target group analysis
DESCRIPTION
Presentation for 2. theme 1. semester 1. lecture ZIBAT Campus Køge, Multimedia DesignTRANSCRIPT
Target Group Analysis
ZIBAT2014
What did we learn last time?
• Remember attendance!
• Communication models
Bruno Ingemann (2003)
Th
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circle m
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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.