Thinkbox Research

Source: http://www.thinkbox.tv/server/show/nav.1435

‘Thinkbox’ worked with ‘Tuned-In’ to conduct research, looking at how young people’s tech-filled lives are affected by Television, including how much TV advertising affects them. I will use this research to help formulate my own questions for a target audience questionnaire, aimed at bettering my understanding for constructing my own advert.

‘Thinkbox’ used both quantitative and qualitative data to gain key information. For example, they used a representative sample of 1000 10-24 year olds, as this would generate a more accurate and valid national opinion. My own research will involve a smaller scale sample, however I will ensure all the participants are of the same age range – perhaps 16 – 30, as this is the sort of audience we would like to aim our advert at. In terms of qualitative data, ‘Thinkbox’ used a Facebook group and interviews, to generate more in depth, discussed answers. The questionnaire I am constructing could give space for people to discuss answers, to add depth to the research. One question this research used was asking respondents to discuss their most memorable TV advert.

In terms of my own research, I feel discussion is needed to add depth to our understanding, but it would be easier to gain results that can be quantified and displayed clearly in graphs.

This research also provided some statistics, providing secondary data:

·      A qualitative respondent: “When I get home from school and no one is home two things go on first, the central heating and the telly.” ‘Thinkbox’ describe this as ‘emotional central heating.’ 39% of respondents said TV keeps them company.

·      61% of young people in this research named TV as the most successful advertising platform, with cinema coming second with just 7%.

·      When asked to name a memorable TV ad, 90% of respondents named a TV advertisement.

·      The research found that young people are more likely to enjoy and trust TV advertising. 24% of young people said they trusted TV adverts, next to only 14% of adults claiming this. 33% of young people said they discussed TV adverts, too, showing how much impact they must have.

·      The research concluded that TV is less intrusive than other forms of advertising, makes people more aware of and interested in brands, and increases desirability of products and purchases.

This graph shows that TV is powerful in reaching out to young people. Steve and I need to consider this impact when constructing our own TV advert, and make it unique in order to stand out. (USP!!)

This graph shows TV to be most successful in terms of advertising. 

Therefore, this research gives us a particular insight into how effective TV advertising really is for our target audience, and suggests our advert needs to be memorable and unique in order to generate discussions amongst youths and keep them entertained. It also needs to be clear and the product must be defined, as young people pay close attention to these ads. This research makes a point of the fact that gender differences are balanced in this general TV research. Steve and I aim to make a TV advert for sport that is aimed at both genders, therefore our questionnaire needs to target both, as well as include both males and females in our ad. 

Katie Hunt