In order to ensure that our promotional materials appeal to our target audience, we decided to create a focus group to provide us with timely feedback. So far, our focus group have provided their opinions on what they consider to be the strengths and weaknesses of the media products we have been researching. Going forward, the focus group will give us feedback on our own work. At periodic intervals, we will ask them to view our work as it is and to provide us with feedback.
When putting together our focus group, our goal was to come up with a representative sample of our target audience. In order to do this, we began by pinpointing our target audience and creating a profile of a typical member.
Audience Profile
When putting together our focus group, our goal was to come up with a representative sample of our target audience. In order to do this, we began by pinpointing our target audience and creating a profile of a typical member.
Audience Profile
Age: 15-24
Gender: Mixed, but
primarily male
Registrar General’s Social
Scale: B / C1
Selby’s Psychographic Cluster:
‘Drifters: People who are not sure what they want’
Description
A typical member of our target audience would be a male in their late
teens or early twenties; they would most likely be a university student. They would be someone who is growing increasingly
disillusioned with the world and uncertain about what the future holds for
them; they might see themselves as rebellious. They would be someone who enjoys going to gigs and festivals. In terms of Elihu Katz's 'Uses and Gratifications', they would be someone who gains a sense of identity from the music they listen to; someone who uses music as a form of escapism from the stresses of day-to-day life.
Focus Group
Using this audience profile as our basis, we compiled a group of six people who - to greater and lesser extents - share similarities with our 'typical' target audience member. We will continue to use the exact same focus group throughout our coursework and evaluations.
