Summary of audience research

Audience research is any communication research that is conducted on specific audience segments to gather information about their demographics, media habits, needs, attitudes, knowledge, interests, preferences, or behaviours.

My first question was what do you think a social message campaign is? I got different answers to what people thought it was. I found out that nearly everyone I asked thinks a social message campaign is something that is compassionate that are suppose to make the target audience aware of what the advert is about.

My next question was what do you expect to see in a social message campaign advert? I found out that they expect to see something sad so that it affects the viewers that are watching to want to do something. This helped me with what I need to include in my advert.

I also asked what channel do you expect to see a social message campaign on? The channels varied from E4, ITV, Channel 4, MTV, Watch a lot of others. Now I knew what channels my target audience mostly watch.


My focus group discovered that people could understand my advert easily. Therefore, there it has a clear message for my audience.

Also, I found out that if my advert is sad and hurtful like cyber bullying, people feel sorry for the victim that’s being bullied so they feel like they should do something so its good to make my advert compassionate.

Finally when I asked how do you feel watching a social message campaign? And I got the response that some people said they feel bad and others say it makes them feel like they should do something. So I’m happy my advert that affect on my viewers.

There are a few things I could improve on in my advert I could make the advert a little happier because it is quite sad, I could also include other ways people get bullied because I only based it on a phone and laptop.

The last thing I discovered was that everyone I asked who was my target audience knew that I was targeting young people in this advert.

I found out when reviewing all the questionnaires that most of the people in the borough of Sutton and Merton and that most people watch T.V from 8-11 and what are the most poplar channels  to use from gathering information from my audience.