Final Focus Group Interview

 

Final Focus Group Feedback

I have shown my products to people in my target audience (aged 18-30) and this is the feedback I received.

The font, colours and layout are clearly well liked and are effective elements of my products.  I am pleased with the feedback on the technology on the billboard and that the website looks professional.

Construction Feedback

This is feedback from others in the class on my unfinished construction work.  The positive items include the colours and the article however the suggested areas of improvement are the variety of images and that the contents page and editor page looks a little bare in places.

Pitch Presentation Feedback

This is a picture of some of the feedback I received on my pitch presentation.

The feedback in the text box is from my lecturer and the feedback on the pink and blue post-it notes are from other students in the class.  Something I did not consider when working on the pitch was the social media aspect.  Adding this is simple as all that is needed is a link to the Facebook and Twitter page and the logos to accompany this.

Evaluation of Target Audience Research

I have conducted surveys and put my findings into reader profiles and audience profiles.  I think that I have found out all of the information I need to feel confident that there is a clear target audience who would read my magazine, be interested by my billboard and view my website.  I do not feel that I need to amend my ideas as the research supports my idea that my target audience would be interested in reading the magazine.

Reader Profile

This is my reader profile which shows the interests of my target audience members.  My audience research showed that film magazines are popular and that movie-watching is something many people do in their spare time.  I have also considered that my audience listen to music and use modern technologies to accompany their interest in film.  This helps me with my ideas as it shows me how to design certain elements in relation to reaching the target audience by making it look like a professional regional magazine as opposed to a national magazine that looks average.

Other statistics: 

60% buy 2-3 magazines a month.

50% would pay between 1.00-1.99 a month for a regional magazine.

40% read film magazines as their genre of preference.

Audience Profiles

These are profiles of the kinds of people who would be in my target audience.  The purpose of this is to help me when in the process of designing as it will remind me of what my audience members want to see and what will grab their attention more.  These people would buy my magazine because of their interest in film and because it would inform them of what they can get involved with in their local area.  The magazine is not too expensive either therefore they could still buy other cultural magazines they would read such as a music magazine or a photography magazine.

Audience Interview

The purpose of this interview is to find out more about my secondary audience.  Before conducting research on my primary audience, I had ideas about their interests but I think that I will find out more from asking a member of my secondary target audience some questions.

Their favourite genre of magazine was health/lifestyle, despite them subscribing to 'Empire' in the past.  This makes me think that they like to read health and lifestyle magazines for 'general reading' and that my product would appeal to them.  They would read my magazine because they expressed interest in going to the cinema, despite never attending any film events like members of my primary target audience.  They are prepared to pay up to £2-£3 for a magazine which is likely due to their interest in reading.  Regarding billboards, they said they would be attracted to one if it had a celebrity on it which tells me that my secondary audience prefer national magazines.  In terms of favourite element of a website, the answer was ease of use which means they are looking for a more simplistic site.

Primary Audience Research

I have conducted surveys to gain information about the members of my primary target audience.  The participants were all within the target age range of my magazine: 18-30.  I have presented the results in charts using Excel.

When conducting surveys for my AS research, music magazines were most popular however film magazines have received more responses this time which tells me that young audiences enjoy reading magazines of this genre.  As all of the participants of my survey are from the local area, I am confident that my product would sell and that the people who took part in my survey would buy it. 

Colour and images received an equal amount of responses which means that I am going to have to make these features work well together.  Despite text not getting a large response, I will still need to use it professionally in order to give my magazine maturity.

The people who said they watch films/TV will also go out with friends to the cinema.  Viewing movies and listening to music are both very popular activities.  In my AS work I discussed how my target audience would go to gigs and music festivals however visiting the cinema is something that my target audience would prefer. 

As it is not a national magazine I am producing, my target audience is evidently not as willing to pay too much for it.  It is clear however that many people would pay over £2.00 which means that the price of £1.99 would gather more potential buyers.

From the responses to this question I can see that my target audience are regular readers of magazines.  I am confident that if they had a choice of regional magazines to buy, they would pick mine as the surveys have shown that film is a very popular magazine genre.

60% of the participants were male.  I will use my findings from these surveys when producing a reader profile.  I believe that my product appeals to both genders however I will keep in mind more males chose film as their genre of preference whereas more females chose the genres lifestyle and music.

Preparation for Interview

I am preparing to interview a member of my secondary target audience.  To help me with this I have storyboarded an interview with Jeremy Paxman and Russell Brand and looked at the shot types and editing.

I noticed that the shot types in the extract I watched were medium shots and wide shots and the editing style was shot/reverse/shot.  There are only medium shots of Brand, never Paxman, though the wide shots contain both of them.  Here is some information for my own interview regarding the questions and camera shots.

Interview Questions:
1.) What is your favorite magazine genre?
2.) What do you do in your spare time?
3.) Do you ever attend film events?
4.) How much do you usually pay for a magazine?
5.) What attracts you to a billboard advertisement the most?
6.) What is your favourite element of a website?
7.) Do you subscribe to any magazines or have you done so in the past?

Shot List:
Wide Shot, Medium Shot, Wide Shot, Medium Shot, Wide Shot, Medium Shot, Wide Shot, Medium Shot, Wide Shot, Medium Shot, Wide Shot, Medium Shot, Wide Shot, Medium Shot, Wide Shot

Target Audience Information

I have scanned this page onto the blog.  This is a typical audience member of my magazine.  Information on my primary target audience is inside the face and information on the secondary target audience is outside the face.

Survey Information

I will be conducting surveys to find out what my audience's attitude to magazines is.  I have decided my audience will be in the age range of 18-30.  I will conduct paper-based surveys which will be given out to members of my primary target audience however I will also carry out an interview to get more insight into a member of my secondary audience.