Unit 4 Assignment 1 Market Research

Target Audience

Audience research is finding out information on your

potential audience. I could ask them what kind of trainers
they would wear or give them a list of the thoughts I have
made about what trainer I would like to make and then ask
them to put them in order of most likely to watch to least
likely then compare the results, which I would then make a
decision on which on I would make. I could also ask them
what else they would like to see in the advert or to add
anything about the list I would have given them. This way I
would know what advert would be most popular and what people would think about it. I would have
to ask a lot of people and a wide range of people so that it is fair and not biased. Business often
make an audience profile, mine is an 11-year-old gymnast, she has been working from being 3, she is
small but very muscly.

The age will be from 4 - 12 so that there is a wide age range. The sizes will go from 6 to a 4.

I can make for both genders.

Social Grade Social Status Occupation

A upper middle class higher managerial, administrative or
professional
B middle class intermediate managerial, administrative
or professional
C1 lower middle class supervisory or clerical, junior managerial,
administrative or professional
C2 skilled working class skilled manual workers
D working class semi and unskilled manual workers
E those at lowest level of state pensioners or widows (no other
subsistence earner), casual or lowest grade workers
Based on Chloe (the gymnast), the audience is very healthy and active. She will need comfy trainers
for her activities. Some that can mould and bed to suit her feet.

Figures

BARB

Data gathering agencies are responsible for collecting and

maintaining company-specific data. BARB is an example of a website
that does this. Since 1981, we at the Broadcasters Audience Research Board (BARB) have been
delivering the official viewing figures for UK television audiences.

RAJAJ

Another website that does this is Radio Joint Audience Research Ltd
(RAJAR), they do it for the radio. The online diary station selection is
carried out by the respondent, each person is asked to look through a
set of station names onscreen that are available in the area and invited to select all the stations
which they might listen to or hear in various situations.

CAA

The Cinema Advertising Association (CAA) is to monitor and maintain

standards of advertising exhibition in the UK and the Republic of Ireland.
They are part of Trade Association of cinema advertising contracts
operating in the UK. The CAA recognise the guidelines for commercial
content as outlined in the UK Code of Non-Broadcast Advertising, Sales
Promotion and Direct Marketing (the CAP Code) which is policed by the Advertising Standards
Authority, and the Code of Standards for Advertising, Promotional and Direct Marketing in Ireland
(the ASAI code).

ABC

ABC ads services include corporate design, advertising, print, photography,

illustration and web design. They have clients who have been with ABC for over
30 years.

Company History

1963 Started as a part-time business

1986 Wendys Restaurant - The idea for advertising on tabletops is born
1989 ABC Advertising Agency becomes incorporated
1991 30,000 sq. ft. building purchased to accommodate company growth

ELSPA

Entertainment and Leisure Software Publishers

Association (ELSPA) were created to establish a
specific and collective identity for the interactive
leisure software industry across the European
community. ELSPA works to protect, promote and provide for the interests of all its members, as
well as addressing issues that affect the industry as a whole.

Research

Primary

Primary (field) research is new or self-research. It can be questionnaires, surveys or interviews with
individuals or small groups. This can involve observation, telephone surveys, online surveys or focus
groups. The pros to primary research are that they are accurate
because youve heard them from the persons mouth, they
arent broken or tainted, you can do or ask what you want and
you can get specific answers. The cons are that it can cost a lot
depending on what youre doing and can be time consuming.

Interviews easy but is a lot of effort to set up. Can get good
results from this. Could go out on the streets to ask people
questions.
Questionnaires

Observation - this is easy and cheap to do, as you are only watching people from your own shop but
customers might not be comfortable with you doing this.

Telephone surveys - many people dont like receiving calls about surveys because it could be seen as
annoying but if you get someone who is willing to give some answers then you my get some good
answers.

Online surveys - these are a lot better, easier and cheaper than via phone and the people often
doing this have to time to answer and are looking to give their opinion online.

Focus groups - this may not be as easy because you need to find people willing to be taken from
what theyre doing into a room to answer questions but if you do then its a cheap way to get your
questions answered.

Secondary

Secondary (desk) research is looking through someone elses research. It involves the gathering of
the results of other's research from books, reports or the internet. The
pros to secondary research are that they are easy to access, they are
quick to find and you dont have to go or do anything/anywhere to find
them. The cons are that they may be wrong, someone might have
changed them, might be out of date and it might not have all the
information that you need.

Books - this is hard because you have to know exactly what you are looking for and how to find it,
but if you do then it could be very useful.

Internet - this is easier than books because you can just type keywords into google then be given
range of information about it.

Newspaper this isnt a good way to get information as I dont think there will be any relevant in it.

Theme

I will film lots of little clips of Chloe doing gymnastics moves in her trainers. I could film from lots of
angles such as medium, close up, long shots, low angle, etc I could even pan, track or tilt to follow
her as she does the moves.

Competitors

The three main competitors will be Adidas and Nike.

Nike sells all different types:

SHOES

All Shoes

Lifestyle

Running
Football

Basketball

Gym & Training

Skateboarding

Tennis

Golf

Customise with NIKEiD

SHOP BY SPORT

Running

Football

Basketball

Gym & Training

Skateboarding

Tennis

Golf

American Football

Surfing

Athletics

SHOP BY BRAND

Nike Sportswear

NikeLab

Jordan

Hurley

Adidas have a similar range.

Market

Market research is a gathering of information about consumers' needs and preferences. To do this
you need an understanding of the market around you or that you are going into. You can use both
qualitative and quantitative. Another type of market research is market mapping. A market map is a
 diagram that identifies all the products in the market
using key features. A market map shows a gap in the
market. Product research is to work out whether a
produce will be accepted amongst different
demographics, e.g. gender, age, location, culture,
income levels and many other variables. It is used to
discover facts and opinions about the specific area you
wish to research. Market research can also help to find a
reason as to why a product is not selling to one
particular demographic but is selling to another. To find
this out you need to look at content, viability, placement media, finance, costs, technological
resources, personnel, locations. People use this mostly for looking at gaming. For example, This
includes information on how users will play the game like some might just play online and some
might complete the campaign. Others users might want to just play the survival mode or some might
play all modes. People who have a Nintendo DS might use it differently to others. Children would
prefer to play exciting games like Mario whilst adults would prefer to play mind and thinking
games.