For this post, I created a target audience questionnaire in Google Forms because I wanted to see who would be more likely to read my magazine, as well as what these people will expect or would want to see in the magazine.
Distributing the Survey
I texted several people the link of the survey mainly through WhatsApp, as well as on other platforms, such as Snapchat and iMessage
My Survey Questions and Results
Here is the link of my survey: https://forms.gle/t47XQ4r1b5NkXa8V6
I asked these questions in my questionnaire to get demographic information about my audience, as well as their personality type.
The vast majority of the people considered themselves explorers (searching for discovery and new sensations). This explained why the majority were also more interested in Travel magazines.
In regards to the travel frequency, 70.9% of the people reported to travel between 1-3 times a year, and 20% are frequent travelers (more than 4 times a year).
Pleasure and Family Vacations are the main reason people reported why they travel which goes in line with more than 95% of people who travel with Family (57.1%) and Friends (38.1%)
Travel motivations among people interviewed are "live new experiences" and "discover new cultures". This is great input for my magazine content as I intent to highlight different opportunities to know the city featured in the magazine issue which in this case will be Miami. With such vast and diverse culture in Miami, I think there will be plenty of content to share and to choose from that will cater to everyone.
At the same time people care about quality and comfort when travel so they can feel at home even away from home. A wide range of activities comes in second place as people like to do different things to enjoy their travel experience.
In terms of content, and in line with the rest of the responses, almost 40% of the people are more interested in culture & entertainment, followed by relaxation & discovery and sports & adventure, where these last categories are representing 20% each.
Mostly people reported they will want to see these content represented through list of recommendations, travel tips, things to do, best of, must see, ...). It seems that people appreciate also the beautiful photography of the places they will visit which allows them to recreate moments of their travel in the future.
The following question was to see if people recognize the importance of color scheme in a travel magazine.
The purpose of the following questions was just to see the visual concept in terms of colors and font my audience has for my magazine, and what they would be most attracted to/intrigued by. As I'm designing all aspects of my magazine these are important to know.
Colors play a major role in attracting people to travel as they associate the colors with the experience. Consequentially with the reporting, bright/vibrant colors represent fun, joy and enjoyment, and are well associated with travel and the excitement of discovering new places, evoking feelings of happiness. Pastel colors give serenity and goes in line with the 19% of people that reported looking for relaxation & discovery in the earlier question.
Regarding the font, more than 60% of the people were more inclined to the first option which is a modern serif font, that is casual, playful and fun.
For the cover question, option 1 and 3 were the ones with most votes. I wanted to know what style/aesthetic my audience is most drawn to so I can match their perspective. Option 1 evokes more relax and discovery while option 3 reflects more adventure.
I included a question regarding the way the magazine will be presented (printed/digital). Even nowadays everything seems to be digital, it was surprising to me to see that in terms of magazines, people still prefer to read the magazine as a printed version. It is also important for me to take in consideration having a digital version of the magazine as it will only expand its readership.
Here I wanted to check what would be my magazine price which according to the data collected should be between $9.99 and $14.99
I feel like my audience is more likely to be intrigued by something when is direct and it is right in front of their eyes. This is a conclusion I made from these last open responses, which vary from no, and a few answers.
In conclusion, I believe this questionnaire has helped me gain a better knowledge of who my audience is, what they want when traveling, and what they expect from my magazine. My survey helped me conclude that my magazine will indeed be targeted mostly to women, younger that 50, that travel for pleasure with family and friends, and look for relax time, entertainment, culture and living new experiences. Some of these results I will apply to my magazine, like the font for my masthead for example and the bright/vibrant colors for fun, excitement and enjoyment. The results obtained support my initial vision and ideas about the visual direction, and about my target audience profile in general, and I'm glad I was envisioning the project in the right direction. For the most part, I have found this to be very helpful and insightful!
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