Audience research

Audience Research

Evidence

Audience research; audience classification (socio-economic, geodemographic, psychographic, ethnographic, age, gender, sexual orientation, occupation, education), media preferences, product preferences; buying patterns.

Socio-economics

Also known as Social economics. This is the study of how economic activity affect and are shaped by social processes. It analyses how societies progress, stagnate or regress due to their local or regional economy or even their global economy.

I am studying teenage drug and alcohol consumption and trade in Banstead. Socio-economics is a key measure in identifying whether this is a factor in their pursuits. Studying the local area, I noted that Banstead has a high cost for most of their houses which evidences that there are many wealthy and high/middle class people that live here. In conclusion, because the statistics of housing prices are high within the market in Banstead it provides me with the evidence that they would be able to afford viewings such as cinema’s where my documentary could be shown.

The statistics of individuals that live in Reigate and Banstead (2014) between the ages of 16-64 are 89,100. https://www.nomisweb.co.uk/reports/lmp/la/1946157332/printable.aspx This is significant to identify as it provides me with some sort of idea of how many young people are in the local area of Banstead. The number of people that are in Employment in the Reigate and Banstead borough (2015) are 73,600 whereas the Unemployment for this is 2,600. These statistics are important to include when researching about the social economics of Banstead as it provides evidence of most individuals possessing a job.

Geodemographic

This research is combined of demographic and psychographic data along with geographical locations or clusters in order to determine the preferences or tastes of those individuals in this area. The primary audience of my documentary are parents of teenagers that live in Banstead. This is my primary audience as the documentary is based on teenagers who are involved in drugs and alcohol in this area which can cause harm to themselves and others. Parents will want to understand and identifying the facts and statistics of teenagers involved in these activities to keep them safe and under control.

Parents will be interested in these activities and the information that will be shown in the documentary as it will give them an insight of how many illegal crime and activities are going on in their area. This may determine their child’s whereabouts and areas that they are allowed told by the guardians. Parents might be interested in specific areas that are affected and if they are located near to these.

Psychographic

This is the study of individual’s personalities, values, attitudes, interests, lifestyles and opinions. This is incredibly relevant in researching for my documentary as many of my measurements that are recorded are on the attitudes and behaviours of the participants. Parents will want to ensure that their child is safe and secure while in the local area. As a parent it is a moral responsibility to keep your child safe and away from harm.

Ethnographic
This research describes the culture of a certain individual or group. The goal of this is to understand the ways of life from the different native points of view.

Ethnographic research is important within my documentary as it will identify the individuals points of view and expectations. Drug usage and trade has increased over the years especially involving teenagers and young people. Parents might be interested in acknowledging the statistics and facts of drug and alcohol activities that happen in their local area.

Age
Age is an important element when researching my audience as the documentary needs to fit their personalities and suitability. The average age for a parent of a teenager is from 30-50 years old. Although this target audience will have some knowledge of technology they are more likely to view this documentary on a television rather than new resources.

Gender
Females are predominately seen as more affectionate and emotional regarding their children. Female parents are also more likely to watch material such as my documentary rather than males.

Occupation
Occupations of the target audience are important to identify. Individuals who are from a high class background and have a good, professional occupation are less likely to watch the documentary rather than someone who is middle class. People who possess a high class job are less likely to have children who are involved in drug and alcohol activities. Occupations of individuals within the target audience may also determine whether they can afford to watch the documentary or not.

Education
Education that the target audience have previously received may have a significant impact on the type of individuals that watch the documentary. If individuals within the target audience have some sort of knowledge about drugs and alcohol this can influence whether they want to watch the material or not.

Sexual Orientation
Sexual orientation plays a big role in the audience research. Although bisexual and homosexual people can have children of their own whether they are theirs through blood or adoption; Banstead contains mostly heterosexual individuals.

Media and product preferences
Media and product preferences refers to what the individuals of the audience are interested in regarding products. The target audience of the documentary may be interested in big brands such as Samsung and Apple. Many individuals within this age category are attracted by products within these brands. Showing my documentary on these technological products can be an advantage and will intrigue individuals within the target audience. 

http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/media/11146439/How-young-viewers-are-abandoning-television.html

https://www.thinkbox.tv/Getting-on-TV/Useful-resources/Audience-profiles

Buying patterns
This type of research will identify the various brands and products that my target audience are attracted to and will want to purchase. Identifying buying patterns of individuals in the target audience is important as the documentary needs to suit these as best as they can. It is significant to acknowledge what type of products the target audience are interested in as well as identifying patterns in costs, categories and timings.