Target Audience primary and secondary research

In order to find out the type of people that I will customise my magazine to suit the needs of, I will need to do some Primary research. For me, this will include creating questionnaires for at least 15 to be completed, getting the questions below answered well so that I can plan my magazine around them:

Obvious Questions:

• How old are you?
• Are you GCSE/A level student/ young professional?
• Are you male or female?

Specific Questions:

• Do you belong to any social networking sites and if so which ones and why?
• What shops do you like to buy clothes from?
• Could you sum up your style in a few words?
• How do you usually listen to music? (downloads, phone, ipod, radio, cds, )
• What's a typical weekend for you? (watching films, listening to your favourite jams, partying, going to festivals, shopping?)
• Would you say that you keep up with the latest technology?
• What radio stations do you normally listen to?
• Who is your favourite artist at the moment?
• What are your three favourite brands?
• Below is a video constructed of some questions answered by my target audience:

In order to discover more about the types of people that I will be aiming to please, I have done some secondary research by browsing the UK tribes website (http://www.uktribes.com/tribes/urban) in order to gain a detailed and helpful analysis of their interests and personalities.



From this video, I have learnt that the URBAN SEGMANT is the main area that I will be directing my R&B music magazine towards. I hope to catch their attention the most with the elements of my magazine. Some key words associated with these types of people include style, status, R’n’B and house music predominantly. Their icons would be celebrities such as Kanye West, Kim Kardashian, Rihanna, Usher, Rita Ora, Beyoncé and Nicki Minaj.
Urbans are best known for their music – from not only R&B, but grime, UK bass and funky to old school jungle, blues and rap. Members are proactive in their search for new sounds, getting behind new releases, picking up digital mix tapes and sharing them with their social networks. Urban Tribes play a hugely important role in dictating the artists that break through to the mainstream. Examples of this include the breakthroughs of Dizzee Rascal and Tinchee Stryder.
 
Fashion-wise, street wear rules tend to be followed, from classic sports brands to independent urban labels, such as King Apparel. Drawing inspiration from US street fashion, these Tribes were among the first to adopt the baseball jacket and snap back combo. There’s no getting away from it, urban sounds and styles dominate the mainstream and mean big business. The explosion of grime and street wear is testament to this segment’s wield over popular culture.


There are three main groups categorised in the Urban segment:
 
• Trackies, who are laid back enthusiasts motivated by the need to chill, whether that’s gaming, watching films or listening to music.
• Stylers , who love R&B/house music and have an eye for the finer things in life. Avoiding ostentatious bling, it’s about modern status symbols such as the latest iPhone.
• Get Paid Crew are highly aspirational, driven by money and being their own boss.

From these three main groups, I have identified Stylers to be my main target audience. Stylers are united by a love for partying and looking good. They’ve also a fairly discerning bunch, into the finer things in life and less brash than, say, Blingers. Sharing an urban upbringing, they’re a diverse bunch, ranging from GCSE students to young professionals.
The ‘housification’ of R&B has really prompted the emergence of the Stylers – and urban commercial dance music is the sound of the tribe. Think Drake, Rihanna, Rita Ora and Chris Brown, as well as artists like Maverick Sabre and Wiley.
 
A small subsection of the Stylers will be seeking out niche underground sounds, but most are listening to what’s readily available – artists championed by trusted sources, friends and stations like Radio 1Xtra, Choice FM and Rinse FM.
 
Keeping up appearances is a key feature of the Stylers. It’s not about ostentatious excess, but understated cool. Stylers will aspire to have the latest tech, from Samsung smart TVs to tablets. They’re also more likely than most Urban tribes to be paying a visit to music festivals. A thoroughly current creation of the 2010s, Stylers are set to grow in numbers and influence.