For my primary research I plan to conduct a twitter poll asking 16 – 24 year olds (my target audience) why they don’t habitually carry condoms when they leave the house so these issues can be addressed in the advert. This source allows me to reach 16 – 24 year olds in any country to find an average of/ most common worry my target audience face, thus making my advert more relatable and effective. For my second piece of primary research I will do emailed questions with 16 – 18-year olds about their most frequently used social media platform as this age range is included in my target audience but was not featured in any of the internet sources I could find when looking into the internet sourced statistics for my secondary research. I chose to do emailed questions because they allow the responder to give in depth answers and I can target the age range I need easiest using this research format.
For my secondary research I want to gather quantitative data from the internet to show me what the most frequently used social media is for 16 – 24-year olds to see what platform we should tailor the photo for in terms of aspect ratio and the colour pallet. I chose this source to find quantitative data as it can be updated a lot more frequently than things like books and videos and so is most likely to have the most recent statistics and a more accurate representation of social media usage by age. My other piece of secondary research will be looking at past adverts to ensure we don’t replicate past advert and to see if there are any key values, information.etc. that appear in the majority of Durex adverts. I chose the internet to do this because it is the best and most diverse source of content and is likely to have the biggest library for Durex adverts throughout the brands history advertising.
Abbie's media projects 