Primary Audience Research (AO2)

Questionnaire, results and analysis about it.

The audience I am intending to target are teenagers aged 15-19 year olds.

1)      As a young person, do you reuse, recycle and renew any source?

      Yes    11 out of 12 answered ''Yes''.                       

       No     3 out of 12

2)      If yes, how do you recycle, reuse and renew?

     Recycle papers, bottles, cans, and plastics.      8 out of 12

     Use less energy by switching off and unplugging electrical equipments.     1 out of 12

     Making no use of transportations.   3 out of 12

     Swap, reuse or share clothing, instead, of throwing them away.     4 out of 12

As you can see, by the answers of question 2 that saving energy is done the fewest  on how my target audience is environment efficiant. 1 out of 12 responded they would use less energy which means that this low level has to go up. Additionally, I'll have to focus more in my advert on  the topic of using less energy during the production process. So I'm going to mainly be focussing on energy.

3)      What would help you to recycle/ renew and reuse more?

       More information   2 out of 12

       Easy and quick ways to help      7 out of 12

       More adverts        2 out of 12

4)      In what ways do you get to your school, work, or collage?

     Car       1 out of 12

                  Bicycle   0                  
                  
                  Bus  7 out of 12

                 Walk    6 out of 12

                  London Underground Transport   3 out of 12

5)      Do you always shut off and unplug electrical equipments when it’s not being used? 

      Yes    5 out of 12

                   No      7 out of 12

6)      Are you aware of the media campaigns promoting information about global warming, safe sex, drugs, alcohol, obesity, smoking and many more?

       Yes     12 out of 12

       No

7)      How much information do you know about global warming?

       A lot      7 out of 12

       Not much  1 out of 12  

                   Few key points    4 out of 12

8)      Do you know or believe that we are really in danger of global warming?

       Yes   9 out of 12

       No     3 out of 12

9)      Can we make a change to our lifestyles to prevent the serious effects of global warming?

                   Yes    10 out fo 12  It's good that my target audience do actually believe that we can make a change. Through my advert I will reinforces mainly the negative effects of saving energy in a humerous way.  

                    No     2 out of 12

10)  Which techniques appeals more to you when they are included in an advert about global warming?

                  Humour and comedy (see the image below)      8 out of 12

     

      




      

       Sex appeal    1 out of 12

       Celebrity endorsement    3 out of 12

       Surrealism   2 out of 12

       Fear   6 out of 12

       Insecurity   3 out of 12

       Guilt  5 out of 12

       Inspirational   4 out of 12

       Serious ads  2 out of 12

       Use of shock tactics  7 out of 12

       Happy families   1 out of 12

       Rich and luxurious lifestyles    2 out of 12

       Dreams and fantasy  1 out of 12

       Love, romance and sex    1 out of 12

       Attractive men and women  1 out of 12

       Successful careers   1 out of 12

       Nature and the natural world     5 out of 12

       Self importance and pride   6 out of 12

       Experts or elite people  7 out of 12


As you can see next to each answer of my questionnaire I've included the numerical results of my target audience.

Interestingly, question number 4 clearly shows an indication of the level of laziness teenagers have. The highest respond is that 7 out of 12 said that they use 'Buses' as their main transport from their journey to home, work or collage. Instead, of walking or cycling. This is the best evidence to back up my ideas for my advert as the brief wants me to produce a material specifically aimed at teenagers.
Most importantly, question 5 where I've asked whether they shut off and unplug electrical equipments when it’s not being used and  most of my target audience 7 out of 12 responded ''No'' which means that I have to emphasis this idea into my advert and make them change their lifestyle in a rather light hearted approach so they actually do change their lifestyle and be more responsible.

It denotes that the answers that are most interesting, appeals to my target audience and relates to the brief and my advert is question number 10 which shows that 8 out of 12 students responded Humour as their most appealing campaign strategy. This is the reason to why I have to choose humour as my campaign strategy as it is the best way to acknowledge to my audience why they must take personal responsibiltities for changing their lifestyel and also interlinking the campaign strategy to saving energy.

It is very essential that now that I've got the Primary Audience Research I can link all these ideas, results and purposes to my advert and the unit brief.