Task

MARKET RESEARCH FOR A YOUTUBE CHANNEL ON LIFE OR BUSINESS IN CANADA

1. Introduction

Embarking on a journey to study Canada's diverse landscape, a reliable YouTube channel appears, poised to reveal the complexities of Canadian life or company. Concentrated on interesting content tailored to audience requirements, it delves into culture, entrepreneurship, and lifestyle, promising an immersive Canadian background.

2. Literature review

The analysis surrounding Canadian-immersed YouTube channels shows a vibrant landscape steeped in diverse content. Existing channels deliver an understanding of Canada's cultural tapestry, from travel reports to enterprise ventures. A study of popular platforms showcases a spectrum of audience tastes, emphasizing a need for detailed investigations of Canadian lifestyle and nuanced business understandings. Studies reveal a burgeoning interest in content explaining the complexities of Canadian life, drawing both domestic viewers and global audiences fascinated by the country's multifaceted essence (Chen & Dermawan, 2020). Channels usually spotlight cultural nuances, local adventures, and entrepreneurial efforts, mirroring the audience's search for original narratives. 

 
Figure 1: Online media consumers 
(Source: Cmf-fmc, 2023)

Nevertheless, a review also highlights options for innovative practices and content gaps in distinct niche areas. A call for a more thorough analysis of Canada's industry landscape or localized understandings of lesser-explored areas resonates within the literature, offering an avenue for individual content design (Delbaere et al., 2020). Overall, the analysis illustrates the diverse attractions of audiences seeking immersive adventures within Canada, highlighting the possibility for a strategically crafted YouTube channel to delight viewers through entertaining, enlightening, and culturally rich content.

3. Methodology

The research method selected for this study pertains to the techniques employed to collect, research, and analyze data to draw conclusive results. For the examination of a YouTube channel concentrated on life or business in Canada, the deductive research method was used. This method enables the study of quantitative data to create and test ideas, refining public data into specific understandings.

Nevertheless, it is worth mentioning that while deductive reasoning helps in hypothesis evaluation, it may limit innovative thinking and potentially lead to erroneous decisions if data observations are inadequate (Halim et al., 2022). In the context of this study's desire to study the effect of media marketing on improving brand importance and value among media users, the deductive research process was instrumental in setting hypotheses and completing the study's goals connected to the Canadian life or business-focused YouTube channel.

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4. Results

In a survey including 20 participants, the demographics showed a predominant expression of people aged between 26 and 35 years, accounting for 50% of the respondents. Notably, the gender allocation leaned heavily toward female respondents, including 70% of the total participants, with a minority opting not to reveal their gender.

Regarding content consumption patterns, most respondents showed a choice for watching videos about life or enterprise in Canada once a week (70%). Further, the majority expressed interest in in-depth, more extended videos lasting 10-15 minutes (70%) or series/episodes surrounding distinct issues. The primary apprehension among respondents about life or business in Canada was the educational method (65%), followed by cultural diversity (15%) and occupation options (10%). 

Nevertheless, the immigration procedure and investment climate ranked somewhat lower in terms of consideration (La Rose, 2019). When it comes to entertaining with content, participants were somewhat likely to interact by commenting, sharing, or liking videos (25% somewhat likely, 15% very likely). High-quality content was recognised as the leading element that would prompt subscriptions to a YouTube channel concentrated on Canadian life or industry (Zheng et al., 2021).

In terms of content choices, the passion for Canadian lifestyle and culture content stood out (25%), observed closely by an interest in entrepreneurship and business understandings (20%), how-to guides for living in Canada (20%), and interviews with successful Canadians (20%). Regarding the significance of keeping up with current events or trends in Canada, the prevalence thought it moderately significant (65%), while 30% of respondents thought it very necessary.

5. Conclusion

It can be concluded that the market research performed for the Canadian-oriented YouTube channel explains the importance of audience choices and content gaps. Using a deductive research approach was instrumental in shaping the channel's design, especially in considering the media's influence on improving brand importance and significance in the Canadian context. 

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References

Chen, J.-L., & Dermawan, A. (2020). The Influence of YouTube Beauty Vloggers on Indonesian Consumers’ Purchase Intention of Local Cosmetic Products. International Journal of Business and Management, 15(5), 100. https://doi.org/10.5539/ijbm.v15n5p100
Cmf-fmc. (2023). How YouTube Contributes to Canada’s Media Ecosystem: Report. Canada Media Fund. https://cmf-fmc.ca/now-next/articles/youtube-canada-media-industry-report/
Delbaere, M., Michael, B., & Phillips, B. J. (2020). Social media influencers: A route to brand engagement for their followers. Psychology & Marketing, 38(1), 101–112.
Halim, Z., Hussain, S., & Hashim Ali, R. (2022). Identifying content unaware features influencing popularity of videos on YouTube: A study based on seven regions. Expert Systems with Applications, 206, 117836. https://doi.org/10.1016/j.eswa.2022.117836
La Rose, T. (2019). Rediscovering social work leaders through YouTube as archive: The CASW oral history project 1983/1984. Journal of Technology in Human Services, 37(2-3), 93–112. https://doi.org/10.1080/15228835.2019.1609385
Zheng, C., Xue, J., Sun, Y., & Zhu, T. (2021). Public Opinions and Concerns Regarding the Canadian Prime Minister’s Daily COVID-19 Briefing: Longitudinal Study of YouTube Comments Using Machine Learning Techniques. Journal of Medical Internet Research, 23(2), e23957. https://doi.org/10.2196/23957

Appendices 

Appendix 1: Survey Questionnaire

1. What age group do you belong to?
●    18-25
●    26-35
●    36-45
●    46-55

2. Which is your gender?
●    Male
●    Female
●    Preferred not to say

3. How often would you watch videos on a channel about life or industry in Canada?

Multiple times a week
Once a week
A few times a month
Rarely

4. What factor of life or business in Canada concerns you the most?
●    Employment opportunities
●    Educational system
●    Immigration process
●    Investment climate
●    Cultural diversity

5. Which structure would you choose for video content on this channel?
●    Short, concise videos (3-5 minutes)
●    In-depth, longer videos (10-15 minutes)
●    Series or episodes covering a topic

6. What social media platforms do you vigorously utilize for content consumption?
●    YouTube
●    Instagram
●    Facebook
●    TikTok
●    LinkedIn

7. Would you agree to live Q&A sessions or webinars hosted by professionals on Canadian life or industry issues?
●    Agree
●    Strongly agree
●    Disagree
●    Strongly disagree

8. How probably are you to contend with the channel by commenting, sharing, or liking videos?
●    Very likely
●    Somewhat likely
●    Not very likely
●    Not at all likely

9. What would drive you to subscribe to a YouTube channel concentrated on life or business in Canada?
●    High-quality content
●    Consistent upload schedule
●    Engaging and interactive content
●    Exclusive offers or insights

10. How significant is it for the channel to manage current occurrences or trends in Canada?
●    Very important
●    Moderately important
●    Slightly important
●    Not important at all

11. What kind of content would you choose to see more on a YouTube channel regarding life or business in Canada?
●    Canadian lifestyle and culture
●    Entrepreneurship and business insights
●    How-to guides for living in Canada
●    Interviews with successful Canadians

12. What matters within the Canadian industry are you most curious about for a YouTube channel?
●    Canadian cultural insights
●    Starting a business in Canada
●    Canadian job market insights
●    Canadian travel experiences
●    Canadian education system

Appendix 2: Age

Appendix 3: Gender

Appendix 4: View

Appendix 5: Life of business

Appendix 6: Video content size

Appendix 7: Social media platforms

Appendix 8: Webinars

Appendix 9: Contend channel

Appendix 10: Subscribe

Appendix 11: Current trends

Appendix 12: Appreciation 

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