Audience Research and Feedback


Audience Research 

Task one define your audience using the following AUDIENCE SEGMENTATION model  (20 minutes)
Socio-economic: GEARS
     Gender
     Ethnicity
     Age
     Region (regional identity)
     Socio-Economic
For each part of the acronym state what will be in the advert (in terms of media language/representation) to attract your audience, use the brief to help establish the target audience profile

In my advert, there is no specific gender that it applies to, both female and male genders. This will be evident through the use of both male and female models and lack of preferred gender references that are on the sides of the adverts.
There will be no specific ethnicity used, this will be portrayed through the use of different ethnicities being used throughout the different adverts. 
The target age range is between 16 and 25, and this will through the use of the models that are being used - they will not be over or under the age range.
The regional identity for all of the different adverts will be Essex as this is in the specification. I will show this through having the models look like the stereotypes of Essex (blonde hair, orange tan and makeup). It will also be evident through the language used on the sides of the adverts - slang that is familiar to a person from Essex. 
The socio-economic of my adverts will be social grade C1 through E as I am going to be using models who are teenagers, this will be shown through the clothing that the models are wearing (C1 wearing a suit and tie, through to E wearing skinny jeans and a jumper).


Task two define your audience using the 4 C’s segmentation model, select one of the above categories and highlight how your audience might be attracted to the advert (give an example in terms of the media language of the mock-up designs). (15 minutes)
     Cross-Cultural Consumer Characterisation model
     4 main categories are (MARS)
     MAINSTREAMERS, ASPIRERS, REFORMERS, SUCCEEDERS
     The other categories to be added to this are (ERS) EXPLORER RESIGNED STRUGGLER
     It takes the following as consumer motivations: SECURITY, CONTROL, STATUS, INDIVIDUALITY, FREEDOM, SURVIVAL and ESCAPE

In my advert, I am going to be using the role of the succeeder - this is going to be through the fact that one of the models is wearing a suit and the fact that the succeeder needs to relax sometimes can be shown through the fact that they are going to be sitting down looking more relaxed and eating takeaway. Another one that I could have is the struggler, due to my models being teenagers, I would have to have the models dress up in outfits that are jeans and jumpers.


Task 3: construct the questions for the survey
  1. Do the pictures relate to the context of a food delivery service called Your Food? (images with different variations of agreeing and disagreeing - comments if disagree)
  2. Do the following images enforce the message of the takeaway service targeted towards 16-25 year-olds? (different variations of agreeing and disagreeing)
  3. Do you think that it is a good idea to include the social media of Your Food? (different variations of agreeing and disagreeing - with comments)
  4. Do you think that the socio-economic range of C1 through E is seen? (table of socio-economic - different variations of agreeing and disagreeing)
  5. Which logo do you think is more suited for this advert? (options A or B or neither with comments)
  6. Do you think the following adverts enforce the fact that Your Food is from Essex? (different variations of agreeing and disagreeing - comments if disagree)
  7. What do you think of the captions? (text box)
  8. Which is your gender? (female or male)
  9. What age range do you fit into? (different variations of age groups)
  10. What would be something that you would change if you could? (comment box)

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