1. STUDENTS: MATTHEW MOONEY & CONNOR MCCALLION NDYR2/SEM2 Unit 6: Critical Approaches to Creative Media Products Tutor: Jim Doherty

2. Introduction During this presentation we will be trying to understand how media producers define audiences for their product. This gives them a better understanding of their target market, which can help the sales of their product. We will be looking at quantitative and qualitative audience research, as well as audience classifications to help understand how the media producers define their audiences.

3. Quantitative Research Quantitative research is a formal and objective process in which numerical data is used to obtain information. In audience research terms, this could be something like viewing figures for a particular episode. Companies such as BARB, RAJAR, and ABC gather quantitative research on media products.

4. What is BARB? BARB is an acronym for ‘Broadcasters Audience Research Board’. It was set up in 1981 to ‘provide the industry standard television audience measurement service for broadcasters and the advertising industry. BARB consists of a carefully selected panel of private UK homes which will represent the whole of the UK. Their devices are fitted with software meters to follow what households are watching and for how long.

5. What is the ABC? ABC is an acronym for ‘Audit Bureau of Circulation’. Their data is used by a wide range of decision makers: media owners, media agencies, advertisers, rights owners, investors & management. The ABC bring the industry together to agree measurement and process Reporting Standards that define what counts and determine best practice. They offer independent audit and compliance services, delivering certification which verifies that data and processes meet industry Reporting Standards.

6. What is RAJAR? RAJAR is an acronym for ‘Radio Joint Audience Research’. RAJAR is the official body in charge of measuring radio audiences in the UK. It is jointly owned by the BBC and the Radiocentre, with roughly 310 individual stations on the survey, with the results of this survey being published every quarter.

7. Qualitative Research Qualitative research is used to gain an understanding of the public’s opinions, motivations and it provides an insight into the problem and helps to develop ideas. Focus groups, questionnaires, and face-to-face interviews are examples of how qualitative research is gathered.

8. Focus Groups A focus group is a group of people that is gathered together, based on their personal characteristics, to participate in a discussion of a specific media product before it launches. This allows the creators of the media product to know if their product will be received well by their target audience.

9. Questionnaires A questionnaire is a set of thoroughly thought out questions with a choice of answers, that are devised for a survey or a statistical study. The creators of a media product can use questionnaires to find out what their target audience wants, or what they think of a product that they have created.

10. Face-To-Face Interviews A face-to-face interview is a way of collecting data by a respondent sitting down with an interviewer who has a set of prepared questions. The allows the creators of the media product to understand how the people respond to their product because the interview will gather their evaluation and attitude towards the product.

11. Audience Profiling Audience Profiling is a task that all media creators must undergo to find out who their target audience is. This allows the creator of the media product to find out what it is their audience actually wants. This includes things such as age, gender, race and sexuality, education and occupation.

12. Socio-Economic Status Socio-Economic status is the social standing or class of an individual or group. It is usually measured by the education, income and the occupation of those involved. It is used by media creators to determine the economic of their target audience, which can help define their media product more.

13. Psychographics Psychographics is the study of personality, values, opinions, attitudes, interests and lifestyles. This allows the creator of media products to have a better understanding of what their consumer wants by understanding more about them.

14. Demographics Demographics is a specific segment of the population that have shared characteristics. For the creators of media products this will allow them to know where their product might sell better. This is because they know what audience they are targeting so they will know which demographic to aim for.

15. Age, Gender & Sexual Orientation Age, Gender & Sexual Orientation of the target audience for the media product allows the creator of the media product, to determine what type of content that their audience would prefer to see. This ultimately creates a better media product for their target audience.

16. Regional Identity Regional identity refers to the particular part of the country that somebody is from, for example ‘North’ or ‘South’. This allows the creator of the media product to be a bit more direct with their product, so if the regional identity of their target audience is a area which is agricultural, then their product needs to be appealing to someone from an agricultural background.

17. Mainstream Mainstream as far as a media product is concerned is a media product that is already accepted and popular in the public domain. It’s an already established product. For the creator of a media product this means that their product has a good chance of getting sales in the market because it is already an established product, however it will face fierce competition.

18. Alternative An alternative market is one that differs from the mainstream in the way that is not as established, but still has a big enough audience that it remains incredibly competitive. If the creator of a media product is targeting an alternative audience for their media product then the product is going to be aimed at a market that is pretty big, but not as big as the mainstream market.

19. Niche Niche in terms of an audience is a very specific audience, and therefore the audience is not very big. The benefit of a creator of a media product targeting a niche audience is that there won’t be too many competitors because the audience would be so small for the product.

20. Audience Classification A – Upper Class (Professionals, Doctors, Lawyers). B – Middle Class (Teachers). C - Lower Class (Nurses, Clerical). C2 – Skilled Working Class (Trades Person) D – Working Class (Semi-skilled and Unskilled). E – Unemployed, Students, Pensioners.

21. NME Reader Profile

22. NME – Alternative Research (2010) 73% of readers are male, while 27% are female. 80% of those asked felt that music is a big part of their life. 52% interested in pursuing music for a career, 34% full-time, 18% part-time, and 26% full-time students. 77% of readers went to at least one pop/rock concert in 2007. The magazine is priced at £2.20.

23. References Alternative NME research: http://ninasmediablog.blogspot.co.uk/2010/11/dem ographic-profile-of-nme-readers.html http://ninasmediablog.blogspot.co.uk/2010/11/dem ographic-profile-of-nme-readers.html NME Reader Profile: https://www.emaze.com/@AQRRRTQ/NME- Readership-Profile https://www.emaze.com/@AQRRRTQ/NME- Readership-Profile Audience Classification: https://prezi.com/h3ydbskkvyew/audience- classification/ https://prezi.com/h3ydbskkvyew/audience- classification/