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.

Audience Research - Audience profile

NAME    Gabrielle Hunter

GENDER    Female

AGE    19

OCCUPATION    Waitress/Student

ANNUAL INCOME    £21,000

LOCATION    South-east England

PSYCHOGRAPHIC    Aspirer

VALUES, ATTITUDES & LIFESTYLES    Gabrielle likes to wear clothing considered to be within 'coquette' fashion and tries to maintain an online identity through posting content on social media. She places importance on current affairs, advocating for social change and the rights of individuals, alongside celebrity culture. She thinks of herself as a person current within popular trends, especially within 'coquette' fashion. She is interested in fashion and frequently buys fashion magazines, in order to understand the current trends within fashion and keep updated on popular entertainment. She is currently studying at a Russel Group university to obtain a degree within Politics, Philosophy and Law. She is intellectual and socially aware of what is happening in the world around her. She often chooses to purchase fashion magazines such as Vogue as this appeals to her more than magazines such as GQ. She often goes to the cinema to watch new films with her friends, usually shortly after they have been released in cinemas. She uses social media to allow her to keep in touch with friends, and post about her own personal life. She also sources her inspiration for outfits and home design through outfits such as Pinterest and Instagram.