Focus Group- Primary and Secondary audiences

Name: Bonnie Grieve

Age: 21 

Gender: Female

Race: White (British)

Occupation: Apprentice in Marketing 

Location: Southend-on-Sea, Essex

Interests: socialising with friends, walking my dog, film, music, travel, pilates 

Values/ Brief application: I love consuming BBC media as it informs my work and helps me to understand their ideologies and viewpoints. My favourite magazine is Grazia, as I am able to not only keep up-to-date with the latest fashion trends but also be informed of celebrity culture and gossip. 

Name: Evie Lander

Age: 17

Gender: Female

Race: White (British)

Occupation: Student

Location: Southend-on-Sea, Essex

Interests: Dancing, reading, charity shopping, baking, and socialising with friends 

Psychometric group: Aspirer and Explorer

Values/ Brief application: I like to keep up-to-date with the media and what is trending in fashion. I prefer to read a magazine online as I find it more engaging and is often related to me in some way. I dislike reading about overly-complicated, hard news like politics. My favourite magazine is 'Take a Break' because I wish for escapism and love to hear other people's stories.

Name: Sam Morris

Age: 21

Gender: Male

Race: White (British) 

Occupation: Student

Location: Oslo, Norway and Essex

Interests: Socialising with friends, charity shopping, travelling, baking vegan goods and journalism

Psychometric group: Explorer and Mainstreamer

Values/ Brief application: Due to doing a journalism degree at the University of Sheffield, I love to consume as much media as I can, whether online or in a physical print magazine. I believe in empathy towards all living creatures and our world, therefore I occupy myself with media related to ethical living and trailblazers of marginalised groups 

Name: Emma Grieve

Age: 52

Gender: Female

Race: White (British)

Occupation: Estate agent

Location: Southend-on-Sea, Essex

Interests: Music, Walking my dog, socialising with friends and family, shopping, interior design

Psychometric group: Explorer and Mainstreamer 

Values/Brief application: I love to read print magazines when I get the time on the weekends. My favourite magazines are lifestyle magazines, in particular home design and fashion. I like to think that I am conscious of the news, whether having read about it or watched it on television, however dislike to read heavy politics and law. 

Name: Oliver Husslebee

Age: 32

Gender: Male

Race: White (British)

Occupation: Trading and Finance

Location: Southend-on-Sea, Essex

Interests: Sports, going to London to watch Football matches, socialising with friends and family, Cars, Travelling, Cycling

Psychometric group: Mainstreamer and a Succeeder 

Values/Brief application: On the train to work, I read the online GQ as well as checking my news apps. I enjoy reading magazines based on particular interests, such as The Economist and MoneyWeek. I dislike reading long-winded articles of gossip (celebrity gossip) as due to having little downtime, I prefer knowledgeable and straightforward articles.

Name: Mia Hidveghy

Age: 17

Gender: Female

Race: White (British)

Occupation: Student

Location: Southend-on-Sea

Interests: Music, reading, socialising with friends, baking, travel, shopping

Pscychometric group: Aspirer 

Values/Brief Application: I love to consume media both online and on print. I often like to read either a book or a fashion magazine when travelling abroad, either on the plane or at the beach. I believe I am quite environmentally aware and enjoy shopping at charity shops and trying to re-style outfits. My favourite magazine is Cosmopolitan.

Name: Danielle Zarb-Cousin 

Age: 30 

Gender: Female 

Race: White (British)

Occupation: Model and Influencer

Location: Southend-On-Sea, Essex 

Interests: Music, fashion, beauty, classic films, country music, vegan food/healthy and sustainable living. 

Psychometric group : Aspirer/explorer 

Application to brief: I enjoy consuming content that is original and not following social media trends. As a creator, I am always looking for the next big thing before it happens. Originality is very important to me. I like to consume and can appreciate content that has been well thought out and not ripped off someone else. I enjoy content that promotes and shows how to achieve a more sustainable lifestyle, whether that be buying vintage fashion or showing how to up-cycle homeware. I tend to stay away from mainstream media news and engage more in smaller media forms for information as I find they do not engage in media bias like the big news companies do. I also follow a few ‘Good News’ channels as I find the mainstream media outlets can be overwhelming and can focus on the negative. The majority of the content I consume is online using social media sites and websites such as Pinterest for inspiration but I do buy magazines if I feel they contain information I would want to present in a mood board (home and lifestyle) or information I would want to keep for a long time, for example a magazine showing new vegan sustainable recipes would be something I would purchase because I prefer to have it in physical form and not on my phone.