The document discusses research on the target audience and existing photography tours in York for a new photography tour project. It analyzes the 16-24 year old audience, noting their use of social media and budget constraints. Existing tours are reviewed, highlighting good photography locations and techniques seen, such as capturing natural light effects. Specific locations like York Minster and Coffee Yard are identified as having potential, along with styles shown in a sample collage like variety, leading lines and foreground elements. The research informs planning for attractions, pricing, scheduling and photographic styles for the new tour.

1. Client Research
Henry Graham

2. Audience – age
and gender
• The target audience is people ages 16 –
24 My initial thoughts is that this age range
is a bit tricky to work with as you have
people who are either still teenagers,
young adults or full-grown adults. This
means there will have to be either a wide
spread of different attractions or
attractions that suits the attention of all.
Gender also needs to be taken into
consideration. The target gender is going
to be both male and female. This means
that each attraction will have to suit both
genders. For example, something like a
fashion show would appeal more to a
female and something like a football venue
would appeal more to a man. But
something like a cinema or an ice cream
bar would appeal to both genders.
However, one of the main ones I can think
about is using social media to create a tour
as this suits the age group as pretty much
all teens and young adults have social
media now a days and it also suits both
genders.

3. Audience - Social Media
(geodemographics)
• 59% of the world's
population uses social
media (4.70 Billion People)
• Facebook is the most used
social media platform
• 13 new people join social
media every single second.
• Worldwide people spend
on average around 2 hours
and 27 mins per day on
social media
• Over 3.725 billion people
across the world are active
on social media.

4. Audience - Socioeconomic
• One factor that I know I will need to considerate is about the income of teens and young
adults. A lot of teens do have a weekend job where they make a little bit of money however a
lot of the time, they want to put it into savings for the future however if they do wish to spend
it, they won't spend it on anything they don’t want to, especially not something like a tour
around York. I would say that females are more up for getting outside than men are but
generally it applies the same to both male and female teens. And then some teenagers don’t
make any money and borrow some from parents. Using the information, I know that the tour is
going to have to be either completely free or very cheap to suit the interests and needs of what
teens are willing to do.
• Another thing which need to be taken into account is the target audiences' education. The
first way that this affects them is again in terms of money. At most events, venues etc. people
that are in education get thing either free or at a reduce price. However, I can think about this
more when I plan everything to do with the tour, but it will just have to be kept in mind. The
second way this affects them is in terms allowing the tour to fit it around their
schooling/education. Most young adults are at school 3 – 5 days a week which only leaves a
few days that they will be free before they go back to school or college. This means the most
suitable day to do it would be a weekend. However obviously most teens want to just relax
over the weekend which is the idea of having a potential prize will help counter that as it gives
the reason to want to go out and do it. An idea I have so it doesn’t have to be a specific day is
to either have it as both days at the weekend or just have it as a week project then if they have
time after school or any other time then they have a week to do it. Again, something that can
be planned but still something that will have to be thought about to make it suitable.

5. Existing Product Research

6. 5 Hidden Photography
Locations in York - YouTube
• In this YouTube video by Yorkshire Photo Walks this guy walks around and
shows some really nice scenery locations around York which I could use for my
tour. Some of the locations are out in the country side of York in very quiet areas
and some of them are in the main parts of York which gives a nice variety to
work with. My 2 favourite locations that you can see in the video are York
Minster and Coffee Yard.
• I like the look of York Minster as it is one of the biggest attractions in York and
the one that most people would like to see. There are many photography ideas
at this location as the minster is so big, I can take pictures of spine at the top
zoomed in or a picture of the whole thing from far away as its most of the time
always in view as you walk around York. Not only that but given the opportunity
you can go inside the minster which has many potential photography point
inside.
• And I like Coffee Yard as it’s a small ginnel with a few shops. This makes room
for many photography ideas as I can take photos of the inside and outside of the
shops as well as the ginnel itself. They are also have a few very unique signs all
the way down the street with lots of different colors. It’s a quiet little location
that is fairly hidden so it would be nice to add to the tour for quite a unique
experience as its probably somewhere they have not been before.
• There are also some nice scenic locations in the video like the York cemetery. Its
filled with lots of amazing nature including lots of flowers, tall trees and animals.
Although some of these other locations have really good potential photography
points I don’t think they would work in my tour as mine is meant to be all fairly
close together to make it quicker and more interesting for my target audience
and these countryside locations wouldn’t be with in range for the time I have for
my tour.

7. Street
Photography in
York - YouTube
• This second video is a guy who just does a walk
around York and does a load of street photography
as he walks through the streets. I love this video not
for the locations but for the photography skills and
techniques used.
• In this first photo he use either the sunrise or the
sunset to get a nice shine onto the building that he's
photographing. I really like this technique as he uses
the natural light to his advantage to make the main
subject (the building) stand out a lot more. This is
also something that would be very hard to achieve in
post production so makes the image more unique
and different to any other. I want to achieve
something like this in my tour as I don’t want all the
images I take to look exactly the same as the ones
that the people on the tour take. I want them to
have their own personality to them.
• In this second photo he uses the sun to peek over to
top of the building and gives off a nice glare. I really
like this photo as the sun adds in to the middle of
the image and acts as the main subject whilst you
can still see all the other people and shop signs
around it. It creates a sense of the sun being the sun
being the part of the image that takes over
everything else and draws attention to it. And as the
same as the other image it is an effect that you
couldn’t achieve in post production or it would be
very hard to.

8. Collage of
York
• Finally I found this small collage of photography in York which has similar photos as to what I
want to take for my tour. However I will be taking a lot more photos than this, this is just an
example of how I want them to look.
• There are 4 – 5 locations featured in this collage and there's one photo each where as mine
will have around 10 for each. I like the images featured as there is a different variety of style.
For example the image of the York Minster is in black and white and the rest are in color. This
changes the theme of the image and makes you pay attention to what's actually in the phot
rathe than what colors are used which make you focus in more on it.
• I also like how this photo is taken really low down looking up at the minster. This is called a
“low angle shot” and is definitely a shot that I want to use in my images of the minster and
other tour locations. Another thing I really like in these images is the fact that they all have a
“foreground”. This is a photography technique that I will use where you add something else
near the camera in front of the main subject to give the image more depth. You can see this
with: the tree branch in front of the minster, the clock in the corner in front of the minster
and the red boat passing by in the first image. These all add pretty of depth to the images and
gives it a leading line up to the main subject.
• This collage has a variety of styles, techniques and color schemes that I also want to use in
my tour.

9. Bibliography

10. Bibliography
Global social media statistics research summary 2022 [June 2022] (smartinsights.com)
5 Hidden Photography Locations in York – YouTube
10 minutes of Chill Street Photography in York - Sony A6000 POV – YouTube
York Photo Walks | Visit York