Brandon Lambert is targeting 18-24 year olds in York, England for a new creative project. This age group is heavily involved in social media like Instagram and enjoys listening to music. They also prefer evenings over daytime. Lambert plans to incorporate these interests by making social media and music central parts of the project and holding activities at night. Two existing York attractions - a ghost walk and historic theater - provide examples of entertaining and educating audiences in ways that interest Lambert's target demographic.

1. Client Project Research
Brandon Lambert

2. Audience
My audience on a general level will be 18-24 year old, male and females who are within the
working class, should live relatively close to the York city centre or have an efficient means
of travel there. My target audience should also have a very creative mind and an artistic way
of thinking. 18-24 year olds are extremely involved with social media, According to a recent
survey by Harvard IOP – How Millennials Use Social Media (2015) – 51% of those aged 18-24
use Instagram, vs. 34% of 25-29-year-olds. Since so many 18-24 year old people use
Instagram I can use this to make something heavily reliant and involved with social media.
Another study from YPULSE shows that the second most popular hobbies of 13-29 year olds,
which incorporates my audience, 18-24 year olds is listening to music/playing an instrument,
I can use this to my advantage also by involving music in my product, or even giving people
who religiously listen to music a chance to make their own.

3. Audience
A page from the book ‘Personality and individual differences’ states that ‘time of day
preference shifts toward evening at about 13 years of age’, this gives me an opportunity to
interest my target audience by conducting my product at night time since 13 year olds and
above prefer evenings. My audience should able to utilize their creative mind in order to
create things. They should also be able to efficiently combine intelligences with other
people in order to come up with a idea/solution. History will also probably play a big part
in my product so my audience should also be interested in historical events, places and
items.

4. Existing Product Research

5. York ghost walk
• The York ghost walk takes the people taking
part around York and showcases some of the
towns most iconic haunted places, this
informs and also entertains the people doing
the ghost walk which is also what I aim to do
with my product, my target audience would
enjoy something like this since they prefer
evenings, obviously a ghost walk is set at night
time in order to complete the sinister feeling
of the walk.

6. York theatre royal
• The York theatre royal is the oldest continually
operated theater in York and one of the oldest
in Britain, this offers both a form of
entertainment and education, people who are
intrigued by history, like my target audience
will deeply benefit from this sort of activity.

7. Bibliography

8. Bibliography
1. Harvard. (2015). How Millennials Use Social Media. [Online].
iop.harvard.edu. Last Updated: April. Available at:
https://iop.harvard.edu/iop-now/how-millennials-use-social-media
[Accessed 15 September 2022].
2. YPULSE. (2021). Gen Z & Millennials’ Top 15 Hobbies Right Now. [Online].
www.ypulse.com. Last Updated: May 10th. Available at:
https://www.ypulse.com/article/2021/05/10/gen-z-millennials-top-15-
hobbies-right-now/ [Accessed 15 September 2022].
3. (2002). Children's time of day preference: age, gender and ethnic
differences. Personality and individual differences. 33(7), pp.Pages 1083-
1090. [Online]. Available at:
https://www.sciencedirect.com/science/article/abs/pii/S019188690100214
8 [Accessed 15 September 2022].