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Sebastian hrn Aarnes

Analyze of research

Focus group
I had a focus group with five of my friends, who neither listens to country music, or reads
magazines. The reason for me to ask them, is so I can hold on to a conclusion of have to
present my country magazine for teenagers and young adults. I managed to conclude that
the magazine should be formal, but not too formal. Majority of them said that the writing
should me a mixture of how we usually talk to each other, and just conventional formality.
They also thought it was a good idea to use unknown artists, because they thought that
hipsters who really fancies unknown musicians, would be the most likely to buy a country
music magazine. They also said that the cover should really stand out in some way that
immediately draws interest. They suggested a mixture of bright/dark colours, and a
mysteriously looking cowboy, which is exactly what I had in mind. I dont think I want the
complete cowboy look on the front cover, since that is too old fashioned for the theme Im
going for, instead I want the model to look as modern as possible. I ended up with a
constructing image in my mind of how the magazine would be, but I wanted some more
thoughts and insight, especially of people who actually reads music magazines or listens to
country music.

Public survey
I wanted to take a different approach with my survey, by performing it on a daytrip to
Cambridge with my fellow Norwegian students. I questioned people on the train, and on the
street, but most people were busy, including us since we had to follow a tour guide that gave
us little time to spend by our own. My goal was to receive answers from 20 individuals, and I
ended up with 12, which isnt that bad. I asked teenagers and adults from 15-34, but I mostly
targeted people who looked like music-lovers (or what someone would call a hipster). This
is because I know that music-lovers listens to all kinds of music, even country, which will give
me more fulfilling information. I was lucky to find one person who read the magazine
Country Music which is the one that I have been analyzing.
I asked both demographic and psychographic questions to my responders, because I have to
get a complex overview of who my audience are, to satisfy them. Demographic questions
includes age, incoming, education, occupation, home ownership, all which relates to
characteristics of a person. Psychographic questions includes lifestyle, behavior, interest,
and personal values. Demographic data is limited, it can only show you who the audience is,
not why they might buy. Psychographics looks deeper, and discovers motivation in a users
life, which is why I ask about things such as their thoughts on country music?

Sebastian hrn Aarnes

House or apartment?

House

Apartment

Relatonship status

Single

Girlfriend/boyfriend

Engaged

Married

The reason I ask wealth-related questions like occupation and home ownership, is to know
their most likely common purchases. For example, if I chose to advertise for something
expensive like Willie Nelsons used bandana, or a rare Dolly Parton record, I would have to
know the income to be sure if its any reason to advertise for it.

Yearly income

Less than 20,000


More than 50,000

Occupation

20,000 - 50,000
Student

Employed

Self-employed

Part time

I want to know everything about their passion and preferences for music, since the true
music-lovers have more to say about the content for my future outcome of the magazine. I
also want to know if there is any reason to advertise for rare vinyl records, which is a popular
thing among many people.

Sebastian hrn Aarnes

How many enjoys country


music?

Yes

How often do you


attend concerts?

Regualry

Often

Rarely

Never

Is country music dead?

Yes

No

Do you play any


instruments?

Yes

No

Maybe

No

Where do you listen


to music?

Digital

Radio

Vinyl record

Other

I asked what kind of mediums they use to explore music, and what social media they use. Im
curious, because it gives me an opportunity to expand myself to digital media, and also make
deals with successful advertisers like Spotify, Soundcloud, or Itunes, which is three of the
most popular mediums for music exploration. An important thing to know is what the
audience want from a music magazine.

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Social media

Knowledge of music history

I know my fair share


I know a small amount
Twitter

I know nothing about that subject

Physical or
digital?

Physical

Digital

Reads music
magazines

Regualry

Often

Rarely

Facebook

Instagram

Snapchat

Collects vinyl
records

Never

Yes

No

On my Tablet, I showed a copy of both magazine covers that I had analyzed Country Music
and Cross Country. I asked them of which one they would have bought based on the front
covers. Not so shockingly, they all would have bought Country Music. I additionally asked
two people in their 50s, and even they said the same as the majority. This stands to show
even more clear to me, that people chooses the one that looks more professionally made,
which should be obvious but still worth trying out.