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Primary Research; My Focus Group-Held on Wednesday 11th November 2015 And Uploaded on Thursday 12th November 2015

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Primary Research; My Focus Group-Held on Wednesday 11th November 2015 And Uploaded on Thursday 12th November 2015

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Conclusively, from my focus group I learned that the people I spoke to are very open to having disabled people on the cover and in magazines because by doing that, it would create awareness and normalise disabilities. They believed that disabled people can do just as well as other people, so there's no reason to exclude from the media. They believed the media needs to do more to promote disability as this would give the younger generation with disabilities, role models to aspire to.

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The main areas of research are audience research, market research, product research, interviewee and internet. You can collect research material by surveys, interviews, questionnaires and focus groups. However, there are problems with research, which involves plagiarism, it can be time consuming and could be photoshopped.

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I learned that audience segmentation is a process of dividing people into homogeneous subgroups  based upon defined criterion such as product usage, demographics, psychographics, communication behaviours and media use. This makes it easier for media producers to target specific groups with the same needs and desires. Audiences can be classified by a number of factors such as age, gender, ethnicity, sexuality, education, occupation, annual income and lifestyle choice. For example, it's no good advertising a sports car to a family who needs a people carrier. Therefore, establishing someone' social class is important as it might give indication of their disposal income. Demographic profile is the term used to describe a proportion of the population. Those who read Take A Break Or Bella tend to have hobbies such as knitting and fishing. I learned about the social demographic; Social grade A is for upper middle class such as administrative or professional. Grade B is middle class such as intermediate managerial, administrative or professional. Grade C1 is lower middle class such as supervisory or clerical, junior managerial, administrative or professional. Grade C2 is skilled working class such as skilled manual workers. Grade D is working class such as semi and unskilled manual workers. Grade E is those at lowest level of subsistence such as state pensioners or widows (no other earner), casual or lowest grade workers. Culture and ethnicity is a global place that's wanted by advertisers and people who create magazines. Target audience is reflected in imagery that's being used; a Porshe isn't aimed at a twelve year old, but could attract thirty year olds.

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This shows how the proportion of connections were higher in 2013, than 2010. This is shown by May 2010 having zero connections that were up to 30 MB, whereas, in November 2013, they had 25 percent connections which were up to 30MB. Whereas, in November 2011, they had 41 percent that was up to 8MB and 10MB, whereas, in May 2013, they had 11 percent that was up to 8MB and 10MB.

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This shows that BBC1 is the most popular channel due to the rating being 29,771 whereas Sky Living IT is very low due to the rating being 629. Whereas, Channel 4 and BBC2 were similar, with Channel 4 having a rating of 14250 and BBC2 with a rating of 14506.

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This displays how 89 percent of the population tune in to the radio every week; emphasising how people enjoy company on their journey and enjoy the more psychological effect the radio has rather than the more developed technology conveys. It emphasises how the population likes to find out information from the radio as they listen to the news from it. Nevertheless, the difference between 2011 and 2015 is that 91.6 percent of the population listened to the radio, whereas now it's 89.3. This shows how some people have stopped listening to the radio; emphasising how they are more interested in the more developed technology we have today.

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The ASA banned this advert because they thought it was sexualising young girls making them vulnerable. They said it was "pornographic, exploitative of women and inappropriately sexualised young women." They believe these types of adverts are not good examples the younger generation should follow due to being very offensive. They think it's "exploitative" to sexualize young women. They were judged as being irresponsible "to consumers and to society" for their voyeuristic quality.

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This NRS data displays that people who has a higher income reads the Financial Times, whereas, those who are lower class tend to read the Daily Star. This is perhaps due to the fact that those who earn more money can relate more to what's going in the economy, whereas those who earn less relates to the Daily Star due to it being at their level.

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One to one interview

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One to one interview

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One to one interview

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Thursday 22nd October 2015: Primary Research

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Thursday 22nd October 2015: Primary Research

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Today I conducted four one to one interviews as primary research about my magazine idea. Fundamentally, I found out that they were open to my magazine idea; due to them agreeing that there is a disability gap in the media and they need to be included. They don't understand why the media has excluded disabled people when they can do just as well as other people. They believe that disabled people in the media can be role models for the younger generation with disabilities since right now, there's hardly anyone a disabled child can look up to.

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Inside my magazine idea for Revolutionary.

I've decided to create a fashion magazine that focusses on people with disabilities. I've decided to do this, because i've identified a gap in the market for this type of magazine. Obviously, there are magazines for disabled people, though I believe they are aimed at older people; between late twenties upwards and are usually for parents of disabled children. There's not really a magazine that's aimed at teenagers; which isn't fair as this is when people go through the most amount of changes. I also realised that disabled magazines tend to be quite boring and random; just talks about wheelchairs and then discusses films. This is when I realised that I've never seen a fashion magazine that has had a disabled person on the cover or at least inside the magazine. This is when I created the idea of having a fashion magazine that focusses on disabled people; it will have disabled people in high fashion clothes on the front cover and the content will be focussed on those who are disabled in the fashion industry or those trying to change it. I would probably use both genders on the front cover of the magazine; so it could appeal to both females and males and discuss a range of fashion types so it doesn't just appeal to a specific person.

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Saturday 17th October 2015: Primary Research

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Saturday 17th October 2015: Primary Research

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For my primary research, I made a questionnaire based on my idea for a magazine to see if it had a place in the market. Fundamentally, I concluded that everyone has noticed how there is a gap for people with disabilities in magazines and how they actually want to see people with disabilities on and in magazines. They believe it would be a positive innovation if disabled people were finally included in the magazine industry due to them being part of the world. They believe that since they exist; so they should be included. They believe seeing a disabled person on a cover would just normalise it to the point where people won't realise the difference in a good way.

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First draft of my magazine idea. I named it Revolutionary because the content; disabled fashion doesn't exist in the media; so I'm enforcing a change. I made the title and captions silver because it conveys the message of strength, positivity, determination and change. All these elements corresponds with what my magazine stands for; an innovation. I used a model who has a disability on the front cover; to normalise seeing disabled people in the media because they do exist and they need to have a voice. I used a grey background to establish the sense of breaking a barrier; which this magazine does. It breaks the barrier between the media and disabled people. The contents displayed on the front cover all focuses on disability; an event that celebrates those with disabilities or interviews with those disabled. This establishes how this is the first magazine that focuses on disabled people; finally they have the spotlight on them.

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Thursday 1st October 2015-Success Of Preparing Questions And Collecting Data.  For some of the questions we used, they were effective at collecting relevant data. This is usually when the question was open; so the person being interviewed can expand and explain their answers. Whereas, a closed question is very blunt and straight to the point, nevertheless, lacks detail. The effectiveness of focus groups, is that everyone discusses the same topic or question. This way we get to hear everyone's opinions. The organisation was precise; having two people in charge; one of them writing and the other asking questions. This way, more work gets done. Everyone contributed; therefore the teamwork was good. I believe I need to try and gain more confidence and speak my opinions more.They also help identify the product requirements of end-user as well as the other needs not addressed by the company and its competitors. In addition, focus groups provide insights on the current position of the company’s competitors in the mind of the customer, as well as measuring the reaction of customers to a product’s design, packaging, price and message. Though, in a focus group, I believe it's easy for people to be swayed by other's opinions and not speak what they believe in. This would result in unreliable conclusions. Also, I believe it's easy for people to not participate if other people are all talking at the same time, which means the focus group isn't really balanced. The topic we discussed was 20,000 cap on refugees. We discussed that if the refugee wants to leave their country because of the barbaric state, they should be allowed to; due to wanting a better quality of life. However, if they want to move because they want to get revenge, then they shouldn't since they would only result in a war erupting. The discussion came up about whether the younger generation should only be allowed to move; but then, what if they were young like 5, they would evidently need their parents, due to that being unfair. Some people said we should put the cap on at 500, some said 50,000 and some agreed on the 20,000 cap on refugees. Fundamentally, we concluded that refugees should be allowed into the country as long as they have good intentions.

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Thursday 1st October 2015-Success Of Preparing Questions And Collecting Data.  For some of the questions we used, they were effective at collecting relevant data. This is usually when the question was open; so the person being interviewed can expand and explain their answers. Whereas, a closed question is very blunt and straight to the point, nevertheless, lacks detail. The effectiveness of focus groups, is that everyone discusses the same topic or question. This way we get to hear everyone's opinions. The organisation was precise; having two people in charge; one of them writing and the other asking questions. This way, more work gets done. Everyone contributed; therefore the teamwork was good. I believe I need to try and gain more confidence and speak my opinions more.They also help identify the product requirements of end-user as well as the other needs not addressed by the company and its competitors. In addition, focus groups provide insights on the current position of the company’s competitors in the mind of the customer, as well as measuring the reaction of customers to a product’s design, packaging, price and message. Though, in a focus group, I believe it's easy for people to be swayed by other's opinions and not speak what they believe in. This would result in unreliable conclusions. Also, I believe it's easy for people to not participate if other people are all talking at the same time, which means the focus group isn't really balanced. The topic we discussed was 20,000 cap on refugees. We discussed that if the refugee wants to leave their country because of the barbaric state, they should be allowed to; due to wanting a better quality of life. However, if they want to move because they want to get revenge, then they shouldn't since they would only result in a war erupting. The discussion came up about whether the younger generation should only be allowed to move; but then, what if they were young like 5, they would evidently need their parents, due to that being unfair. Some people said we should put the cap on at 500, some said 50,000 and some agreed on the 20,000 cap on refugees. Fundamentally, we concluded that refugees should be allowed into the country as long as they have good intentions.

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As secondary research, I analysed different fashion magazines to get a range of information and ideas. I learned that "Glamour" has faint ideologies due to supporting women in political power; they had Michelle Obama on the front cover once. "Elle" magazine discussed high fashion and couture, whereas, "Glamour" discusses fashion, beauty and sexual tips also. The models used in these magazines tend to be what women desire to look like; if they see a pretty girl on the front, they'll desire to buy it because they want to look similar. The picture of the celebrity usually is shot in long; to make her appear very glamorous which makes her the main focus of the magazine. Nylon magazine is known for fashion but also covers music, beauty, design and art. It uses a formal layout which would appeal to older adults, though uses text language "BFF" which would appeal to younger adults; meaning it has a big age span.

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As secondary research, I decided to analyse a range of fashion magazines due to me wanting to create magazine that is based on fashion. I learned that they usually have a female celebrity on the front cover in the middle wearing high fashion clothing. This is to set the tone of the magazine; high fashion and to capture the audience, to make them desire to read the magazine. They tend to write in black and white in a fancy font, to make the magazine elegant and stylish. The captions used tend to be short and catchy; this way the audience would feel engaged to read more. It's target audience is women; due representing women dominant in the fashion industry in the magazine.

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As secondary research I decided to analyse film magazines to contrast my ideas with. I learned that in film magazines, they usually have an actor/ actress on the front in the middle; usually in their upcoming film. This is to capture the audience due to the audience desiring to watch that film, therefore wanting to read more information about it. The captions scattered on the magazines tend to be really focused on the audience; attempting to draw them in; "You NEED to watch this. You don't watch this film you're MISSING out." They are persuading people to watch certain films. "Massive Preview Special" captions like this would make the audience exhilarated about learning about different films which would result in them buying this magazine. These types of magazines tend to use bold colours such as red, white and black; establishing sense of exciting different films consisted within the magazine.

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For homework, I analysed two fashion magazines to get ideas for my magazine. During my research, I identified how Glamour has writing scattered over the page to make it seem fun and young, which would captivate the audience to read the magazine. Whereas, GQ the writing is cluttered around the celebrity in the middle so she is the main focus of the magazine. The writing in Glamour is elegant, which indicates how they have a large age group span. Whereas GQ, uses colours such as red and black to establish how the magazine is daring which makes the men desire to read it. Usually, in both of these magazines there is a famous woman on the cover, however, on Glamour, the celebrity tends to be wearing high fashion clothes to represent the magazine, whereas in GQ, the celebrity is wearing little clothes to engage the men.

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This lesson I did a mind map on disability magazines as secondary research for my own magazine. This specific magazine focuses on the lifestyle of those with disabilities and ways to enhance their lives; meaning it targets older people, say in their late twenties upwards. This is where I identified a gap for disabilities for teenagers and upwards. These magazines tend to be quite dull and random; has a picture of a disabled person on the cover, but the content discusses films. Types of disability magazines include, Photability, Careers and Disabilities and Apostrophe. They include interviews with people with disabilities, discusses different types of wheelchairs and charities available. The colours used are usually green and orange; representing strength and determination. They are not very glamorous; which can be boring for younger readers.

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Today I learned the definitions of key terminology within the media and research, for example; audience research is finding information on specific types of audiences; establishing their desires, knowledge and attitudes. I learned that we have to do research for the audience; when making a product, you have to make sure the product you're creating meets their desires and suits their lifestyles. I learned how to use padlet; this will help me when I need to make a portfolio online. I learned the difference between qualitative and quantitative research; the first is more focused on the audience's opinions and views, whereas, the second one is more based on statistics and identifying solutions through data.

Primary research is when you find out new information yourself such as surveys, interviews, observations, and the study of people and culture research. Secondary research is when you find information from different resources and summarise existing research, such as research subjects or experiments.

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Today I learned how the NRS stands for the National Readership Survey The National Readership Survey was established in 1956 and today provides the most authoritative and valued audience research in use for print and digital advertising trading in Britain. NRS helps guide your compliance strategy, minimize risk and lower costs. The survey covers over 250 of Britain’s major newsbrands and magazines, showing the size and nature of the audiences they achieve. In a dynamic and changing digital media age, NRS PADD was introduced in September 2012 to provide a unique measure of combined print and online audiences. NRS PADD: Mobile was launched in September 2014.

I also learned that the BARB means the Broadcasters' Audience Research Board. It's the organisation that compiles audience measurement and television ratings in the United Kingdom. It was created in 1981 to replace a previous systems whereby ITV ratings were compiled by JICTAR (Joint Industry Committee for Television Audience Research), whilst the BBC did their own audience research. The box records exactly what programs they watch, and the panelists indicate who is in the room watching by pressing a button on a remote control handset. The data is collected overnight and published as overnight ratings at around 9.30 the following morning for use by TV stations and the advertising industry. The following week, final figures are released which are a combination of the overnight figures with "time-shift" figures (people recording a program and watching it within a week). For programmes from December 15, 2014 onwards, BARB has begun publishing viewing figures for a period of 28 days after the original broadcast.

Rajar stands for radio joint audience research and it measures radio audiences in the UK. They are responsible for setting the research specification, the awarding of the research contracts to third party suppliers and the overall quality control , management and delivery of the service. Whilst the Board’s focus is on strategy, governance and decisions of policy, more detailed technical research matters, and where relevant, decision-making, takes place at the meetings of a Technical Management Group (TMG). This group is made up of representatives of the BBC,commercial radio and the advertising community. It was set up in 1992 to align, design and operate a single audience measurement system for the UK radio industry serving both the BBC and licensed commercial stations.

ASA stands for advertising standards authority and is the UK’s independent regulator of advertising across all media. They apply the Advertising Codes, which are written by the Committees of Advertising Practice. Their work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements. Their purpose is to make advertisements responsible and their ambition is to make every UK ad a responsible ad. If they judge an ad to be in breach of the UK Advertising Codes, it must be withdrawn or amended and the advertiser must not use the approach again. Each year they consider over 30,000 complaints about around 20,000 ads.

OFCOM is the communications regulator. They regulate the TV and radio sectors, fix line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operate. Ofcom's main decision making body is the Board, which provides strategic direction for the organisation. It has a Non-Executive Chairman, Executive Directors (including the Chief Executive), and Non-Executive Directors. We make sure that people in the UK get the best from their communications services and are protected from scams and sharp practices, while ensuring that competition can thrive. Ofcom operates under a number of Acts of Parliament, including in particular the Communications Act 2003. Ofcom must act within the powers and duties set for it by Parliament in legislation. The Communications Act says that Ofcom’s principal duty is to further the interests of citizens and of consumers, where appropriate by promoting competition. Meeting this duty is at the heart of everything we do. Accountable to Parliament, we set and enforce regulatory rules for the sectors for which we have responsibility. We also have powers to enforce competition law in those sectors, alongside the Competition and Markets Authority. Ofcom is funded by fees from industry for regulating broadcasting and communications networks, and grant-in-aid from the Government.

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Today, I learned about the use of layouts for magazines; why they would choose specific colours, specific fonts and celebrities. I decided I wanted to do a fashion magazine but focused on those with disabilities. Though, before I can do that, I had to research different fashion magazines, such as Fashion, Vogue, Elle and Vanity Fair. They all had similar traits; celebrity in the middle to capture the audience, the title at the top so it's easy to identify, and usually light colours to keep it light-hearted. Vanity Fair is very sophisticated; uses celebrities in quite dramatic poses to make the magazine elegant. They use colours such as red, black and white; conveying the message of power, mystery and simplicity. They interview people who have authority; Kate Middleton, Mrs Obama and actors/ actresses such as Brad Pitt and Kristen Stewart to get a range of fashion ideas from different types of people. Whereas, Vogue has a masthead that's big and bold to capture the audience. Each cover line's words start with a capital letter so the audience is drawn to the magazine which will make them desire to read it. The colours such as gold and blue are soft; to give an exotic feel to the magazine. The cover lines are enticing "Fashion To Flatter Every Figure" as women are interested in clothing that will make them look good.