EVALUATION QUESTION 3

 WHAT HAVE YOU LEARNT FROM YOUR AUDIENCE FEEDBACK?

Identifying the target audience is vital when producing my main products as well as my ancillary, along with the micro elements associated with it such as the form, style, mise en scene etc. Everything must be conventional to my target audience, therefore identifying the target audience through the questionnaire will allow me to find out important information about who I will aim my product at. 

Form: Realistic
Style: Dramatic
Gender: My main products are stand alone adverts therefore I have chosen to do one for him and one for her. My ancillary texts are a combined and aimed at both females and males.
Age: My advertisements are targeted at individuals aged 13-18 years old.
Ethnicity: My adverts are targeted at all ethnic groups to appeal a larger audience.


Occupation: In my advertisements I have used students aged 18 from a working class background. This is similar to my target audience as they are young therefore in the C1, C2, and B socio economic group.
Psycho graphic: Aspirers and mainstreamers who are seeking ways to better themselves and aspire to the celebrity lifestyle through marketing goods and brands.

This is my primary research questionnaire consisting of 10 open and closed questions:

During the process of my planning stage I created a questionnaire on Survey Monkey. My aim was to receive feedback about the product that I chose to advertise that would help me with my target audience and conventions that are best suited to them. Through this primary research task, it enabled me to gain and understand the ideology of my target audience towards perfumes as well s perfume adverts. Through the results, it encouraged me to choose wisely who my target audience would be for my main product and my ancillary texts. As a result, once my questionnaire was completed and I received feedback, I created  graphs to analyse my results. Once I analysed,I was able to make decisions about my form, style, mise en scene, cinematography and all the other micro elements. These would allow me to address my main products and my ancillary texts to the correct audience.

This is the questionnaire results that I have gathered from 10 people in total:

The first question for my questionnaire was “What is your gender?” which allowed me to understand who my advert would appeal to mostly and who I should aim for. As my results are 50/50, I have decided to make two stand alone perfume adverts for him and her. This way I have ensured to satisfy the needs of both females and males.

My second question was “How old are you?” as it would allow me to know what age group to focus on. Since my results show that most people were ages 13-18 I have decided to focus on teenagers. Through this question I am able to understand that the psychographic for my audience will be aspirers and mainstreamers because of their age and their mentality.

My third question was “When shopping for perfume what do you look for?” as it would give me an idea of what the audience are looking for when buying perfume. As seen in my results, the majority of people look for a strong long lasting smell. Due to this, when creating my advert, I may use the words “strong smell” or “long lasting” to emphasise on what most consumers look for. This will appeal to them as it will be what they are looking for.

My fourth question for my primary research was “How much are you willing to pay for a perfume?” through this question I have understood that consumers are willing to pay over £40 for a perfume that they want. (Groups C1, C2, B) Also, through this question I am able to understand the socio economic group of my audience. Despite the majority choosing to spend £40+, some prefer to go for something cheaper and suitable to their socio economic. (Groups D and E).

My fifth question was “How often will you wear your perfume?” which has given me an insight on how important my product will be to the consumers on a daily basis. My results show that 9/10 people will be wearing the perfume daily therefore this indicates that it is a necessity to them.

The sixth question for my questionnaire was “Are you influenced by perfume adverts?” Through this question I have gathered that the majority of the consumers responded with “sometimes” meaning that it depends on how successful the messages conveyed in the advert is. This has challenged me into wanting to create an advert which will interest and lure them in.

My seventh question was “What type of perfume are you most likely to buy?” Through my results, 80% have said that they buy branded perfumes and 20% buy celebrity perfumes. Due to this I will ensure to use similar conventions to already existing perfume brands.

Example: Giorgio Armani, DIOR, Prada, Jimmy Choo

My eighth question was “Where do you shop your perfume?” Through this question I am able to understand whether consumers directly go to the store or shop online.  50% of consumers go into store, 10% shop online and 40% shop online as well as the store. Through this question I am able to understand that the majority of consumers have free time to shop in person.

My ninth question was “Does the shape of the bottle influence you in any way?” to find out whether consumers focus on the appearance of the bottle. 60% voted that it does NOT influence them in any way. 30% voted sometimes and 10% voted yes. Due to the mixed results, I have decided to go for a conventional perfume bottle as most consumers are not influenced.

My last question was “What is your favourite perfume and why?” Through this question I have allowed the audience to state their preferences as I will use their personal opinions when creating my advert to ensure that I follow similar conventions of already existing perfume adverts when I was researching and analysing  existing products.

Conclusion:

In conclusion, my primary research questionnaire was beneficial as it allowed me to create a production that will satisfy their needs as the target audience. Also, through the results I was able to include elements which would be associated to the age and demographic of my audience.