Market research is used by companies across the world to find out what area of the market and what country will their product be sold more in to get a better target audiences. So what the companies do is they get questionnaires and do surveys on a small part of the population and see what products there buying and from where. This is one of the many ways companies and governments find out information, They get some of this information from the internet and from going to houses to find out what types of people will use the product and what locations that it will be used in, cities, towns, villages places like that. They use primary source’s compared to secondary as primary is more reliable as primary research is research you have done yourself compared to secondary which is someone else is work which you don’t know where they got the information from.
What I have found about Pokémon is that they don’t do research but the parent company Nintendo dose a lot of market research and a lot of this is free to the company, due to a large amount of people logging onto there Pokémon websites. These sites are full of questioners and with every purchase online of the games and merchandise the person submits their personal information most of this can’t be used but the address of the person can be. This allows the company to build up a picture of what areas of the world the sales of Pokémon are high, and then they can market the product to these high interest locations.
The products must be market to a specific demographic, when Pokémon first came available for the public it was marketed towards children between 6-10yr but into days society people of all ages are buy Pokémon and it become one of the world’s largest franchise. The company has changed its target demographic from 6-10yr to 6-18yr but people of an older nature still buy the product for the younger audience. Nintendo use’s both types of data Quantitative and qualitative, which is data made up of numbers which is Quantitative like statistics and other data using number. Compared to qualitative which are questionnaires and forms of text. These both have their advantages in a company like Quantitative is good for gathering numbers to create reports and statistics on a topic by looking at the numbers but with you can look at the opinions compared with just number this allows the company to see the feelings the customers and target audience have.
The disadvantage of not doing market research is that you are launching your product blind as it were and as a result they would most likely be marketed in the wrong locations, and to the wrong demographic with this problem the product will have the sales will be low. So you must always do research before you release your product so that you don’t sell it to the wrong demographic. They must also take into count the social-economic as some people can’t get access to the video games but they can get the card game so the economic status of the people who you are marketing too is very important as you must make sure the majority of the people can afford it.
Pokémon the product has been constructed to appeal to the younger audiences; the games and the animated tv series use bright colours and the idea of collecting and greed. When people are younger they are naturally greedy and this idea of “gota catch’em all” is based on the idea that all children are greedy and what to be the best. Also the games have been altered for different cultures so they can get a better feel for the character this also allows the children to relate to the games and tv shows more.
This not just visible in the language but also some small things are changed like the food and the clothes these are just some of the most simple to notice, but there are other things like the way the laugh this is all done to make the viewer capable to relate to the characters more and in so want to follow the game and TV show more.
Pokémon has a massive amount of fans worldwide this has created the capability for Nintendo to create Pokémon convections and sell the games and merchandise even more but this fan base has not been here forever. There have been some big problems with Pokémon but the worst and most well known is when a Pokémon form the TV show flashed and caused epileptic fits in children. There has been other controversy like one of the Pokémon cards had a reveres swastika which made the Jewish community very angry. But with Pokémon there is to main set of fans like the mainstream the most loyal but you also have the sub main stream a lot of these are adults and more of the older generations.
Media companies across the world use market research from places like the NRS (national readership survey) this research is used to look at and compare different types of households which are put in category’s which are based on income, outgoings and job type A-E to find out which one is more likely to buy the product or use it. Pokémon brand is a hard one due to the survey only is allocated to people 0ver 18 so they must use the information about their parents of younger children, but that isn’t a problem because the parents buy the games so the information is available but you just need to do some more in-depth research which is demographic.
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