The questionnaire revealed that the audience was majority female and young adults who live in cities/towns. It also showed the audience cares about animal welfare but has mixed views on topics like animal testing and entertainment. This surprised the analyst, who realized their stereotypes were incorrect. The results will help shape a campaign on either animal testing or entertainment, taking a graphical and controversial approach to provoke thought and discussion, while avoiding real graphic images. Photoshop will be used to create eye-catching posters communicating the issues.

1. Questionnaire analysis
Emily Pinder

2. Question one
• Observation: My entire audience
answered my first question about
gender. 90% of my audience was
female.
• What this says about my audience:
This means that the majority of my
audience is female, giving my
question a gender bias. I also think
that my audience is more likely to be
against animal cruelty as females are
more empathetic than males.
• How will it impact upon my idea: I
will make my idea more suited to
female audience through the use of
more feminine colour schemes and
fonts. I feel because I shared this
survey on my social media sites that
more females were likely to
responded because I have more
female friends than male.

3. Question two
• Observation: The majority of my
audience are young adults
between the ages of 18 and 24.
• What this says about my
audience: Again, as I shared this
survey on my social media
profiles, younger people are
more likely to see it as my friends
are all of similar age.
• How will it impact upon my idea:
I will makes sure my campaign is
aimed at a younger audience by
creating a website and social
media accounts for the campaign,
this makes my campaign more
assessable to my audience.

4. Question three
• Observation: The majority of my
audience live in a city or town.
• What this says about my
audience: My audience are more
likely to see posters around their
home town and this is another
way I can make my campaign
more assessable to my
audience.
• How will it impact upon my idea:
I will make sure I advertise my
campaign well through the use
of posters and leaflets which I
could hand out in towns and
cities.

5. Question four
• Observation: the majority of my
audience said they are interested in
animal welfare which is very important
to the idea of my campaign.
• What this says about my audience: This
shows that my audience is concerned
about the treatment of animals which is
what my campaign will be based upon.
This is helpful as I know that there is an
audience for my campaign.
• How will it impact upon my idea: No
one answered no to my question which
is good as I know that everyone is
concerned or is still unsure. I will make
sure my campaign helps the people who
are unsure about animals welfare to
take an interest in their welfare.

6. Question five
• Observation: The majority of my
audience think that animals
should never be tested on.
• What this says about my
audience: My audience is against
the use of animals for testing
however some do not mind if
they are making advances in
science. Others only believe its
right if its for the animals direct
benefit.
• How will it impact upon my idea:
I may make my campaign focus
solely on animals testing as a few
people still think that animal
testing is ok and I could use my
campaign to help change their
mind.

7. Question six
• Observation: The results from this
question show that the majority of
my audience are not in favour of
hunting.
• What this says about my audience:
Most of my audience do share the
same opinion that they are not in
favour of hunting. However, a small
number of my audience are in
favour or not interested on the
topic.
• How will it impact upon my idea: As
most of my audience does not
approve of hunting I don’t think I
will make my campaign about
hunting however, it is a possible
idea I could base my campaign on.

8. Question seven
• Observation: The small majority of my
audience does not like to think about
where meat and clothing comes from. A
lot of people also think its wrong how
society uses animals for human benefit.
• What this says about my audience: I have
got a mixed range of answers from my
audience about how animals are used by
society. This would be a good idea for my
campaign to show people how animals are
abused for human use.
• How will it impact upon my idea: If I was
to use this idea for my campaign, I would
use a variety of distressing images to press
the point of how animals are used. I would
also want to show my audience what
changes they can makes to help protect
these animals and change their lifestyles
to vegetarianism/veganism.

9. Question eight
• Observation: The majority of my
audience are omnivores which means
that they care about animals welfare
yet they still eat meat.
• What this says about my audience: A
small majority of my audience are
vegetarian or pescatarian, so are
already have a diet that helps to
benefit animals, however this does
not help all animals.
• How will it impact upon my idea: This
would be a very good issue to write
about for my campaign, however, I
feel that there are already many
campaigns with this theme around.
Also, as I am not myself vegetarian or
vegan, It feels hypercritical to try get
others to change their diet without
changing my own.

10. Question nine
• Observation: This question has a
mixed range of answers with 2
majorities that are opposite to one
another.
• What this says about my audience:
Some of my audience feel that zoo’s
are justifiable if animals are not hurt
where as other feel they are cruel and
inhumane. Despite these answers no
one thought that these sorts of
animal entertainment was
entertaining.
• How will it impact upon my idea: I
feel this question was not focuses
enough on just one form of animal
entertainment so my results may not
be just. However, I do not feel this is
the most important issue when it
comes to animal welfare so I wont be
making my campaign on it.

11. Question ten
• Observation: Only a small number of
people actually left their responses to
my last question about their opinions
on animal welfare.
• What this says about my audience: I
feel like not many people had
anything to say about animal welfare
which is why my campaign is so
important to give people information
about the treatment of animals.
• How will it impact upon my idea: I
think that I will focus my idea onto
animal testing as two of my
responses talk about animals testing.
I also feel it’s a subject that isn't
spoke about enough in society and
needs to be changed.

12. Individual responses
• I was surprised to find that someone
was in favour of hunting as I did not
think I would find anyone that was.
However, when I saw this response I
stereotyped this individual to be a
older male that lives in the
countryside.
• I was surprised to find this was a
young woman who lives in the big
city. I was also surprised by her
variety of answers to the
questionnaire as some of them were
contradictory.
• For example, They think that animals
should never be tested on and using
animals for entertainment is cruel
and in humane. However, hunting is a
sport used for entertainment rather
than using the animals for food.

13. Individual responses
• I filtered my results to see
what the males who
answered my questionnaire
had to say. I also
stereotyped males to be
less empathetic towards
animals and eat meat
because of the stereotypes
I believed to be true.
• I again, was very wrong as I
was surprised by the males
responses. They were very
against the use of animals
in anyway and were also
pescatarian.

14. Individual responses
• The second male was
also very against using
animals for human
benefit and was actually
vegetarian.
• I was also surprised to
find that they were
between 45 and 54 as I
felt older people did not
care as much for animals
due to the way they
were raised.

15. Summary
• Overall, I was very surprised with the results I received from my
questionnaires and this has shown me not to believe stereotypes as they are
not a true reflection of individuals and their beliefs.
• I will use the information I have found to help shape my campaign by giving
my audience lots of information about how animals are used in society and
how we can help to change this.
• The results from questionnaire have given me a few ideas about what area of
animal welfare to base my campaign on. I think I will based my campaign on
either animal testing or the use of animals for entertainment. I had mixed
reviews from these answers so I think they are good ideas to help give people
more information about these subjects.
• I also think that I would take a more graphical and controversial approach to
my campaign as it would help to make it more memorable. It would also get
people talking about the campaign. I would also try to make the campaign
emotive and personal to draw in my audience.
• I will try to make my posters using Photoshop as I do not want to use real
images of this abuse to animals. Instead, I want to create something I can
create entirely using Photoshop as I think this will be more eye catching and
makes the campaign less graphic. It also means people are more likely to pay
attention to this as they would not expect the cartoons to be for this cause.