Brooke MacInnes's profile

Consumer Behavior Study | Cities Sound Magazine

Brooke MacInnes
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Cities Sound Magazine Cover
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Table of Contents and Advertisement
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"In The Spotlight"
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Get Connected - Event, App, and Magazine Feature Suggestions
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"Making Their Name" - Article
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Campus Q&A - Original Interview
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Cities Sound Magazine Back Cover
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consumer behavior marketing magazine musician twin cities minnesota st. paul magazine layout editorial layout mpls type minneapolis saint paul
consumer behavior marketing magazine musician twin cities minnesota st. paul magazine layout editorial layout mpls type minneapolis saint paul
consumer behavior marketing magazine musician twin cities minnesota st. paul magazine layout editorial layout mpls type minneapolis saint paul
consumer behavior marketing magazine musician twin cities minnesota st. paul magazine layout editorial layout mpls type minneapolis saint paul
consumer behavior marketing magazine musician twin cities minnesota st. paul magazine layout editorial layout mpls type minneapolis saint paul
consumer behavior marketing magazine musician twin cities minnesota st. paul magazine layout editorial layout mpls type minneapolis saint paul
Problem & Objectives
Understanding consumers can be challenging, especially when they belong to a niche group or subculture of society. This project called for researching such a group and developing a magazine that would appeal and relate to the studied subculture. A teammate and I studied the societal subculture of musicians in Minnesota’s Twin Cities area, with a focus on college-age musicians. After researching this societal group and learning about its consumption patterns and preferences, we created Cities Sound, a hypothetical magazine designed to fit the interests (and purchasing patterns) of young musicians in the Twin Cities.
 
Strategy
To accurately understand this culture, we would conduct research to gain insight into the values, preferences, and habits of those within the group. Once a better understanding was developed, we would translate these new insights into informed decisions for the magazine, including article content, ad placement, and visual style. The magazine would cater to the preferences of the studied group and provide a valuable opportunity to investors.
 
Methodology
Getting to know an understudied consumer culture requires more than sending out survey or simply watching their spending habits. It requires a deeper understanding of their motives and preferences. It requries conversing, probing, and listening. To better understand the consumer behavior of this subculture of aspiring college musicians, three central methodologies were used:
- Individual Interviews
- Observation
- Secondary Research (Online)

Findings
The research uncovered a few key findings:
- Hedonic value is essential to this subculture.
- They also recognize and value personalization.
- Young musicians hold busy schedules, tight budgets, and realistic expectations.
 
Conclusion
From these findings, Cities Sound was designed to offer hedonic value that provides an experience for the reader, not just information. Ads were selected carefully (hypothetical) and placed strategically. Article content focused on topics relevant to the subculture. Key features that really speak to the findings include a “Campus Q&A” section, featuring local Undergrad musicians, “In the Spotlight,” featuring local bands with recent public recognition, and “Making their Name,” a feature on a local up-and-coming band or musician. Some of these articles prompt the reader to submit their name or band name for future articles, in an effort to involve the reader. Cities Sound isn’t for the reader, it’s about the reader.
 
My Role
My responsibilties included the following:
- Conduct one on one interview with a local college musician
- Research social media and online trends within the Twin Cities music community
- Design magazine layout of Cities Sound using Adobe InDesign
- Write copy for various articles
- Curate existing articles, advertisements, and photographs in an appropriate way
 
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Consumer Behavior Study | Cities Sound Magazine
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Brooke MacInnes's profile

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Brooke MacInnes's profile
Minneapolis, MN, USA

Consumer Behavior Study | Cities Sound Magazine

"Cities Sound" is a hypothetical magazine proposed as a class project. A teammate and I studied the consumer behavior of young, aspiring college Read More

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Attribution, Non-commercial, No DerivativesAttribution, Non-commercial, No DerivativesAttribution, Non-commercial, No Derivatives