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BTS - Onderzoeksverslag

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In dit onderzoeksverslag komen een aantal onderdelen aan bod. Zo worden er interviews gehouden met de doelgroep, wordt er deskresearch gedaan, een briefing opgesteld aan de hand van het bezoekje van Jordan Roy bij Inholland en komt een stukje probleemanalyse aan bod. Al snel kwam boven tafel dat J...

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  • April 9, 2024
  • 50
  • 2022/2023
  • Other
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, Inleiding
Voor Behind The Scenes is de opdracht om een AV-productie filmpje te ontwikkelen voor een
opdrachtgever. De opdrachtgever die onderzocht wordt is de Vocal Acedemy van Jordan Roy.

Voordat er een AV-productie filmpje ontwikkeld kan worden, moet er eerst onderzoek
gedaan worden naar de Vocal Acedemy van Jordan Roy en de doelgroep. Het is hierbij
belangrijk om te weten welke doelstellingen er zijn en welke eventueel ontwikkeld gaan
worden.

In dit onderzoeksverslag komen een aantal onderdelen aan bod. Zo worden er interviews
gehouden met de doelgroep, wordt er deskresearch gedaan, een briefing opgesteld aan de
hand van het bezoekje van Jordan Roy bij Inholland en komt een stukje probleemanalyse aan
bod.

Al snel kwam boven tafel dat Jordan Roy zijn Vocal Acedemy een boost wil geven in de
naamsbekendheid.

Doormiddel van onderzoek, een stukje productie en management en ondernemerschap is
uiteindelijke resultaat om een geschikte AV-productiefilmpje te ontwikkelen voor de Vocal
Academy van Jordan Roy.




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,Inhoudsopgave

H1. Deskresearch ........................................................................................................................................ 6
1.1 Jordan Roy ........................................................................................................................................ 6
1.2 Vocal coach ....................................................................................................................................... 6
1.3 Vocal Acadamy ................................................................................................................................. 6
1.4 Omgeving .......................................................................................................................................... 6
1.5 Doelgroep ......................................................................................................................................... 6
1.6 De opdrachtgever ...................................................................................................................... 7

H2. Introductie ............................................................................................................................................ 7
2.1Introductie groepje ............................................................................................................................ 7
2.1.1. Samenwerkingsgroepje ........................................................................................................... 7
2.1.2. Het logo .................................................................................................................................... 7
2.1.3 Rollenverdeling ......................................................................................................................... 7

H3. Onderzoeksvraag en deelvragen .......................................................................................................... 8

H4. Aanleiding en probleemanalyse vanuit de opdrachtgever (Deelvraag 1) ........................................... 8
4.1 Probleemanalyse .............................................................................................................................. 8
4.2 Debriefing ......................................................................................................................................... 9
4.3 Mailing met Jordan Roy .................................................................................................................... 9
4.4 Deelvraag 1 ..................................................................................................................................... 10

H5. Omgevingsanalyse (Deelvraag 2) ....................................................................................................... 10
5.1 Macro-omgeving DESTEP-analyse ................................................................................................. 10
5.2 Meso-omgeving ABCD-methode .................................................................................................... 11
5.3 Deelvraag 2 ..................................................................................................................................... 12

H6. Doelgroepanalyse (Deelvraag 3) ........................................................................................................ 13

H7. Operationalisering van het kwalitatief onderzoek............................................................................. 13
7.1 Interview informatie ....................................................................................................................... 13
7.2 Personen interview ......................................................................................................................... 13

H8. Conclusie ............................................................................................................................................. 14

H9. Betrouwbaarheid en validiteit van het onderzoek inclusief beperkingen van het onderzoek ......... 14

H10. Productie .......................................................................................................................................... 16
10.1 AV-productie concept 1 ................................................................................................................ 16
10.1.1. Planning ................................................................................................................................ 16
10.1.2. Begroting .............................................................................................................................. 16
10.2 AV-productie concept 2 ................................................................................................................ 16



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, 10.2.1. Planning ................................................................................................................................ 16
10.2.2. Begroting .............................................................................................................................. 16

H11. Management & ondernemerschap.................................................................................................. 17
11.1 Missie ............................................................................................................................................ 17
11.2 Visie ............................................................................................................................................... 17
11.3 Kernwaarde .................................................................................................................................. 17
11.4 Business Model Canvas ................................................................................................................ 18
11.5 Strategie........................................................................................................................................ 18
11.5 MVO .............................................................................................................................................. 18
11.5.1 People ............................................................................................................................. 18
11.5.2 Planet .................................................................................................................................... 19
11.5.3 Profit ...................................................................................................................................... 19
11.6 KOFTIG-model ............................................................................................................................... 19

Litratuurlijst ............................................................................................................................................... 21

Bijlage 1 ..................................................................................................................................................... 23
Vragen voor de briefing ........................................................................................................................ 23

Bijlage 2 ..................................................................................................................................................... 24
De briefing............................................................................................................................................. 24

Bijlage 3 ..................................................................................................................................................... 26
Mailing met Jordan Roy ........................................................................................................................ 26

Bijlage 4 ..................................................................................................................................................... 29
Macro-omgeving .................................................................................................................................. 29

Bijlage 5 ..................................................................................................................................................... 30
SMART- methode .................................................................................................................................. 30

Bijlage 6 ..................................................................................................................................................... 31
Topiclijst interviewvragen. .................................................................................................................... 31

Bijlage 7 ..................................................................................................................................................... 32
Transcript afgenomen interview .......................................................................................................... 32

Bijlage 8 ..................................................................................................................................................... 35
Planning Reclamespotje ....................................................................................................................... 35

Bijlage 9 ..................................................................................................................................................... 36
Begroting reclamespotje ...................................................................................................................... 36

Bijlage 10 ................................................................................................................................................... 41



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