Target Audience Questionnaire
The sought target audience for my magazine is made out of constructor apprentices and DIYers.
The DIYers pool is huge. Obviously I will not be able to address to all DIY categories from the very beginning, but to understand my audience’s preferences and plan ahead for more categories of my posts, I created the questionnaire below, to which I received 69 responses.
The questionnaire was drafted with Google forms and I distributed it via WhatsApp to all my parents acquaintances and their families.
The results are very interesting, providing me with many needed clarifications and ideas on what topics would be best to choose.
QUESTIONNAIRE OVERVIEW
QUESTIONNAIRE RESULTS
I was happy to see that respondents covered a very extensive pool of occupations, which makes my sample reasonably reliable. I listed below all occupations mentioned in the 69 responses I got:
- Constructor/ Handyman/ Real Estate Broker/ Facility Manager/ Freelance in the Arts Industries;
- Engineer/ Lawyer/ Pharmacist/ Police Officer/ Psychotherapist/ Scientist/ Businessman/ Business Consultant/ Investment Banker;
- Customer Care Administrator/ Sales Specialist/ Logistic & Distribution Manager/ Regulatory Affairs Associate/ HR/ Contract Management Specialist/ Cyber Security Analyst/ IT/ Economist/ Finance Controller/ Analyst/ CFO;
- Teacher/ Student/ Intern/ Pensioner/ Personal Trainer/ Office Worker
I prepared below diagrams summarizing the responses in order to be able to draw some conclusions.
The majority of my respondents (i.e. 53.6%) are adults aged between 30 and 60 years old, which is the best target for my magazine, i.e. people with a defined lifestyle and a stable income. They are more prone to DIY activities, either to simply enhance their home confort or its appearance, or to have it as a hobby or as a family activity to spend quality time with their kids. The next important segment is the second most relevant one for my magazine, i.e. the younger people aged between 18 and 29 years old representing 39.1% of respondents, segment which would include both constructor apprentices and people with lower income and less stable lifestyle needing tips and tricks for low cost & high efficient DYI projects for their clients or for themselves.
In terms of gender, respondents are quite balances, with 55% women and 45% men. It is expected to have more women looking for magazines. Although it is less probable women to get the DIY project done, yet they are a very important part of the target audience as they would convey the ideas found in the magazines to their partners and family.
85.5% of my respondents live in town. This is an important aspect when planning my topics, as I also intend my magazine to include landscaping. It would be useful to have a complementary questionnaire to find out how many live in apartments and how many in houses with courtyard.
It is a relief to see that only 24.6% of the respondents live in rented residences. Not owning the residence reduces considerably the appetite and need for DIY projects, unless it’s about DIY for their clients.
53.6% of the respondents earn more than 10,000 RON per month, in line with the result from the education level question which shows 84% of higher education (university and post university degrees).
These results indicate that more complex DIY project may be of interest.
63% of respondents are in a couple and 75% have children. This is a perfect structure, as theses segments are the most attracted to DIY projects.
The fact that 53% of respondents have pets is another good news, as this indicates both a more responsible lifestyle and more interest in DIY projects for their sole mates.
there is a large palette of hobbies displayed, so very diverse DIY projects must be planned for.
The good news is that 87% of respondents would remodel/ refurbish their dwellings either by themselves alone or bringing some help, while only 13% would outsource it.
The majority of 55% would read a DIY magazine.
These responses are an excellent source for choosing the topics of the magazine.
Only 10% of respondents would read printed magazines only. Therefore, my magazine should definitely have an online version too.
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Target Audience Profile
Summarizing the responses to my questionnaire, I was able to answer the following questions and to picture the following audience profile:
How will these results affect how you plan your magazine? The main 2 take outs from these results are: the magazine should have some glamour factored in the design, as women are the majority of the audience & there should definitely be an online version available at all times.
What will you include/not include in your work based on these results? Based on the results showing that the majority of the respondents live in town, hence most of them live in apartments, the landscaping section should be broaden to include also smaller projects for gardening/ plants caring in the balcony and inhouse.
Who will be your main target audience based on these results? See below
