Audience Research
Socio-economics - GEARS
Gender
Ethnicity
Age
Region (Regional identity)
Social Economics
Gender - My target audience for my advert is both men and women. I will show this by using both male and female models in my adverts showing that the takeaway service 'Your Food' is gender diverse.
Ethnicity - I will aim to use models from different ethnicity if they are available to show that my service shows equality and no discrimination.
Age - My target audience ranges from the ages of 15- 25 I will show this by using bright colours and my logos being targeted to younger audiences such as using celebrity endorsements from popular youth TV shows.
Region - The region of this advert is targeted towards people from Essex and I will represent them in various ways. Such as Orange colour that could represent 'fake tan'. Essex slang as tag lines and celebrity endorsements from the typically stereotyped show 'The Only Way is Essex.
Social economics - For my advert I will target people from upper, middle and working class due to them being the ones who would be in a financially stable sate to order takeaway and other expenses for leisure. I will also target students due to the stereotype that they are to lazy to cook and only eat takeaway food opposed to home cooked meals as well as eating takeaway as a comfort food.
The Aspirer - fill in later
The Mainstream- fill in later
Survey questions
1) What logos do you prefer? A or B
2) Do you think these logos are gender neutral
3) Do you agree with the colour schemes of pink/purple being used in a food advertisement?
4) Are you from the region of Essex?
5) Please describe your initial reaction to the mock up adverts.
6) What could I do to improve my adverts?
7) Would you order from 'your food' based on the advert and logo ?
8) Do you think shooting my locations in Essex will represent the stereotypes of Essex civilisation?
9) Do you agree that the use of a stereotypical girls night in and lads night in is a use of humour in my adverts
10) How old are you? (16-25 , 25-35 , 36 -45 , 46-55)
Feedback -
Summary:
My survey was answered by 17 people who all identified to be the target audience which is 16-25. 82.4.% of the respondents where also from the region of Essex so are reliable to relate to the stereotypes shown and approaching the audience correctly.
The research showed that over 50% of the respondents would order from the service 'your food' based on just mock up adverts which is a really positive feedback. I also found that the majority around 71% also thought that the use of humour to show a standard stereotypical boys vs girls night out worked really well. However when asking whether they thought the adverts were gender neutral, the majority of respondents said no.
I plan on using this research to further develop the design of my adverts to meet my consumers wants and to happily satisfy my target audience, therefore meaning that the service 'your food' will have higher profits and better market research.
