Audio Research

1. Audience Research
Your Name

2. RESEARCH
Research Methods
 Existing Products
 Vox Pops: (vox populi, meaning voice of the people)
 Surveys: Online or in person
 Focus Groups
 Quantitative Research: Programme ratings, hits on a
website, box office figures etc.
 Qualitative research: Film reviews, game reviews, attitudes
to media products, responses to advertising campaigns etc.
 Methods & Sources Of Research: Books, directories,
newspapers, film archives, worldwide web

3. RESEARCH
Primary and Secondary
Primary Research techniques (new data)
 Online quantitative surveys
 Online qualitative forums
 Interviews, focus groups
 Social listening
Secondary Research techniques (desk research)
 Market/Category Data
 Survey Results (Conducted by another source)
 Consumer Market
 Category Trends
 Reviews
 Online Forums

4. Secondary Audience research
• Observation: Channel 4 has a broad audience, however the most popular genres of Channel 4 tend to be factual or reality TV.
Shows such as gogglebox, Celebrity Gogglebox and Made in Chelsea are types of reality TV that draw in lots of young
viewers between the ages of 16-25. In a survey taken in 2010, 66% of 16- 34 year olds felt a strong connection to Channel 4.
• What this says about my audience: This observation tells me that 16-24 year olds tend to prefer shows that focus on real
subjects or real peoples lives like reality TV, but looking at the type of TV Channel 4 has pushed out in the last 10 years, its on
softer topics and has humour and fun at the fore front. Shows such as Celeb Gogglebox ground celebrities to a level that
these viewers can relate too, and the original Gogglebox gives normal folk from all socio-economic and ethnicities a platform
and gives watchers constant characters to look forward to. Shows such as Made in Chelsea feel less relatable than gogglebox,
as the characters and people featured on the show tend to be from A,B social grades, and most of the population in the uk
are at C,D grades, however watching and learning about other peoples lives no matter what social class they are is still a pull
for 16-24 year olds.
• How will your product appeal to this audience: My product will appeal to this audience, as I plan on making the historical
elements humorous, having a presenter from within this age group. To tailor it more to this age group, I could maybe focus
more on some things about real life such as adding anecdotes about Harrogate, which will add the humour as well as aspects
of realism.
https://www.channel4.com/media/documents/commissioning/RESEARCH/ResearchPowerPoint
.ppt

5. Secondary Audience research
• Observation: Abroad in Japan is the YouTube channel created by Chris Broad. He focuses on Japanese culture, and
travels all around the country exploring historical and interesting places, sharing it with his viewers online. Online I
tried to look for his main audience and his highest group of viewers however I was unable to do so. To make a
guess, looking at him as a presenter, his guests and co presenters and the activities he does, I would guess that his
viewers will be no older than Millennial age. His videos involve going to tourist places that cost money, as well as
the travel to japan, so it is unlikely he has an active audience of under 20. His videos are humorous, informative,
and a lot of his videos fit under the category of a Participatory documentary, as he gets in on the action, for
example trying food in famous restaurants, or cycling to historic landmarks. Although he is the creator, he also
hosts with a number of other people. Most of the extra hosts are men, which will bring in a stronger male
audience, giving a male perspective on japan, however he also features occasional female hosts, which could bring
in a more female audience on certain uploads, and gaining new traction. His main target audience however will be
those interested in Japanese culture, traveling to Japan, or possibly Japanese residents wanting to learn English as
well as learning about a landmark near where they live.
• What this says about my audience: That my target audience are adventurous, enjoy interesting and quirky topics,
learning about new cultures and languages.
• How will your product appeal to this audience: Abroad in Japan uses contemporary music and editing styles, such
as fish eye lens’, pauses for comic relief or an anecdote, bright and colourful colour pallets. He also uses lots of HD
shots of buildings and landscape scenes, sometimes using drones. I will use these aspects and apply them to my
projects. Due to him being in Japan, the landscape and scenes to westerners are already stunning, with the
weather usually blue sky also, so I will try to reciprocate that in Harrogate, by making sure my camera skills and
settings help me record to the highest standard.

6. Secondary Audience research
• Observation: The Young Adventuress Blog was started in 2010 by then 21 year old Liz Carlson. On her
page she describes it as “a no-filter vaguely chronological space filled with stories and misadventures
about my travels over the years with some musings about life thrown in for good measure.” Looking at
her website, it is obviously very contemporary, set out with earthy tones, images with a high tech look but
sticking to the woody earthy theme. It’s very simple, with a clean and modern way of navigating the sight.
Due to this set up, I assume that she is targeting a younger audience, and with her stating she began
travelling when she was 21, she is preaching that you can live your travel dreams from a young age.
Although I couldn't’t find the exact demographic of her website online, due to what I can observe from
her blog and the time she started, it is probably targeted at young women between 18-30. Her prose as
she is writing is very personal, including sarcastic humor to add some fun, and leaves you feel like you are
talking to a friend. You feel like you are being let into someone's personal life experiences, which is a draw
for people who in the future want to have those experiences for themselves.
• What this says about my audience: Similar to Abroad in Japans demographic, it suggests that my audience
is adventurous, interested in learning about locations, life tips, inspirational advice ect. They also like to
be able to relate and feel a connection with other people, especially those that they look up to such as
Liz.
• How will your product appeal to this audience: With my script, to make the watcher feel comfortable and
connected to the topic, I will make sure that it is less formal and seems more conversational. As a
teenager myself, I would enjoy a documentary where I feel like the presenter or the subject relates to me.

7. Primary Audience research
When I asked if they watched Historical Documentaries, 75% said yes. This at first could be quite
surprising, as there is a stereotype in young people that they don’t respect and honor the past,
however from these results we can see most young people enjoy historical programs. When
looking at my secondary research however, it doesn't’t seem as surprising, as I learnt from that,
that young people enjoy learning weather it be about new culture or history. This is a good sign,
as I was apprehensive about doing a historical documentary for such a young group, however it
is evident that young people, 75% out of who took the survey enjoy history and learning about
the past. My product will certainly appeal to this audience.

8. Primary Audience research
What I have gained from this question, is that I have found out people like learning about strong topics, powerful and
emotive topics such as the civil rights movement. I have also learnt that although they don’t mind about the presenter,
they would prefer someone with more enthusiasm, and with visual aids such as video and pictures. This question has
also help me understand why young people watch these certain documentaries, some because it is surreal to think of
how different the past was (something I would like to emphasise in my doc) and get into the shoes of people who lived
through those times and understand how they would have lived and felt. To draw this audience to my doc, I will try and
emphasise how surreal the differences and similarities are in Harrogate, and try talk about daily life and activities to
help immerse people in the history. Finally I will be using a mixture of visual aids such as old footage and old
photographs of Harrogate over the years.
To try and understand what invites people to watch historical documentaries, I asked in the
survey what makes people enjoy them and key presenters they like. Here are the responses
I got.

9. Primary Audience research
Here I asked questions regarding certain documentary makers, Louis Theroux being one I
analyzed in my research, to help get ideas on how I should be presenting my information
and how that will work out in my script. One response says they like Louis Theroux and
Stacey Dooley because of the connection they have with their viewers, and the way they
are able to convey empathy as well as laying out the facts at the same time. They also enjoy
these presenters because of their approach to tough topics which they are both well known
for doing. Someone also noted that they thought Theroux had a good personality, and that
was a drawer to his documentaries. This shows that my target audience regard having a
good relationship and being able to connect with the presenter highly, as they act as a
guide through a subject they potentially know nothing about. In my project, I will work
carefully on my script to make sure the presenter is welcoming and makes the watcher at
ease, and also someone they can relate and listen to.

10. Primary Audience research
To get insight into how my age group prefers there information laid out, I asked them about
things such as editing and music choice. The feedback I got, was that they would prefer the
information to be set out in a simple manner, however some gave feedback that they would
like a mixture of both, as long as the editing isn't too distracting. This tells me that my age
group would prefer something that was easy viewing, and doesn't’t take too much effort to
understand the information. This is reflective of Gen Z, and how the wide spread use of
smartphones and technology distract young people from focusing on one thing. In my
project, I will make sure that the information is laid out in a way that is easy to understand
and take in, however add some graphics and editing techniques to keep them interested, but
make sure they aren't too distracting and take away from the point.

11. Bibliography

12. Bibliography
1. Channel 4 (2010) Research PowerPoint
https://www.channel4.com/media/documents/commissioning/RESEA
RCH/ResearchPowerPoint.ppt