CANON- Investigation and analysis (audience research)

Researching into the audience

 I asked some people within my target audience some questions that are relevant to the client  and their history with making products and the brief of Journeys. I did this through 5 quick survey questions. This is because i wanted to find out what my Audience already know about the Client and their product. I also wanted to ask what they think about Canons new campaign of journeys. This further information would further help me develop my research into the audience which would help develop an audience profile. Also it would help let me know what my Audience want to see for a future Canon campaign that is targeted best towards them and not Canons current target audience which is older adults which are more tech friendly and used to using Canon products.

I will then follow this up by interviewing a select few people from my audience to get some more detailed responses about what they think about the brief and canons new campaign of journeys

For the survey, The 5 questions i asked were:

1) what do you know about Canon?

2) How often do you use a camera?

3) Do you prefer to use a camera or phone and why?

4) What comes to mind when you think of journeys?

5) What draws you in most to an advert?

Responses

Although it may sound like an obvious question that doesn't need an answer, I wanted to ask my audience what they knew about the client already. This is important as i don't want to be vague and assume they know what i trying to advertise if i don't include a picture of a camera. Since i now know that my audience already have some background knowledge into Canon as a company, i can start to narrow down how i want to layout the advert. for example i don't have to explain that they make cameras, i can focus on the quality of image they produce and maybe mention the new products that are coming out, and also what the cameras are capable of doing such as what features it has.

I next wanted to find out how often my target audience use a camera. This is important as if they didn't use a camera often, then my advert would be persuading an audience to use cameras. So since my audience already use cameras quite often, i am going to focus the advert to showing how good Canons products are, so incase they use a different company camera like a Sony camera for example, my advert would teach them why they should use Canon over any other camera. This should hopefully outline how Canons products are the best out there.

This campaign is targeted at a younger audience aged 16-20 years old, and since the younger generation like to use phones to take pictures for things like social media, i was curious how many take pictures with cameras and how many shoot with phones. So i asked them weather they prefer to use phones or cameras and why. Most people said they prefer to use phones to shoot with for the main reason that its small, convenient and can fit into their pocket as its easy access. These reasons are all very understandable as it is really quick and easy to take your phone out your pocket and quickly click to take an image or video, as oppose to a camera which you need to set up. But a couple people prefer using a camera as it is better quality and has more features than a phone. 

    While a phone is quick and convenient and can still produce a good image when taken creatively in the right angle and light, a phone does not compare to a camera. There are so many more tools a camera has that a phone might not. Cameras are so much more detailed and technical as they have filters, zoom features and focuses. you can also use many lenses and accessories to make your image work really well like a dolly, tripod, gamble etc.

    So when making my add, i am going to heavily focus how the use of photography cameras (Canon ones specifically) can give you the best quality images and videos and way better than what a phone would give you. spending that extra few minutes can make all the difference in giving you the most vibrant eye catching image that a phone could not give you. I am going to show this by mentioning a cameras many features. Also i have a plan to take a good quality eye catching image to use for the magazine cover.

I also wanted to ask my audience what came to kind when they hear the term "Journeys". This was to help link back to the brief as i wanted to introduce the audience to the name of the brief to see what comes to their mind when they hear journeys. Since the purpose of the brief is made for them, the young audience i wanted to know what sort of things they associate with when the word journeys is mentioned. This will further help me plan out my project and come up with ideas of things to include in the advert of themes and items they would like to see. By knowing what the audience likes and links the theme with, this will help me know what to include as this will help grasp their attention. If they see the advert and their being things they like they will want to pay attention and see what the message is and what its trying to advertise. This will lead to brand awareness for the client, Canon, and help push future sales for canon products.

    My audience associate Journeys with travel and holidays an going to different places, as well as something that has a beginning and an end that grows overtime. These things i will put into consideration when moving into planning and pre production.

One last thing i wanted to find out about my audience is what draws their attention most into an advert. This is important s it will help to determine how i layout and create my advert. Some of the popular responses were; Detail, vibrant colours, good visuals, something interesting or unusual. This is important when planning as if i don't include things my audience draws their attention to, the they are therefore not going to like the advert. drawing their attention into the advert is important as i want them to look at it and to pay attention.

    So when creating my advert i will be sure to create a visually appealing image that is vibrant. My audience want to see bright colours, i will try to include it, however i still want to stick to the Canon colour scheme of black and red for the title as it is distinct to the client and unique to them.

Focus Group Feedback

Following the survey feedback i decided to get a small group of 4 or 5 people from my target audience in order to ask them similar questions as i did on the survey. This would be done in order to gain a more detailed response than before and start to develop ideas on how i want to plan my product moving into the pre production phase. This will help me research more into my audience about what they like and dislike, what they think about the brief, and what they know about the client and their products already. This would help me build an audience profile.

The 4 questions i asked were:

1) Do you prefer to shoot with a camera or phone and why?

2)What do you think when you hear Journeys

3)When you hear an advert for a product, what makes you want to buy the product?

4)What do you think of Canon products?

1) Most of my audience prefer to shoot with a phone. This means the campaign will be most benefit the younger audience as it will show them why they need to make the change from phone to camera. although a phone may be more compact and quicker to take images with, a camera has way more professional features and can do more. it helps give a better end product. This will help increase awareness for the client so more young people are more in formed and aware of Canon and their products. This will also help the audience as they will be using better equipment and produce better media. 

2) When my audience hear the term journeys, they think of a 

"mental and physical destination"

"A long period of time to get somewhere"

"Travelling new places"

"Looking out of a window to see skies and clouds"

This shows that the term journeys has many different connotations to different people and can mean different things to different people. But there is one thing all these responses have in common and its reaching a destination or visiting a new place which means reaching a good view and seeing good scenery. No matter what Journeys might mean to you, the end product will relate in a destination where you see something good. So for my campaign it is important for me to get a very eye catching image for the cover. I will need to get a image with good lighting and an eye catching scenery

3) Some things that make my audience want to buy a product after seeing an add is info about the product, if it promotes something their interested in, obscure imagery, showing the capabilities of the product. Seeing someone they see as an idol using the product.

    Taking this in mind, when producing my add i am going to include info about the product like the specs and product name for example or a link to the website be sharing the website name or a bar code to show the audience where they can find more info on the product without putting loads of info on the cover of the magazine/ poster.

4)I asked my audience what they think of Canon products to see what they think of Canon and their products already to see what they know about the client. Things my audience like about Canon is how high quality the products are with the images and the features the cameras have. They also told me how Canon cameras are some of the best cameras to have. someone also told me how they are very reliable as they have been around for years since they are an established brand that have a wide range of products. This lets me know that my Audience have some good background info into Canon as a company and they know the types of products they produce. My job in my campaign is to let them know in detail how good Canon products are and why they should be filming with a Canon camera and not a phone. This will increase awareness of the client and push sales for Canon cameras since my audience know of Canon but not so much of their products. 

How i will use this feedback to create my advert

This focused group detailed feedback lets me know what heavily needs to be featured and advertised in my advert. i need to include a distinct eye catching image which captures travelling on a journey and reaching the destination and the image should present a very appealing destination to the audience. Then it should also include info about canon products and use a distinct colour scheme in order to stand out with the image to grasp the audiences attention. And i also need to teach my audience why they need to use Canon products over filming on a phone.