Stretch tasks R093 TA2: Target Audience and Segmentation

Round 1: Quiz Blitz

1. Age Demographics are measurable: age, income, location, occupation.
2. Values, attitudes, interests and lifestyle Two 30 year olds on the same salary can want opposite things.
3. Whether viewers watch with the sound on Behaviour is what people do, and it can be measured.
4. Dividing a market into groups that behave similarly A product aimed at a segment can make real choices.
5. False It makes every decision unjustifiable.
6. Larger type and higher contrast Clear navigation with no assumed app knowledge helps too.
7. Captions The sound will often be off.
8. Observation and user testing What people say and what they do often differ.
9. equality act Accessibility is part of designing for a real audience.
10. Alternative text; Captions Alt text is read aloud. Captions show speech as text.
11. They measure what people actually do People misremember their own behaviour.
12. One in five So disabled people are part of almost every audience.

Round 2: Quick Fire

1. • Demographics are measurable facts, such as age and income
   • Psychographics are values, attitudes and lifestyle
   Model answer

   Demographics are measurable facts about who the audience are, such as age, income and location. Psychographics describe how they think: their values, attitudes, interests and lifestyle.

2. • Large type, such as an 18 point sans serif
   • High contrast, a simple layout or plain language
   • Justified by the audience, such as weaker eyesight
   Model answer

   I would use a bold sans serif at 18 point, because many readers over 65 have weaker eyesight and may not have their reading glasses in a waiting room. I would use high contrast and plain language, so the leaflet is clear at a glance.

3. • Friends are not the target audience, so the answers are biased
   • People from the actual audience should be asked
   Model answer

   Your friends are probably not the target audience, and they are likely to be similar to you, so their answers are biased and unrepresentative. Five people from the actual audience are worth more than fifty from outside it.

4. • About one in five people has a disability
   • Features such as captions, alt text or good contrast let them use it
   • It is a legal duty under the Equality Act 2010
   Model answer

   Around one in five people in the UK has a disability, so they are part of almost every audience. Captions, alternative text, good contrast and keyboard controls let them use the product, and the Equality Act 2010 makes it a legal duty for service providers.

Round 3: Big Think

1. • Demographics: at school, with little or no income
   • So highlight free clubs and search by distance
   • Psychographics: wanting friends, or lacking confidence
   • So show beginner sessions and inclusive photos
   • Behaviour: always on phones, often with the sound off
   • So one column, big tap targets and short videos
   • It must be accessible
   • Confirmed by research such as surveys or user testing
   Model answer

   Demographically, the users are 13 to 16, still at school and on little or no income, so the app should highlight free or cheap clubs and search by distance from home. Psychographically, many want to be with friends and some lack confidence, so it should show beginner sessions, inclusive photos and which clubs friends attend. Behaviourally, they use phones constantly, often with the sound off, and expect short videos, so the app needs one column, large tap targets, short captioned videos and notifications for new sessions. It must also be accessible, with good contrast and screen reader support. The council should confirm all of this with surveys, a focus group of teenagers and user testing, rather than guessing.

2. • Surveys are quick, cheap and reach large samples
   • But surveys are shallow and rely on self report
   • Focus groups reveal the reasons why
   • But focus groups are slow, small and can be swayed
   • Analytics give real, measured behaviour data
   • But analytics do not explain why, and miss non-visitors
   • Combining methods works best
   • A conclusion
   Model answer

   Surveys are quick and cheap and reach large samples, but the answers are shallow and rely on self report, which is often inaccurate because people misremember what they do. Focus groups reveal the reasons why people think something, through discussion in depth, but they are slow, involve few people and can be swayed by one dominant voice. Analytics give real, measured data on what visitors do: which devices they use and how long they stay. But analytics do not explain why, and they only cover people who already visit. Combining methods works best: analytics show what is happening and a focus group explains it. On balance, analytics should be trusted over self report when the two disagree.

This or That

1. Demographic Income is a measurable fact about who the audience are.
2. Psychographic It is an interest, part of how the audience think and live.
3. Technical vocabulary Experts expect accuracy and would find basic definitions patronising.
4. Plain language Idioms and culture specific humour may not translate.
5. A focus group Analytics show what people do, but not why.
6. No: link it to the audience Every choice should be traced to the audience, never to personal taste.
7. The analytics Analytics measure what people actually do.
8. Big tap targets Thumbs need large targets within easy reach.

Memory Match

• A 3 Demographics: Age, income, location and occupation
• B 5 Psychographics: Values, attitudes and lifestyle
• C 2 Segmentation: Dividing a market into similar groups
• D 1 Analytics: Measured data on real user behaviour
• E 6 Focus group: Guided discussion with a few of the audience
• F 4 Accessibility: Designing so disabled people can use it

Sort It

1. Demographic Aged 25 to 40 Age is a demographic.
2. Behaviour Watches with the sound off That is what they do: behaviour.
3. Psychographic Wants to look successful An aspiration is psychographic.
4. Behaviour Buys every month Buying frequency is behaviour.
5. Demographic On a low income Income is a demographic.
6. Demographic Lives in a rural area Location is a demographic.
7. Psychographic Cares about sustainability An attitude is psychographic.
8. Behaviour Leaves a page within 10 seconds Measured behaviour from analytics.
9. Demographic Parents of young children Family status is a demographic.
10. Psychographic Loves the outdoors An interest is psychographic.
11. Psychographic Interested in gaming An interest is psychographic.
12. Behaviour Uses a phone, not a laptop Platform use is behaviour.