Audience Research
Questionnaire Questions
From this survey, I have learned that my audience ranges in age from 16 to 18. 37% of them are 16, 37% of them are 18, and 25% of them are 17. This information tells me the age range on which I need to focus my project and how to edit and style it to catch the audience's attention. It will help me choose the mise en scène that I will need for my project, the code and conventions, cultural capital, and expectations. I feel that if I include all of them, or at least most of them, it will appeal to the audience a lot more, and we will be able to hit the client's needs. In the survey, I also asked my audience their gender so I could know more about my target audience. From this, I learned that 75% of them are male and 25% of them are female. This will help me know that I am going to show in the advertisement that it is aimed at that specific gender but also includes everyone. It will also help me understand what I need to include. From this information, I believe that I will need to include something more male-leaning that includes both genders so that it can aim for a wider audience. I also think that thinking about the editing, the photos, and the colours I could use for this specific age and gender group is important.
After asking general questions like age and gender, I started to ask more specific questions about the subject of the advertisement, which is fitness.
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I asked people what their favourite type of exercise was, and we had a variety of answers. This information tells us that different people prefer different forms of exercise like dance, the gym, or even walking. This will help me create the advertisement, as I have a variety of sports to show people different ways they can exercise. I think to encourage people to exercise more, I could include a list of everything that they can do to stay fit as well as make it a fun experience for them as they can do something they enjoy.
This tells me that 87.5% of my respondents know family and friends who exercise, and 12.5% of my respondents don't know anyone who exercises. This tells me that nearly everyone knows someone who exercises, which tells me that exercise is encouraged by their friends and family. However, it also tells me that some people don't have family or friends to encourage them to exercise and stay healthy. This helps me know who my target audience is and aim the podcast and TV advertisement at people who don't have the encouragement they need to exercise. Not only did finding out the target audience help with ideas for projects, but it has also helped me to try and include ways that can motivate my audience.
We asked our respondents what would motivate them to do some exercise. This information tells me that different people get motivated in different ways. Most of these methods are known to benefit them mentally and physically. This tells me that my audience does understand why it is important to stay fit and healthy and how it can benefit them. This will help me choose what I could include in my advertisement and podcast, as well as ideas I should consider to help grab the audience's attention. 
87% of my respondents have said that they do not go to the gym, while only 12.5% do. This information tells me that going to the gym isn't a popular way of staying healthy. There could be many reasons for this, such as being under the age limit for gyms, busy with school, college, or work and not having the time to do it. This will help me include ways that my audience can exercise as well as maintain their personal lives. It can also help me come up with ideas on how I can encourage them to exercise without having to go to the gym, and they can exercise anywhere they go. I think that I should include things that can be easier to do and how they can incorporate a healthy lifestyle into their daily lives.
This information helps me understand what I shouldn't include as it wouldn't attract our target audience. This will help me with my choices because it will help me come up with ideas and a plan that will include what our audience wants and not what they don't want. I feel that I should have things that will motivate the younger audience and things that will interest them.
Focus Group
After the questionnaire about exercise, I felt like we needed more in-depth information so we had more to go off for our project. We decided to start a focus group that will have more specific questions. We thought about asking a group of people who are in our target audience so we could focus on them and find out more.
1). Do you find eating healthy difficult and why
- "Yes, I like takeaways too much"
-"Yes, most unhealthy foods are tasty"
-"Yes, I like sweets and chocolate"
-"Yes, I'm a picky eater and I only eat certain things"
This information tells me that my target audience finds eating healthy difficult for various reasons. It also tells me that people find that unhealthy foods are a lot better than healthy foods, and that is what they would prefer. This can also tell me that maybe our target audience doesn't know how to be healthy or might not fully understand how to eat healthily. This can help my planning, as I can inform them how being healthy can benefit them and what they can do to stay healthy. I think I should include ways that can be easier on our audience and how they can improve their healthy lives.
2. Do you find exercising difficult and why?
-"Yes, I'm lazy"
-"Yes, I have no motivation"
-"Yes, hypermobility, long covid and heart problem
-"Yes, I am quite lazy"
This information tells me that people could feel too lazy to be able to get up and do some exercise, and some people don't have the motivation to exercise. I feel like the motivation could also link to the feeling lazy part. I could include things that will motivate our target audience, which can also help them feel less lazy. These answers also tell me that some people can find it difficult to exercise due to medical conditions. This can help me with planning, as I can include a way to make exercising easier and more accessible for people who physically can't do so much or cannot exercise at all.
3. What is your favourite form of exercise and why?
-"Dancing and walking my dog"
-"Walking, cheapest and easiest to do"
-"Dancing because I like to move a listen to music"
-"Walking, I can just think by myself"
This tells me that my target audience likes to do the easiest and simplest things, and some of them like to dance as well. This will help with ideas for the advertisement, as we can use a variety of ideas that can be more challenging and fun for our target audience. It will also help with the idea of including ideas for exercise that are affordable to our target audience.
4. What is your least favourite form of exercising and why?
-"Cross country, I have weak joints"
-"Dancing, I suck at it"
-"Cross country, I hate running and it tires me out quickly"
-"Biking, I have no balance"
This information tells me again that there are some forms of exercise that some people physically can't do because of health problems such as mobility issues and the effects of long covid. This will help me come up with ideas that can again be more accessible for people that need easier exercise routines or forms of exercising. This will also tell what will not be appealing to our target audience. It also gives me a better understanding of the types of exercises that I should include for my target audience.
5. Why do you do as much or as little exercise as you do?
-"I have to because I have to walk my dog"
-"I don't do much, I have other priorities"
-"I like to walk to places and I enjoy dancing"
-"I lack motivation"
This question tells me why my respondents do so much or so little exercise. It shows that some people don't do a lot of exercises, and some people do exercise through normal activities like walking to places instead of driving or taking public transportation. This will help me with planning, as it will help me come up with ideas to suggest ways to exercise in everyday activities. I could include activities such as walking or cycling to places. There are a lot of daily activities you can do to increase your fitness ability and maintain a healthy lifestyle.
6. What three things impact whether you do exercise or not?
-"Lazy, lack of motivation and I like takeaways"
-"Motivation, laziness and priorities"
-"Motivation, time and judgement"
-"Motivation, time and other hobbies"
In these answers, I can see that everyone lacks motivation when it comes to doing exercise. This tells me that I need to motivate my target audience and encourage them to exercise. I need to include things that will be motivating, like words of encouragement or motivational words that will get them to consider exercising. This also goes for another common answer: laziness. This could also be due to a lack of motivation. Some people have other priorities as well as other hobbies that they would rather do than exercise. This means that we must try to persuade our audience that exercise should be a priority, as well as explain why. Another main focus would be judgment. In our society, everyone has created an expectation of what people should look like and the 'correct' way to do things. There are many reasons why people won't go to the gym or lack motivation, they're too big, they're skinny, so they don't need to go, or they don't know what they're doing. This will help me with planning ideas and choosing them because I would like to include everyone who is struggling with confidence in this.
7. Why do you think a healthy lifestyle is important?
-"Live longer and lower risk of heart disease"
-"Better for you physically, mentally and emotionally"
-"Help prevent diseases in the future"
This information tells me that my respondents understand why having a healthy lifestyle is important to them. This tells me that most of our target audience can understand the benefits of exercise. This means that I can still include the benefits and risks, but not in full detail, since most of our audience understands them all. However, some people might not understand or know the risks and benefits of exercise, which is why adding information about it would be a great idea and could reach a wider audience.
8. What do you like to do to unwind in your free time?
-"Listen to music"
-"Write stories and play games"
-"Spend time with loved ones and pets and making TikTok videos"
-"Art and watching videos"
This tells me that my respondents enjoy doing things their own way to relax. This tells that everyone has their own way to do things and they feel comfortable doing it. This can help me with my ideas as I can suggest a variety of ways to do effortless exercise that can still be healthier for people.
9. What is a trend you've noticed about this industry?
-"Adverts show exercise is easy"
-"Stereotypes on ads"
-"Judgement on social media makes people feel uncomfortable"
-"Judgement that comes with trying to go to the gym"
The ads that are shown on social media make exercise look easy to do; however, a lot of people can't do certain exercises, or there are stereotypes shown in the ads that make people feel uncomfortable, not confident about themselves, or like they won't be able to look like what they see online. This helps me with planning my ideas, as I can make it look easy, and I don't have to show the stereotype of someone who does fitness every day. I can include people doing exercise and showing what they look like.
10. What do you already know about exercise and what would you like to learn?
-"Can make life feel better and more confidence"
-"What would be a better way to lose weight"
-"Good for mental and physical health"
-"How to wary my diet more to be healthy"
This helps me know what my audience could possibly know as well as help me know what to include in my advert or podcast. This will give me questions to answer for the podcast as well as some ideas for our TV advert.
Audience Profile
Female: 48.7%
Male: 51.3%
Average Age: 16 - 18
Profession: Students
Social Grade: E
Psychographics: Mainstreamers and explorers
Our target audience ranges from 16 to 18 year-olds. A lot of people around this age group are always on social media like, TikTok, Snapchat, Instagram, YouTube and so much more whether it's on a phone, iPad or laptop. This means that creating an advert and a podcast would be the best option to go for as it would most likely be seen online and promoted through a variety of social media and content platforms.
From these questions, I have seen a lot of hidden reasons why our target audience doesn't want to exercise. Many reasons include motivation, stereotypes, laziness, time, judgement, and physical reasons for not being able to do a lot. For the TV commercial, I believe including TikTok videos of dancing and exercise challenges will be a great idea because we can show a variety of different levels of difficulty so it is accessible to everyone. It can also make it easier for people who have medical problems, as they have a choice of what dance or exercise challenge they want to do or that will work best for them. It will also be a fun experience for our target audience, which is between 16 and 20 years old, but TikTok will also open to a wider audience because it is an app that is for anyone at any age. TikTok is also a great way to promote it because it is a very popular app and there are loads of exercise challenges and dances, as well as cheats and cheap ways to stay fit. It can also show a wide range of information and help people who struggle the most. Some creators do live videos where they will do a free exercise class, and it's all online, so you can do it in the comfort of your own home. We've also decided that if TikTok isn't for some people, we are going to also include some other easy and free ways to do exercise, like walking to places instead of driving or going onto public transport, unless it's too far to walk to. In the advertisement, we want to include some inspirational and motivational words to encourage our audience to try and do some exercise. We also noticed that advertisements always show the stereotypical person who exercises regularly, but we know that most of our audience feels uncomfortable about it and it brings their confidence down, so we are wanting to show people of all shapes and sizes that it can have meaning while also including everyone.
For the podcast, I feel like there are a lot of questions to be answered that our age group would like to know about exercise and staying healthy. Therefore, we would like to create a podcast by answering questions that people have. To get these questions, the best way to do it would be to get create a survey asking people if they have questions.
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