This document summarizes audience research for an advertising campaign, including profiles for 5 participants with their initial responses to an ad. It describes their gender, age, lifestyle and interests. It then outlines each participant's understanding of the product, and how likely they would be to purchase the product based on the ad, ranging from not very likely to inspired to use their existing camera.

1. Audience research:"
Participant
(Photo)
Profile: gender, age,
lifestyle, interests,
spending power
Participants’ initial
response and reading
of the advert.
What is t he
participants
understanding and
relationship with the
product?
How likely are they to
buy the product on the
strength of the advert?
A
B
C
D
E
Male, 18, Works at a
pub, sings, pays rent,
buys own food, limited
spending power.
Thought it was cool,
mesmerizing and
magical.
Not much in common,
doesn’t have interest in
photography
Not very likely, although
may inspire to take
photos on existing
camera e.g iphone
Male, 58,
Psychotherapist/ music
therapist, Piano and
music. Sustained
spending power.
Thought it was a lovely
image, very inspirational
(the campaign) and a
clever idea to put the
products out there
Doesn’t have a particular
relationship although has
an interest in
photography
Not very likely