research

1. Audience Research
Harry Allinson

2. Psychographic sheets

3. Psychographic Audience Analysis
Whilst researching my audience it is extremely effective to find and understand certain psychological trait
influences that would attract my primary audiences, that would be the most focused to my product, to your
product so that you can use those to your advantage by pandering to the right psychographic class of people
to optimize the appeal for the most desirable target psychographic audience.
Psychographic-wise, my product shares a fruitful amount of cross influences with the consumer
characterization explorer since my factual project’s subject is that of a bird feeding, which is something that
people within the explorer psychographic category would find potentially highly interesting and/or appealing
to them because their energy output tends to be drawn towards experience and challenges, which in
essence is what my factual product will endure for the audience, as well as the their ideal brand choices
which is frequently an adventurous one, at great convenience hence the general emphasis on nature and
birds, and they are usually students that are the first to venture the realm of the new brands brought into
the market thus making a potentially greater opportunity for my product to thrive if I create a product that
produces interest for the consumer market audience in a tactical yet creative fashion of execution.
That of the explorer and reformer psychographic both share cross similarities and also differences that
would be appealing to my product at the same time, thus meaning that I will attempt to and appeal to both
classifications to widen & strengthen my audiences population and hunger for my product through the
means of audience demand via psychological determinism and variabilities so differentiations of the various
influences for the different relevant groups of my product can be met at a professionally orderly and
measured standard. In terms of my product, these classifications will have great chemistry with my factual
bird feeding mini documentary product hence the main themes of my product revolve around birds and how
to feed them in your garden, with specific detailed analysis about how and why certain birds like certain
foods with vivid examples of the birds and feeders within the video recordings which links almost perfectly
with both explorers and reformers because they each uncover and share personality traits of wanting to try
new things (products) and exporting new ideas which leads me to believe these two psychographic would be
the best candidates to choose if I wanted an audience with the motivation to buy my product.

4. The age of my primary audience is 16-24 years old since as I have limited audience options and all my peers
are within that age. It is harder for me to find a different age group to appeal towards. This means that I can
easily develop an understanding of what my audience would for my bird feeder product via their age and by
looking at the demographics of various social medias so that I can determine which would endure the best
outcome for my product based on the most popular age bracket of each social media that enables videos of
my format.
Certainly, the best platform to display my product on is Instagram in terms of the pool of demographical age
statistics that states that the majority of ages are between 13-17 & 18-29. This would help maximize the
potential and be more inclusive of my targeted audience because if most of them are on Instagram by
default is the same as my audience, it is easier to gain influence and attraction for my product. The reason I
wouldn't choose a social media such as Facebook is because the popularity age is centered around people
who are middle age because the content persists of more mature topics like politics, science and general
entertainment. Instagram's content is more appealing to younger audiences because of the mass amount of
youthful influencers, athletes and artists such as Kylie Jenner, Selena Gomez
and Neymar Jr, as well as a large amount of topics like fashion, beauty and sport which, in the cultural
context of Instagram, has been vastly provoked interest in younger audiences.
Since I've stablished the media platform l will be choosing, I will add vibrant visuals and modern music within
my product hence those elements would fit my bird feeding video to appeal to my age demographic because
a majority of younger people like a clear and aesthetically pleasing video for a tutorial. Also I may add visual
and audio effects that could be reminiscent of other bodies of videography like modern YouTube videos,
Shane Dawson, and/or films, Green Planet, that my audience could relate to because they may have grown
up watching and still experiencing those nostalgic, relatable and pleasurable features to my product.
Age Audience Research

5. RESEARCH
Research Methods
 Existing Products
 Vox Pops: (vox populi, meaning voice of the people)
 Surveys: Online or in person
 Focus Groups
 Quantitative Research: Programme ratings, hits on a
website, box office figures etc.
 Qualitative research: Film reviews, game reviews, attitudes
to media products, responses to advertising campaigns etc.
 Methods & Sources Of Research: Books, directories,
newspapers, film archives, worldwide web

6. Survey Analysis
https://sproutsocial.com/insights/new-social-media-demographics/

7. Existing audience survey research Analysis (Facebook)
It’s no surprise that the majority of people on Facebook have an
income is $75k+ because the demographics primarily express that
the most people live in urban areas and these areas are where all
the biggest businesses are based thus being one of many factors to
the equation of this demographic outcome. Also generally Facebook
has a more focused cooperation business aura than other social
medias like Snapchat, YouTube & TikTok on average because
although on YouTube there is marketing profile it is at a lesser
extent then Facebook as business cooperation’s are concerned
because masses of the content are produced and run by
individualist solo creators that are not run by big businesses or at
most are run by a small independent group unlike a lot of Facebook
accounts.
From these varied Facebook graphs, we identify that the audience demographic is primarily 18-29 & 30-49
year old females from urban areas. This could indicate that parts of the Facebook algorithm, display and
content on the website is designed for women primarily and/or it naturally panned out in that direction
because Facebook is a social media, therefore the social climate for each gender can easily shift depending
on multi-variables changes and applications. Examples of this would-be cultures that are specifically
dominated by a gender, thus meaning from when this survey was conducted, women have dominated more
of a culture on Facebook than the men and the same philosophy can be applied with age.

8. Evidentially, Instagram is primarily used by younger audiences which
would be an ideal audience for my product because this is the age
group that I will be trying to appeal to for my product. If I broadcast my
video onto Instagram, it may get positive attraction for my target
audience which dominates the age demographic on this social media.
Although the primary locations that Instagram users live in is urban and
suburban, it could potentially be positive for my bird feeding video
because I can express to audiences that don’t live in the rural areas. By
showing them how to do something that they wouldn't usually think
about since they don’t live in areas where they would be individually
and socially influenced to create a bird feeding station, therefore it
could be a great educational video for many of the audience on
Instagram because of their unexposed living environment.
Primarily, females make up the majority of the gender demographic on
Instagram with 12% different above men. This could be educational
because a lot of young women don’t typically put up bird feeders
because it's usually older people who have settled down in a household
that are the most frequent people to use a bird feeder, thus meaning if
I appeal to this audience in an informational and education manner it
could be peak interest in an audience that would usually
demographically be into bird feeding and it could potentially culturally
influence more younger women and men to partake in the act of
feeding birds in their garden.
Existing audience survey research Analysis (Instagram)

9. Existing audience survey research Analysis (YouTube)
When looking that this survey, the first thought about it is that all
the statistical analysis demonstrates how popular YouTube is in
general throughout all demographics with the one exception of
65+ year olds. This outcome has occurred because YouTube is an
accessible social media with probably the largest amount varied
video types and styles across the app which makes it harder to
label YouTube as a social media for a specific thing because it's so
widespread and non-specific. For the product that I will be
creating, YouTube could be ideal but because YouTube isn’t specific
enough in contrast to other audience demographic for my
audience so it wouldn't be as good as a contester to use as a
platform then Instagram is because Instagram panders to my age
demographic more specifically and focused then YouTube, thus
why I will be choosing Instagram indeed of YouTube.
Also Instagram have introduced Instagram TV which allows for
over 3-minute videos which has caused a surge in higher
production video products since they introducted it because it
opens the doors for lengthier videos.
Youtube is is mostly used by males by 10%, but depending on the
content released, the 10% difference can cause major disparates in
terms of what gender would dominate a certain video type, topic
or aesthetic.

10. RESEARCH
Primary and Secondary
Primary Research techniques (new data)
 Online quantitative surveys
 Online qualitative forums
 Interviews, focus groups
 Social listening
Secondary Research techniques (desk research)
 Market/Category Data
 Survey Results (Conducted by another source)
 Consumer Market
 Category Trends
 Reviews
 Online Forums

11. • Observation: The statistics show that my audience is roughly equal amounts of both
genders with females leading over males by 10% at 55% and males at 45% of audience.
• What this says about my audience: This says that my audience
has an almost equal amount of people from both genders of people who took my questionnaire.
• How will your product appeal to this audience: My
product will include a general consistency within its themes to pander to both genders.
Primary Audience research

12. • Observation: 100% of my audience is between the ages of 16-24 years old
• What this says about my audience: It’s a very narrow range of young
ages, which consists of those that are living with their parents as well as those who are not.
• How will your product appeal to this audience: My product will
appeal to this audience because it will include techniques such as video editing that will resemble inspirations
from other YouTube videos and linguistic narrations from nature series to allow the age range to feel familiar to
the content so that it is more entertaining.
Primary Audience research

13. • Observation: Most of my audience has a bird feeder in their house but 27.27% do not
have a bird feeder in their home.
• What this says about my audience: This means the most of my
audience aren’t in order of buying a new feeder because they already have one.
• How will your product appeal to this audience: My product
will appeal to audience because most of my audience has a bird feeder and the minority
can buy one if they feel inspired via my product.
Primary Audience research

14. • Observation: There seems to be somewhat of a mixed variation of social medias among my
audience with YouTube being the most prominent one used the most at 65%. With Instagram and other
social medias contributing to 35% of the most used among my audience.
• What this says about my audience: This says that my audience primarily uses
YouTube as a social media.
• How will your product appeal to this audience: My product will
appeal to this audience because it will be posted on YouTube which will make it more accessible to most
of my audience because they primarily watch videos on YouTube and thus will understand the navigation
of the social media more comfortably.
Primary Audience research

15. • Observation: The overwhelming majority do have an outdoor area consisting of 90% of
my audience.
• What this says about my audience: My audience predominantly has
outside space where they live or the land they own.
• How will your product appeal to this audience: My product
will appeal to my audience because they will be more engaged knowing that they have accessible
space for a birdfeeder to be put up hence grasping their interest into my product and being more
relevant to my audience.
Primary Audience research

16. • Observation: Most of my audience lives in the suburbs accounting for 65% out of the other 35% of who
live in urban and rural areas.
• What this says about my audience: Most of my audience lives in areas where there
is a lot of housing. The other 35% makes is made up of a mix of people who live in the country (rural). As well as built-
up city and sometimes town areas (urban).
• How will your product appeal to this audience: My product will appeal
to this audience because a great number of people who live in suburban areas are a custom to land and
architecture whereby, they can use for hanging and putting up bird feeders on. This being
subsequently relevant to my product because I will be displaying my bird feeder and how to put it up in the
form of a video guide.
Primary Audience research

17. • Observation: 100% of my audience enjoy nature from my survey.
• What this says about my audience: They are well accustomed to
nature and find it aesthetically pleasing.
• How will your product appeal to this audience: They will
be more engaged and entertained by my product because they like the realm of which that my product
possesses hence contributing to the appeal. As well as the helpfulness of my product for my audience.
Primary Audience research

18. • Observation: 90% of my audience's questionnaire answers said that they found tutorials helpful.
While 10% answered that they didn’t.
• What this says about my audience: They find tutorials helpful and most of them
probably use tutorials to navigate how to get a grasp of things. So that they can also emulate things in their day
to day lives because if one finds themselves finding something helpful, then therefore one must have had to
use a tutorial in the past I order to fully understand the potential of their helpfulness.
• How will your product appeal to this audience: My product will appeal
to this audience because since my product consists of a tutorial, and my audience is saying that
they primary find them helpful, then my product will create appeal to them because they're
willing and happily able to take in information from a tutorial.
Primary Audience research

19. • Observation: 0% of my audience dislikes bird watching and much of my audience enjoy it at 54%.
18% say that they sometimes enjoy bird watching and 27% say that they've never tried it.
• What this says about my audience: My audience seems to enjoy bird
watching and introspective towards nature and specifically birds. None of my audience state that they don't
enjoy bird watching, which represents my audience in a bird inclusive way for the most part of these statistics.
• How will your product appeal to this audience: This will
greatly appeal to my audience because the core theme of my product is bird feeding and if my
audience for the majority likes bird feeding, then my product will be popular, if not highly
tolerable, among my audience.
Primary Audience research

20. Primary Audience research
• Observation: 100% of my audience would be interested in buying a nature
product.
• What this says about my audience: All of my audience likes nature to
the extent whereby they would buy a product that involves it.
• How will your product appeal to this audience: My
product will appeal to this audience because it revolves around birds which is a subsect of nature that
can be enjoyed by audiences who like nature.

21. Subject Research https://www.youtube.com/watch?v=64R2MYUt394
Life on our planet is a docuementary about various topics that involve a series of events that are oocouring
in our planet in the modern day and a deep dive into how these elements of our planet came to be. This
documentary is narrated by David Attenborough who is an icon narrator in the world of nature documentars
because of is distinct voice and in depth analysis of nature.
From snippets of the trailer for this documentary modern day topics that are being discussed in the trending
and not so known realm of the socio-political landscape, which are discussed. Such as climate change and
how humans are contributing to that as well as other major topics.
What is unqiue to this documentary that other Attenborough documentary’s don't usually entail, like in
Green Planet, is that this documentary is somewhat in the perspective of David himself, which is appealing
to a large quantiof his audience because of the amount of respect people have of his filming of the many
decades as a narrator and a wildlife enthusiast.
In the rise of prodominatly youthful climate activists, it was both a smart and educational move for Netflix to
capitalise on this subject with the great David Attenborough who has seen through generations, first hand
what humans have been doing to the planet. From the interconnection between the narrator, who is wise
about the topics, and the young audience there is great meaning and understanding in what is being say
because it's from someones long-time experience perspective that is being translated to young people who
won't get to grips to what has happened in the past decades as raw as what David as went through as he's
been at the forefront of evolution of the planet, which can't be understood by a young person's perspective
as realistically.

22. Subject Research https://www.youtube.com/watch?v=NmQeXOCfd9s
The new new season of Springwatch starts episode 1 an authentic beginning by
expressing how the impact of corona virus has effects their camera crew which
cause some restrictions on the amount of people who could record, which was
displayed at the start of the program. As well as the impact it had on the wildlife,
which was a relivent start to the season, not only because of their camera crew
but because it acctually had a great impact on the wildlife. This is because there
is less traffic and pollution in some areas of Britain, like the Thames where
there's been a great transformation over the months, causing the river in the
rural areas especially to be purer thus attracting more wildlife like moths and
birds to become more atune to their environments, which was depicted and
presented in a very professional manner for the audience.
Within this product, it was obvious that because they are going for such a non-
specific, general, collectivist series that is inclusive of different subsets of
wildlife, that within that package they probably felt like it would have been
easier to keep a consistancy to there series, which was why the producers tried
to pander to a widespread demographic via making obvious elements, that
would be included in a web series, so that they would fit different ages for
example. We can see this in the tone of the programe where it is clearly up beat
and kid friendly (no swear words included) and in the contextualisation of
information brought forward which is often in depth but is presented in an easily
digestiable way simultaneously can quickly transition into a more complex topic
or disussion that most people who are of the youger demographics could find
harder to follow.

23. Gardeners world is an introspective dive into the specific way to improve and to enrich your garden with techniques
that are narrated to the audience with a live visual process within the video so that it can guide the viewers about
what they would need to do, in a helpful form, to efficiently better their garden. A great walkthrough on the show
was when one of the presenters showed the audience how much water is needed to grow tomatoes and he also
mentions the time that it would take until you would need to wait to water them again, which was one week. The
narrator goes into even more depth when he begins to talk about if the tomatoes are being grown in a container
that you will need to use more water, as well as that it is a lot more efficient if there is a lot of sun light. This a-
ray of information that is relevant to differnet circumstances and situation, give the show a sense of trust and
helpfulness that amplifies the credibility and entertainment value of the it.
Not to mention the narrators voice, which is calming in delivery because of his soft voice, that is complimentary
alongside is gestures. Subsequently, there's somewhat of a synergistic response to his actions that contribute to the
garden's growth and his voice because they both share the similarity of being subtle yet meaningful in
their emotional outcomes.
The production of the show isn't over-produced, which gives it that raw at home aesthetic that the audience is
looking for when watching a garden show. Also unlike other nature documentary's which often switch their themes,
this one keeps a relatively consistent, to the point approach that makes the minimalistic aurora that is quite fitting
for the film because although it gets complex, it does so in a way that is condensed. This makes sense for the theme
of this film because most people have small to medium sized gardens, thus meaning the narration and the content
should almost reflect the size of the garden so that the guide doesn't feel too over the top. Just like the production
quality, the content wasn't over done for the context of the environment.
Subject Research https://www.youtube.com/watch?v=iJTKOZJ9rUQ

24. Bibliography

25. Bibliography
1. Netflix. (2020) A Life on Our Planet, David Attenborough
2. BBC. (2020) Springwatch, Episode 1
3. BBC. (2020) Gardeners World, Episode 14