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A U D I E N C E R E S E A R C H
F A S H I O N M A G A Z I N E Q U E S T I O N N A I R E
P O T E N T I A L A U D I E N C E P R O F I L E
AS MEDIAFOUNDATION PORTFOLIO
RESEARCH INTO TARGET AUDIENCE
• Demographics• Psychographic• Marketing
INTRODUCTION
For my preproduction Media Studies FoundationPortfolio Research Task I carried out Target Audienceresearch into my fashion magazine. The purpose ofmy primary research was to establish my targetmarket, to find out- who they are, what their interestsare and how to make my product appealing to them.In this research I have focused on completing- aninitial questionnaire which is aimed at my desiredtarget audience. This information will help me tocreate a potential target audience profile and todevelop fashion magazine ideas. This will incorporatesresearch data into a magazine that is visuallyattractive to potential readers.
TARGET AUDIENCE QUESTIONNAIRE
• Filled in sample of fashion magazine questionnaire
SAMPLE OF FASHION MAGAZINE QUESTIONNAIRE FILLED IN
SURVEY ANALYSIS
• Detailed analysis into the results of the initial questionnaire
male
20%
female
80%
What gender are you?
13-15
30%
16-18
50%
19-15
20%
How old are you? AgeMy magazine will be aimed at readers
aged 16-18. Due to 50% of the people
who filled out the questionnaire, fall into
this category, this will make me focus on
half of the results due to the age
categories having different interests in
fashion magazines.
GenderThe target audience for my fashion
magazine will be predominantly
female. As 80% of the questionnaire
participants are women, my results
will mainly reflect the wants and
desires that my target market
anticipates in a fashion magazine.
22%
18%
17%17%
13%
13%
What are your interests in Fashion
Magazines?
fashion articles
beauty
celeberities
hairstyles
movies
quizzes
Yes
80%
No
20%
Do you buy Fashion
Magazines?PurchaseMy results show that 80% of the people
who answered the questionnaire do buy
fashion magazines. This shows the majority
of people who I interviewed are fashion
conscious, making my results reliable as
they are based on fashion magazine
buyers.
InterestsThe interests of the
questionnaire participants
seems to be mainly fashion
articles, beauty, celebrities and
hairstyles. This is helpful
information as now I can
develop my magazine front
cover with more focus and
detail on these aspects, as that
is what my target audience are
looking for in a magazine.
43%
14%
29%
14%
What do you find appealing in
Fashion Magazines?
pictures
news
advice
adverts
yes
67%
no
33%
Would you like the chance to win
prizes/freebies?
AppealThe participants ticked more then
one box when it came to what
appeals to them. With reference
to my questionnaire results, it
seems 43% of readers like to see
pictures in fashion magazine. I will
take this into account when
developing the magazine
content.
FeaturesFashion magazines tend to give
readers the chance win prized or to
small include freebie beauty
products. I wanted to find out if this is
attractive to the target audience. My
results show that 67% said yes and
33% said no. This indicates that the
majority participate in these
competitions and would likely be
more drawn to fashion magazines
with this to offer.
12%12%
38%
38%
How often do you buy
Fashion Magazines?
daily
weekly
monthly
yearly
11%
22%
34%
11%
22%
What is your favorite Fashion
Magazine?Glamour
Elle
Vogue
Seventeen
Marie Claire
PurchaseI inquired about how often the audience
buys fashion magazines in order to decide
what kind of magazines issue I should
create- daily, weekly, monthly or yearly
magazine. The results reveal that
participants buy magazines monthly or
yearly. This maybe be due to Serbia not
stocking magazines in their language but
also because big fashion magazines such
as Vogue tend to produce magazines
monthly.
Existing Fashion Magazines Big brand fashion magazines are
very successful, yet all different in
their own way. Vogue is
sophisticated, Seventeen is young
and Glamour is stylish, all these
different styles attract different
audiences. By knowing that 34%
voted for Vogue, I can focus on
displaying my magazine in a similar
way to Vogue‘s magazine layout.
40%
50%
10%
How much would you pay
for a Magazine?
99p-£2
£3-£4
£5+
yes
70%
no
30%
Would you like a specific
page for readers'
opinions?
CostI have collected my results from the
questionnaire and it can be seen that
50% of the target audience is willing to
pay £3-£4 for a fashion magazine. This
could be because that is the cost of
big brand fashion magazines such as-
Vogue, Elle and Marie Claire. I will put
the price of my magazine in the region
of £3-£4, in order to attract the target
audience.
FeatureExisting magazines tend to give their
target market the opportunity to write
into the magazine to express their views
and opinions on current topics. I wanted
to find out if audiences find this
appealing. 70% said yes which indicates
that readers want to hear what others
(similar to them) have to say. This is a
feature I can work into my magazine in
order to attract this target audience.
30%
0%60%
10%
What layout do you prefer when you
are reading an article in a Magazine?
Busy
Simple
Colourful
Plain
LayoutAnd finally I questioned what kind of layouts appeal to my target
audience, since 22% of people said they were interested in fashion
articles in a previous question. I gave Busy, Simple, Colourful and
plain as options as I know some readers don’t like distraction when
they are trying read and others like to look at images that are
relevant to the article. 60% said that they are attracted to colourful
articles. This is an aspect that I will work into my- front cover, content
page and double page spread of my fashion magazine.
AUDIENCE PROFILE
• Detailed analysis of a specific target audience member
TARGET AUDIENCE PROFILE
This is Grace, who is a typical member of
my target audience. She is ages 16 and
is in year 12 at high school.
At school she enjoys Art and Geography
as she likes painting with bright colours
and learning about world cultures. She
considers herself fashion forward as she
likes to keep up with the latest celebrity
fashion and loves to read about high
fashion cat walks and rising designers.
Grace has her own style that she likes to
combine with upcoming trends and
would considers herself to have a sweet
and casual style.
Grace receives pocket money from
chores which she likes to speed on
beauty products, clothes, jewelry and
fashion magazines
Stereo Typical Audience Member
TARGET AUDIENCE PROFILE
Personal Traits and Lifestyle
Grace is a typical girl who enjoys movie nights with her friends and
quality time with her family.
She enjoys talking about celebrity red carpets with her friends and trying
out new beauty home remedies and hairstyles.
Additionally Grace’s favorite season is summer- so likes to exercise and
go on bike rides in order to get ready for the summer fashion trends.
TARGET AUDIENCE PROFILEGrace is confident but tends to let
what people think of her get in the
way of ability to achieve her goals.
She is sociable and polite, but also
enjoys participating in group
debates and is not afraid to voice
her opinions about subjects she is
passionate about or something she
disagrees with.
Even though she follows all the
fashion trends Grace tends to ignore
the ones she doesn’t like, never
changing her style to fit in with the
latest media craze.
Grace has various social media apps which allow her to keep in contact
with her friends (Facebook) and to explore images (Instagram). She favors
photo based social media applications such as Pinterest and Instagram
where she likes to follow bloggers and look up ‘traveling’ and fashion
images.
Personal Traits and Lifestyle
TARGET AUDIENCE PROFILE
Grace favors classical
teenage fashion brands such
as-
• Abercrombie and Fitch
• Hollister
• Gilly Hicks
• Victoria Secret
• H&M
• Primark
• Miss Selfridge
• Benefit Make up
• Too Faced Make upHer purchases consist of-
• Hair products
• Makeup
• Jewelry
• Clothes
• Cinema tickets
• Food (Lunches Out)
• Fashion Magazines
• Snacks
Shopping traits
TARGET AUDIENCE PROFILE
Grace has some brand Loyalty to businesses that she prefers.
She enjoys- clothing brands, food brands and magazine
brands but is not to fussed about other products.
Here's some of the
brands Grace Prefers
and buys from
regularly-
• Hollister
• Cadbury’s
• Truth (jewelry)
• Vapianos
(restaurant)
• Nandos (restaurant)
• Apple (electronics)
• Juicy Couture
(perfume)
• Benefit (make up)
Brand Loyalty
TARGET AUDIENCE PROFILE
Here are some media pages that
(like Grace) my target audience
would use-
• Snapchat
• Etsy
• Ebay
• Amazon
• Vine
• Youtube
• Skype
Media Interests
