Understanding Audiences through Research

Research is crucial in the production of a media product. Media Producers need to 'know' their audience to ensure that they are making a product that will sell and ultimately make them money. 

There are a number of different ways that producers can find out that information;

Audience Research 

Primary research
This is information obtained first-hand from the audience. Primary research methods include;

• Interviews, In person, over the phone or through the internet
• Focus groups
• Surveys
• Questionnaires
• Vox pops
• Product analysis

Secondary research
This is 'second-hand' research by using existing primary research information (using research someone else has already conducted). Secondary research methods include;

1. Internet research
2. Library research
3. Archive research
4. Reading.

Qualitative Research

This is research conducted to measure individual opinions, attitudes, behaviour and the psychology behind the choices people make. 

Quantitate Research

This measures responses is 'quantifiable' terms (how much or how many) and will use numerical data.

Task - Look at the different primary and secondary research methods, now place them under either quantitate or qualitative research.

Producers also need to keep informed of any changes in their audiences' consumption habits.


Audience statistics;
Producers will constantly keep an eye on how their product is selling, depending on the product they will look at;

• Circulation - usually publishing products
• Hits - websites
• Box office figures - Films
• Ratings - TV/Film, Audio releases, Games
• Sales - all sectors

You can see examples of these figures being used all the time, especially if you look at the TV series that have and haven't been renewed of a new series, Click here to see how America's ABC used viewer numbers to inform them on which shows to continue producing.

BARB is the British Audience Research Board and they bring out weekly figures on audiences. Have a look at the website by clicking through on the link. What can you find out about audiences of your favourite media?