1. Research
Zuzanna Slupinska

2. Audience Research

3. Target Audience Profile
I envision the target audience for my project to be rather
young, approximately 16-25 years old, as my product is
something that serves a self-exploration, self-growth
purposes. Young people tend to seek their identity, Tarot
is a popular tool used by more spiritual teenagers and
young adults that helps in achieving this goal.
My project will not be targeting any specific culture,
ethnicity or gender, however in my designs I intend to
feature themes of femininity and feminism, as well as
possible links to polish culture, thus a young, polish
woman would be my most accurate audience profile.

4. Audience Research
A potential buyer of my product will be, most
likely, very active on social media, specifically
TikTok. As the platform grew bigger, it started to
attract a lot of niche interests groups and
subcultures. Content about Witchcraft and
Neopaganism, that found its numerous audience
became especially popular amongst young
woman and teenagers. People who don't
consider themselves a part of the subculture and
usually do not believe in astronomy or
witchcraft, admit that those themes are still
interesting to them.
In my product I intend to include topics close to
my own interests- meditation, national identity,
femininity, equality and feminism.
As a young woman of Polish origins I will create a
product that resonates with my personality, thus
it's likely that similar audience will be attracted
by my project. However, the impact of my
nationality on my work will not mean that only
Polish people would relate to my product. I will
do my best to make my cards personal, but
universal in their messages and interpretations
as to expand on my possible audience.
https://www.wired.co.uk/article/witchcraft-tiktok

5. Audience Research
Having now explored the
self- discovery usage of Tarot
cards, it makes perfect sense
to assume that a potential
buyer of my product will be a
young person, still
developing their sense of
identity and belonging.
In their journey of getting to
know themselves, they
might see Tarot as a helpful
tool.
They will be most likely
encouraged to purchase my
tarot set by Tiktok trends, as
the popularity of 'magical'
items is becoming bigger
with the growing popularity
of the platform. Tips and
instructions on how to use
Tarot as a beginner are more
accessible than ever before.
https://www.theguardian.com/lifeandstyle/2021/oct/27/tarot-cards-self-
care-jessica-dore-interview

6. Audience Research
https://www.alittlesparkofjoy.com/tarot-statistics-psychic-
infographics/
Survey results concerning visits to
psychic mediums (that largely consist of
tarot readings) collected by 'A Little
Spark Of Joy' website show the reality of
gender statistics important to
my audience profile.
They have concluded that women are, in
fact, twice as likely to visit a psychic
medium, thus, to be interested in tarot
readings.
Compared to men, women are the
majority of psychic visitors.
On top of that, according to this article
younger people ae more often
interested in receiving psychic readings.
This data reassured my idea of the
target audience of my product that will
consist of primarily young women.

7. Audience Research
From the researched I have gathered, I can conclude that tarot is
primarily bought and frequently used by women, a lot of them in
young age (either teenagers or in their 20s).
Their interest is largely fuelled by the growing popularity of witchcraft
practices and the movement of self-discovery and growth.
Platforms such as TikTok or Pinterest allowed women to create a safe
space for beginners, thus by using them people can easily familiarise
themselves with practices such as tarot readings.
By identifying potential profile of my audience, I can now shape my
product specifically to fit their needs and expectations, I will feature
references to identity exploration, crystals and spirituality. By making
my tarot set in sync with already present trends amongst the
community I will increase the likeness of my product becoming
desirable for my audience.

8. Market Research
Existing Products

9. Existing
Product
• HOLLY SIMPLE tarot – A deck created by
one of the artists I have previously
researched, Holly Simple.
Deck includes 78 hand illustrated major and
minor arcana tarot cards + 1 cheat sheet card +
1 artist trading card! Cards. Each of the cards
was personally interpreted and designed by
Holly thus aesthetic-wise it is far from a
traditional Tart set. Holly creates new stories
and characters, featuring only bits of traditional
symbolism, In Holly's taro set, there are visible
themes of mysticism, religion, mythology and
astronomy (all very typical to classic tarot sets).
She uses typical for her work pastel colours and
cartoon esq, child-like imagery.
All illustrations featured in this deck are kept
simplistic, there is usually up to 3-4 colours
featured on the card and all the line-work is
black.
Holly's art style resembles a child's drawing,
however when mixed with drawings of cut off
fingers, the final piece ends up being an
interesting mix of contrasting elements.
In her cards she often includes personification
of not animated objects, adding facial features
on goblets or coins. This, in my opinion, makes
her work more intriguing, creating a hard to
describe mixture of silliness and a feeling of
unsettling.
No matter the card, Holly stayed equally playful
and bizarre in her designs. She created her very
own, fun interpretation of something so classic
and turned it into something exclusively
personal.

10. Existing Product
A Tarot deck featuring an interdependent
guidebook to go with it. Both products
were created by Rachel True, an
American film and television actress and
former fashion model known best for her
role in 'The Craft' (a horror/fantasy
production about teenage witches).
Through the True Heart Intuitive Tarot
Deck and guidebook, Rachel wants to
share her long- term experience
with Tarot. The book itself is meant
to' helps readers use the cards as True
does: with an intuitive approach'.
In comparison to the previously analysed
product, this specific deck is much
truer to the classic tarot arcana, with
images resembling ones from most
recognisable Tarot cards.
Strong themes of spirituality, nature and
astrology appear on a lot of the cards
from Rachel's set. Another important
aspect of the True Heart Intuitive deck is
its heavy focus on women, who are
featured in almost all the cards.
They are portrayed as strong and
magical, holding a globe and being one
with nature. Just like the previous tarot
set, this one is unique to its artist,
reflecting Rachel's view on the concept
of self-discovery.

11. Existing Product
MODERN WITCH TAROT
By Lisa Sterle.
Created by a comic book illustrator Lisa Sterle
is similar to the previously analysed True
Heart Intuitive Tarot Deck.
In her product She puts a lot of spotlight on
feminine figures, focusing more on modern
women as the title suggests. Each card is hand
drawn by Lisa, which is easily recognisable
due to her comic book style. Just like in
previously researched product, this deck is
visually very much like the classic tarot,
however, each character in Lisa's set is a
modern women, dressed in present-day
clothing.
It is especially interesting to me, because by
featuring women I can relate to, Lisa Sterle
offers a fresh way of looking on the classic
Tarot set (that's heavily inspired by biblical
motives and might be viewed as overdate).
It's clear to me that Lisa aimed to create a
more contemporary version of something
classical, making it more relatable and thus
more effective in helping women discover
themselves and their purpose.

12. Existing Product
Moon Power Tarot
By Charlie Quintero
Finally, a tarot deck different from all the other ones I analysed so
far. Moon Power deck is one of many created by artist Charlie
Quintero.
This product stands out with its surrealism, colour pallet consisting
of cold tones and unconventional portrayal of femininity.
Just like the Modern Witch Tarot, this deck puts a big focus on
modern women, but unlike two previous tarot sets, Moon Power
Tarot focuses on more alternative femininity, heavily inspired by
subcultures such as punk, pastel goth and witch house.
Several symbols could be spotted on different cards from this set,
from pentagrams to Chinese yin yang symbols.
Charlie's portrayal of women seems to be heavily inspired by their
own sense of identity and in many ways is very personal to the
artist, however from researching product's reviews it was
noticeable that a lot of women related to this prroduct.

13. Research Analysis
• What common features do the researched
products have?
• All the products I have researched are personal interpretations of the classic Tarot deck. They all feature themes of mysticism, religion
and nature, as well as astrology and human connection with cosmos. All of them were created by feminine artists and most of them
put heavy focus on representing various types of women. Each one of the decks is unique to its artist, yet all of them seem to be equally
relatable to a wider audience. They convey messages important to the artist and are all topical, meaning that each card in the set fits
the theme and the art style of the deck of the deck.
All of these products are also clearly portraying various versions of young femininity, which connects to the audience profile I have
developed. Through analysing those products, I was able to identify importance of reflecting representations for my recipients in my
product. Creating a tarot set about young women for young women makes the product more in sync with the needs of the public.
• What aspects of the research will you include
within your on work?
In my product I would like to convey some of the concepts I have encountered in my research, that being imagery of female
bodies, stars and the moon, biblical and religious references. I will make my tarot cards topical, they will all be connected by a theme.
The feminine figures features in my product will be wearing contemporary clothing making them more relatable to the modern
audience.
All these elements are what I believe will make my product desirable for a potential consumer. It's important to convey as much
of my audience expects of my product in order to successfully meet their needs and create a stronger, personal connection between an
artist and their audience.

14. Questionnaire Analysis

15. Audience research
• Observation: The group of people that has taken my survey consisted of a similar amount of people
identifying as male and female, it also included 3 people that are non-binary or self described. Most
of the participants are above 18 yers old but below 24, only 3 of them were under the age of 18
• What this says about my audience: My audience is not predominantely one gender, it also consists
of young people (primarily young adults)
• How will your product appeal to this audience: I will keep my product modern as to appeal young,
contempororary audience. I will try referencing issues that are important to people aged18-24

16. Audience research
• Observation: Most of my audience does not consider themselves superstitious, all my audience
either practice or aknowledge selfgrowt as important, most of my audience does not consider
themselves spiritual but see spiritualit as interesting and enjoyable
• What this says about my audience: There is a high possibility that my audience will have interest in
my product as it has themes of spirituality, and it helps practice sellfgrowth
• How will your product appeal to this audience: It will reference self-care and include themes of
spirituality, magic and religion

17. Audience research
• Observation: A portion of my audience owns spiritually themed products, most of my audience
knows what Tarot is, most of my audience either have received or would consider receiving Tarot
readings
• What this says about my audience: My audience is primarily aware of what Tarot is and is argubly
interesyed in it.
• How will your product appeal to this audience: My product being a selection of tarot cards will be
most likely met with some sort of positive attention from my audience

18. Interviews

19. Interview 1
When presented with two artworks, one in more realistic style and one in a cartoon
style, which one would you be more interested in and why?
I usually prefer a cartoon style of animation because it conveys a nostaglia and
reminds me of my childhood. Cartoon styles usually have a lot more to say as they are
working with an easier style whereas realism tends to just rely on aesthetics.
Do you have a favourite cartoon/animation style? If yes, what makes it your
favourite? (you can reference film, tv shows, artists or animation studios you like).
I favour styles like Bojack Horseman, The Midnigt Gospel and Steven Universe. Bojack
Horseman is especially interesting to me because it uses different art styles
throughout to entice the viewer. Steven Universe is interesting to me because it is
minimalistic and childish but mature in theme and uses appealing colour palettes.
When presented with an illustration, what do you value more, its aesthetic qualities
or the message it tries to convey?
Though the aesthetic qualities are important, the message it conveys are much more
important to me. Whether it is humorous or socially conscious messaging, the art style
can be as basic as possible but if the message is conveyed well, it does not matter.

20. Interview 1
• Observation: Person I have interviewed admitted that they prefer
cartoon art style rather than realistic art style because it reminds
them of their childhood, they find them nostalgic. They also
consider them to be more substantial. They have mentioned Bojack
Horseman,The midnigt gospel and Steven Universe as their
favourite animations. When presented with options of aesthetic
qualities and meaning they said they value meaning more.
• What this says about my audience: My audience prefers cartoon art
style rather than realistic, especially simplistic 2D drawings (Bojack
Horseman, The Midnight Gospel and Steven Universe artstyles). My
Audience values meaning and seeks I in medi products they
consume.
• How will your product appeal to this audience: I will illustrate my
cards with a 2D, simplistic style resembling one of a cartoon. I
will design my cards so they convey imoprtant to me messages and
meaning.

21. Interview 2
• When presented with two artworks, one in more realistic style and one in a cartoon style, which one would you
be more interested in and why?
It entirely depends. Generally, artworks in a realistic style represent a mimicry of real life that seems dull and
uninspired to me; Cartoon style allows for the artist to be creative and achieve things that would not necessarily be
sensible if put into a realistic piece of art. It also allows them to add their own handprint and artistic style to the work
that is often far more likely to be unique or inspired than something that is acting as a clone of what can be binarily
viewed in the real world.
• Do you have a favourite cartoon/animation style? If yes, what makes it your favourite? (you can reference film,
tv shows, artists or animation studios you like).
I am a fan of lots of different animations styles. One that I enjoyed massively from recent viewing is the style used in
the Clone Wars (2003) TV Show which was a 2-Dimensional style of animation with unrealistic, caricatured facial
features added to characters that had already been portrayed by real world actors. This style was particularly fun to me
as it had humour and character, while also making the action very clear. It gave the animators the chance to achieve
things that wouldn't have been feasible in the live-action movies, which I think is most interesting to me.
• When presented with an illustration, what do you value more, its aesthetic qualities or the message it tries
to convey?
To me, I prefer aesthetic qualities, but I don't deny that adding meaning to a piece of art can make it more impactful,
memorable and inspired. I just prefer aesthetic qualities as I'm more of a fan of what can be tangibly seen in art, as it
gives the individual viewer the chance to interpret meaning for themselves. Art pieces that enforce meaning can often
be clumsy if not handled discreetly. If someone can find a good balance between these two values, that is likely the
best approach that can be taken with an art piece.

22. Interview 2
• Observation: They find cartoon artstyle to be more interestic than a
realistic one. They viiew it as more open for the artist to express
their vision and original art style. They enjoyanimations with 2d,
unrealistic styles such as Clone Wars.They tink that art styles can
add humor and character to a product. Hey prefer the product to be
aesthetically plesing rather than meaningful, although they admit
the importance of conveying messages in media products.
• What this says about my audience: My audience prefers silly
cartoon style and seeks humor as well as originality from
illustrations they consume. They value aesthetic qualities of a
product more than its purpose.
• How will your product appeal to this audience: I wil put a significant
amount of thougt and time into making my project as visually
pleasing as possible, I will try to develop an original artstyle for my
cards as to add to their freshness.

23. Bibliography

24. Bibliography
1. Slupinska, Zuzanna. (2022) Target Audience Research Survey (conducted on
29.03.2022)
1. Bannister, Megan. (2022) Target Audience Interviews (conducted on 24.05.2022)
2. McCall-Smith, Finlay. (2022) Target Audience Interviews (conducted
on 24.05.2022)
3. Walker, Josh (2020) Wired Article (conducted on 11.01.2020)
4. Hunt, Elle (2021) The Guardian Article (conducted on 27.10.2021)
5. Holly, Simple (2018) Holly Simple Tarot
6. True, Rachel (2021) True Heart Intuitive Tarot
7. Sterle, Lisa (2019) Modern Witch Tarot
8. Quintero, Charlie (2018) Moon Power Tarot
9. A Little Spark Of Joy (2020) Psychic and Tarot Statistics, Data & Infographics