Property magazine audience research

Introduction• It is part of my initial property magazine research

task I had to carry out target audience research.• This research is done using traditional market

research methods such as questionnaire.• The compiled information will help me create

potential target audience profile which will help me in designing and making of property magazine.

Sample of filled in questionnaire

Survey results

50%50%

StudentEmployedUnemployed

10-1525%

16-2125%

21+50%

Age groups

Male Female0

0.51

1.52

2.53

3.54

4.5

Gender

1

no25%

yes75%

Are you interested in real estate?

25%

50%

25%

Do you read property mag-azines?

no yes sometimes

photos text0

1

2

3

4

5

Do you prefer more photos or text in the magazine?

18%

9%

27%

36%

9%

What articles do you prefer?

interview review show casingavaliable property celebrity feature

maybe

no

yes

0 0.5 1 1.5 2 2.5 3

Would you buy our magazine?

43%57%

How much would you pay?

fee of chargewould pay up to £3

layout14%

color scheme29%

articles43%

free gifts14%

What features do you find attractive on the front cover of the magazine?

Questionnaire summary/analysis• Question 1: When doing a questionnaire, questions like Gender or Age are basic question to start

with, and every questionnaire has them. It is very important to start general and then go into the details, also gender questions say a lot, who is your main target audience, Women or Men and in Age questions the same; younger, middle or older target group.

• Q2: Age, as I said in the summary above, age is also a general question that helps narrow the target audience. It is a very important question though, because if your target audience is from 13-18 it is not the same as 25-40 at all, moreover it makes a crucial difference in design, articles and the whole package of the magazine. In our case 50% of people are 21+ which is needed, this type of magazine is for some more mature faces.

• Q3: Occupation is also an another basic question that makes a difference, since you can’t have the same magazines for students and serious older business people. First difference would be the articles, students would be more interested in something less serious and probably more photos and wouldn’t even read the text. Older more serious business people buy only serious looking magazines where they can find photos and the information they need, they read the text always and the text is why they mostly buy it.

• Q4: Now we go to some more specific questions that are different in every questionnaire, those are ‘custom made’ questions that the person who makes the questionnaire comes up with. It helps narrowing down even more what people want the magazine to be like. In this particular question it says that 75% of people that answered our questionnaire are interested in real-estate while 25% is not.

• Q5: This Q is similar to the previous one, this one helps us realize are people interested or not in reading property magazines, actually do they already read property magazines. With this one we can know approximate how many copies should we print because we need to se the approximate customer demand.

• Q6: Now this question is in design section pretty much. This question will have different answers as younger and older people answer. As already mentioned younger people are not huge fans of text and reading while the older customers demand that in order to get the information needed. Here we had more 21+ people answering because the majority answered Text.

• Q7: This is a an important question for us because we get to see what most of the people actually want from our magazine. Since we are a property magazine most of the people, precisely 37%, want available property to look at in our magazine. We need to provide the information and photos about and of the available property.

Questionnaire summary/analysis• Q8: Now, this question is extremely important to us. It is important

because it actually shows us how many potential customers we have and how many people are willing to buy our magazine. Since we are a new magazine it is important to see the initial number of people interested, later with out marketing campaign the number of people will rise. For now we have more people willing to buy it then not and few of them saying maybe.

• Q9: The price questions are very important so there is at least 2 or more. This question is regarding how much are people willing to pay for our new magazine and would they be interested in first copies being free of charge. In our case 43% of people want it free of charge while 57% would pay up to £3.

• Q10: Question 10 is important when it comes to the cover page,. Front covers are the most important part of the magazine, it is what attracts the customers and makes them buy it, so our front cover must be exactly what most of our customers want as they stated in the questionnaire. Most of the people (43%) like articles on the cover, actually article headings so they can see what is inside the magazine.

Audience profile

VLADIMIR KOVACEVIC

This is Vladimir Kovacevic. He is our perfect typical audience target. He is a member of upper class and is exactly what real estate magazines look for in a customer. Vladimir is 45 and is an owner of five factories. Obviously Vladimir is one serious very

successful man, and that is exactly what real estate agents look for. Vladimir considers himself very hard working man, which we agree with. He is a lovely husband and a father of 2 meaning he needs bigger space. And our magazine is the right place to look for it. Vladimir is a big fan of traveling, he considers it his passion next to being this business mogul . He is a devoted husband and dad so he loves organizing trips and small excursions for him and his family when he can take some time off from work. Our magazine offers amazing houses to rent in different places in the world and we would love for Vladimir to see them.

Personality traits and lifestyleVladimir is an owner of five different factories in Serbia he is a very successful business man that earned everything with his knowledge from education and his natural intelligence, with his two bare hands. Now, since he is a grown serious man we don’t expect him to go on house parties and get wasted, we would more expect him sitting in a prestigious restaurant with his family or associates, what is actually what he does. As already mentioned he is a family man that takes his family every Saturday to lunch and discuss about their week of school and work. Vladimir loves good quality movies and is more than happy to go to the movies with his lovely wife Dijana, he still keeps it old fashion romantic style which indicates what a true gentleman he is. Also traveling with his family or only wife is his favorite thing. He has this custom of picking an overseas destination every year in dec/jan to travel with his family. Vladimir is a very confident individual with a definite authority towards his staff or children and always know what to do. He is also very active with sports, he loves competing attending marathons , tennis matches, horse riding and golf.

Buying Habits

• Vladimir Kovacevic is a man with a good sense of taste. Since he is a serious business man he always has to look flawless, so good quality branded suits are a must, matching with a good pair of shoes and a nice watch.

• An another thing that Vladimir likes is buying real estates that is why he is our perfect member of target audience. He is very familiar with the real estate market and is very cautious where he invests his money.

• He is loyal to some of the most luxurious brands, such as; Hugo Boss, Hermes, Louis Vuitton, Rolex, Rolls Royce etc.

MEDIA

• Vladimir Kovacevic is a business mogul and he is very famous for his work in the Balkans, because of that he has some media attention. He Has been nominated and won twice the award of the Serbia’s business man of the year.

• Since his schedule is full all the time he has little time during the work hours to go on social media and keep people updated with his work, but when he comes home to his family oasis they sit together discuss their day and then help Vladimir keep all of his associates updated.

MUSIC

• Vladimir is 45 so obviously he is not going to listen to Rihanna. He has chaotic days on work and lover relaxing home with some jazz or opera music, also he loves going to some special prestigious jazz/opera events with his wife where he can dance and have dinner with enjoyable caviar.

• Luxury meals are part of his lifestyle, champagnes, top wines, caviar, lobsters etc.

• Vladimir invests a lot of money into the education of his children, they attend the best schools in the world and his daughter in particular is a professional opera singer and his son a very successful basketball player.

Charity• Vladimir is very famous for his generosity and

charity work. He was born in Vojvodina (north region part of Serbia) so since now he lives in the capital, he still helps Vojvodina to develop and invests in it. By supporting economy and culture, Vladimir helped enormously to the whole Serbia’s economy.