Target audience research (07/02/13)

As per my previous post, my plan was to research the interests and lifestyles of the target audience for the brief (18-24 year old males) via magazines aimed at them. I chose four magazines, all aimed at this demographic but with slightly different styles and calibres: Nuts (a typical lads mag), GQ (a more classy publication), FHM (in my opinion, middle ground) and Mens Fitness (focusing on health and fitness, as per the title).

Despite their differences, there were definite and distinct overlaps between the content of the various magazines, even the more specialist Mens Fitness. I feel even the way each magazine describes itself in it's Google Search results gives a good indication as to what this common ground is:

FHM Men's Magazine | Sexy Girls, News & Men's Fashion | FHM.com
Check out sexy girl galleries and funny videos from around the web brought to you by FHM.com, the men's entertainment magazine online.


Men's Fashion & Style | Entertainment & Sports News | Girls | GQ
Men's fashion & style brought to you by industry experts at GQ.com (UK). GQ magazine provides entertainment, sport and culture news, reviews and comment.


Nuts | Topless Girls, Web Games, Funny Videos, Glamour Models ...
Welcome to man paradise where girls, games, gadgets, laughs, footy and fun abound!


Men's Fitness - Sports, Fitness, Health, Nutrition, Style and Sex
Improve your strength, muscle growth, endurance, health and style with expert fitness and lifestyle tips from mensfitness.com

Topics covered by all the magazines included sex/females, fashion/grooming, cars, humour, technology/gadgets and health/exercise. This alone gave a good indication that these are the types of things that attract or interest the majority of men. However more than that, looking at the magazines enabled me to identify underlying messages to men about what is perceived as being "socially acceptable" for a male:

- The magazines encouraged men to be the best - have the best, wear the best, drive the best, know everything, be up-to-date, and so on. It struck me that there was a lot of aspirational focus - interviews with "successful" people; articles on new, expensive sports cars, etc.

- There was also a very strong emphasis on being manly and masculine, and what makes you manly and masculine. For instance, fast cars, action films and extreme sports - men may like these things (perhaps due to the danger/risk/thrill element) but men are also expected to like these things, as typically/historically society expects men to be tough and brave and fearless. I feel being accepted and perceived as a "real man" is very important to males.

The above is a promo clip for the new Die Hard (action) film from www.FHM.com. Although humorous and self-deprecating, it is an example of the way in which being a "real man" is portrayed. 

My findings from this research will play a big part in both the concept and aesthetics of my solution to the brief. I feel it will be important to portray Bacardi as a high-quality brand (in-line with the idea of aspiration and being/having the best), and I now also have a better idea as to how a masculine edge could be sought (for instance, in terms of imagery that would attract a male audience, or language that would validate Bacardi as an acceptable man's drink) which is essential.

On the other hand, the magazines have also confirmed that humour appeals to males - all had jokes, funny stories, interviews with comedians/comedy actors - so perhaps this is another angle to approach a solution from. Whether humour is used to impress friends, be in on a joke (acceptance/part of the gang?) or just because men like to laugh, it seems to be something that gets their attention.

My next step is to look at existing products and campaigns aimed at men (both related to the alcohol industry and otherwise) and see what strategies have been employed (for instance, the cool, slick approach or the comedy element).

Not being an 18-24 year old male myself has been a disadvantage to some extent in this brief (!). It's quite hard not to be swayed towards what I like and what would make me drink Bacardi, and instead put myself if the shoes of a young male. However completing this research has definitely opened my eyes to what might make the target audience tick.