audience research

1. Focus questions (get active)
1 – what motivates you to participate in sports?
2- what stops you from participating in sports?
3- What is your favourite type of exercise?
4- what is your least favourite sport to participate in?
5- Do you prefer doing home workouts or outside
workouts and why?
6- Why do you participate in sport/why don't you?
7- How long do you exercise daily/weekly?
8- What are your goals when you exercise?
9- What time of day do you exercise, and why?
10- Would watching a TV advertisement motivate you to
get active?

2. What does the information tell you about your target audience?
How will it inform your choices or planning?
What do you think you should include to meet the needs/ interests of your target
audience?
At the end – Do you think you would change your questions next time based on the
feedback that you got from your focus group/ survey?
- use more specific questions
-ask for people to elaborate on their answer?
-change the format?

3. The first question as we can see 40% of people says that they would
consider their selves as a healthy eater. Also 40% of people would say that
they would consider their selves as not a health eater. 20% of people
would consider they are healthy sometimes. The majority of people have
said they are either eating healthy or they are not eating healthy.
Is the reason you said that you don’t eat healthy is it because you don’t
know how to cook, you don’t know if your foods are healthy or not or is it
that you just want to eat what you want.
The second question we can see that there is a lot more diverse answers.
The main answer people said about how much exercise they do is
'everyday' with 40% and 'weekly' with 30%. The least picked option is
'never' with 10% which means that the group of people are more
physically active than not being active. Is there any reason why you only
exercise weekly, daily and sometimes. Is it because of your lifestyle and
you don’t have enough time weekly and daily to participate in exercise.
The third question asked was about gender, as we can see there is
more males which is 70% than females which is 30%, that has
participated in this survey.

4. As we can see there is a diverse range of different types of exercises
people participate in this groups. The common ones are dance
and walking. There is different types of activities which gives it a diverse
responses. This is a good responses from this group as it shows that
everyone or mostly everyone has chosen a different sport that they
participate in, which means that there is not just common answers.
There is one person who said 'any' which means that they could
participate in all of these, different sports that haven't been mentioned
or just some that others have mentioned.
The majority of people have said with 50% that they sometimes
drinks alcohol, with the same percentage which is 20% people have
said that they have never drank alcohol or that they don’t drink
alcohol. What is the reason for this, is it that you don’t like alcohol?, is
it you prefer soft drinks?

5. Both with 40% of the votes people have said that they sometimes or never
eat their 5 a day. This could mean that they eat fruit and vegetables not
every day or just with one meal a day. 20% of the votes people have said
that they do eat their 5 a day. This could mean that they want to live a
healthy lifestyle and food is one part of that. We also cannot rule out that
some of these people could be vegan or vegetarian which means they
would be eating their 5 a day more regularly, than someone who eats
meat for every meal.
With the highest percentage 60% of people have said no to smoking. Which
is a good thing as they know that it can harm their health. 10% of people
have said that they smoke sometimes which is low which is good as they
don’t do it often. 30% of people have said never which means that they
probably will keep it that way. No one has said yes to smoking as an overall
answer. Is this because people in your family are against smoking?, because
you don’t like seeing people smoking so you don’t want to try it?. Is the
reason you sometimes smoke is because you like it but don’t want it
affecting your health?

6. The type of data I got from the results (extras)
There is very diverse answers that have low percentages for the majority of the answers. For the 'type of exercise do you do'
question there is many different types of answers and there is only a few that more than one person has said. This shows that
the group has a range of sport that they each participate in.
For the people who have said that they do exercise weekly, how many days out of the week do you do? And is there any reason
why you wouldn’t do more days during the week. This question would be one of those that would be good for people to expand
on as there can be loads of different reasons why they only do exercise weekly.
For the people who have said never is there any reason for this for example do you have a part-time or full-time job that makes it
hard for you to get into an active routine? Another reason can be that you don’t want to exercise as you could feel like you don’t
want to and another reason could be that you don’t enjoy any sports, or exercise so it is hard for you to get into a fitness routine.
For the people who have said sometimes is this some days out of the week, whenever you have some time or is it just whenever
you feel like being active. Also does sometimes mean the number of hours you do when you do exercise or sports.
Overall, I have learnt from this survey that there is a lot of people who are doing physical activity which are different types as
well. There is only a few of them who are doing the same activity. I have learnt that healthy eating there is mixed answers, and
this could be for many reasons, and this is for both questions that are related to healthy eating.

7. Audience profile
Audience research
Key stats
Female 30%
Male 70%
Age between 16-18
Social grade – E
Psychographics – explorers
Healthy eating and fitness
Would you say you are a healthy eater?
Yes 40%
No 40%
Sometimes 20%
How much exercise do you do
Everyday 40%
Weekly 30%
Sometimes 20%
Never 10%
Type of exercise
Football x1​
Running x1​
Walking x2​
Any x1​
Gym x2​
Raving x1
Dancing x2​
Golf x1​
None x1​
Lifestyle questions
Do you drink alcohol?​
Yes 10%​
No 20%​
Sometimes 50%​
Never 20%​
Do you smoke/vape?​
Yes 0%​
No 60%​
Sometimes 10%​
Never 30%
The type of data I have collected is useful as there is their health and fitness status. There is also
many ways with the collage you can see how brands and different promotion of sports, health
and fitness can influence people into becoming more active.
If there is barriers to not participating in sports or how to become more active there is ways
around it with one of the photos on the collage.
I have learnt from the survey that the audience has different lives compared to each other, and
they all have some sort of health and lifestyle choices that are different.
I am going to focus on the active part of the survey as people have said what they do to keep
active. I feel like for this group the active part is more appropriate as there is more answers
than healthy eating.