Research portfolio

Primary research

Questionnaire for collecting feedback about my corporate video:

https://www.surveymonkey.co.uk/r/Q7G9N78

This questionnaire was for our corporate video unit that we created so we could gain an understanding of who was watching our video and what their opinions were on it. It is a good example of primary research as I created the questionnaire with my pair, who also made the video the questionnaire is about. We developed all the questions ourselves and we were the ones who sent it out. This meant we could control who was filling out and ensure we would be receiving serious and useful data. We collected our own information through the questionnaire, which is the key definition of primary research. The results we have collected are honest and we know that they can be trusted to give us accurate data regarding the video. We included both open and closed questions so we could collect both qualitative and quantitative data. We controlled this by creating some multiple choice questions and some questions with text boxes that everyone can freely write in. 

 

Secondary research

Unilever research:

This research was for our advertising unit which we conducted because we had to make our own advert for a Unilever product. Gaining an understanding of the company allowed us to make a advert that fit with their brand. It is a prime example of secondary research as all of the information that has been collected came from other sources. All of the information here I gathered from various websites, excluding the video analyses, with the main source being the official Unilever website. I used this because I knew the information would then be highly accurate as it came from the official company.

Unilever rebranding pitch:

This was also for our advertising unit and we presented these pitches to our classes, using the research to support the ideas we were pitching. It is another good example of secondary research as I had to find pre-existing information about the company Unilever and the Magnum ice cream brand. I again used their official websites to ensure that the information featured is highly accurate and trustworthy as they publish it all. I used this research to back up the primary parts of my pitch, such as my rebranding and advert ideas.

TV Advert Analysis:

My TV advert analysis contains secondary research alongside my analysis, such as Galaxy's slogan, when the advert was aired and what channel it was aired on. The information didn't always come from completely reliable sources as I couldn't find what I wanted on Galaxy's official page or any other reliable website. I used the research to support my analyses of the advert. It was again for the advertising unit and the analysis allowed me to understand the importance of every aspect of an advert and what effects they can have on an audience.

Research for UEA PDP corporate video- Pages 1 and 2:

This research was for our corporate video unit. It's all about the UEA PD Programme as that's what our video was focused on. We conducted as much research as possible so our video would be highly accurate and representative of the programme. It is another good example of secondary research as I collected this research from other sources, primarily the East Norfolk website and the UEA PDP booklet. I could trust all the information as they are official sources created by EN and the UEA, who collaboratively worked together to create the programme and the Hive café. I collected a lot of research about both so our video would be well informed and the audience would be able to trust what we're communicating to them. 

Secondary research for documentary- Pages 1-3 (excluding cover page):

This research was for our factual programming unit that I conducted to ensure the information I presented was factual. It is another prime example of secondary research as the information was collected by others and they published it for public access. I used it for my documentary to ensure that the facts I was communicating were accurate. The purpose of documentaries is to convey factual information to an audience about topics and events, so I had to make sure everything I featured in my documentary was based on facts. 

Quantitative research

Questionnaire for documentary:

This research was conducted for the factual programming unit so I could collect the opinions of those I questioned and receive numerical data. It is a good example of quantitative research as I included closed questions, which collect quantitative data. It can be displayed using graphs and charts as it's numerical (it can be conveyed through numbers). I could then use the answers to the closed questions to find averages and patterns regarding people's experiences during the pandemic. 

Data for questionnaire about UEA PDP video:

This research was collected for the corporate video unit and used so we could understand the opinions of those who watched our video. It is a prime example of quantitative research that I collated from the responses to the questionnaire about the UEA PDP video. These bar graphs convey the popularity of each answer in multiple choice questions, allowing us to understand what the average effect our video had on the audience and what the audience though of it. The number of each response to the question was counted up and converted into graphs and percentages. 

Qualitative research

Answers to questionnaire about UEA PDP video:

This research was also conducted for the corporate video unit but the opinions we collected produced qualitative instead of quantitative data. These responses are a good example of qualitative research as they give non-numerical data. They are the reasons and opinions of those who reviewed our video and filled out our questionnaire, which is useful for understanding what they think of the video in more depth in comparison to qualitative data. These answers were in response to open questions which allow them to express what they think. We can then use this data to understand the minds of our audience and know what we can improve on for future work. 

Production research

Paperwork for UEA PDP video:

This production research was conducted for the corporate video unit that was necessary so we could find which locations we wanted to use, plan our filming schedule and gain permission to feature certain people and locations in our video. This paperwork is a prime example of production research as it's all focused on how the video was made. This kind of research then helps us to produce a successful and legally created video as it's all been thoroughly planned. 

We created a shot list so we knew what shots we wanted to film and the order in which we wanted them. We created a production schedule so we knew when we were going to film certain parts of the video. We also filled out a risk assessment so we were aware of any potential risks we could face whilst filming and had solutions to prevent them from happening. We made location recces to scout the locations we wanted to use and collect information such as the address, contact info and its availability. We then also had to fill out location and talent releases so we had permission to feature the people and locations we filmed in our video. 

We initially had images of the UEA that we'd found online in our UEA PDP video, and it came to our attention that we should've gotten permission to use them. We contacted the marketing team, who in turn emailed an associate from the UEA. They sent back a variety of images that they gave us permission to use and we replaced the former images with the ones provided. This means the UEA can't accuse us of using copyrighted material that they own and breaking copyright laws. 

 

Audience research

Rebranding pitch for Magnum:

This research was conducted for the advertising unit, which I conducted so I could understand the Magnum brand, their usual target audiences and the campaigns they've produced It is a good example of audience research because I gathered information about the audience who typically watch Magnum adverts so I could identify my own one for my rebranding idea. This included their gender, age, class, lifestyle and psychographic profile. I then related this information to their adverts, which allowed me to understand why they used certain techniques and imagery and how it appealed to their typical audiences.