Primary Research

As part of my primary research, I conducted a survey made up of 10 questions which will aid me in the production of my media product.

I used an online platform called ‘Survey Monkey’ to create my survey. This website enabled me to create 10 questions, then it created me a link in order for me to send out to the appropriate target audience. Survey Monkey allowed me to access results and created charts for me for include in my research, an impressive JDI form of software.

Target audience: The audience will consist of ages 22-55 years, male to female ratio of 40:60, looking at home owners and young to middle age professionals, AB & C1 in the social grade demographics. Start-up entrepreneurs and self-employed/ freelance professionals would benefit from this product, being a home office collection. Therefore, this questionnaire asks people in the target audience, optimising the results.

Questions included:

• Name
• Gender
• Age
• Occupation
• Whether they have a home office or not
• What products they would expect to see in a home office
• What method of advertising would influence them to buy home office products more
• What colours/ style/ theme would attract them to these products
• Whether they would be willing to buy the products or not
• How much they would pay for a collection of home office products

These questions were asked to people who fit specifically in the target audience:

Ages 22-55 years, male to female ratio of 40:60, looking at home owners and young to middle age professionals, AB & C1 in the social grade demographics. Start-up entrepreneurs and self-employed/ freelance professionals.

Below, is an explanation as to why I asked each question:

• Name:
  • Just a started question to engage people in the survey.
• Gender:
  • To see if there is any correlation between gender and the next questions, in terms of whether a specific gender prefers a certain style or theme, or whether  a specific gender would want to buy home office products or not.
• Age:
  • To see whether there is any difference in ages as to what people expect, or want to see in a home office.
• Occupation:
  • To see if different occupations expected different products in a home office, relating to their field, an to further see if their occupation affects the style, price, and whether they’d want a home office or not.
• Whether they have a home office or not:
  • This question will affect the price question, as if people already have a home office, they will know of estimated pricing of competitor products.
• What products they would expect to see in a home office:
  • This question is to see what consumer expect to find in a home office, and therefore what they would expect to find in a collection. This could determine whether they would want to buy the products or not.
• What method of advertising would influence them to buy home office products more:
  • This question is essential for my product research as it describes which method reaches the target audience and influences them to purchase the products. The results of the will link directly as to how I will advertise the collection.
• What colours/ style/ theme would attract them to these products:
  • The answers to this question will influence how the graphics for the different products will be designed, therefore attracting the correct target audience. Furthermore, it enables me to research colours/ style/ and theme that will engage the consumers and be aesthetically pleasing when advertised.
• Whether they would be willing to buy the products or not:
  • This question was asked to see whether my project was worth producing, and to see whether my estimated target audience would be interested in the purchase of the home office products.
• How much they would pay for a collection of home office products:
  • The answers to this question will help me determine a price for my collection of home office products. I assume the answers will be in light of existing products the consumers have bought or seen from competitors, therefore, the results will enable me to see market trends, and how much a person would be willing to spend on these types of products.

Results

Question 1‘s results were standard in engaging people with the survey.

Question 2‘s results gaged from the 57 participants, who were female, and who were male. This would later distinguish whether females or males preferred a different style, colour or theme, and furthermore, see if different genders expected to see different things in a home office, and maybe even reflect on price.

Question 3 was put in there to see what ages responded to my survey, within my target audience.

The results from the age question showed 35% of my target audience are ages 18-24, the youngest of my target audience. However, this could be due to the fact certain people may have better access to the internet than other, and some, given the option would prefer to fill out a paper survey.

Question 4 was to see whether different occupations had different interest in colours, themes, style. Furthermore, this question was to see whether there was a common factor collaboration with occupation, and whether they had a home office or not.

The two most popular answers were legal occupation, and other; answers such as ‘environment’, ‘director’, and ‘hairstylist’ are examples of occupations that didn’t fit in to previous categories.

Question 5 distinguished whether the participants had a home office or not.

The overwhelming fact that majority of participants don’t have a home office illustrates that this is a luxury thing to have. The fact that home offices can be deemed as luxury, then the products within the office may be deemed as luxury as well. This will help me when designing my products and putting a price on them.

Question 6 asked participants what objects they would expect to see in a home office. Answers included: desk, chair, computer, printer, lamp, stationary, plant, draws, pictures, fan, bookcase rug, decorative items, and many more. The answers from this question enable me to look into these products, and see existing examples, as well as trying to understand the target market and industry.

Question 7 asked what is the best form of advertising, that would influence and speak to the consumers directly.

Online advertising was the most popular followed with just over 60%, followed by print advertising. I will be producing both an online and print advertisement for the collection of products; therefore, consumers has shown that this form communication is important and will influence them to buy my products.