Research Techniques are ways to obtain information from various sources for whatever your need is. There are four main techniques that are used which are key when creating something for the media industry. Market research is done by collecting and analysing information about the market that the product will be a part of as the product will be competing for audience and revenue, this means that in order to know how best to advertise you must have an awareness of the audience target, statistical data about your audience, knowledge on any product competitors. Another, just as important aspect of research is product research. This is related to the production of the product itself; it provides content for the product and allows you to research commercial viability. Audience research is important as knowledge on the target audience is key to creating a successful advertising campaign. You can look at items that are similar to the one you will be advertising and collect and analyse how successful it was with the target audience, audience ratings and product sales.
There are two main types of research, quantitative and qualitative.
If you want to get inside your customers’ minds you need to do qualitative research, this gives valuable insight into your target audience, your product and the market you will be releasing this product into. Qualitative research is about finding out not just what people think but why they think it, doing qualitative research also helps you to discover your customers feelings and thought processes, such as why they buy a particular product. Face-to-face interviews and group discussions are the best way to get good in-depth feedback which is needed when you are developing a new product or coming up with a new advertising campaign, it will help you gather reactions and can help you refine your ideas.
Quantitative research involves things like a questionnaire or a survey, these can help when creating adverts as it enables informed decisions with hard statistics. By using quantitative research you are able to gather opinions in a structured way which then allows for the use of hard facts and statistics to be used without doubt. With this research it is important that you do the surveys on a large representative or your target market as this ensuring reliable statistical results as there is a larger population validity.
Another key part of research is Primary research which is information that you have gone and gathered yourself, such as surveys, focus groups, interviews and questionnaires. Primary evidence is used so often because as you are carrying out these studies yourself you know the reliability of the research that you have done and are able to update information if it's needed. A good example of Primary research is a focus group, you will get a lot of different opinions from everyone in the group. Another good example of a primary research method is Questionnaires, this is very useful because you will a lot of different data in the questionnaire.
Secondary research is the most common method for collecting data. Secondary research involves collecting data from pre-existing primary research that someone else has done/ You are looking for information that has already been gathered. You may find your secondary research anywhere, for example you could find it; online, in a book, magazine article or a marketing report.
Secondary research is often done first as it enable you to find information out about your chosen subject and gain experience in it. You can use secondary research to establish a connection between the information you need and what you already know and what you then need to find out. Researchers are often attracted to secondary data because getting this information is much less expensive than if the researchers had to carry out the research themselves.
Audience research is a systematic and accurate way of finding out information on those that will be your intended customers. Audience research is key as you find information about the sort of times these people, for example, watch TV- so that you know when to air your advert. By doing audience research you are gaining information about how to catch your target audiences attention and what it would take for them to want to purchase it.
Market research is done to look at already existing products and how well those are selling and why they are. This could help you to become aware of possible conflicting companies that may be selling similar products, you are then able to locate the weaknesses of their advertising campaign and ensure that you don't make the same mistakes.
Production research helps you to become aware of what fees you are looking at, any possible problems that could arise, and how we would effectively combat them. This research also benefits overall sales as you can find out how to be most cost-effective when looking at your profit and during the purchasing of the materials that will be used to create the item.
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