The Media has a range of ways to create the perfect thing for you. From profiling to advertising etc. From quantitative research, qualitative research to focus groups.

1. Understand thenature and
purposes ofresearch inthecreative
media industries
Research Techniques for the creative Media
Industries
Jacob Fryer
In this assignment I am going research the nature and
purposes on media organisations.

2. Quantitative
Quantitative data is found by the result of research used to quantify (measure) the
problem by generating numerical data which can be converted into usable statistics.
Examples of this are: box office figures, programme ratings, Hits on a website and
circulation figures. It is used to quantify attitudes, opinions and behaviours and
other defined variables. These results are used to generalize results from a larger
sample population. Some examples of how quantitative data is collected are: online
surveys, paper surveys, mobile surveys and kiosk surveys
One example of Quantitative data is on slide 3. The pros for quantitative data is that
it is a much quicker and cost effective method to use. The cons are that the detail you
find is not always specific enough for your needs and therefore further research may
be required meaning large amounts of additional time consumed.
BFI: British Film Institute
This is the leading organisation for film. They award lottery funding to film
production, distribution, education, audience development and market intelligence
and research.
BARB: Broadcasters audience research board
To provide the industry standard television audience a measurement service for
broadcasters and the advertising industry.
RAJAR: Radio joint audience research (owned by the
BBC)
This is the official body in charge of measuring radio audiences in the UK.
Readership Circulation figures: A count of how many copies of a particular
publication are distributed. The audits are provided by the ABC (Audit Bureau of
Circulations). Readership is an estimate of how many readers a publication has.
Hits on a website:
A hit is a term used to define a viewer on your website. (e.g. The guardian has 7.6
Examples are found in bibliography (End of presentation)

3. AudienceResearch
This corporation
produced the film
Kingsman
£291.187.569.70
This movie made
$394.3 M
This movie is 15 weeks old (3, ½ months)

4. Cristiano, the face of the new FIFA game
Game Reviews
This review is from Brett Phipps, a
professional game critic.
The guardian

5. Qualitative
Qualitative research is primarily exploratory research. Its
purpose is to gain an understanding of opinions and
motivations. Hypothesis’ are made for potential quantitative
research. This method of research is used to discover trends in
thoughts and opinions. Some examples of qualitative data are:
film reviews, game reviews, blogs based upon films and gaming
and responses to news coverage on the BBC website/Newspaper
websites.
The pros for qualitative research is that it is fantastic for
exploratory purposes. This method of research is extremely
detailed and accurate which quantitative data may not be as
thorough about. The cons are that moderators who examine your
work may be more prone to accusations of bias and personal
subjectivity.
Focus groups are a
type of Qualitative
research.
More information on Focus
groups are in one of the
upcoming slides

6. Who regulates?
The A.S.A
regulate
adverts
Pegi regulate games
Ofcom Regulate
T.V, Radio Video
on Demand
(BBC IPlayer
etc…)
Who?

7. Demographics
Higher management: Bankers, Lawyers,
Doctors
A
Middle management: Teachers , media and
creative individuals.
B
Office supervisors: Junior managers, nurses,
specialist clerical staff
C1
Skilled manual workers: plumbers, builders C2
Semi-skilled and unskilled manual workers D
Unemployed: Students, pensioners, casual
workers
E
Demographics define the adult
population by the work that they do.
Audience profiling
The following factors of audience profiling must be considered.
Age, Gender, Sexuality.
Education, occupation, annual income, disposable income. Culture, media interests,
buying habits, loyalty to brands.
For example, a semi-naked women who has large features would attract those of the
opposite sex, yes, MEN!
A magazine with a muscular man on the front cover may be best suited to homo-sexual
males.
Psychographics
Mainstreamers Seek security. Domestic, conformist, conventional, sentimental favour,
value for money, family brands. The largest group (mostly)
Aspirers Seek Status. Materialistic, acquisitive, oriented to image and
appearance. Attractive packaging more important than contents.
Typically younger people.
Succeeders Seek control. Strong goals, confident, work ethic and organisation.
Supports stability. Typically higher management and professionals.
Resigned Seeks survival. Rigid and authoritarian values. Interested in the past
and tradition. Typically older people.
Explorers Seeks discovery. Energy, individualism and experience.
Strugglers Alienated and disorganised. Few resources beyond physical skills.
Brand choice involves impact and sensation. Buys alcohol, junk food,
lottery tickets.
Reformers Seeks enlightenment. Freedom of restrictions and personal growth.
Social awareness and independent judgement. Anti-materialistic but
aware of good taste. Has attended higher education and selects
products for quality.
This table shows a way of describing your viewers by
looking at their behaviours and personality traits.
Psychographics label a particular type of person.
Therefore, different television programmes will have
different adverts in them.
Market research is information about a consumers needs.
This research saves a lot of money and time.
Lets say if a company wanted to produce organic hair
products, they would need to gather the necessary
research in order to satisfy the consumer.

8. Market research is ‘essential for your success’ according to .
Six steps of research is required. Decision alternatives and the objectives of the research must
be taken into consideration. Films for example, are released around the same time as other
films for competition. Money can be made especially if you produce a great film fitting for the
correct season of the year
Market Research

9. Methods of research- Primary
Primary research is research made by your own source. For
example, a speech or an autobiography made by yourself is a
primary source. If people were to conduct research upon your work,
they are using a secondary source as it is not their own.
Another example is writing a history book (Non fiction) you would
have to travel to the location e.g. Stonehenge, are conduct
measurements and other precautions in order to make your book
factual.
The pros of this are that you can be the seed to many peoples work.
The cons are that they are very expensive. You have to travel, get
permission to conduct research and other security checks which
involve a lot of time.
A test screening is a preview screening of a movie or
television show. Before its release date. This gauges
audience reactions. These audiences are selected from
a cross-section of the population.
A questionnaire will be given to them so feedback is
gained.

10. Methods of research- Secondary
Secondary research is information from a source outside of your
understanding. If you were intrigued to find something out, you
would read a book or browse the internet to find things out. These
methods are what we call secondary information.
The pros of secondary research are that it saves a lot of time. You do
not need to travel, you do not need to plunder things to find the
answer. The information you need can be found in the comfort of
your own home, without getting off your arse. No expense is
required.
The cons however can cause a misunderstanding of the story. Many
websites have their own information conflicting others. If you do not
get the correct facts, your work will confuse ones who are reading it.
The correct information is extremely hard to find. Always use an
official website that is trusted.

11. Examples of methods of research
and test screening
http://mentalfloss.com/article/64467/11-movies-changed-because-test-
audiences
This test screening
resulted in a change
of movie title. This
example is for the
movie License to kill.

12. Questionnaires
A questionnaire is a selection of printed questions with multiple
choice answers. The data received is collected for statistical use.
The motive is to try and improve a service.
This is a questionnaire I made which is asking questions to students about chat
shows.
As I asked youths, politics as a subject
was not at an interest. The response I
got was that more celebrities and
comedy should be included in a chat
show.

13. Focus Group(s)
If toy story were to produce a new toy, they would need to
correctly build according to the target audience of young
children. They would need to make the toy safe, durable and
eye-catching.
In Media it is quite similar.
A curtain group of people are asked questions about
perceptions, views, opinions and beliefs. Of course, you do not
want to publish material which is inaccurate or offensive. This
research ensures that material is suitable for cinema.

14. FacetoFaceInterviewsand
VoxPops
PROS
 Social skills can be gained. You get to meet new people,
familiarising yourself with people of culture etc.
 Confidence can grow.
 You can sell your self to people. Employers invest in YOU.
CONS
 There may be a traveling expense which wont be
covered by the interviewer.
 There is heavy competition (If there is someone better
than you, ‘safe journey home’.
 Time is of the essence

15. Bibliography
The Guardian review:
https://www.theguardian.com/film
/2017/sep/19/kingsman-the-
golden-circle-review-spy-sequel-
reaches-new-heights-of-
skyscraping-silliness
Rotten tomatoes review:
https://www.rottentomatoes.co
m/m/kingsman_the_golden_circ
le/
Quantitative and Qualitative :
https://www.snapsurveys.com/b
log/qualitative-vs-quantitative-
research/
BARB:
http://www.barb.co.uk/about-
us/frequently-asked-questions/
BFI:
http://www.bfi.org.uk/about-bfi
RAJAR:
http://www.rajar.co.uk/
The Guardian Review FIFA 18
https://www.theguardian.com/te
chnology/2017/sep/27/fifa-18-
review-football-tackling-tactics-
goalkeeping-intelligence-new-
story-pes
Review by John Robertson
http://uk.ign.com/articles/2017/
09/21/fifa-18-review
Review by Brett Phipps
http://www.trustedreviews.com
/reviews/fifa-18

16. Audience profiling
Picture NME consumer
https://image.slidesharecdn.com/audience
profilingpowerpoint-091012052111-
phpapp02/95/audience-profiling-
powerpoint-5-728.jpg?cb=1255324927