Audience Research - Focus group

Primary Focus Group

Name: Lily Gillett

Age: 17

Occupation: Student

Interests: Listening to music, fashion, singing, musical theatre, travelling, cooking

Psychometric group: Explorer

Application to brief: Lily is a teenage girl interested in fashion and music, who enjoys reading magazines in her free time.

Name: Aurora Karaj

Age: 17

Occupation: Student / Waitress

Interests: Watching films, photography, travelling, collecting physical media, reading

Psychometric group: Struggler

Application to brief: Aurora enjoys travelling and taking photos of the things she finds beauty in within the world surrounding her. She enjoys reading, particularly gothic novels and film magazines.

Name: Leo Cuthbert

Age: 16

Occupation: Student

Interests: Sewing, drawing, listening to music, playing guitar

Psychometric group: Struggler

Application to brief: Leo is currently studying fashion and textiles, aspiring to go into the fashion industry. She reads fashion magazines to gain inspiration for the pieces she makes in her free time.

Name: Martha Browne

Age: 16

Occupation: Student / Sales Assistant
Interests: Watching films, architecture, fashion

Psychometric group: Explorer

Application to brief: Martha often reads magazines on architecture and films. She often engages with fashion based content on social media.

Secondary Focus Group

Name: June Cuthbert

Age: 83

Occupation: Retired

Interests: Sewing, knitting, travelling, watching documentaries, reading, gardening

Psychometric group: Explorer

Application to brief: June enjoys making clothing for her grandchildren and exploring new areas when travelling to places like Australia and France. She often spends her time reading gardening and fashion magazines or knitting.

Name: Catherine Cuthbert

Age: 46

Occupation: Head of Public Relations 

Interests: Reading, watching television, travelling, running, yoga

Psychometric group: Mainstreamer

Application to brief: Catherine often enjoys reading fashion magazines in her free time and enjoys buying new items of clothing by her favourite designers including Bella Freud.