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 influence both how and where you reach or
gain customers and is an important part of customer intelligence.
Social classes provide their members with distinctive sub-cultures that
prepare them for specialised functions in society. It is said that the social
class is useful as an efficient means of role allocation in the society.
Through role allocation, a society fixes social responsibilities of persons.
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 So I created a google survey to find out more about my target
audience. I asked question about their age, gender and social
grade to find out what type of people I am dealing with. I want
to know this information so I don’t end up 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 pay to access them. I made this
survey by logging in to google forms, clicking the plus and
then I began writing the questions and selecting how I wanted
them answered. I then shared the link on Microsoft Teams and
got people to complete it for me.
7. Question 1 : How
Old Are You?
So the first question I asked my audience
was how old are they, I asked this because
age is a massive way to define your target
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 I need to make sure that
my product targets them and their needs. I
used a bar chart to divide the people into
groups and find out the percentages.
8. Question 2 : What
Social Grade Do You
Fall Into?
The second question I asked was what
social grade my audience fell into. I
feel as if this is important 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 not to make
an upper class documentary, since my
audience aren’t upper class and
wouldn’t relate to the product.
9. Question 3 : What are your
hobbies?
The third question I asked my audience was
what are their hobbies. I think this is a good way
to find out what things your audience like doing
in their spare time. 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,
meanwhile others gave answers such as
reading, gaming, watching films and listening to
music. If I learned anything from this question
it’s that I have a lot of leeway when picking the
theme of my documentary.
10. Question 4 : What is your
gender?
The fourth question I asked was what
gender my audience was, I know this is a
more 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 even
split of males and females, so I don’t need
to make a product tailored towards one or
they other.
11. Question 5 and 6 : Do you
create content? If so What Do
You Make?
These next to questions are related so I
thought I’d kill 2 birds with 1 stone. First I
asked my audience whether or not they
produce 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 content. This
means that I don’t have to focus on a
certain type of content when producing my
documentary.
12. Question 7 : What are
your opinions on
Sunderland?
The next question I asked was what everyone's
opinions where on Sunderland. If your going 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 need
to create appositive or negative narrative whilst
producing my documentary.
13. Question 8 : Do you integrate your
local identity into your content?
The eighth question I asked was
for the content creators and that
was do they 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 people are
producing content. This is key
information that I will take
onboard.
14. Question 9 : Does
Living In Sunderland
Restrict your creativity?
The last question I asked was does
living in Sunderland restrict your
creativity. I want to know this because
since this is 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 tells me that Sunderland as an
area doesn’t really enhance anyone's
creativity so therefore isn’t an ideal
place for content creation.
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
