Audience research and feedback

Audience research and feedback

Audience segmentation model-
Gender - for the women, I will make some of them look very orange, covered in makeup, very glam, over time top, fake nails, however, I will not take this to the extreme as I want to use humour and I do not want to offend. For the men, I will make them look well groomed, well presented, smartly dressed.

Ethnicity- Essex is well known for having a diverse community, therefore I will try as hard as possible to reflect this in my adverts.

Age - the specific age group this is targeted at is 16-25, therefore I will aim to get groups of people from the highest end and lowest end of this age bracket. I will use this to show Secondary school age youths, as well as University age people. I will use humour, as well as slang terms in order to interest this group, as I aim to create an appeal through common social terms used among this group.

Region - the region this advert will be targeted at is the Essex region. I will use this in my advert by using typical Essex terms within the advert to help the social and humour appeal.

Socio-economic - The classes this service are targeted at are the middle class, but mostly the working class. These are the classes that usually use these services, with upper classes going to restaurants instead. Therefore, I will aim the advert at this group in society, throught the use of language, mise-en-scene, and location.

4 c's segmentation model

Cross-Cultural Consumer Characterisation model

4 main categories are (MARS)

MAINSTREAMERS, ASPIRERS, REFORMERS, SUCCEEDERS

The other categories to be added to this are (ERS) EXPLORER RESIGNED  STRUGGLER

It takes the following as consumer motivations: SECURITY, CONTROL, STATUS, INDIVIDUALITY, FREEDOM, SURVIVAL and ESCAPE

The age segment of the audience model is what I will focus on, as it is what I will focus the advert on. I will link this to the 4C's model in how the youth group is associated with the 'strugglers' in how they are unable to cook. This is an element that is key in my advert, as the youth group is associated with partying. The older generation is associated less with night partying, and more dinner parties. Therefore this is an element of change in the youth's lives that i want to humorise, and highlight that the youth are still children, and therefore cannot cook, so rely heavily on takeout food.

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My survey address
https://www.surveymonkey.co.uk/r/5J8RVB9

A total of 16 people answered my survey, 11 of which were female, with 5 being male. 13 of those who completed the survey were in the age range of 16-20, with one being 24, the other being 30, and the last being 51 years of age.

Q1:
Out of all of the fonts shown above, the second font proved to be most popular, with 50% (8 people) choosing the font. I will use this font in the logo, as the survey shows this this was the most popular and eye catching font that would attract them to the logo. This highlights my initial belief that the youth groups would be attracted to a funky yet formal font, as well as reinforcing the belief that the use of blue would be popular, as it is associated with nightlife and partying, which is associated with youth group.











Q2:
In this question, I asked the people answering the survey which logo was preferred, and 62.5% (10 people) voted for the burger box. This is the logo I will therefore use for my advert, as it proves itself to be overwhelmingly more popular than the car logo. in the comment box provided in this question, the audience said they liked how it "advertises the food", is "eye catching", and appreciate the "different colours". This again reinforces the idea that the youth group prefer to see bright and bold colouring in their adverts, and want to see something eye catching. The 6 people who preferred the car logo were from the older end of the age bracket, as well as being female. The 24 year old and 18 year olds preferred the car logo to the burger box, which is an area of consideration, as i want to engage the older end of the bracket, as well as the younger, therefore i will try to use more sophisticate techniques to engage the older audience.










Q3:
In this question I asked people if they liked the displayed layout of the prototype adverts. In the results, I saw 81.25 (13 people) believing that the layout of the advert was good. However, in the comment box, the audience gave good reason for not liking the layout, in how they saw the adverts as being "too close" together, as well as looking very "cramped". This is very constructive feedback, and this is a huge part of what I will be looking at and considering when editing my advert.








Q4:
The most successful aspect of my prototype advert was the use of #hangry, which received a 100% approval rate, therefore this proves the use of a hashtag is appealing to people of all ages in the bracket, as well as those outside of the bracket also. This is an element of the advert that will remain a part of the advert.

Q5:
For my next question, i asked the audience whether they associated the locations of the adverts with the target market group. This was one of the most important aspects of the survey, and almost had a full success rate, however, 93.75% (15 people) believed that the locations were well suited to the target market. The one person who did not believe so was a 18 year old female, so again, one of the older people in the survey group. This means again, i need to find locations more suited to the people at University level, therefore could use locations associated with where those in University may be found.








Q6:
In this question, i wanted to know whether the "BEFORE" and "AFTER" aspects of the advert proved popular or not. gain, we saw 93.75 (15 people) liking this aspect, with one person disliking it. Therefore this is an are for consideration of editing to change to suit a more serious audience. This also links to my intention of catering to serious members of the youth group by not playing up to the stereotypes of the Essex youth by making them look stupid or fake. I want to use humour, however, I want to engage all audience members. Therefore, i will try to cater to all people in the audience.

Q7:

In this question, i wanted to allow the audience to give their comments on what colours they would associate with the target market group, as the wrong colouring in an advert can cause it to fail, therefore the aim is to engage them in all aspects, and colour is one of these aspects. The feedback proved incredibly useful, with 13 people all saying "red, yellow and orange". These are key colours I will therefore incorporate into the advert, in terms of text colour, as well as costumes. The other three people believed that "blues" and "breezy colours" would be suitable, as those colours are "associated to royalty, and I like to feel royal". This is a key bit of feedback, as you want to make the customer feel like the most important person, therefore blue will also be incorporated into the advert. One person also suggested the use of green. This colour could be pivotal to the use of the #hangry, as one of the associations with this phrase is the Hulk who turns green when angry, therefore the use of green would be an intertextual link to the hulk who changes colour when angry. It will therefore make people think when #hangry of our service, and ultimately engage them. 

Q8:

In this question, I wanted to know whether the aspects of advertising that i chose were popular among the target market. The feedback showed a 100% positive response rate, with all audience members believing the humour and social appeal were visible in the advert. This is an aspect i will therefore maintain, as it had a positive response among the audience members.

Q9:
In this question, I allowed the audience to write whether the adverts stood out or not, and to give reasons for their answer. The answers showed that 14 members of the audience believed yes, and two said no, however gave no reason for their answer, and therefore gave no constructive feedback for improvement. The responses from the 14 people who believed it stood out stated that it was "pretty clear and straight forward" which was what I wanted to achieve, as I do not want it to be too complicated that the audience get confused about what is being sold. Another person said they like the "bright colours" which made it look "interesting". Repeatedly people stated they liked that it was "really simple" and "not too complicated" as it "shows what the food service does" which is what I wanted from my advert. People commented on how "unique" the adverts were, "original" and "eye catching", as they have "not seen it before" in a food advert, which is a huge positive. The final area of the advert spoken about was how "it showed the daily life" of a person in the target audience, which they enjoyed seeing, as it is not abstract, it is realistic, and therefore appeals in a factual way to the audience.









Q10:
For the final question, I wanted people to state the age and gender of the audience members to see who identifies with which aspects of the advert, as well as what age bracket they are in. It has allowed me to see which female members like what aspects, and which male members have liked or disliked other aspects. An example of where this proved effective was in Q2 where 6 people preferred the car design, all 6 except one were female, therefore this is a huge area of consideration of altering, as it is the female audience members who preferred that design.