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Understanding Audience Research Methods and Segmentation

Learn about quantitative and qualitative audience research methods, audience profiling, and segmentation. Explore organizations like BARB, RAJAR, and ABC that collect data on television, radio, and print audiences.

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Understanding Audience Research Methods and Segmentation

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  1. Unit 6:1 - Critical Approaches to MediaDefining Audiences

  2. Quantitative Audience Research • Quantitative research is about gathering data about numbers and statics related to the product. • Using quantitative methods allows the researcher to measure results conclusively. • Quantitative research can be used to prove or disprove any assumptions about the audience. • Examples of organisations that conduct would be BARB, RAJAR and ABC.

  3. Qualitative Audience Research • Qualitative research is about gathering data about the interests of the audience. • Using qualitative methods involves studying of small groups of people to guide and often supports the construction of hypotheses. • Qualitative data is gathered through techniques such as surveys or face-to-face interviews. • Organisations that gather the information would usually have a “focus group” which are made up of people from different backgrounds.

  4. Audience Profiling Whenever marketers are trying to profile their audience, there are various categories they keep in mind: • Economic • Social • Ethnological • Political • Gender Audiences are often segmented into different groups based on certain criteria: • Geographic Segmentation – Divides audiences based around physical and political boundaries. • Demographic Segmentation – Divides audiences based around age, race, religion, gender, family size, ethnicity, income, and education. • Psychographic Segmentation – Divides audiences based on their lifestyles such as attitude, expectations and activities. • Behavioural Segmentation – Divides audiences based on their behaviour such as how they respond to, use or know of a product.

  5. Research Organisations An example of organisations that conducts audience research would BARB, RAJAR and ABC. • BARB collects data about what people watch on television. • RAJAR collects data about what people listen to on the radio. • ABC collects data about what people read in newspapers and online.

  6. Data Collection Research companies uses various means in order to collect their data such as interviews and surveying people from different backgrounds . The BARB Panel have five questions that they want to know: • Who is watching? • What they are watching? • When they are watching? • Which screen they are watching on? • How did the content get to the screen?

  7. BARB (Broadcasters’ Audience Research Board) • Established in 1981 • Delivers the official viewing figures for UK television audiences • Commissions research companies to collect data that represent the viewing behaviour of the UK’s 26 million TV households. • This data offers broadcasters and advertisers vital information that shows how programmes, channels or advertising campaigns have performed.

  8. BARB Research Methods • Television is the only medium that a fully representative in the measurement. • BARBs panel is a sample of very carefully recruited households, these households represent households across the nation. • BARB interviews over a 1000 families every week for the BARB establishment survey. Information needed to accurately weight their viewing data so it is representative of the whole nation. • Then 5100 homes are selected by household type, demographic, TV platforms and geography. Over 12000 people living in these homes which then give an accurate representation of the country.

  9. RAJAR (Radio Joint Audience Research) • RAJAR collects data about what radio stations people listen to. • RAJAR is the official body in charge of measuring radio audiences in the UK. • Established in 1992 • RAJAR is owned by the BBC and the RadioCentre on behalf of the commercial sector. • There are currently approximately 310 individual stations on the survey and results are published every quarter. • RAJAR is responsible for setting the research specification for overall quality control.

  10. RAJAR Research Methods • RAJAR Data is collected using a seven-day listening diary. Approximately 110,000 adults 15+ are asked to fill one out over 50 weeks of the year. Data Collection • Information is collected by means of a seven day self-completion diary. Diaries are personally placed with one selected adult (15+) and up to two children aged 10-14 years (according to the number of children present) in each selected household. • The paper diary is customised at placement. Each respondent is asked to sort through a set of cards with the names of all the radio stations in the area and invited to select all the stations which they might listen to or hear in various situations. This process provides a station repertoire for the selected individual which is then entered in the diary by the interviewer, using station name labels. All paper diaries are collected personally by interviewers at the end of the seven days. • The online diary station selection is carried out by the respondent, each person is asked to look through a set of station names onscreen that are available in the area and invited to select all the stations which they might listen to or hear in various situations.

  11. ABC (Audit Bureau of Circulations) • ABC is the industry body for media measurement for print (e.g. newspapers, magazines) and online publications. • ABC gather data about what read about online and in print, they also collect data about what events people go to. Their data is used by a wide range of decision makers: • Media owners • Media agencies • Advertisers • Rights owners • Investors • Management

  12. ABC Research Methods • A team of experts verify data across a wide range of media channels including print, online and events and look to include new platforms as they emerge. • Take a census-based approach which means counting every interaction rather than using a survey sample. • This allows ABC to provide granular detail across channels to showcase performance and support the media buying process which is all the more important in our increasingly fragmented world.

  13. Product Study

  14. Quantitative Data Audience (Source – Deadline.com) 50% over 25 60% male 40% female 55% couples 24% family 21% teens Money (Source – boxofficemojo.com) Opening Weekend $207,438,708 (£137,490,446/€190,649,187) North America: $623 million (£414 million/€574 million) International: $895 million (£595 million/€824 million) Total: $1,518 billion (£1,009 billion/€1,399 billion)

  15. Qualitative Data • Qualitative research for “The Avengers” is carried out through focus groups pre-production. • Marvel Studio carries out their audience research in-house via focus groups. This allows them to establish whether or not their media product is viable and what the audience may want i.e. the specifics, more villain less hero or vice versa. • Whilst researching qualitative research it was difficult to find example questionnaires or group analysis due to confidentiality and companies charging for this information. • The website Fandango carries out surveys of specific media products and they found that The Avengers was the most anticipated movie during the summer of 2012.

  16. Qualitative data con.. • The website rottentomatoes.com give the audience the ability to share their opinions on films. The audience can write a review or simply click the like or dislike button. 1,120,562 people globally rated “The Avengers” using a simple like or dislike button. 91% liked “The Avengers” whilst only 9% disliked it. • And with hundreds of watchers reviewing it expressing their opinions a more personal like or dislike rating is made out of 311 reviews counted 92%Liked wile explaining their likes and dislikes.

  17. Qualitative data con.. Top Critics Reviews Even the top critics in the world give their opinions with 83% approval , and giving there likes and dislikes. Reviews could be made directly to the website or as I’ve found, “rotten tomatoes” takes a quote from a website or magazine and provides a link to this source.

  18. Audience Profile The audience for the film would come under Group B, C1, C2, D and E. Socio-economic Status: Stretches across various economic and social standings. • Geodemographics: Western based audiences • Age: Majority 12-35 • Gender: 46% Female, 54% Male • Sexual orientation: Majority heterosexual • Mainstream, alternative, niche – This product definitely has become mainstream in the last 10 years. It has progressed from a niche following that started from the cartoons and comic books and has developed into a blockbuster franchise. • The target audience for the film is 12 years old and above. How the film appeals to different audiences: • Since the film is an adaption of a popular comic book series, fans of the comic will be attracted to the film. • The bright colours and fantasy elements attracts the young. • Robert Downey Jr. attracts the adults. • Samuel L. Jackson attracts African Americans. • Scarlett Johansson attracts women. • Joss Whedon, the director, attracts fans of his precious films.

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