1. AND THE DRAWING BOARD Jamie Long
RESEARCH
AND THE DRAWING BOARD
Jamie Long

2. Introduction
Before designing my magazine it is incredibly important that I research my audience and ask what content they would like to see in the magazine.
For the first part of my research I will find my target audience. I will ask the questions such as; age, gender, interests, hobbies, and whether they are interested in high street fashion. I will conduct a survey for this.
For the second part, once I have my target audience, I will reach out to my demographic to find out what content they really want to see in the magazine itself. I will ensure that I do not ask about content details to those who are not in my demographic for the magazine.

3. Finding my target audience
To find my target audience, I will produce an online survey, via a website called survey monkey'. On this website I can put both open and closed questions to the potential consumer. This website gives me a link that I can share over many different platforms and send to people to make sure that they answer the survey. I will ensure the questions are precise and also ensure that the survey remains short and too the point so that potential consumers finish the survey and will therefore not make the results more difficult to interpret at a later stage.

4. The Questions Link to the target audience survey:
On the following slides are the questions that I have asked in my first survey, in which I also explain why I have included each question...

5. 1) "What is your age?"
   This is one of the most important questions in the survey as it will really help me to define my demographic to a certain age category; this will make it easier for me to create content that is relevant to my target audience.
2) "What is your gender?"
This question is also incredibly important because it ensures that I am targeting my magazine to a more specific audience. Knowing what gender to target my magazine towards means that I can tailor my  content more specifically.
3) "Are you interested in fashion?"
I have added a scale from 1-100 in which people can choose how interested they are in fashion by number, this helps me to confirm whether or not my magazine will be of any interest.
4) "Do you prefer high street or high end fashion?"
This question is useful as it helps me to prove whether or not a high street fashion would appeal to an audience, or whether they are only interested in the high end products.
5) "What is your favourite high street fashion shop?"
A question that will help me to focus my magazine to a more specific audience.

6. 6) "How much money do you spend on clothing per month?"
This helps me to decide what sort of clothing to feature. If I am creating a high-street fashion magazine, I do not want to focus heavily on clothing that my consumer cannot afford, even if it is from the high street.
7) "How many times do you shop on the high street per month?"
This question is helpful in that I can tailor my magazine more specifically to my audience. For example, if they shop once a month, I can do a feature such as 'picks of the month'.
8) " If you fit our demographic, would you allow us to contact you with one further short survey"?
I gave the person a space to add their address, so that if they fit the popular demographic that I choose to target, I can them the further survey regarding the content of the magazine. This following questionnaire will be about what will appear INSIDE the magazine.

7. The results
Here, I will analyze the results of my first questionnaire to properly find and confirm my target audience.

8. Question One - What is your age?
As you can see by the diagram, the majority of those who responded were between the ages of 14 and 19. This helps me to target my magazine to a specific audience who are more interested in high street fashion. Those who offered to answer a fashion questionnaire have shown their interest and lay in these age categories.  This research has helped me to narrow down my demographic.

9. Question Two - What is your gender?
A question to further narrow down my target demographic. Although an interest was shown by males, the majority of respondents were females. The amount of interest by females, in fashion, means that I can further narrow my audience and target, now younger, females with my magazine.

10. Question Three - How interested are you in fashion?
I wanted to find out whether people are actually interested in fashion. It would be pointless creating a fashion magazine if people are not interested in it. 
People scored, on average, 71/100 which shows that there is a keen interest in the subject area. With over half of the respondents showing an interest, I feel that this would be a strong subject for my magazine.

11. Question Four - Do you prefer high street or high end fashion?
Although I knew people were interested in the subject of fashion, I wanted to make sure that they liked high street fashion otherwise, once again, the concept for my magazine would be pointless.
More people like high-street fashion compared to high-end fashion which is fantastic evidence that I have a strong concept for my magazine. A high percentage chose the 'whatever I can afford!' Option; as I am targeting towards younger people, they may not earn a particularly large amount of money, so many will only be able to afford high-street fashion. This is evidence that high-street fashion is very popular amongst my target demographic.

12. Question Five - What is your favourite high street fashion shop?
I want to tailor my magazine more specifically to my target audience to entice them to read it. Finding out their favourite stores helps me to learn more about my target audience, what sort of clothing they like to buy, where they like to shop etc. Knowing about who my audience are will really help me when I think about the content creation and design. As you can see, 'New Look' and 'Primark' are very popular amongst young people. Slightly more expensive high street shops like 'Next' and 'Topshop' are less popular. There were also a few various 'other' responses such as 'Dorothy Perkins'.

13. Question Six - How much money o you spend on clothing per month?
I can learn more about the consumer with this question. I can find out how much they spend, which gives me a good idea of what quality of clothing they purchase, or how many items they buy. By knowing how much money the consumer spends, I can tailor my content more specifically and ask better questions in the net step of my research (content survey).
The audience has a wide range in terms of how much money they spend on clothing which did not particularly help me, on the other hand I can create features to entice a wider audience.

14. Question Seven - How many times do you shop on the high street per month?
I wanted to know how often the consumer goes high street shopping. This will help me to decide whether I feature weekly bargains or monthly picks, for example.
I can see that, in general, people do not go high street shopping very often, so a monthly or seasonal feature would appeal and entice my audience more than a weekly feature for example.

15. Finding the best content
The second survey
Finding the best content

16. Content Survey
Those that left their on my previous survey will receive this survey. The short questionnaire is to be answered by those who specifically fit the demographic 'females between the ages of 14-19'.  The questions will focus on finding content for my magazine.

17. The questions
1) Do you fit the following demographic? Female between years old.
This question ensures that only my target audience are answering these questions.
2) What is your favourite fashion season?
If the general favourite fashion season is the current season Autumn/Winter, then I can create a feature surrounding seasonal fashion.
3) What colours do you mostly wear in autumn/winter?
If fashion seasons seem like a good idea for magazine content, it will be useful to know what colours people like to wear, to make the magazine more relevant.

18. 4) Do you feel the magazine should heavily focus on?
- Price
- Quality
- Brand
- Seasonal Wear
5) Which of these features sounds the most interesting?
- Top 10 picks of the month
- Plus Size Fashion
- Online Bargains
- Dress for the seasons
These questions help me to further tailor and specialize my magazine, creating content that the audience are really interested in.