Blog Post 4: The Target Audience (Males And Females Aged 16-25)

Researching the target audience of males and females aged 16-25 was very important to me as it was part of my brief and I needed to be able to appeal to them. It also allowed me to learn about the overlap of target audience for programmes on Channel 4 and informed me in great detail about what our target audience values in a takeaway delivery service. I collected all my research from research reports and primary research sources.

Source: UK Tribes Website

Channel 4 did research on many young people to discover that it is possible to split up these people into 5 big macro segments:

• Mainstream
• Aspirant
• Alt
• Urban
• Leading edge

Each of these sections can be split down into 'tribes', which further breaks down each segment into different personalities. For my research, I decided to focus on the mainstream segment, because my advert portrays YourFood as a popular 'mainstream' brand.
The mainstream sector includes chavers, fan girls, sports junkies who:

• tend to stick with the trend, chart music, prime time TV, local nights and drinks
• have little desire to hunt down niche fashion and music
• are loyal to their friends
• follow the siege mentality of their surrounding peers

I also helped create a survey conducted as a group which I posted on the internet and spread it around to people I know. It received a total of 41 responses from people that fit in my 16-25 year old target audience. From this survey, I found out that the most popular choice of food on food delivery apps is Chinese and pizza, so I plan on having those two foods in my advert. It also provided me with detailed information about my target audience's lifestyle, TV viewing preferences and opinions revolving around food and food delivery services.
I found out that most of my respondents' lifestyles are related to at least one of the following:

• exercising
• socialising
• spending time in front of screens
• personal hobbies
• working at their job

This suggests a busy lifestyle, so my brand must appear to be easy and quick for them to use in order to save them time.

This is research on which aspect of a food delivery services people think in the most important

Furthermore, I asked them about which aspects they thought were most important to creating a successful food delivery brand. I asked them about 17 different aspects but the most important were the 6 aspects above. With the most important to the least important being:

1. Quality of food
2. Good hygiene rating
3. Speed of services
4. Range in restaurants
5. Temperature of food
6. Range in dishes

Here is my survey, which shows all the other questions I asked:

 
From all my research, I now understand that my brand should be seen as a popular choice for food in social situations in order to appeal to the mainstream sector. However, I will also need to show innovation to appeal to other sectors to make sure I have maximum reach. Furthermore, my research has told me that I should make my app seem quick and easy to use, as well as to set quality of food, good hygiene rating and speed of services as the main USPs of my brand.