My development for my Creative Media course

1. Critical Responses
By Shania Carter and Abygail Jones

2. Shania’s Slide

3. Qualitative Research
Used
to
find
out
the
requirements, interests and needs of
audience members such as :
• Likes
• Dislikes
• Salaries/Income
• Addresses
This information is collected using :
• Focus Groups
• Questionnaires
• Face-to-face Interviews
Advantages?
• From face-to-face interviews the
interviewer receives a more personal
and true statement.
• Questionnaires are quick and easy.
• Makes it easier to meet the requirements
of the audience.
Disadvantages?
• People could lie in their answers.
• People might not like to be approached
for face-to-face interviews.
• Hard to form a focus group.
•
PB Media could use this in a very effective way:
•Forming focus groups to collect ideas from
readers
•Quickly create questionnaires to help get the
answers that they need + ideas
•Conduct a few face-to-face interviews to help
better understand the audience
Ask questions such as:
•Do you read any magazines?
•What is your favourite magazine?
•How often do you read magazines?
•What do you like about your favourite
magazine?
To show the received information, it could be
put in to a graph, chart etc.
Favourite Magazine
Kerrang!
Classic Rock
OK!
Radio Times

4. Shania’s Slide

5. Socio-Economic Status (SES)
This is measuring the social position of an
individual or a family.
SES focuses on 3 categories which are:
• Income
• Education
• Occupation
• This information is then used to split
households in to classed categories
Advantages?
• Makes it easier for production companies
to advertise
• Quicker market research
• Production companies know where to
place their product – almost guaranteed to
sell
Disadvantages?
• There might be a range of classes in one
area
• The magazine won’t appeal to everyone
• Could potentially lose sales by misplacing
the product
PB Media could use this quite effectively:
•Asking a number of readers questions that
will tell them what class they are in
•Put those answers in to a visible graph
•Use that graph to help them produce
products that appeal to certain classes
They could ask questions such as:
•What is your average income?
•Are you still in education?
•If so, what do you study?
•Are you employed?
•If so, what are you employed as?
Readers = 100
Employed
Unemployed
In Education
Other

6. Shania’s Slide

7. Lifestyle or Psychographics
There are 7 different types of categories for
Psychographics:
•Belonger
–
Family
oriented,
e.g.
Iceland
advertisements.
•Achiever – Wants to achieve more power, craves
success e.g. ASDA advertisement.
•Emulator/Wanna be – Wants to achieve but can’t
quite get there e.g. Go Compare advertisement.
•Socially Conscious Type A – Are very aware of how
their actions effect the world e.g. Natural Scotland’s
recycling advert.
•Socially Conscious Type B – Don’t care for how their
actions impact the world/anything e.g. The Tango
adverts.
•Balanced/Totally Integrated – People who strive to
achieve when it comes to saving the Earth e.g.
McDonalds.
•Needs Driven - People who shop/buy on impulse – buy
items they don’t really need e.g. Any infomercial.
Advantages?
•Better knowledge of the audience
•Know how to keep them happy
•Helps the producer to know what to put in to the
context
Disadvantages?
•There are a lot of other ways for this knowledge to be
found
•It will take a while to receive all the data
•Might be hard to generate ideas on how to get the
information
PB Media could use this to help them better
understand their audience:
•Give them a better understanding of the
audience
•Make it easier to generate ideas for
advertisements or context
They could use questions such as:
•Do you recycle?
•Which state/town/city do you live in?
•Marital status?
•Children?
•If so how many?
•Employed?
•Unemployed?
•Work as?
This information can then be put in to a graph.

8. Shania’s Slide

9. Age
Extremely important to any media product.
There is always a target age
Uses the idea that: similar ages have similar
likes and dislikes.
• Using this idea it will appeal to most of the
targeted audience – may not appeal to
some.
• Can
receive
this
through
questionnaires, online profiles etc.
Advantages?
• It’s easy to create products that appeal to
a wide variety of the target audience
• It’s easier to know what to incorporate in
to the text
•
It’s easy to receive the data
•PB Media could use this to collect the data
via questionnaires or using online profiles
when people like their pages e.g. On
Facebook, follow them on Twitter etc.
Disadvantages?
• It might take a while to get all the data
• Some ideas may not appeal to the
targeted audience
• It might take a while to receive data
31 - 40
•
•
•
•The data can be presented in a graph to
help the company develop new designs and
ideas.
•Can use questions such as:
•What is your age?
•When is your birthday?
0 to 10
11 to 20
50
40
30
20
10
0
21 to 30
40+

10. Shania’s Slide

11. •
Smaller groups with more specific needs such as:
•
Doctor Who magazines
•
Kerrang Magazines
•
Adventure Time magazines
They only appeal to certain people that want specific
thing from magazines that aren’t mainstream –
things to do with heavy metal or rock music, a
specific television show etc.
Advantages?
•
If it appeals to a majority of the selected target
audience – it will raise the profit significantly
•
As long as the context remains interesting
consumers will continue to buy it on a regular basis
•
Easier to write
Disadvantages?
•
More specific demands
•
Not as many readers
•
Can be hard to appeal to a majority of readers
Niche
PB Media can use this information to help in
questionnaires, asking readers what they like, if they
prefer another magazine etc.
If PB Media was to create a niche magazine, they
could collect information that would help them make
their magazine more appealing to readers.
They could then collect this information and put it in
to a graph or chart to show their findings and make it
easier to use techniques in their writing.
They could use questions such as:
• What Magazine do you read the most?
• A) Adventure Time
• B) OK!
• C) Hello!
• D) Doctor Who
25
20
Adventure Time
15
OK!
10
Hello!
5
Doctor Who
0
Males
Females