Research Report for a voting guide aimed at young people.

Research Report

When creating an artefact for a mass audience it is necessary to find the correct data for the target audience. This includes researching form, audience, context and some basic content. I used both primary and secondary data. For examples of these see the appendices. I used a questionnaire to survey my target audience and establish a need; I surveyed ten people making the data primary qualtive data, as an in-depth study of the audience was carried out. I used some basic secondary data for initial content research such as books, the Internet, television programmes and newspaper articles.

Audience

Close contact is needed with the audience throughout the project. My target audience is upper sixth formers at George Abbot Sixth Form. I targeted them because, I study at George Abbot Sixth form so I have good contact with people and the audience is in close proximity. I used questionnaires (see appendix for the full results and questionnaire) first to establish the demographics of my target audience (subjects studied, age, gender, etc.); this is an example of quantitve data as it provided insight into social and demographic trends of the audience. This broad questionnaire was done to decide whether my audience had any interest in politics and enabled to think about my artefacts purpose ( if there was no interest in politics , then it would seem wrong to continue) using the semi-demographical data. Thankfully, I thought the results were such that, I could continue with my project. The second of my two questionnaires was to establish an actual in-depth need for a guide to “voting for young people.” The questionnaire asked the audience to suggest whether they were going to vote (if not, the artefact would be useless) and what information that they think they will need, so they can actually use the artefact. Thankfully, a need was there and my audience were going to vote.
There are areas where all of the people I surveyed suggested that must be included. Firstly, the fact that there is almost no information out there about how to vote and what to do. To be frank, my audience didn’t know much about voting at all except that its held once a year for local and every four for national elections. The information my target audience desires is 1) where to vote. 2) Addresses and contacts of mp’s and voting standards and 3) voting rights.
I also discovered that pictures and illustrative diagrams where the order of the day for my audiences needs.
All audience research carried out has allowed me to change my plans so that I can make the artefact fit specifically with my audience wants, needs and visions of the artefact.

Form

This is a preview of the whole essay

Form

There are so many leaflets around; coming through your letter box every day, in shops and given out on the street, that my research into form was conducted with mainly secondary data. I wanted to see how these leaflets encapsulated their target audience, what the ‘norms’ and conventions of the A5 leaflet, my chosen form. Seeing as there is no leaflet about how to vote for young people available, my form research was largely down to the type of leaflet information the target audience asked for and other leaflets. However, seeing as I am interested in the subject and am in the right age group for my leaflet I have some idea of what the leaflet needs to look and be like. Pictures, and essential information where the most important.
From my deconstruction of various leaflets (See appendices) it is clear that big bold fonts and stylish graphics to entice potential customers and readers. Information is often (depending on the leaflets content) clear, concise and in a more practical font to read such as COMIC SANS MS or the like other sans serif font. Phone numbers and contact details are often on the back of the leaflet, which my target audience asked to be included. On the ‘O2’ ‘topping up your mobile’ leaflet for example, the colour is kept simple and only uses two colours. It is almost clichéd to say, but the many established companies and institutions leaflets were ‘post-modern’ using minimal text to convey information instead opting for visual aids such as pictures, looking cluttered on one page, but not (The front cover of FHM is a good example) Using my own knowledge, I think a dash of humour will needed to be used to encapsulate the audience and keep them interested in the topic, and to even help them understand. From television to magazines companies whose primary targets are 17-19 year olds humour, I think, is important to getting them on side. Headings and titles need to be bold and in a large font with the information in a smaller typeface, perhaps using bullets points (fairly common in leaflets). As there are no other leaflets around that highlight this topic, I can be fairly broad in my form, however sticking to basic conventions will be necessary and to my benefit.

Context

My artefact is a guide to voting for young people. It needs to be clear and concise and not too long. That is why I have chosen to produce it in an A5 booklet. It will be laminated or printed on gloss paper to give a professional appeal and withstand basic wear and tear. The most important item is that it needs to appeal to young people, which means, it needs to look good and uncluttered. Text needs to be kept to a minimum but maximum information, focusing instead on pictures and aesthetically pleasing items. The item will probably be used on voting day, so needs to be small enough to fit into a handbag or pocket of the owner, hence the A5 size.

Content

I used secondary data to conduct content research. I used various political websites that offered some information, my own knowledge of the subject and assorted political books and newspaper articles. This helped me provide precise information for my target audience on the specific areas that my target audience know nothing about such as the procedure and what happens on the day, as well as postal-vote information.

(1,025 words)