

I also asked what time people watch these so that I have an idea of what time I should be broadcasting my advert. Most of the people I asked all watch Television all around the same time, around 7oClock.

When asking how do they access there media, I was expecting them all to say television, by surprise, a lot of people said that they also access it online.

Finally, when asking what do they expect to see on a Social Messaging Campaign I got a good idea of what I should include e.g. stories to catch the audiences attention, the dangers of nit staying safe online, and tips on how to be safe.

My focus group discovered that people can understand my advert easily. Therefore, there it has a clear message for my audience.

Also, I found out that if the topic is a negative topic like cyber bullying, that it is good that I made it a positive advert so that its not a depressing advert. People like the fact there are people that want to help people getting cyber bullied.

There was a few stuff that they said I could improve on, such as showing more bullying. I only showed bullying on the computer when there is much more cyber bullying going on on phones etc. 

The last thing I discovered was that everyone knew who my target audience was. They all knew that my target audience was 13-18year olds. They knew this because all my actors were teenagers.

I found out when reviewing all the questionnaires that most of the people in the borough of Sutton are 16-20 years old. Also, I found out that the nationality that is most popular is British, followed by Asian. Also, most people access media by Computer and Television and they watch this from about 6pm-9pm. These questionnaires helped me find out loads of stuff to make my Social Messaging Campaign as successful as possible.