Lesson Plan - Activity 1 - Audience and Primary Research

1. BIG PICTURE
Activity 1 – The Rationale
KEYWORDS
target audience – segmentation
– demographics -
LEARNING OBJECTIVES
This is a holistic unit and the different LOs are
covered together in all of the activities.
1. Understand the overview of the unit and the
assessment process
2. Understanding audience and research
SUCCESS CRITERIA
Use your brief to profile the core
audience. Write a questionnaire
to test their opinions.
Take your seat. Bag under your desk.
Have your equipment and planner out.
Topic – Unit 8 – Responding to a Commission
• What different ways can you talk about a target audience for a media text?

2. TELL ME
STUFF!
TAKE ME
THROUGH
IT…
LET ME
HAVE A
GO…
DO I GET
IT?
1 2 3 4 5 6
SETTING THE
SCENE
JOINING UP
LEARNING
LINKS TO LAST
TIME
PASSING ON
KNOWLEDGE
GUIDED PRACTICE
& MODELLING
INDEPENDENT
PRACTICE –
APPLYING THE
SKILLS TO NEW
SITUATIONS
ASSESSMENT &
FEEDBACK
PULL IT TOGETHER
JOINING UP
LEARNING
LINKS TO NEXT
TIME

3. The next parts of Activity 1 – The
Rationale – are Audience and Research
Audience
• You need to be able to develop what the brief
tells you about the target audience for the
brief
• The brief will come with an infographic that
tells you more about your target audience for
the task
• You need to be able to talk about the core
audience and secondary audiences
• You need to be able to directly relate what
you are planning to the target audience who
you need to like it.

4. You need to carry out the Audience task on
the blog – to identify a typical member of
the core audience for the brief given there.
In the actual assessment you won't have
time to produce infographics like this, but
they are a good planning piece nevertheless
because they make you think about a wide
range of issues across different demographic
segments.
The best work on audience makes clear links
between specific aspects of the text (or the
proposed text – the one you are planning)
and detailed information about the audience
Audience

5. Research
You need to do some secondary research – looking at
similar videos to the film you have been commissioned to
produce and producing some textual analysis on them.
There's nothing you haven't done before, often, for
this. We will come back to it.
Secondary Research Primary Research
For now we need to think about primary research –
asking questions to your audience about what they
want.

6. Research – Questions and
Answers
You need to write a short questionnaire to
test audience opinion about the subject of
the commission and about your ideas.
We'll talk about a detailed running order
for the work in 'Activity 1 – The Rationale.
later, but I think it makes sense to do your
primary research after you've done some
ideas generation – so you can test out your
ideas on your audience.
There are some good rules to follow on
questionnaires...
1. A short focused questionnaire is much better than a long
rambling one.
2. Questions that ask for specific information about the
commission or your plans are much much better than general
questions about audience habits or behaviours
• So 'My planned video shows four different people finding
new ways to start getting fit. Do you identify with one or
more of these stories...' Is much much better than 'What
would make you start to do exercise again'.
3. Mainly or all multiple choice answers are better than open
answers as a rule – it's easier to produce stats from the
responses BUT
4. One or two open questions asking for longer, open feedback
can be very helpful too

7. Activity 1 – The Rational
1.Do you understand how to understand the brief?
2.Do you understand how to identify and analyse
the audience?
3.Do you understand how to conduct primary and
secondary research?
4.Coming up – secondary research in detail, ideas
generation and justifications

8. BIG PICTURE MY LEARNING
How did this
lesson fit into
your other
lessons?
What is my top
take- away from
the lesson?
Have you contributed to the lesson? Will you be able to improve
next lesson? Do you know what you need to go away and do?
o Are you keeping up?
o There is very little free time in
this scheme of work – if you
miss anything you need to
catch up
o The blog will be organised so as
well as the work being there in
Activity 1 – Activity 2 and so
on, there will also be a lesson
by lesson page that allows you
to see what you might have
missed and link back to the
necessary tasks