Evaluating client requirements and target audience considerations Unit 2
Topic 2
A client will commission a digital media product by providing a client brief. This brief sets out the requirements of the project. Some of these requirements will be clear cut in the brief and some will be left to personal interpretation.
Types of client brief and how to analyse them
A client brief containing all instructions can be given to the media production company in a variety of different ways. These include:
Formal
There could be a scheduled meeting between the client and the producer, where the client outlines the requirements. There is a written copy of them, which is assessed and carefully directed by the client. A follow up meeting can be put into place to discuss the initial agreement.
Informal
This could be over a telephone call, where they discuss the requirements that need to be met by the producer. There is no written copy of the brief, just a call to agree what is needed in the production.
Negotiated
The client and producer work together to form a brief. Discussions for the aims and objectives will take place before writing the brief.
Contractual
The brief is outlined within a contract of employment. Within a legally binding document.
Tender
Client producer an advert to show the media product that they need created and wait for bids from producers. They then have a meeting where producers then pitch for the place to produce the media product. They show the cost and timescale of the production.
Commissioned
The client hires an independent media company to create the media product. The media company will do all the work, and develop the product. The whole process has to be overseen by a commissioner from the client.
Once the brief has been agreed, then the producer has to read and analyse it to be sure of the best way to go forward. There are requirements that have to be met. These requirements fall into different types for example:
- Explicit - Clearly stated and must be met during production
- Implicit - Inferred from the brief and you have to interpret what is said
- Open - Freedom to make own decisions about how to best create the product
- Constraints - Boundaries that the project must work within (legal, ethical, cost, time)
The producer must make sure they know exactly what is required by the client, and when they have to interpret requirements themselves, it may cause confusion. To help stop this, communication with the client is required. It is better to make sure you have full understanding at first, because any changes mid way through the project can be costly in terms of time, resources, and most importantly money.
Tools to use
When analysing the brief, there are a number of tools the producers could use. This allows a systematic approach to the brief, and a capability to break down the brief into sections, to make it easier to understand. It also helps for organisational purposes. These are some commonly used tools:
- Mind map - Document used where thoughts can be linked together through a central idea
- Mood board - Collection of images, words and materials to create a feel for the project
- Blue-sky thinking - Thought and ideas written down by a group of individuals about the brief
- SWOT analysis - Strengths, weaknesses, opportunities and threats which can be used as headings for ideas for the brief
Target audience factors to consider
Media producers must make sure the product does not cause offence or disturbance to anyone. This is key to the development, because it the product is aimed at the incorrect audience, it will not be successful. This process involves looking at demographic factors, to create a picture of who the target audience are for the particular product.
Socio-economic
This is about how much people earn - whether they are a upper, middle or working class. The upper class, who are paid more are likely to be of a high social status. As people move up or down the social hierarchy, it is called social mobility. The higher someones income, the more disposable income they have, which leaves more room for buying media products., therefore this is a large target audience.
Age
The age of a target audience needs to be considered when developing the product, as it needs to be of the appropriate complexity. Age groups can be defined in small groups for example 12-16 year olds, or in wider groups such as ‘teenagers’.
Gender
Males and females usually have different interests, such as fashion and sports. However, in todays society, there are no preferences for each gender, as everyone is seen to like different things. This affects media products, as they used to be aimed at specific age groups, but it is unethical to do so now.
Ethnic groups
Media products are now available for an extremely wide range of ethnic groups, due to the advanced technology these days. If a media organisation fails to diversify, it could offend many groups of people.
Psychographics
This is a psychological factor that affects individuals perception compared to others. It affects their interests and attitudes. Through questionnaires, people can get enough information to know what kind of person they are. They could be a number of specific groups, including:
- Resigned
- Struggler
- Mainstreamer
- Aspirer
- Succeeder
- Explorer
- Reformer
Geodemographics
Based on the location of the target audience. This can affect the style of the media product and the language that it is in.
Sexual orientation
An individuals sexuality affects a media product. Media producers have to make sure that they are not offending anyone when creating the media product, as people can be any gender these days.
Mainstream Vs Niche
This relates to the purpose of why the media product was created. The product could be created to appeal to a wide range of people (mainstream market). The product can be targeted at a small group of people (niche market). This then affects a product is marketed to appeal to the niche market. Quantity should be more exclusive in a niche market, to increase their desirability and demand.
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