Audiance

1. Client Project Research
Your Name

2. Audience
My client is going to want my products to target the right audience, so I will research the following
attributes about them, this includes; age, gender, socioeconomic status, geodemographics and
psychographics. These topics are important to research as they heavily impact which market a
product attracts to it.
The company I am working for doesn't target one particular age group with their products so when I
am designing their advertisement material I will have to acknowledge this, however their typical
customer is most likely to be between the age of thirty and fifty. People in this age bracket are
normally much more focused and mature, this means that they normally have specific idea in their
head of what they're shopping for, so when designing the advertising material I will have to create a
product which can draw in customers that are not intended on buying that product. This could be
done by making the advertisements much more professional and sleek. This would also help
because the company targets business owners, due to being a wholesale company, causing the
target social class that I have to target is middle and upper middle class. It is most likely however
that I target the middle class as the general customer owns a small niche shop. Meaning that I will
have to create a professional product, I can do this by keeping it the products clean using a precise
layout that shows information clearly without filling lots of area which would make the product
appear cluttered and rushed.

3. Audience
The company I have got the brief from don’t target any specific gender. Most products
that are aimed at a certain gender would us specific colours as people have learnt to
associate certain colours to masculinity (blue) and femininity (pink). Some companies
will also have multiple different products combined into one for a certain gender whilst
for the other each product will be separate, mostly evident in products such as
shampoo. However when creating the products from my brief I will have to keep
everything as neutral as possible, as I don’t want to alienate a large part of the
customer base by being too stereotypical in my design.
There are a range of different psychographics, two of these are Balanced and Needs
Driven, deciding which psychographic my audience is would help greatly when creating
a product successful for my client. My clients main target is definitely part of the
achiever psychographic. This is because they are all business owners looking to make
money and have success in the particular market they are in. So when I am creating my
advertisements for the wholesale company I will have to focus my products on things
such as the money, power and individuality.

4. Client
I have shown my client this and for the most part he agrees with my audience
research and the people I will need to be targeting with my products. He agrees that
the main age for his audience would be between the ages of thirty and fifty, but also
says that he doesn’t believe is a key factor with his audience as they are all very similar
in their life attitudes and reasoning. This links well with the economic class my product
will target, my client agrees that the middle is the right audience, he also likes the
idea of targeting the niche audience as he says that the customer base would
commonly be seen as “hippies”.
Because the company sells minerals they do not particularly target any market overall,
and my client agrees with my research here but does believe that more women buy
the jewellery that they sell. So I will have to take that into consideration when I create
product. In my first research I didn’t mention geodemographics because my belief
was that the company sells to people all over the UK and to some people overseas.
However after speaking to my client I have found that even though this is true, most
of the customers shops are in town or city centres where they would get most traffic
to their shops. However I do not this will effect my product as I am creating
advertisements to be placed around trade shows.

5. Bibliography
• Alex Harcourt. (2017). About us. Available:
https://www.dolphinminerals.com/about-us/. Last accessed 20th
Jan 2019.
• -. (3 April 2013). Huge survey reveals seven social classes in
UK.Available: https://www.bbc.co.uk/news/uk-22007058. Last
accessed 22nd Jan 2019.
• Aleksandar Macasev. (-). Gender… Why that Color?. Available:
https://munsell.com/color-blog/why-that-color-gender/. Last
accessed 22nd Jan 2019.
• EVAN BROWN. (8 JUN 2016). Age And Gender Based Color
Preferences. Available:
https://www.designmantic.com/blog/infographics/age-and-gender-
based-color-preferences/. Last accessed 23rd Jan 2019.