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Learning Objective

Learning Objective. How do you conduct original audience research?. What makes an effective questionnaire?. First: Why are you asking?. What exactly do you need to find out? Why do you need to know this? Who will you ask? What will you do with this information when you have it?

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Learning Objective

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Presentation Transcript

  1. Learning Objective How do you conduct original audience research?

  2. What makes an effective questionnaire?

  3. First: Why are you asking? • What exactly do you need to find out? • Why do you need to know this? • Who will you ask? • What will you do with this information when you have it? For example, you may be planning a task which requires you to script or storyboard the opening sequence of a new British crime drama. Having started with research into comparable products, you could now use a questionnaire to investigate how crime dramas target and appeal to different audiences. Which crime dramas do your respondents watch? At what time and on which channels? Is the main appeal for them to use of enigmas, the forensic or procedural detail or the relationships between the characters?

  4. Second: What are you asking? • What would be some useful closed questions, which could be provide useful data for your production? E.g. Are you male or female? How old are you? Which best describes you: Student? Office worker etc..How many magazines do you read each week? How long do you spend reading an article?

  5. Third: What are you really asking? • What would be some useful open questions, which could be provide useful information to help you? E.g. Why does celebrity gossip interest you?

  6. Four: Responses • How could you distribute this questionnaire? • How is it best to collate the responses?

  7. Six: Audience Theory How could the following audience theories be used to help you conduct audience research? • Demographics • Psychographics • Uses and Gratifications • Dyer’s Utopias

  8. Five: Focus Groups • Who could you get to make a ‘focus group’. Which questions would be best to ask them? How are you going to record their responses?

  9. Review What have you learned about conducting audience research from this lesson?

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