The document discusses the results of a survey conducted to understand the target audience for a documentary about Sunderland culture. It finds that the target audience is youth aged 17-21, attending college, from Sunderland and surrounding areas, with a mix of male and female respondents. Most fall into lower social grades D and E. They have diverse hobbies and a mixed view of Sunderland - most see it as alright but some feel it restricts their creativity or hate it. This information will help tailor the documentary's content and message.

1. Getting To
Know My
Audience
Sunderland
Culture

2. This is the brief
So, this is my initial
interpretation of my target
audience within the brief
as well as my current ideas
and thoughts and explain
them. This will also help
me to get to know my
audience as well as get to
know my clients needs. I
will then expand on this in
future slides.
Sunderland
Culture

3. What Is A
Target
Audience?
A target audience is the intended audience or
readership of a publication, advertisement, or other
message catered specifically to said intended
audience.
Your target audience refers to the specific group
of consumers most likely to want your product
or service, and therefore, the group of people who
should see your ad campaigns. Target audience
may be dictated by age, gender, income, location,
interests or a myriad of other factors.
You can define your target audience based on
various attributes. Gender, age, education, income
are only a few examples of segmenting your
audience. For the best research results, divide
these audiences into three categories –
demography, interests, and purchasing
intentions.

4. Psychographics,
Demographics
and social grade
Psychographics is a qualitative methodology used to
describe traits of humans on psychological attributes.
Psychographics have been applied to the study of
personality, values, opinions, attitudes, interests, and
lifestyles.
Demography is the statistical study of populations,
especially human beings. Demographic analysis can cover
whole societies or groups defined by criteria such as
education, nationality, religion, and ethnicity.
The NRS social grades are a system of demographic
classification used in the United Kingdom. They were
originally developed by the National Readership Survey to
classify readers, but are now used by many other
organisations for wider applications and have become a
standard for market research.
Why are they important?
Demographics are important because they provide a broad
understanding of the different characteristics of a
population. This information is particularly useful to
government organizations for making crucial policy
decisions concerning the population.
Psychographic data is important in marketing because it
allows you to reach a target audience effectively by
knowing what they like, value and find important. It can

5. My Audience
My product is aimed at young 16-24 year old
content creators who are either located in
Sunderland or have an interest in the topic. I need
to encourage my audience to think about the
region and consider whether or not their current
location boosts or restricts their opportunities and
creativity. Because the people I will be reaching
out to or either from or live in Sunderland, they will
be able to engage with what I make. This could be
thinking about places to go in the region or even
potentially giving me their input.
The brief really encourages people to consider and
think about their regional identity and how it
effects their life. I want to know whether they
express their regional identity in their content,
whether it be wearing the colours of their local
football team or even just embracing their accent
and heritage. I also want to tap into their social
grade.
I feel as if people could really embrace their
identity in their content whether it be visiting local
landmarks such as the Glass centre or even
visiting historic landmarks like the Penshaw
monument. I want to how the region impacts the
content people make and whether or the area is a
positive or negative place to make content.
The main areas I want to exploit are How do you
feel about the area, What do you make and why do
you make it, How do you feel about Sunderland
and Does it restrict or enhance your creativity.

6. Google Survey
making a product that doesn’t suit
my target audience. For example I
don’t want to make an upper class
documentary on a working class
area. I also asked questions about
Sunderland an whether or not they
like or dislike they area. I also
asked whether or not living in
Sunderland restricts their creativity
when creating content. I also want
to know whether they apply their
local pride to their content. I
believe it’s important to ask these
questions because you need to
know the needs, wants and
requirements of your target
audience in order to create a
suitable product. Not doing these
basic protocols could lead to your
product failing, which could lead to
you losing your job. The media
industry can be very cruel and it
can be very hard to get people on
board with your ideas and
creations, especially if you need to

7. Question 1 :
How Old Are
You?
audience. If you don’t know
how old your audience is
you run the risk of making a
product that is either to
youthful or to elderly for
their liking. This would
obviously be a problem,
your audience will most
likely not enjoy your
product since it doesn’t
relate to them. As you can
see 10 people have
answered this question.
55.6% of the people are 17
years old, 33.3% are 18
years old and 11.1% are 21
years old. This tells me that
my audience is 17 to 21
year olds. This is clearly a
youthful demographic, And

8. Question 2 :
What Social
Grade Do You
Fall Into?
because I need to know
how much money my
audience has so I know
whether or not to make a
product that relates to their
social grade and current
financial situation. If I don’t
do this I might accidently
make a product that is
unaffordable or not
relatable. As you can see 11
people answered this
question. 35% of people fell
into the D grade meanwhile
65% fell into the E grade.
This tells me that my
audience doesn’t make a lot
of money and can therefore
not afford expensive
products. I will make sure

9. Question 3 :
What are your
hobbies?
This will help you get a
better idea of what type of
content to create for them. If
I don’t find out their hobbies
I run the risk of making
something that doesn’t
appeal to them, which will
cause them to disengage
with your project, because
they may find it boring or
disinteresting. 9 people gave
me their hobbies and they
answers I received where
very diverse, So I know I
have a very divided
audience. Some people gave
more practical answers such
as climbing, photography
and playing instruments,

10. Question 4 :
What is your
gender?
simple question but I
thought I’d ask it
anyway. I think this is
necessary because I
think it’s good to find
out what gender your
audience is, even
though gender
stereotypes aren’t as
prominent anymore you
could still run the risk
of having a product
that’s to masculine or
feminine for your
audience. 10 people
answered this question
5 are male and they
other 5 are female. This
shows me that I have an

11. Question 5 and 6 :
Do you create
content? If so What
Do You Make?
content. I want to know this
because I intend to make
my product about content
creation in Sunderland. 10
people gave me an answer
4 saying yes and 6 saying
not really. This shows me
that not as many people
create their own content
outside of college so they
will most likely not relate to
my idea. I then asked the
people who made content
to tell me what they make
and the answers are quite
diverse. The answers I
received where Videos,
Stop Motion, Photography
and Unboxings. This shows
me that there is content
creators out there who like
making a diverse range of

12. Question 7 :
What are your
opinions on
Sunderland?
to make a product
relating to Sunderland
culture you need to know
your audiences opinions
on the place itself. I think
it is important to get to
know what everyone
thinks about Sunderland.
10 people gave me an
answer, 7 people thought
it was meh (alright), 1
person loves it and feels
proud, 1 person thinks it’s
solid, 1 person thinks it’s
pretty bad and finally 1
person absolutely hates it
and thinks it’s the worst
place ever. Some mixed
responses however most
people think it’s alright.
This tells me that I don’t

13. Question 8 : Do you
integrate your local
identity into your
content?
integrate their local
identity into their
content. I think this is
important since the
documentary is about
Sunderland culture. I
want to know whether
or not these creators
have local pride. I got
6 main responses to
this question, 85%
said no whilst 25%
said yes. This shows
me that local pride
isn’t seen as that
important when

14. Question 9 : Does
Living In Sunderland
Restrict your creativity?
Sunderland culture I want
to know whether or not
they area restricts your
creativity. I want to know
whether or not content
creators like Sunderland
as an area. If I don’t do
this I run the risk of
making something about
an area my audience does
not like. 10 people gave
me a response to this
question, 40% said not
really, 30% said
Sometimes and another
30% said yes. This shows
me that a good chunk of
people feel restricted,
whilst others doesn’t
really feel Sunderland
changes anything. This

15. Audience
Profile
Demographics
Age Range : 17 to 21 Youth
Education : College students
who went to public school
From : Sunderland/other areas in
the north east of England
Gender : Both male and female
Social Grade : D and
E