Having established that the audience we will be targeting is 16 - 19 year olds of both genders, we went on to do a further two questionnaires asking a number of demographic and phsycho-demographic questions that would help develop an audience profile.
To summarise the results of these questionnaires here is our audience profile:
(above) image taken by Michael O'Connor
I took this photograph to try and reflect some of the interests of our target audience, and further demonstrate the type of people we intend to broadcast to. Pay particular to the objects within the scene and the type of clothes worn.
IDENTITY
A typical listener is likely to be: White British, Non-disabled and live around Stratford or Solihull
Most likely to be a non voter. This is either because they are in the lower half of our target age and connect yet legally vote or they simply have little interest in politics.
Interests include (in order of popularity - 1st being most): Music, Socialising, Shopping, Sports, Films
HOME
On average a typical listener will live at home with 4 people and have 3 cars within that household.
MONEY
They do receive EMA or ALG (reflection of their families and/or their wealth)
(educational maintenance allowance) (Assisted Learning Grant)
They spend £20-29 a week on socialising and the same again on clothes.
Looking good and having fun are high up in their priorities.
MUSIC / RADIO
Music is their most sought after feature on a radio show, followed by games and quizzes.
They listen mostly to Indie Music (most common times - Morning and Afternoon)
Most listened to Radio is Radio 1 in the mornings (Chris Moyles Show).
Favourite Feature of 'The Chris Moyles Show' is the chat / banter.
They would like to hear news, sports and weather in a morning radio show. They like to be in touch with the world.
They sometimes listen to internet radio, usually on a computer using either a live player or an on-demand player.
There are detailed chats showing the full extent of our results. To see any more just email me on bikemike1@btconnect.com asking for further details and I'll send you the relevant results.
If we intended to sell advertising within our show, this audience profile would be an initial draft of a key feature advertisers need when deciding whether their products would be received well on our show. We would also include other key information such as listening figures and regional listening information.
Here is an example of the way I analysed the results from our 2nd two questionnaires:
Question: "What times of day do you prefer to listen to these genres?"
If we intended to sell advertising within our show, this audience profile would be an initial draft of a key feature advertisers need when deciding whether their products would be received well on our show. We would also include other key information such as listening figures and regional listening information.
Here is an example of the way I analysed the results from our 2nd two questionnaires:
Question: "What times of day do you prefer to listen to these genres?"
I created a chart similar to this for each question in order to visually see the trends. I then emailed all the collated results to everyone within my group.
In the chart you can see that the each band of colour represents a music genre, each column represents a time of day or other option. The column we are interested in analysing is the 'Morning' column. you can clearly see the majority of this column is blue and orange. By looking at the key we can see this shows us pop and indie are the most popular, looking back at the original results I can tell you that indie is the slightly more popular genre but we will try to satisfy both in order to widen our audience.
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