This week, the student began research for their project by messaging companies to participate. They initially chose a cafe but lost contact, so switched to the Yorkshire Wildlife Trust who provided audience profiles. The student analyzed the profiles of Karen, a single mother on a low income, and Phoebe, an activist artist, to understand their interests and determine which audience to target. They researched Karen's demographic information using online tools and chose her profile to create a product that could get her and her kids outdoors. The student also learned background information on the Yorkshire Wildlife Trust and felt their initial research put them in a strong position to plan and create an effective product.

1. Week One- Research
This week was the start of my research for this project. Monday was a training day, so
we weren’t in on that day but on Wednesday I began to create a clientele for this
project. Over the past month or so I have been messaging companies to see if they want
to be involved in this project. At first, I chose a café who at the beginning where
extremely keen to be involved, unfortunately when it came to the time of my project
their replies were slower and it seemed as though the interest was gone- this was
extremely hard as I was starting the project immediately. I didn’t want to waste a day
waiting for my client to answer questions about their audience for their business. I
decided that I would choose the Yorkshire Wildlife Trust instead, I emailed the business
owner explaining that I couldn’t do her business anymore and then set on with creating
my client’s audience. Luckily, the Yorkshire Wildlife Trust had sent some profiles over to
help with our audience research. I had already wasted quite a lot of time, so it was
increasingly helpful that I already had the profiles of the audience. I started reading
every profile thoroughly, when doing this I was thinking about what product I would
want to create and which audience that would appeal to the most. One of the profiles
which I chose was Karen. “Karen is a 33-year-old single Mum living in Hull. Her children,
James (5) and Sophie (7) are the centre of her life. She works in retail and is always up
against the clock with managing her family life. She rents a small house with a small
garden that consists of grass and a small area of paving surrounded by unpainted
wooden fences that the neighbours can easily see into. She doesn’t feel particularly
empowered, and it’s been a long time since she really asked herself what she wants from
life. Karen voted for Brexit. It was more empowering to vote for change than to keep
things the same. She also wanted to ensure that the NHS was well funded for her
children. Karen is oblivious to YWT and is unaware of how it could be relevant for her or
her children.” I thought that I could create something for this profile, as seen as she is a
single mother on a low-income salary she could take the kids to a nature reserve where
the kids could have a product which will keep them interested in the day- this would
also get Karen out the house and might give her a new lease of life. I used the website
‘Cameo dynamic’ to help with the demographics for this profile. I used a postcode which
is based in Hull to figure out the socio-economic status as well as the category which she
falls under. I also went onto the ‘Acorn’ site and found a deprivation map for Hull- this
shows the areas of Hull which are wealthier than other parts. A larger amount of the
map is coloured in a red/pink colour this represents a ‘financially stretched’ or ‘Urban
Adversity’, considering what we know about Karen being a single mum and with a retail
job she probably lives in one of these areas. This would help my product at a later date
as if I want to aim my product at this audience I need to the cost as well as the location
of the nature reserve which I am promoting. Once I got my head round the different
websites which I used it started to become easier as I was getting used to what I was
researching for.
On Thursday, I started on my other profile who was called Phoebe- “Phoebe is aged 39
and lives in Hebden bridge. She identifies herself as an activist and has what many would
consider an alternative lifestyle. No fitting into the regular 9-5, she is a-self-employed
artisan who creates pottery. Her small terraced house is eclectically furnished and
usually has some incense burning. She has interests in yoga and meditation and is a

2. vegetarian. Phoebe doesn’t feel that YWT represents her passion and interests. To her it
is a very safe, fuddy duddy organisation that doesn’t put its neck on the line for the big
issues that really matter. No word on fox hunting or badger culling! She uses Facebook
and Twitter and is always sharing climate and environmental information and
campaigns.”. I chose Phoebe because she seemed like someone who wants a change
and she might benefit from this new law which MPs can enforce. Maybe if she knew
more about the YWT she would go to the nature reserves and be thankful that an
organisation is trying to save wildlife which is going extinct.
After reading through all of the profiles I concluded that I would target Karen’s profile as
people in deprived areas might not know what they can get for free. After collecting
evidence of Phoebe and her living demographics, I started to research the Yorkshire
Wildlife Trust. I found out some really interesting facts which I didn’t know- Askham Bog
which is just down the road from college was the first ever nature reserve to be built,
they have 825,000 members. I also compared the YWT to RSPB. This would be helpful
when I start my production.
Overall, I feel as though this research PowerPoint went really well, when I look back at
previous projects I notice that I don’t think about what I am going to create until after
my audience- this time I made sure I had different products which I could create for the
different profiles which I looked at. I feel confident that I have enough research which
will help me when I start to plan as well as start my production.