Research Techniques for the Media Industry

Reasons for Research

1. Cost of media products

Reasons for Research

2. Advertising partnerships

Types of Research

Market Research

The collection and analysis of information about the market within which the product will compete with other products for audience and revenue.

Statistical Data about audience

Audience awareness of media product

Attitudes towards products and services and pattern of behaviour

Competitors

Product Research

Related to the production of the media product itself.

Provide content for the product

Research commercial viability

Plan production and post production (Unit 2)

Market Research

Media organisations will often commission research from specialist agencies.

WHY?Advantages to Media Company

Hire “experts” Cheaper overall for business Control of project

Focus on core business No redundancy in business

Market Research - Audience Segmentation

Age Gender Culture and ethnicity Income and Social Class

Market Research - Income and Social Class Groupings

Source:- NRS Website

Production Research

“Time is Money!!”

Media products cost so careful planning of production and post production is needed to minimise this cost.

Provide content for the product

Research commercial viability

Plan production and post production (Unit 2)

Production Research - Viability

Costs

Staff

Equipment

Locations

Licenses

Rights

Distribution

Marketing/Advertising/Promotion

Illegitimate copying

Income

• Sales (tickets, DVD’s, etc.)

• Merchandise (T-shirts, fluffy toys,

McDonald’s Happy Meals etc.)

• Subscriptions

• Competitions

• User involvement (e.g. American Idol

voting system)

• Spin off’s in other media (e.g. licensing)

• Product placement and advertising

• NGO grants e.g. Lottery, Arts Councils etc.

Cost Income

Viability

Production Research - Scenarios

TVB Pearl is going to produce a TV documentary program of

30 minutes long about the nature of household recycling

in Hong Kong. They want the program to show various

sides of recycling in Hong Kong for normal households.

What are some of the production research activities that

might take place to plan and produce this program?

HK Magazine is planning to write an article

about the Hong Kong Arts Festival . What

research tasks do you think they will need to

undertake for this production?

Production Research – The Recce

The production researcher for Pearl has to complete a recce for the program.

What is a recce? What is it’s purpose? Fully explain with genuine examples the problems

that are attempting to be identified by doing a recce?

Produce a checklist on word that could be used on a recce.

Resources

Case Study and ActivityBlog entry on a film recceHealth and Safety

Final Assessment

Fully explain purposes of research in the media industries with supporting arguments and elucidated examples expressing ideas fluently and using subject terminology correctly.

The report should include:-

▪ An introduction that states the aims of the report▪ The role of the researcher.▪ Explanation of main purposes of research – Market and Production▪ A full explanation of the services of research organisations (such as RAJAR, NRS etc. as well as private

companies such as Nielsons).▪ Market segmentation and how it is applies to media products.▪ The importance of advertising to media production.▪ Aspects of pre-production research and planning▪ What copyright means and its connection to research for media production.▪ A conclusion that summarises what you have learnt.It is important for all students that in order to get access to

higher marks that student devised examples are used to explain the different aspects of the report and justify points made. It is suggested that students use the bullet points above to help structure their report. Use of technical language must be consistently and accurately demonstrated throughout.