HA1 Task 1 – Audience Research Techniques

Quantitative research is yes/no answers represented in numbers (90 people said yes...), fractions (9/10 agree...) and percentages (90% of people like...).

The advantages of Quantitative research are:

• You can understand lots of information easier.
• you can find out what a lot of people like.

The disadvantages of Quantitative research are:

• You can not get more info than yes/no or multiple choice questions.

Example of quantitatice audience reseach (http://www.flurry.com/sites/default/files/blog-images/GameType_byAge_andGender-resized-600_0.png)

Qualitative research is about opinions and more complex replies than yes/no, like: "I liked this because of this." or "My favorite is this.".

The advantages of Qualitative research are:

• More detailed answers than yes/no.

The disadvantages of Qualitative research are:

• Large amounts of information are too varied to properly understand and display.

Electronic Arts carried out a form of qualitative research called a form group using mothers who were asked to respond to the then new Dead Space 2 in 2011. This was really a form of innovative marketing, as EA thought that their game would sell even more if mums hated it. Here is the website analysing the campaign. (source: http://hau4.blogspot.co.uk/)

(subject from a form group http://hau4.blogspot.co.uk/)

Audience profiling is finding out what groups of people like what.
the NRS Social Grade is based on occupation.

NRS social grade (https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhojiSKryqhy2voCm8jIddinBfWwQJRjYS2KjnPFd9xpirsEgZfERHD7C_3AHQ45AztezsJtRYliK4fAJGhUwTn9NwBehu23adIiEa0T7Ia1oHleSiTmhGDSVPDy7ToRfmvt_df_8BOy94o/s1600/NRS+Social+Grade.jpg)

Psycho-graphics are about peoples personaltys and how they react to/like in a product or idea.

Example of Psycographics (http://www.parkerassociates.com/Emailers/Psychographics-ConsumerBehaviorGroups.gif)

Geodemographics is about where people are and what it is like. For example it might be a rich area where people are wealthy or a poorer area with crime and violence.

Example of Geographics (http://www.newzoo.com/wp-content/uploads/Newzoo_Global_Games_Market_PerRegion_2013E_tn.png)