Research in the Creative Media Industries

Why is research used in the media? Research is used in the media to determine what a product will look like and who the target audience will be.

Methods of Research When researching there are two ways of doing so, these are Primary and Secondary.

Primary Research Primary research is research that the individual does themselves to find new data. This can be done by questionnaires, observations, statistics, deconstruction, interviews, tally charts and polls. Primary research is good as it collects data that is new and relevant. However, primary research may need to be partnered with secondary data to support the data. This is because one set of data is not very reliable.

Secondary Research Secondary research is research that has been done by other people. This data is found in text books, theory books, magazines, newspapers, and on the internet (such as BARB and social networking websites).

Secondary Research The problem with the internet is that it doesn’t always work and some information found can be false. This is because on some websites (such as Wikipedia) anyone can publish and edit information. However, secondary research is good as it can collect data on a big scale. This makes the data reliable.

Data Gathering Agencies: BARB Broadcaster’s Audience Research Board (BARB) offers a number of ways to access television audience figures. It provides official data of viewing figures for UK television audiences. Data that is available includes historical figures and the latest figures from the previous week and month.

BARB On the website there is also the Top 10 and Top 30 weekly programme quarterly channel reach reports and trend graphs. BARB has provided a broader overview of key events in television since 1981 This information that BARB provides is vital for assessing how programmes, channels and advertising campaigns perform on the basis of airtime trading

This table shows that Xfactor is has the most views on ITV1 which proves that entertainment programs gain more views than other types of programs.

Data Gathering Agencies: Ofcom Office of Communication (Ofcom) is the communication regulator. it regulates television and redo sectors, fixed line telecoms, mobiles, postal services and airwaves (which require wireless devices to operate). They ensure that people in the UK get the best from their communication services. They also ensure they are protected from scams, sharp practices while ensuring competition can thrive.

Ofcom Ofcom operates under a number of Acts of Parliament. One including the Communications Act This means they must act within the powers and duties set by Parliament in the legislation. Ofcom is funded by fees from industry for regulating broadcasting and communication networks and grant-in-aid from the Government.

Ofcom Their main legal duties are to ensure: -that the UK has a wide range of electronic communication service. This includes high- speed services (such as broadband). - that a wide range of high-quality radio and television programs are provided. They must ensure they are appealing to a range of tastes and interest.

Types of Research After researching, the data collected can be set into two groups: Quantitative and Qualitative.

Quantitative Data Quantitative data is based on number. This type of data is collected from tally charts, statistic date, readership circulation figures, program ratings, box office figures and sales of CDs and DVDs.

Qualitative Data Qualitative data is based on people’s opinions. It can be collected by film reviews, questionnaires, attitudes to media products, discussions and responses (such as responses to media coverage and advertising campaigns).

Purposes of Research There are three areas of research, these are: -Market research -Audience research -Production research

Purposes of Research Media companies are interested in the market that their products will have to survive in. Market research involves looking at what the competition (similar products) have offer. It also allows the researcher to see what commercial opportunities are available.

Production Research Production research is needed for many things, some include: -To provide content and gather materials. This allows a company to develop a new product. -To research the viability of making the product. -To investigate technology and personnel available. -To research and plan production and post production stages which ensure that it runs well.

Audience Research Audience research allows companies to target their product to the right audience. Effective audience research looks at the audience of similar products and works out the psychographics and demographics.

Audience Research: Demographics Demographics is the way in which an audience can be classified according to different socio- economic and personal factors, including: age, gender, ethnicity, occupation, social class and sexual orientation.

Demographics Companies involved in media tend to put people in groups according to their job and what income they have. This allows them to make very broad assumptions. This table gives the producer of a product a specific idea and direct target on their product can be aimed at.

Audience Research: Psychographics Psychographics look at an individual’s lifestyle, likes, dislikes, values, personality and attitudes. This give advertises and media producers clues to what interests they have and how much disposable income they may have. It also tells them what type of media products they may be attracted to.

Psychographics This table shows how people can be put into groups according to their lifestyle, what they like and what they dislike. For example, an individual who has strong interests in their image, fashion and how things look are called ‘Aspirers’. When a producer of a product finds the psychographics of their audience they can focus on how their product should look and be like.

Market Research Market research looks at looking at existing products that are similar to their product. This is to see how well their product will do which gives an idea of how much the budget (and profit) should be.

Market Research According to the data (taken from BARB), Entertainment shows are the genre people are watching the most on TV, with Drama (series and soaps) coming second and documentaries coming third. This means if a producer is wanting to make a show a crime drama TV show, it will be popular with the public.