1. Target Group Analysis ZIBAT 2014

2. What did we learn last time? Remember attendance! Communication models

3. Bruno Ingemann (2003) The new circle model

4. 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’

5. 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

6. ”I ONLY TRUST IN STATISTICS THAT I DOCTORED MYSELF” Winston Churchill

7. 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.

8. 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.

9. How do I get to know my target group ?

10. What is important?

11. New assignment Discuss in groups: Which information do you need in relation to this fourthnights theme project? –Create a poster with your results Available time: 20 min.

12. Methods Quantitative analysis –Statistical analysis Qualitative analysis –Interviews –Focus group analysis –Observations

13. Quantitative analysis Where do we use it? Amounts Sizes Gauge Quantity

14. Quantitative analysis Sources: Is it a good ide to make your own questionnaire analysis? What are the alternatives?

15. Qualitative analysis Open questions Seek for new maybe surprising knowledge Based on an interest in the target group Relation to product and sender

16. Qualitative analysis –Interviews –Focus group interviews –Observations

17. Kombination of methods How can quantitative and qualitative analysis be kombined?

18. 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.

20. Assignment Prepare a target group analysis for the two target groups in the theme project.