As/A Level Product Design
Target Audience Sheet Guidelines.This is an A2 sheet where you will introduce and explain your chosen target audience for your product. It is important that you know who your target audience is so that you can use their likes and needs to help to develop your product. A target audience can be formed of people of a certain age group, gender, marital status, etc., e.g. teenagers, females, single people, etc. A combination of factors, e.g. men aged 20–30 is a common target audience. Other groups, although not the main focus, may also be interested. Discovering the appropriate target market and determining the target audience is one of the most important activities in marketing management biggest mistake it's possible to make in targeting is trying to reach everybody and ending up appealing to no-one.
Your sheet needs to be based on your chosen target audience and you need to carry out an in depth interview with a member of your chosen group. The opinions and information you gather will then help you to design a successful project.
Target market description- this should be a detailed explanation of your target audience.
· Describe person e.g. male/female, age etc.
· Where do they live/what type of house
· Family/ do they live on their own/with a partner?
· What type of job do they have and salary?
· What do they spend their money on?
· What gadgets/technology do they like to buy?
· What activities do they do in their spare time?
· What types of food do they eat/ where do they dine out?
· Colours and styles they like?
Example: (This is a target audience description for a graphic product design brief)
My target market and virtual customer is male, aged between 35 and 55. My user would probably be married with children. He owns his own home, drives a nice car, maybe a BMW or Mercedes. They have expendable income at this stage in their lives that they spend on quality products. They are not taken in easily by advertising and carefully consider quality before spending.
They would prefer high quality, professional looking materials in their products (eg.high quality, thick g.s.m card) and the aesthetics should look stylish, smart and discreet. The typography should look smart, modern but quite serious and the colour scheme should not be bright, probably dark blue, greys, blacks and white.
The customer would not mind spending money on batch produced products but would not spend money just because he has it to spend. Printed products would be laminated to give quality and maybe use expensive finishing processes such as spot varnishing to highlight certain detail. Quality and attention to detail are vital in the design of this person’s products.
Interview- this section needs to be an in depth interview with a member of your target audience. The questions should be open ended questions not yes/no questions as you would do in an interview. You should design questions that would help you to understand and identify a need/s that your target audience may have. You could also add in photos and use your “Ide3ntifying a Need” page to help aid the conversation.
You should also have a brief introduction to this section explaining who the interviewee is and why you have chosen them to interview.
Questionnaire- this section involves asking a cross section of a minimum of 10 people from your target audience. You will need to think of relevant questions that will help you when designing. The questions can be short with yes/ no answers. Avoid unnecessary questions such as “What is your name?” and “Age?” These things you should already know as you are asking the questionnaire to your target audience.