Analysis of Market Research

I completed 3 types of market research. I done research into existing products, where I looked into different social messaging campaigns. Another part of my market research was competitor analysis, very similar to the research into the existing products, however these are my competitors. these are other social messaging campaigns that will be targeting the same target audience as me and most likely be presented on the same channel, websites etc. This brings me on to my last piece of research which was product placement, which channel should I place it on and what time. 

When I was conducting my research into existing products I found out more about the existing social messaging campaigns.I looked at numerous adverts from Britain and the US to get a greater understanding. I learnt about the common conventions of the adverts, such as the logo regularly being placed at the end of the ad along with the overall message. Most of the social messaging campaigns took similar styles. Often the style of the advert would be talking heads such as  or most commonly a narrative. I also noticed the common persuasive techniques used. More often than not there would be an emotional response used within the ads Another common persuasive technique would be reward power, often the advert would stay if you done what the advert is saying there will be a reward. By doing this research I was then able to know what styles, techniques and conventions to try and include in my advert.

When I done my competitor analysis I looked at various different social messaging campaigns that were on Tv and computer, for example I looked at a cyber safety website. On this website they showed a short narrative movie that was about bullying online and the consequences. The first thing I looked at was how my competitors tried to  target their audience. I noticed that they would use actors of a similar age so that the audience can relate and have them set in familiar locations such as a high school with relatable story lines such as relationships as these are common in high school. I noticed that the overall appearance of the campaigns would be quite vibrant and positive making it visually pleasing for the youthful audience with many images and colours. From looking at existing products I noticed that all of them focused on cyber bullying. Staying safe online is not only protecting yourselves from bullies. Also I thought that my target audience are 13-18 most people of these ages understand bullying and probably have a lot of help for this subject within their high schools. I wanted to focus on a different aspect of staying safe online to be different and stand out from other existing products. Due to my target audience being 13-18 year olds I thought that it would be a good theme if I focused on Keeping your password safe online and choose to focus on online banking accounts. At this age banking is new and they must understand that it is important to keep these details safe and to in summary signify the importance of a password on any account whether it is banking or a social media account. 

For the product placement I needed to decide where to show my advert. I researched into the TV channels that were popular with my target audience age group. I found out that E4 and BBC Three had audience profiles that targeted people within my target audience. From using my audience research I learnt that both of these channels were popular, so it come down to prices of displaying the advert. I also found out that the most popular time for my audience to watch TV was 20:00 - 00:00. I begun to look into the cost of displaying an advert on these channels at this time. However, when I was looking I discovered that BBC three doesn't show adverts. This left me with E4. It would cost me between £1000 - £3000 to place my product on E4 at the times 20:30 - 23:30.