How can Uses and Gratification help you to generate questions for my audience research?

Uses and Gratification helps me generate questions for my audience research as it allows me to recognise different audience opinions and demands. This is because this theory focuses of audience and their power as consumers of the media as I am able to ask them why they make certain choices and what they gain from certain media products. Without the audience, the media would be nothing. The media needs the audience in order fulfil their needs and desires. 

This theory allows me to gain individual audience research such as the need for personal identity, so what each individual needs to be satisfied with a film. I am able to find out why each person watches certain films, at certain times in certain places etc. It also enables me to find out why each individual needs reassurance and routine. For example, if a TV programme is on a certain time each night but on an occasion it is on later due to football or for another reason - a loyal consumer tends to get annoyed as it is out of routine and they believe nothing is more important them their programme and their routine. 

Nether the less, there is still issues with this theory. One issue would be that it is a difficult theory to go anywhere with or put in place purely because it has such a wide variety of answers as it relies on its audience. Therefore, it is easy for me to do my audience research with this theory as it based purely on audience opinion and demand. 
It is an also an issue for the media as it gives the audience more power than the media producers. 

I think that the Uses and Gratification theory is a good researcher tool for me as it allows to get opinions from many individuals which I can round up and see what mosts consumers want within media products. It gives me a clear understanding of why different individuals want different things and how as a media group we can compromise to create the best outcome for the film.