Todays program Target group analysis What are target group analysis good for? –What is important to know? –Which methods should we use? Pro’s and cons’
Learning goals You should be able to: Collect and evaluate empirical data on audiences and use cases Use methods and tools to describe a target group in relation to multimedia tasks Quote from the curriculum
”I ONLY TRUST IN STATISTICS THAT I DOCTORED MYSELF” Winston Churchill
What is a target group good for? Exercise: Diskuss 2 and 2, why we work with target groups. Give an example of a target group description (you must write your description on paper (readable) and it must be rather detailed) Available time: 15 min.
The target group description New assignment: Exchange your target group description with your neighbour group. Describe what you get of the other groups target group description. If you have the time: Make a sketch of the target group.
Quantitative analysis Where do we use it? Amounts Sizes Gauge Quantity
Quantitative analysis Sources: Is it a good ide to make your own questionnaire analysis? What are the alternatives?
Qualitative analysis Open questions Seek for new maybe surprising knowledge Based on an interest in the target group Relation to product and sender
Qualitative analysis –Interviews –Focus group interviews –Observations
Kombination of methods How can quantitative and qualitative analysis be kombined?
Opgave: I har fået til ”opgave” at lave en hjemmeside for en natklub i Københavns centrum –Musikken i natklubben er hård rock –Det er en relativ billig klub –De fleste af gæsterne er stamgæster Opgaven her er derfor: Forbered en målgruppeanalyse! (skriftligt) –Tid: 30 min.
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