Audience Research Analysis

Audience Research Analysis 

An essential part of the process of creating an advertisement is to carry out audience research. I did this in order to gain knowledge on what people know and feel about piracy. For this research project I took three different types of research into consideration and managed to collect my data through these methods. One method I took was a box pop, this is where I posed the same questions to a variety of individual people. Another method I used was questionnaires, this is where I printed out 17 questions and asked a wide range of people (20) to answer the questions. The final method of collecting data was a focus group, in which I asked a group of 3 people some questions about their knowledge and feelings on piracy.

My vox pop was a very insightful way of collecting data and was easy to see the results. I asked 5 main questions:
1. What genre of films do you watch?
2. What tv channels do you watch?
3. How do you watch films?
4. Do you understand what anti-piracy is and explain it?
5. Why do you think piracy is seen as a bad thing?

I chose these as I felt they would give an insight into what sort of things interest the audience and see how much knowledge these students have, this would help when finally creating the advertisement as then I know how much information to include about piracy itself.  The general consensus for question one was mainly a wade range but the two most common answers were action and horror so this could help when deciding what genre the advertisement should fall into.  I also asked what tv channels they watch as well as how they watch movies, this gave me an insight into what channel I should aim my advertisement for.

In my focus group I asked 3 girls four main questions which were;  What is your knowledge of anti-piracy, what piracy adverts catch your attention, what type of things would you want to see in an anti-piracy advert and when do you usually pay attention to anti-piracy adverts. 

These were the general answers. They know that piracy is watching or downloading things illegally and that people can be fined if caught doing it. The most common advert that catch their attention are ones which are memorable, through being shocking or funny. Also adverts that make comparisons. Something that shocks the audience or makes them laugh. Mainly something that scares the audience into not going onto the websites any more and ones with a clear target audience. They mainly have to pay attention to these adverts in the cinema as they all said that it is when they are forced to watch the adverts, whereas at home they would use that time to go to do other things before the film actually starts.

The answers to these questions allowed me to form an idea of what they would like in an advert and what type of information these teenagers need in order to have a better understanding of piracy and the dangers involved with it. Through this focus group I have realized that using emotional response through shock or comedy is what will catch the audiences attention and cause them to remember it, therefore I will most likely use a sad/shocking emotional response.



The questionnaires was the longest part of the audience research,  I asked 20 volunteers 16 questions because I wanted to know their lifestyles and also their beliefs towards watching television. This is a blank copy of the questionnaire I sent round: 

These are some of the important answers laid out in pie chart form to make them easier to read and interpret.



These will help me in choosing elements of the advertisement to make them relatable and more enticing for the target audience.

The results showed over one third of the people watched their films on DVD’s and around the same amount watched films through Netflix. The questions about favourite genre of music and films showed the majority of people listen to pop music and comedy films. This insight helps when constructing the advertisement when choosing background music and the theme of the video. This helped to figure out what age group enjoys watching what sort of shows/listen to any particular music.