RESEARCH FOLDER 5 : Evaluation and handing in

EVALUATION OF RESEARCH 


After your focus  group has been completed and summarised on the blog, you need to evaluate  your research and assess its quality and its effect on your production ideas.

Write a blog post which summarises and describes the types of research you completed , and then explain which research was most useful in terms of  defining  your audience , brand, product and content of advertisements.  Also , which research was the least useful and why ?






HANDING IN RESEARCH FOLDER

You should now present all of your research  in a folder folder, with your name clearly stated on a cover sheet , a  contents page and a bibliography ( list of websites and online sources used in your research). This must  include the following :



Cover sheet   ( including your name and "research folder")

Contents page listing the research tasks

Annotated secondary market  research ( facts and opinions about your brand direct from internet)

Primary research ( examples of questionnaires)

Blog summaries of primary research tasks ( questionnaires and vox pop audio interviews)

Audience Profile

Blog report of focus group and production research

Evaluation of research

Bibliography ( list websites used in research)



Please copy tasks into Word and  use separate pages for the different research tasks 

RESEARCH FOLDER 4 : FOCUS GROUP

You now need to have a focus group meeting in your production groups (2-3) to discuss the content of all of  your competing products and production ideas  and decide which is the most creative idea and effective advert  concept to take forward to the production stage.

This will be based on how well it fits the brand, audience response to the product, a clear target audience and an imaginative and suitable concept for the potential  advert.  This idea will then be taken forward by the group and produced.

For the focus group you will need :

Completed secondary market research, , primary audience research  and audience  profile.

Evidence of ideas for the potential adverts productions: form, style, content of ad and technical  methods to be used.

Explain the points discussed and the reasons  for your group's decision  in a blog report.

This report must also include the following :

List and explanation of possible filming  locations , props , equipment and personnel ( actors, directors etc. ) required for the effective completion of the advertisement.  You will all be editors so make sure you list this role for everyone.  Explain how you will be booking  filming equipment  and what is available to you  ( check with Graham if you are unsure ). 

A list of interim deadlines planning when you will complete the various stages of production.

(Your final deadline for the assignment is  January 27 2017  and you must complete storyboarding and scriptwriting , draft shoots , filming and editing of your television advertisement and  a detailed evaluation of the final product , as well as leaving time for reshoots and delays in filming. )




Explain the possible placement of chosen advert  (  time , day , television channel  )  and its likely industry production budget .

Use  THIS LINK  to decide on a channel and state how much  a "spot" ( screening)  for your advert might cost to run.

RESEARCH FOLDER 3 : Create an audience profile

Using the information gained from your various research methods, research , create a detailed profile of a typical  member of your ideal target audience for BOTH of your products. 

This should include the following information :

     Age, gender, ethnicity, sexuality ( if relevant )

     Use  and purchase of media and other relevant products

     How they spend their spare time

     Psychographic and socioeconomic profile ( use BOTH  sections on the first page  of this link  )       
                                                    LINK 


You should try to create the idea of a specific  person who is a typical  member of each of your product's ideal audience.


   

   

RESEARCH FOLDER 2 : Primary research into your product ideas

You now need to complete some primary research ( research materials you create yourself) to find out what your audience  feels about and responds to both of your product ideas .You can also you use this task to ask your audience for ideas about the possible content of your advert.  You will be using both closed questions ( which ask for simple factual responses  ) and open questions ( which ask for more detailed personal responses).




1     Design a questionnaire  to give out to members of your target audience ( 5 minimum). This should be a mixture of open and closed questions to find out basic information about them , what  they feel  and know about  the lifestyle your products appeal to, similar products, their spending patterns ,  and  their initial responses to  your  product ideas and any advert ideas.

You should also attach a summary of your product ideas.

When these questionnaires are completed, save in your research folder.


Write a short blog post summarising the key responses people made to your questions and any unusual or significant patterns of responses  e.g most people agreed with a specific question etc






2  Record audio responses ( 2 minimum) to  a couple of your open questions about your products/adverts  on your     smartphone. These should be longer more detailed answers  and should give you more information about how your audience responds to your ideas.

Write a short blog post summarising the audio responses and how they may have helped you with helping to select a chosen product and planning an advert  e.g  their answers have helped you plan the content of the advert , the questionnaire indicated the price of the product should be cheap etc.







You will be evaluating and summarising your research when your research folder is completed.