Focus groups
I have decided to use 2 males and 2 females , which fit the 16-24 year old mass market demographic and 2 participants which act as the secondary audience . This focus group would help me decide the type of content and layout they would want to read and this also aids me in knowing what will succeed in this specific demographic, regarding the topic of mental health and lifestyle in real life magazines.
Primary audience
Candidate 1 : Name - Toni
Age - 16
Occupation - 6th form student
Interests - Sports , Art
Psychographics - Succeeder
Favourite lifestyle/real life magazine - Men's Health
What they think the best form of stress relief is - Walking/Gym
Candidate 2 : Name - Sam
Age - 17
Occupation - 6th form Student
Interests - Gaming , computing
Psychographics - Reformer
Favourite lifestyle/real life magazine - GQ Magazine
What they think the best form of stress relief is - Meditation
Candidate 3 : Name - Megan
Age - 20
Occupation - University
Interests - Art , Games , Exercise
Psychographics - Aspirer
Favourite lifestyle/real life magazine - Vanity Fair
What they think the best form of stress relief is - Gym
Candidate 4 : Name - Sophie
Age - 17
Occupation - 6th form student
Interests - Hiking , Travelling
Psychographics - Explorer
Favourite lifestyle/real life magazine - Vogue magazine
What they think the best form of stress relief is - Healthy eating
Secondary audience
Candidate 1 : Name - Josh
Age - 28
Occupation - Engineer
Interests - Cooking , Sports
Psychographics - Struggler
Favourite lifestyle/real life magazine - Men's Journal
What they think the best form of stress relief is - Spend time with family and friends
Candidate 2 : Name - Khadija
Age - 25
Occupation - Journalist
Interests - Music, Art, Gym
Psychographics - Reformer
Favourite lifestyle/real life magazine - Health and Well-being Magazine
What they think the best form of stress relief is - Healthy eating
1)
The first question I asked towards the specific focus group was pertaining to how regularly they buy magazines. Therefore I decided to investigate whether the target demographic suitable for the magazine generally does buy magazines regularly , as it is clear that the consumption and success of magazines have reduced significantly as technology advances. The majority said that they never buy magazines , and one said that they do . As the target audience is 16-24 year olds , the results were obvious as the demographic seems to be interested in advanced technology now as it is the 21st century.
2)
The next question was a multiple choice question regarding preferring print or online magazines to read . 75% said that they would rather read online , compared to 25% and once again this was an obvious result as technology has improved and advanced throughout the years. This is a key question , due the fact that both types nowadays are easily accessible , even though the readership on print is rapidly decreasing.
3)
This question was a reference to how much the focus group are willing to pay for a magazine. This is a great question as knowing roughly the price of the magazine will determine the numbers in readership and popularity. By analysing the results 50% chose the cheapest option (this is understandable) and 50% chose the second option , but this is only if the content of the magazine is interesting and useful.
4)
Question 4 was regarding the time length they prefer magazines to be published . 50% of the participants chose monthly , 25% chose quarterly and 25% chose weekly . The results were clearly more evenly spread out , this is mainly due to the participants who chose weekly mainly just for breaking news stories , whereas monthly would include more lifestyle news content as there would be more time for editing. Therefore I have considered the opinion of my focus group and decided to publish a quarterly magazine as both aspects of new content and breaking news would be best for the target audience , as the magazine would tackle news stories like how a healthy lifestyle can make an impact on our mental health.
5)
The last question I have decided to write about is a reference to the type of content the real life magazine contains . This was a multiple choice question between Self interactive and Informative content . The results were 50% for both contents and this suggests that I would have to include both to succeed in readership and audience consumption. These two types of content would really work well for my style of lifestyle/real life magazine as the target demographic of 16-24 year olds would love to get involved with different interactive exercise or just read the information about how different methods can help your wellbeing and stress.
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