Focus group audience research (primary and secondary audiences)

Primary audience: 

Name: Lucy Perez 

Age: 17 years old 

Gender: female 

Location: Leigh-on-sea 

Race: White/ British 

Psychometric type: Aspirer/ Struggler 

Interests: sports, music, pets and home life, fashion and pop culture. 

Attitudes to the brief: If I were to choose I’d usually pick a music or fashion magazine, one that’s up-to-date with the trends and ideas relevant to me. I’m not a usual reader of magazines so aesthetic appeal is important to me, if I saw a magazine that’s more eye catching and visually appealing I would pick it up.  

Primary audience

Name: Marnie Violet Grieve

Age: 17 years old 

Gender: female 

Location: Thorpe Bay 

Race: White/ British 

Psychometric type: Aspirer 

Interests: reading vogue, pets and home life, shopping and fashion culture, meeting friends and socialising. 

Attitudes to the brief: I prefer a print magazine as I like to take them on the go, on holiday etc. I also collect magazines and am really into fashion from different genres, like the 80’s. I buy monthly editions of Vogue magazine as well as reading Elle and Cosmopolitan. Sometimes I will look online at magazines but would rather read a print and check their instagrams regularly. 

Primary audience: 

Name: Georgia Massey 

Age: 16 years old

Gender: female 

Location: Southend-on-Sea

Race: White/British 

Psychometric type: mainstreamer / aspirer 

Interests: home life and pets, photography, travel and fashion

Attitudes to the brief:  I mainly read lifestyle magazines with specific focus (eg dogs/weddings etc) i read online magazines often and print magazines probably around 5 times a year. i love when the magazines feature an exclusive interview with a specialist or expert in a given topic, and i love advice aunt sections where content creators share their opinions in response to a comment sent in by the readers

Primary audience: 

Name: Rosie Jean Bell

Age: 17 years old 

Gender: female 

Location: Southend-on- Sea

Race: white/british 

psychometric type: struggler/reformer 

interests: film and tv, reading, pets and homelife 

Attitude to the brief: I prefer lifestyle based magazines, often those with a focus on travel or healthy living. I do prefer print magazines, but for the sake of ease I use online content more often. I prefer print magazines for the aesthetic and collective aspect - but I rarely buy them. I prefer when magazines are eye catching and aesthetically pleasing, rather than generic images. Its important to me that magazines are representative and dont idolise unachievable and unrealistically high social standards. 

Secondary audience : 

Name: Yvonne Louise Davis 

Age: 45 years old 

Gender: female

Location: Chelmsford 

Race: White/ British 

psychometric type: resigned/ reformer 

interests: gardening and homelife, travel, reading, politics 

attitudes to the brief: I prefer lifestyle based magazines, but I also like magazines with content surrounding celebrities or events that I'm interested in. I prefer to have print magazines as I can carry them around with me, share them, and I also find online content harder to navigate. I like to engage with newspapers too and I read them regularly, but magazines go into more depth on a wider range of subjects. I use magazines for inspiration in regards to home decor, cooking and travel ideas and I pick magazines based on what I find appealing about the covers. 

Secondary audience: 

Name: Christopher Paul Davis

Age: 55 years old

Gender: male 

Location: Chelmsford

Race: white/british 

psychometric type: resigned/mainstreamer 

Attitude to the brief: I’m not a big magazine reader, however when I do they are usually lifestyle of sports magazines, and occasionally I will read mens fashion or healthcare magazines when the topic interests me. Current affairs and the political standpoint of the brand I am reading is very important to me, as I like to politically align or agree with the material I am reading. The covers of the magazines are what appeals to me the most, and I prefer to read print magazines instead of online, especially if I am on a long journey or on holiday, unless I require an immediate update on an event or I am reading to use up time.