Target Audience analysis

Target Audience analysis into the target audience for the Magazine:

To find out who my target audience are, I made a survey and asked around 40 people, being both friends and family (both males and females), to complete the survey; the ages were extremely varied, as were the answers given which will help me to complete the magazine we are required to create.

I had around 40 responses to this survey,  and there was a range of male and females. I asked this question to understand if men were more interested in opera than women in general. Because if women were more interested for example I would look at make the magazine more feminine to cater for this side of the target audience. I also had at least one person from each age category provided on the survey. I decided to begin the age at 12 as I assumed that people below this age may not even be aware of the genre of opera let alone understand it. Also from similar products in the opera genre the writing style is quite formal and of a high standard, of which I wouldn't expect a person under the age of 12 to be able to comprehend. I feel for this survey the question regarding the target audiences place of birth is irrelevant as everybody I asked was born in the UK, however if this was done on a mass scale I feel it would be relevant as it would provide an insight into whether people from a certain place in the world enjoyed opera more than others and it would mean I could tailor it to people from that specific area as it might sell better over there. I feel that opera is very similar to classical music, so from the question regarding what is the target audiences least favourite genre of music it was in the hope that classical music or opera music wouldn’t be their answer. This means we can see if people even like opera in this day and age, and the age ranges also aids this question as people from all ages can voice their opinion on if they dislike opera or not. Following this I asked if the person filling in the survey has any interest at all in opera, and if they answered no to stop completing the survey. This is because if they have no interest at all the next questions that directly link to opera then there responses would not benefit the results of my survey because they wouldn’t be answering them correctly because I feel if you do not have an interest in opera then it wont matter what they answered in the survey as to whether or not they would subscribe to an opera magazine because with no interest the answer would of course be no. However people with an interest may say yes they would have a subscription, or they wouldn’t but they wouldn’t refuse a subscription on the basis that they do not like it.

By asking the question involving the person’s current opera magazine subscription and whether they have one or not, and if so what brand of magazine it is, is to establish what magazines are popular amongst those who like opera. Once this was recognised then i could take a closer look at this brand and see the way they structure their magazines to understand why the target audience chooses this magazine over any of the other magazine subscription they could have had. The last question to do with what sex dominates opera more so, was to accurately select a model for the photo shoot. However opera appears to be non-bias with both men and women actively singing opera but many of the people who carried the survey on to this point said that it was more female dominated so I thought I would use a female model.

The response to this survey was extremely varied, I had people of all ages complete this survey so we can see if the older generation or younger generation prefer opera and for me to then set the magazine accordingly. After analysing my results to this survey it appears that people from the age of 31 upwards are the majority of people who actually enjoy opera, with nobody below 19 saying that they had an interest in the genre. It was also more females who said that they had an interest in opera, despite the fact that I had an equal number of men and women who answered the survey it was still women who seemed to prefer opera. This means that I shall perhaps make the magazine more feminine if it is women who are more likely to purchase an opera magazine, but still at the same time making it asexual as some men did say they took an interest in opera. Unfortunately some people who completed my survey said that opera or classical music was there least favourite genre which indicates to me that we are catering for a specific group of people, so the magazine needs to be quite a specific style which is why I gave the people who had an interest in opera magazine a second survey to fill in to see what it is they would like to see from an opera magazine which will be shown below.

After giving people my first survey to establish exactly who it is i should be targeting and for what reasons, I then asked people who were interested in opera (as discovered in the previous survey) to complete a second survey on what they would like to see from an opera magazine and what exactly it is that would make them want to buy it. During the second survey, to make it quick and simple I wrote down the ideas i had suggested and asked their opinions and then gave them a chance to suggest their own ideas for what the magazine should be like.

From the feedback I got from my second survey on what should be included on the magazine. From the feedback i can see that in-keeping with the overall classic theme of opera people who are interested in this genre would like to see the cover modern yet still classic. Also the target audience said that they would be more fitting to have a female singer on the cover which is also what the previous survey said about opera being perhaps more female dominated. The cover will be brief yet inviting with a slight insight into what people can expect from the magazine. The target audience also agreed that i should keep the same model throughout the magazine but an idea was put forward to say that it is ‘the model’s’ edition, so the magazine is almost dedicated to them. This would also give the audience an incentive to buy it as they must be important to have a whole magazine dedicated to them. Also the audience said it would be effective to have the model standing over the title of the magazine because it would demonstrate a successful magazine that doesn't need to strongly advertise their name, and also it would make it more about the model and the genre of opera. Also the double page spread should be about the genre of opera as well as an upcoming singer they should be incorporated together.