TV Advert Project-Induction Task Research Report Unit 3

Audience Research
The research of your targeted audience so that you are ensuring to refer your product to the
targeted audience. The research gives you an idea of which specific focus groups are going
to purchase your product.
For example; A lady’s perfume - who is going to buy it?
● Women
● Young girls
● Boyfriends
● Parents

There are many audiences that may buy the product so you need to take that into
consideration when creating and producing an advertisement.
In advertisements based on women's perfume, the advert tends to be sexier so that the
audience see the perfume as irresistible and if they are to buy the product they can receive
their desire. Sexy perfume adverts use attractive and ‘perfect’ models so that the target
audience will feel as if like they look like them and make them feel on top of the world for
using that perfume.
Here is an example of a women's perfume advert by Giorgio Armani as the lady is instantly
attracted by a man and the male is attracted by her fragrance, therefore, the advert is
referencing that if a woman is to wear the perfume people will instantly find her attractive and
want a romantic time with her.
https://youtu.be/qj4W2dW9i_Q

Market Research
This is research to explore all the competition in the market that is similar to your product,
this research prevents copyright and also gives you an idea on how you can improve your
product to be much better than rivals.
In advertisements, some companies use a comparison of their own product vs a similar
product to show how their product is a lot better and worth a purchase more the other
product.
Here is an example of an advertisement by Samsung where they shade their rival company
Apple and use a list of examples of how their phones are better and can everything a Phone
can do and more.The actor is dressed as an Apple employee and tries to explain different
features that your phone can do that the Samsung however, in conclusion, Samsung seem
to have better features.
https://youtu.be/63ZOPiBnAxM

Production Research
The research of how you will produce your product- how it will look? How much money it is
going to cost? How time-consuming it will be? Basically all the things you will have research
before producing an finalizing your product. Here is what specific topics/things you will need
to research, discuss and think about when making your product.
● Do you need to genuinely think about how many people will buy the product?
● Who will be interested in purchasing your product? (audience research)
 ● How many you products you are going to sell so that you do not waste money
making too many if it does not go down well with the public?
● What are the pros of your product?
● How original your product is and the competition you may face in the industry?
(market research)
● How long will your product take to produce?
● Where is the product sold? E.g. shops
● Colours
● Size of the product- for example say the product you were selling was a phone you
would not want to make it too big as it won't fit in the customers pocket and people
will think it is ridiculous, however, if its too small then people won't be able to work it
and read messages so make sure to make your product a reasonable size.
● Price - Not too cheaper as you need to make some profit but not too expensive as
people will most likely not buy it, therefore, you should price your product at a
reasonable price range.
● Specialities of your product- what are the main responsibilities and special features
that your product may have.

For example, if you were going to make a pair of headphones, this could be your production
research.
Quantitative Research
A well-arranged collection of detailed research from a range of sources such as statistical,
mathematical and computational techniques.
Ratings-How many people are going to see your advertisement for your product. So for this,
you will need to research the best tv channel targeted for your audience for example if your
product is targeted to children then the product should be aired on a kids channel as they
are your target audience.
For example, this nerf gun advert here
https://youtu.be/Yn8tx858cD4

Would be advertised on a children tv channels as the product is a toy and aimed at younger
children so, therefore, the rating research would be to look for the most suitable
platform/channel to promote the product.
It can also mean the statistics of the film e.g. the film has stars ratings out of 6.

Box office figures-The amount of money the movie makes in total you research this online on
species such as ​https://www.imdb.com/​ and it will list information on how much more the
movies have made.

Qualitative Research
Research that does not contain numerical information and data, instead this research
contains meanings, concepts and definition. It expands on quantitative research as it is more
personal and detailed.

Reviews - Opinions of the audience and what they think of your product for example on
amazon there is a section for the customers to share their thoughts and feelings towards the
product so people looking at the product can see whether it is worth it. Reviews are very
important as you can improve your product if the customers are not happy and you have a
reason to why it failing. You can also see what the customers are enjoying your product and
then you might consider adapting that certain idea into a future product.
Fan based websites- Fan websites are quite reliable research as they can write about what
they think are the pros and cons. For example, there is a fan website for the Incredibles and
the fans will share what they think of the films and suggest what they don't like as well,
therefore this is a great source of research as you can see how the biggest fans of your
product approach it.
http://www.fanpop.com/clubs/the-incredibles
Simmeh​ said …

Just saw the second movie recently. It was sooo good! Not quite as great as the
original, but still great! I love Jack Jack. :D ​Posted 3 months ago

As you can see the fan will discuss what they like and dislike about the product, therefore, you
can look at this and reflect on how you can improve so that the target audience will be pleased
with the overall product.

Attitudes- You can research the audience's attitudes to your product by asking customers to
complete surveys so it gives you an idea to how they felt towards it and also gives them chance
to comment on how there could be any slight improvement made.
Responses to news coverage and advertising campaigns - This could be found on a blog
there may be a discussion of your product on a blog after being advertised in a news article,
from this you can see what target audience that your product is hitting. An example would be
if your product starred a gift guide.

Discussions- A group of people commenting on your product, listing the pros and cons and
what they like and dislike. Again this helps you seek improvement and steal and adapt ideas.
An example of a discussion is social media facebook as you can search in your products
name and view what people are saying about it. For example, if you owned a hotel people
can comment and discuss whether it is worth the stay or not and what they found wrong and
good about it.

Primary Research
Primary research is research that you self-generate and gathers e.g. focus groups, interviews
and surveys/questionnaires.
Focus groups are a group of people discussing and talking about a specific topic therefore for
example say you need to research people who would be interested in trying your brand new
perfume free deodorant you would look online for a focus group or collect a group of people who
have mixed opinions on the pros and cons of the products, therefore, you get an idea of what
you can improve and stick with.
Interviews are when you have a one to one q and a with another person so for research you
have an interview with a member of the public and ask them questions about for example say
your product was some headphones you could ask them things like; would you prefer the
headphones are to Bluetooth and wireless? So it's an opinion from the general public and sees
what they think of your pitched product.
Surveys/questionnaires are a list of questions that you can find online so you can see what the
target audience would be interested in and look for in your product.
Secondary Research
Secondary research is existing research that you have found such as reading the newspaper or
looking at rival products features online.
Newspapers and books - reading is a very good source so by using sources you can see what
people are saying about all kinds of products and you can ensure you don't make any similar
mistakes. For example, if your product was a phone as you found a newspaper article on how
another specific phone kept blowing up then you would make sure that yours didn't have that
fault and you would look into the case.
Other products websites- You could look at this and compare and your product by extending
and adapting your ideas to build a better product so the target audience of both products is
much more interested into buying yours.

Other sources
BARB- Broadcast audience research board
Research Agencies
www.barb.co.uk
A body of

The RA- Do the research advisor on the campaign

Rate cards & advertising information packs.
A document containing prices and descriptions for the various and placement options
available from a media outlet.
www.guerillascope.co.uk