Target Group Analysis

ZIBAT2014

What did we learn last time?

• Remember attendance!

• Communication models

Bruno Ingemann (2003)

Th

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Todays program

• Target group analysis• What are target group analysis good

for?–What is important to know?–Which methods should we use?• Pro’s and cons’

Learning goals

You should be able to: • Collect and evaluate empirical data

on audiences and use cases• Use methods and tools to describe a

target group in relation to multimedia tasks

Quote from the curriculum

”I ONLY TRUST IN STATISTICS THAT I DOCTORED MYSELF”

Winston Churchill

What is a target group good for?

• Exercise: Diskuss 2 and 2, why we work with target groups.

• Give an example of a target group description (you must write your description on paper (readable) and it must be rather detailed)

Available time: 15 min.

The target group description

New assignment: • Exchange your target group

description with your neighbour group.

• Describe what you get of the other groups target group description. If you have the time: Make a sketch of the target group.

How do I get to know my target group

?

What is important?

New assignment

• Discuss in groups: Which information do you need in relation to this fourthnights theme project?– Create a poster with your results

Available time: 20 min.

Methods

• Quantitative analysis– Statistical analysis

• Qualitative analysis– Interviews– Focus group analysis– Observations

Quantitative analysis

Where do we use it?• Amounts• Sizes• Gauge• Quantity

Quantitative analysis

Sources:• Is it a good ide to make your own

questionnaire analysis?• What are the alternatives?

Qualitative analysis

• Open questions• Seek for new maybe surprising

knowledge• Based on an interest in the target

group• Relation to product and sender

Qualitative analysis

– Interviews– Focus group interviews– Observations

Kombination of methods

• How can quantitative and qualitative analysis be kombined?

Assignment

• Prepare a target group analysis for the two target groups in the theme project.