2012 06 25_research_lesson
DESCRIPTION
Darren's research lesson with added target audience informationTRANSCRIPT
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What is research:
What is NOT research …
… just information
… presumed opinion
… statistics on their own
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What is research:
Research IS …
… the systematic investigation into and study of materials and sources in order to establish facts and reach new conclusions.
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What is research:
THE TWO TYPES…
Primary Research: original findings
Collecting data that does not already exist.
Secondary Research: looking at existing data
An interpretation or adaption of information all ready ‘out there’.
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What is research:
THE TWO METHODS…
Quantitative: “the numbers, proportions and statistics”
Or “Where the numbers live”
Qualitative: “descriptive, emotive, subjective”
Or “Where the opinions live”
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What is research: Primary Secondary
Interviews (face-to-face, phone, email)Focus groupsInternet forumsAudience panelsOwn audio/video event recording
ReviewsFanzine websitesSearch engine forumsResponse to news coverageAdvertising campaign response
SurveysSelect answer questionnaires
Ratings (BARB, RAJAR)Website hitsCirculation figuresBox office returnsSales (CD/DVD, games etc.)
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What is research:
THE PURPOSE OF RESEARCH IN MEDIA…
Audience research:
•Audience profiling and classification
•Consumer trends and patterns
•Product preferences
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Demographics Recap
• Gender• Age• Region – Where they live• Working status• Occupation and industry• Marital status• Presence of children• Household tenure• Income• Education• Social Grade
What could you use to define a target audience?
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Demographic Recap
NRS social grade definitions
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Other Audience Definition Techniques
AS WELL AS DEMOGRAPHICS AND CLASS/SOCIO ECONOMICS YOU CAN ALSO USE…
VaLS: Values and Lifestyles
This catagorises consumers/audience into groups according to values and lifestyles. For instance; Innovators, Thinkers, Makers, Survivors & Strivers.
http://en.wikipedia.org/wiki/VALS
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Other Audience Definition Techniques
AS WELL AS DEMOGRAPHICS AND CLASS/SOCIO ECONOMICS YOU CAN ALSO USE…
Young & Rubicam: The four consumers.
Devised by the ad agency Young & Rubicam. Similar to VaLS and catagorizes consumers into 4 groups.
Mainstreamers: 40% of population. Like security.Aspirers: Want status and esteem. Like designer brands and live off credit.Succeeders: Already have status and control.Reformers: Defined by self-esteem and self-fulfilment.
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What is research:
THE PURPOSE OF RESEARCH IN MEDIA…
Market research:
•Who’s already out there and what are they doing?
•What’s going well, what’s missing?
•Advertising placement and effectiveness
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What is research:
THE PURPOSE OF RESEARCH IN MEDIA…
Product research:
Does it work? (Colour, look, feel, opinion)
Does it appeal to the target audience?
Is it viable as a business? (Will people buy it!)
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What is research:
Sampling(diagnostics)
Validity(interpretation)
“It’s not about getting the biggest sample, it’s getting the right ratio and demography”
“Look for trends and context”
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What is research:
Purpose of research for a drinks advert
“To create a product that a target audience will buy”
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Better Googling – Searching tips
• Don’t ask Google questions• “ ” – Searches for the exact phrase not the words
separately, for example “media industries”• site: - Only searches the pages on that site• .. – Shows all results within the timeframe, e.g.
2009..2012• filetype: - Only searches for results that are that file
type, for example filetype:pdf• Define: - Word definition, for example
define:research• Control + F, Cmd + F – Find a word on a website
quickly
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Better Googling – Searching tips
Guardian articles about TV ratings for Strictly Come Dancing written between 2009 and 2010.
site:guardian.co.uk "TV ratings" "strictly come dancing" 2009..2010
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What is research: