Investigation And Analysis (Canon)

Canon Research 

Canon Research.pptx from LewisJB

The powerpoint above displays what I have learned about Canon as a company. the reason I have done this is so I understand better what the company would want from a print advert by analyzing previous adverts/campaigns and learn any other sub-themes I could add to the project such as company philosophy/policy. What I have learned about the company was very insightful and I hope that my powerpoint was well informing.

CANON AUDIENCE.pptx from LewisJB

forms to find out about the demographic's knowledge of Canon and about their experiences with journeys as that is the theme of the project. like last time, the respondents were between the ages of 16-19 and all were classmates from my creative media course. This fits with the target audience of 16-25-year-olds. The number of respondents in total for this form was 10 which is less than the last project on Better Health but still a good enough range of answers for me to delve into. This is a showcase of the questionnaire below:

For the first question, I asked the participants how many pictures they take daily to see how vital photography is in their lives 40% ( 4 respondents) said 0-1 and 40% (4 respondents) said 2-4, 0% said 4-8 and finally 20% said 9+. This was a very useful question as I now know that the majority of the class would be interested in photography which is perfect for what the advert is trying to sell. 

secondly, the next question asked the respondents if they were experienced with cameras the options for this question were: Yes, No, and I'm Getting There. The results for this are as follows

Question 2

20% Yes (2 respondents)

0% No (0 respondents)

80% I'm Getting There (8 respondents)

These answers were just what I was looking for as all of the respondents are either willing to get better at photography or are already experienced and what the tools to continue this skill. This adds to the interest in Canon's products with the demographic 

For the rest of the questions I allowed for answers to be given in the respondents own words as they are open-ended questions about journeys as I wanted to focus on if they would answer the question as if it were metaphorical or literal. For example, Question 3 was answered with both but the majority of respondents put things like their "trips to Spain" or to London while only two responded with things to do with their interests. This has made me rethink my original ideas of having the advert be more metaphorical and striking an emotional chord with the audience. 

Question 4 Asks about Canon and how much knowledge they have of the company. This is to know if the company is familiar to the age group so they would be more likely to buy from that brand. This question was met with responses I expected as the responders either came back with answers saying they what Canon are, "A Camera Company", or saying that they had an "A Fair Amount" of knowledge regarding Canon.

Lastly, Questions 5 and 6 ask about the participants personal opinions on adverts question 5 asks what draws them to a particular advertisement which did get an array of different answers which is extremely helpful as it's going to help draw from different ideas to help plan the flat plan for the print advert. Some of the answers that stuck out to me were ones that spoke about "attention to detail" and the use of bright colours/unique visuals. This is similar to my thinking on my last print advert but the unique visuals interest me the most and adhere to a new idea I have in mind I'm thinking of doing three separate images merging into one with out-of-focus borders separating them. Question 6 involves what people's favourite adverts are, This was the question subject because I wanted to see different examples of what adverts have done in the past correctly so I can take inspiration and potentially add it to my flat plan. 

Audience Profile

Audience Profile - Google Forms: This is also a questionnaire to determine who the audience is specifically. I already knew that the audience was young but I had to find out what generally their social grade is and what their personality/psychographics are. This was so I could get a better idea of what their limitations are and what can mostly appeal to them so I can make a product more suitable to their tastes. I learned that commonly their social grade and psychographics are E/D and Explorer. This means they either are unemployed or have a part-time job and they seek adventure and individualism. This is incredibly helpful as it gives me a great into where I can go with the imagery of the advert. While they can't afford to do things too extravagant the imagery should still offer something that is unique and different because they value individualism. Overall, conducting this audience profile is going to help me out a lot in the long run as I will have to think about what appeals to the audience's personality while also making sure that what I'm showing is cost-effective for them.

Focus Group Question List  

Q1: What Is Your Gender?

Q2: How Old Are You?

Q3: What Is Your Social Grade?

Q4: How would you rate your own ability in photography?

Q5: How often would you say you travel?

Q6: What is your longest physical journey?

Q7: What is your longest emotional or personal journey?

Q8: How does photography include itself in your daily life?

the questions above are linked to a survey about the Canon project and the theme of journeys. I have added the questions about gender and social grade so that I can target my advert better towards them and hopefully learn even more things that link back to the audience profile. I will ask these questions in person with Dylan, Saul, Sean, Daniel and Leon who are in the respected age group for the audience. Their answers will be recorded and will be compiled and edited in premier pro and uploaded to blogger. The reason I am also doing a focus group is to gain more info by asking more open-ended questions so I would get answers I didn't get in the online survey 

Focus Group

This focus group helped me gain a better understanding of what the audience has to say on the topic of journeys. as I was able to get more detailed answers from some members of my target audience. For example, one thing I learned from this session was that young people often only take short journeys to school/college as they simply can't afford to take trips over large distances regularly because of their low social grades. This was something that had came up before in the audience profile as a sort of restraint which has now popped up to show me that it's most likely a good option to go with a short, daily journey so that I can relate to my audience and also be cost-effective to suit their social grade. Doing this focus group has reinforced some things I found out from the audience profile but has shown the problem in more detail. Due to this, I will now try to implement some of the things I have learned once I come to the pre-production stage.