Unit 3: Research Research Journal: Audience Profile Section 1:​
LO1 Understand the nature and purposes of research Purpose of research:
Audience Research
Type of Research:
Primary
Type of data generated:
Qualitative
Quantitative
Purpose: What is the reason for conducting this research technique?
The reason for conducting this research technique is to get an idea on who my target audience is for
my pancake parlour. It gives me an idea on what they like, what their income is, and what their
interests are so I can develop my pancake parlour to ensure that I satisfy my audience. The reason for
this research technique is to build up a profile about a potential customer for my pancake parlour, and
this allows me to build up my idea accordingly to my parlour.
Method: ​
i.e A questionnaire distributed to 55 potential members of my target audience
I created two audience profiles of both a female and a male to identity what my target audience will be
for my pancake parlour. I gathered information from the questionnaire I previously conducted to
determine what my target audience would be and what they would expect from my restaurant. This
information helped me create my audience profiles. Explanation: I chose this method because it allowed me to gather the information together and understand key features of my target audience which will help me to produce and develop my pancake parlour. I was able to determine the age, hobbies, likes/dislikes, SOC, and other information that will benefit the development of my restaurant and help me understand my target audience better. I created two because I wanted a gender balance, so I created an audience profile for a female and a male. The type of research is primary because I created the audience profiles with the use of data that I collated myself. The type of data generated was both qualitative and quantitative because I included information from the questionnaire I conducted, which was quantitative data, and I also included qualitative data because I used my own opinions. A potential method could have been a questionnaire which would be different to the research method I chose to do as it is not as in depth and the information is more quantitative due to including more factual information. The audience profile is more personal and in depth about the customer or the target audience because it goes into more detail about hobbies, disposable income, and likes and dislikes. Possible limitations could be it only relates to one specific group of people. Whilst the audience profile could be accurate, it may not be entirely accurate to a person of my target audience who may have different likes or dislikes or disposable income. Another limitation could be limiting the audience to one specific age such as stating that the audience profile was about an 18 year old. This could mean that I limit my target audience to one specific age, which could cause difficulties in appealing to a wider age range. With this information I hope to determine who my target audience will be and what I will need to do to ensure that I satisfy my target audience. This will aid my project because it’ll give me an idea on what my target audience is like and what I can do to ensure that I meet their needs and requirements. Why have you chosen this method?
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Consider primary/secondary
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Consider qualitative/quantitative
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Compare your chosen method to other potential methods (questionnaires, focus groups,
internet, books –give egs.
Are there any possibly limitations to your chosen method?
What are you hoping to do with the information? –How will it aid your project? Give an example.
Criteria: PASS -Purpose of each piece of research is
outlined:
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Audience Research
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Market Research
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Production Research
-Methods and sources are stated:
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Primary
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Secondary
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Qualitative
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Quantitative
MERIT -Why this method has been
chosen:
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Audience Research
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Market Research
●
Production Research
-Examples given
-Terminology, spelling,
punctuation and grammar are
mostly correct
DISTINCTION -Detailed explanation
-Comparisons made
-Points are justified
-Terminology, spelling,
punctuation and grammar are
used confidently
Current Grade: Section 2:​
LO2 ​
Be able to apply a range of research methods and techniques Wordpress - https://megancelinenash.wordpress.com
Section 3: ​
LO3​
Be able to present results of research
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Conclusions and Evaluation: Through this piece of research and the help of my questionnaire, I was able to understand my target audience’s needs and preferences to allow me to develop my pancake parlour in a way that will satisfy my audience. The first thing I found was that my target audience’s age was 18, their location was Frinton­on­Sea, and I determined that the social occupational classification of my target audience would be a group E/D because they are a student, and work part time. My audience profile focuses on two students, both of which have the same SOC group, and the same education. ­ ​
female ­ ​
male I found that my female audience’s profile earns £6.73 an hour and works 3 days a week, and my male audience’s profile works 3 days a week. This leaves the female with a disposable income of £120­£140 each month, and the male with a disposable income of £110­£130 a month. This information shows that my prices should not be too high because I want good prices to attract my target audience and reel them in to my pancake parlour. With a disposable income of £120­£140 a month, my prices should not be too expensive. With the help from my questionnaire to create my audience profiles, I found that my target audience likes both sweet and savoury foods. This means that sweet and savoury options should be on the menu of my pancake parlour because this will satisfy my target audience. If I were only to have sweet options on my menu, my target audience would not be satisfied because I would not be satisfying my audience’s needs.
When it came to food preferences, my audience profile’s favourite pancake toppings were shown to be lemon and sugar, nutella, chocolate sauce, oreos, and ice cream. This information came from a question from my questionnaire and I was able to include this information in my audience profiles. Their favourite ice cream flavours were chocolate, vanilla, and cookies and cream. This gives me an idea on different meals to include in my menu, and also gives me an idea on what would be most popular at my parlour. I should put focus on these preferences to ensure my target audience is satisfied I found from my research that both the female and male audience profile’s spend between £4 and £8.99 for a dessert meal. This information corresponds with the what I found out able their disposable income. To ensure that my target audience is satisfied and their needs are catered for, my prices need to be appropriate for these people. If I were to price my pancakes above £8.99, my target audience would not be satisfied and they would not be able to afford this very often. By ensuring that my prices stay under £8.99, my target audience will be able to afford a meal at my pancake parlour and this will not affect their disposable income badly. Another piece of information I found from the help of my questionnaire was that my target audience has pancakes all year round, rather than having them just on Pancake Day. This tells me that I have a good opportunity to provide a meal which my target audience will enjoy and want to buy. This also tells me that people will want to come to my restaurant to have pancakes because they don’t just have them on Shrove Tuesday. These findings mean I am able to develop my prices and menu for my restaurant, and with the information I have gathered, I will be able to satisfy my audience’s needs because my audience profile’s provided me with information such as disposable incomes, favourite pancake toppings, and preferred prices. Finding out about price preferences will definitely benefit my project because I know what I have to do to ensure I fulfill my audience’s needs and what prices will be appropriate. These findings from this research mean I can ensure that everything I do will satisfy my audience and appeal to it. I did not find that there were any problems with this method and how I undertook this piece of research because I was able to figure out what my audience profile would consist of and how it would be created. The help from my questionnaire was beneficial to my audience profiles. I have fulfilled my purpose because I have generated qualitative and quantitative data which will benefit the production of my project. I have gathered information that will help me develop my production in a way that will be suitable for my target audience and that will meet their needs and requirements. The next stage in my research will be to ask members of my target audience about different logo ideas. This will help the design stages of my project and by gathering their opinions, I will be able to produce a logo that will attract my target audience and be aesthetically pleasing. Comprehensively explain using specific examples what information you have found out through this
piece of research
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Include specific reference to evidence i.e 78% percent of participates said …..
Quote participates/sources where necessary
Include graphs charts etc.
What do these findings mean for your project? (ideas you’ve now got, confirmation of own ideas, etc)
Where there any problems with your method and how you undertook this piece of research?
To what extent have you fulfilled your purpose?
What is the next stage in your research?
Bibliography: Sources used: ­
Photoshop ­
Questionnaire from Google Docs ­ ​
https://goo.gl/6Ak86n ­
Google Docs ­ ​
https://goo.gl/0lh41k Criteria
PASS
-Results are presented
-Basic relevant information is
given about your
findings
Current Grade MERIT
DISTINCTION
Detailed evaluation od results
-Visual aids and graphics are used to
provide information
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Quotation from and referencing of
sources will be generally good
-Bibliography is complete and
accurate
-Visual aids or graphics will provide
information clearly and will be explicitly
linked to the content of the evaluation
-Findings will be clearly derived from the
evidence and will be supported by sound
argument
-There will be consistently precise quotation
from and referencing of sources.
-Terminology, spelling, punctuation and
grammar are used confidently