The survey responses showed that the target audience for the Sunderland Culture documentary consists primarily of 17-21 year old college students from working class backgrounds in the Sunderland, UK area. Specifically, 55.6% of respondents were 17 years old, 33.3% were 18, and 11.1% were 21. 65% fell into social grade E and 35% into social grade D. Responses also indicated that the audience has diverse interests but most feel that living in Sunderland neither enhances nor restricts their creativity. This information will help shape the content and tone of the documentary.

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 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

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

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