Here are the key points from the research evaluation: - Product research provided examples of existing travel advertisements to understand effective design elements. However, it lacked customer insights. - The online questionnaire received around 16 responses from a diverse sample, allowing generalizable insights. However, online distribution risks a low response rate. - Structured interviews allowed an in-depth understanding of customer preferences and experiences. But the small sample size limits generalizability. Overall, triangulating multiple research methods provided a well-rounded perspective on the target audience for the travel advertisements. Both qualitative and quantitative data informed the audience profile and design approach.

1. Research
Ellie-Schreurs

2. Existing Product
This is a travel company logo. The font is simple, clear and easy to read. The
text is in 2 colours in blue and dark green. The word company stands out
because it’s in green and the font is bigger than the top 2 words. The star on
the left makes you feel warm and happy and makes you feel like going abroad.
The shape looks like a star fish. Which you could find on a beach at the
seaside. The star sign. Is a positive sign like something good is going to
happen. The colours overall are very bright and sunny – the yellow is like the
sun and the blue is like the calm Mediterranean sea. The overall impression is
like a fun young person logo which gets people excited about holidays in the
hot sun.

3. Existing Product
This is a poster to advertise Brighton
which is a seaside town in the south of
England. The main colour is blue because
you’re at the seaside where you can go
in the sea and have a picnic on a
blanket. The sky also is blue with no
clouds which makes you think of a sunny
day.
In the center of the picture is a red life
saving belt this makes you think that you
could bring your family and friends to
Brighton because it’s a safe environment.
You could also take your dog for a nice
walk on the soft sand at the front of the
beach huts. The picture doesn’t have any
people and it looks clam and clean and
tidy. This would make people think they
could have a clam quiet, relaxing
holiday.

4. Existing Product
This is an old fashion poster
advertising going to Newcastle on
the train people are wearing old
fashioned clothes but they look
smart. It makes you think of going
to Newcastle for a weekend away
and that it’s a busy and hectic
place. The contrast of the colours
of the water makes it look a
bright place which could be fun
to visit

5. This is poster advertise Whitley Bay
Which is seaside place for people to come for long weekend break with their family or
friends. The seaside is very busy and hectic place with lots of people. The colour
brown makes you think of the soft sand. It makes you feel that the poster was take on
a dark day because the colours they used are dark colours and not bright colours. It
makes you feel that this place would bee good fun because it seems like that lot to do
in this poster and it makes you feel that the people are having a great time here laugh
and talked.

6. This is a website about travel to diffrent
places for a weekend break with your family
or friends. The website tells you about what
hotal you could stay in and the cost of the
hotal and it tells you how to fights to theses
places. And the website tells you diffrent
places to visit in that area. And it tells you
how to get to where you need to been. And
taked about diffrent restaurant you could go
for a date night with your boyfriend. You can
see a image of a pair of sunglass which means
that it a veery hot summer day.

7. Research Analysis
• What common features do the researched products have?
• They are all talk about different place to travel in the
UK.they all have a bit of colour on the poster some are
bright and in some ares they are dark colour. In some of
the poster they have some people.
• What aspects of the research will you include within your
on work?
• I will include poster to tell you what you can go and do
in York for free. I will also make my poster bright and
make the title easy for people to read.

8. Questionnaire Analysis

9. Audience research
• Observation: There more 18-24 year olds, being around 40% of the question-air participants.
However there are a good range of other ages, both 20% of the market are 25-34 and 45-54.
• What this says about my audience:Most of them are 18-24 however there are some older
customers which will have to catered for. Overall there was a good range, from under 18 -64 years
old.
• How will your product appeal to this audience: The products will be mainly catered for 18-24 year
olds with bright fun colours however not so overpowering the older market segment. The fonts
used will be readable and larger to cater for people who need glasses to read. The activities
placed on the advertisements will be diverse to peak interest in all age groups. For example
cultural for older customers and bars for younger customers

10. Audience research
• Observation: There is more male than female however they
are close in percentage ratio. 56% for males and around 40%
for females, a small amount didn’t want to disclose their
gender.
• What this says about my audience: There are a lot of males.
• How will your product appeal to this audience: The
advertisements will be gender neutral, as this will cater for
all the customers. There may be more masculine colours like
blues to appeal to males, as this is the majority.

11. Audience research
• Observation: Colour preference is most of the participants liked
blue, 9/16 picked blue for what they associate with holidays.
The second colour was green. People liked combinations of
colours, groups of two and three were chosen.
• What this says about my audience: Most of the audience like
blue and green.
• How will your product appeal to this audience: The
advertisements will be blue and green. These and gender
neutral and a common favourite. This will help the
advertisements to be more appealing.

12. Audience research
• Observation: 9/16 customers said blue made them happy, there
were different shades of blue, sky blue was a common shade.
Others said green, pink and yellow.
• What this says about my audience:They all have a strong
preference for blue, mostly lighter shades of blue. Also greens.
The shades they prefer are mostly brighter and solid tones and
no hues.
• How will your product appeal to this audience: The
advertisements will be blue and green mostly with different
shades. They will also have a smaller amount of green, pink and
yellow to add verity and engage with the minority of the
participants. If the advertisements makes people happy they are
more likely to purchase the product.

13. Audience research
• Observation: Most of the participants associate with holidays with
beach and sun 25% and 30%, however this isn’t what my holiday is
focusing around. Other participants like destinations, people, food
and venues however this was a smaller amount. 18%-6%.
• What this says about my audience: Most people said sun, and
beaches
• How will your product appeal to this audience: The images on the
advertisements will have sunny weather in them and the activities
may expand to beaches in north Yorkshire, for example Whitby to
make the advertisements be associated with holidays. If the
advertisements have strong associations with holidays people are
more likely to buy the product.

14. Audience research
• Observation:most people said price was the most important factor
when booking a holiday 50%, closely followed by destination at 43%. 6%
said reputation of the travel company.
• What this says about my audience: Most of them actually wouldn’t
have an reservations when booking with a new travel company. As long
as the price and destination was what they desired.
• How will your product appeal to this audience: The holidays in north
Yorkshire will have to be at a competitive price and have carefully
selected destinations. This means cheaper places to stay however in
popular areas of north Yorkshire. This will make the holidays more
likely to be bought. As the company is focused around budget breaks
the price will the the unique selling point.

15. Audience research
• Observation: The participants said they likes advertisements
with more images at 62%, the remaining 40% said they liked a
mix of images and words. None said mostly words.
• What this says about my audience: They prefer Images and a mix
of words and images. If the advertisements was mostly words
customers wouldn’t engage with the content. Thus not buying
the holidays and make the travel company unsuccessful.
• How will your product appeal to this audience: The
advertisements will have a lot of good images with a smaller
amount of written information. The written information will be
in simple to read and larger font size. Non of the advertisements
will be just written content.

16. Audience research
• Observation: Mostly all the participants said they booked their
holidays online, at 94% only 6% booked through a travel agent.
• What this says about my audience: Mostly all of them find it more
convenient to book online. If the holidays were online booking only
it wouldn’t be a deterrent for people not to use the travel agency.
• How will your product appeal to this audience: The travel company
will be online booking only, with a easy process method and
multiple ways of paying. This will make the travel company easy to
buy from and cater towards everyones online needs.

17. Audience research
• Observation: Most people said places to relax is the most important
activity on holiday at 44%. Followed by an equal percentage for:
places to drink, historical buildings and places and places to drink
at 19%. No one said museums.
• What this says about my audience: It says the customers segment
likes places to relax, if the travel company had these then people
are more likely to book. Places to drink, dine and see are important
and will be acknowledged when considering the audience.
• How will your product appeal to this audience: The travel company
will have places to relax for a holiday in north Yorkshire, like spas
and walks. It will have also have historical places to visit, like the
minster and Whitby castle. Restaurants and bars will also be
advertised.

18. Audience research
• Observation: People associate York with an historical city,
a place for tourists, shops and restaurants. People said
little betties, cobbled streets and vikings.
• What this says about my audience: They all think York is a
city with all the things they like when on holiday. Specific
history themes comes through like vikings. People thought
of the minster, shopping and places to eat and drink.
• How will your product appeal to this audience: all these
strong associations will be in the advertising. On images or
for description to make the audience know the main
holiday packages will be censured around York city centre.
Meaning all audience can relate to the advertisements as
there will be a familiarity already there.

19. Interviews

20. Interview 1
• What is your favourite holiday memory, explain why? Barcelona for
my 25th wedding anniversary, sitting in a rooftop bar with my
family.
• What is your favourite activities to do on holiday, explain why ? If I
am on a summer holiday I love to sunbathe and read a book, if I am
on a city break I love to visit Cathedrals and the sights.
• What is your favourite holiday destination you have been to, explain
why? My favourite destination is Hawaii because it is so beautiful,
the people are really welcoming and it is very clean and sanitary.
• What do get excited for when going on holiday, explain why? New
experiences and time with my family.
• What do you not like about a holiday, explain why? All the washing it
creates, and sometimes having to get up early for the journey.

21. Interview 1
• Observation: Mum
• What this says about my audience: it says that my audience
like going on a summer holiday and like read her book. Likes
to sunbathe in the hot weather and she also likes to go on
city break and she the Cathedrals and see other attractions.
• How will your product appeal to this audience: this would
appeal to my audience because it has bright colours. It
would appeal to anyone who likes going away for a long
break with your family or friends. Who likes to do a bit of
sightseeing and likes seeing different cities like York which,
has lots of buildings you could go. Also like to take lots of
great picture to keep forever.

22. Interview 2
• What is your favourite holiday memory, explain why? Going to
Marbella with my family, and finding 400 euros in a supermarket
and celebrating my sister 18th birthday
• What is your favourite activities to do on holiday, explain why ? I
like to laying on a lilo in a pool having free drink all day and
sightseeing different cultures
• What is your favourite holiday destination you have been to,
explain why? My favourite destination is Tenerife as there is rain
park and a a hard rock cafe
• What do get excited for when going on holiday, explain why? Having
time off from uni and work
• What do you not like about a holiday, explain why? Coming home
and going back to work

23. Interview 2
• Observation:sophie
• What this says about my audience: It says my
audience likes the free drinks that you get all day
and she likes to lie on the lilo in the pool and she
also like going sightseeing and see different
cultures.
• How will your product appeal to this audience: This
would appeal to anyone who like city breaks and
who likes to walk around the different places. They
like places to eat. Theses holidays are suit for family
friends or Couples who want to on a weekend.

24. Audience Profile
Category Demographic Content to appeal to this audience
Age Range
18-60 • It is a wide range of ages so will have to
be appealing to all ages, different
actives to suit different audiences. York
has this, the minster vs York dungeons.
Gender
Both • Appeal to both genders by not using any
gender stereotypical colours, an
example would be all pink, this wouldn’t
suit males.
Psychographic
`likes going on
weekend breaks
and seeing and
learning about
cultures
• The place is, York which will be the city
advertised is full of culture and
sightseeing activities and has lots of
places to eat. There are also actives
outside of York easily accessible to go
see, for example Whitby.
Social Status
Low- Middle
amount of
disposable
income
• The York holiday prices will be at a
competitive rate, not too expensive.
York also has a lot of actives and
restaurants with a verity of prices.

25. Research Evaluation

26. Research Evaluation
• Give an overview of how you conducted your research.
Discuss the strengths and weaknesses of each method
– Product Research,
– Questionnaires, The questionnaire was a structured quantitative
method, meaning it does lack depth and may have a low response
rate. However the results can be generalised and adapted to turn
into numerical market research. It allows to gather necessary
information from a large sample of people.
– Interviews, The interviews were qualitative structured
interviews, it allows a more in-depth look into what the customer
wants and enjoys about holidays. It has a smaller sample which
lacks generalisation.

27. Research Evaluation
– What sort of a response did you get?
I got a good a good response, with a verity an answers. Good gender mix and age range.
A good verity of people with different tastes in regard to holidays. One person put one
non applicable answer and got confused with York with New York.
– How did you distribute your survey? Give an advantage and a
disadvantage. It was distributed online on social media. There was
around 16 responses from a wide range of people.
– Putting it on social media allows informed consent as participants and
pick whether to take part however may have a low response rate. The
sample cannot be controlled but will be more generalisable thus
making it reliable.