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Learner's brief

SET 6
Brief 6-3

Understanding the audience

Context:

As well as the purpose of a multimedia product, you need to identify and understand the target audience.

You need to know things about your audience like sex, age, education, employment, income, birthplace, interests, hobbies, media attitude, household composition, languages spoken at home, technology used in the home and level of computer literacy.

The type of target audience will have a critical bearing on how the product is designed: its purpose, graphical look and feel, the content and its functionality. For example, for an older age group, the level of computer literacy may be presumed to be low, and therefore the product navigation signposting and help functions need to be very clear. Conversely, a younger audience may not need the same degree of obvious assistance.

Knowledge of the target audience is essential to frame appropriate questions for your experts or users.

Directions:

Identify and describe the profile of the target audience for the websites you chose in Brief 6.1.

Explore the following characteristics: gender, age, education, employment, income, birthplace, interests, hobbies, media attitude, household composition, languages spoken at home, technology used in the home and computer literacy.

Sources:

Audience research
Australian Bureau of Statistics
Audience