Know and understand showing a clear sense of audience and purpose

Topic 9 – Audience Appreciation

Objective

Know and understand how to show a clear sense of audience and purpose when creating ICT products, and be able to evaluate how well the product meets the identified audience’s needs (AO3).

1. What is an Audience?

The audience is the group of people who will read, view, hear or otherwise interact with an ICT product. Recognising the audience influences:

• Language and tone
• Layout and navigation
• Choice of media (text, images, audio, video)
• Level of detail and technicality
• Accessibility and cultural relevance

2. Types of Audience

Audiences can be classified in several ways. The table below summarises the most common categories used in IGCSE ICT tasks.

3. Understanding Purpose

Purpose is the reason for creating the ICT product. Common purposes include:

• Inform – present facts, data or instructions.
• Persuade – influence opinions or actions.
• Entertain – amuse or engage the audience.
• Record – store information for future reference.
• Collaborate – facilitate teamwork or communication.

4. Methods for Audience Analysis

Gather information about your audience before you start designing. Choose one or more of the following methods:

• Questionnaire or online survey
• Short interview or focus group
• Observation of existing products used by the audience
• Review of demographic data (age, language, abilities, cultural background)

The information collected should answer:

• Who are they?
• What do they already know?
• What do they need from the product?
• Any special requirements (accessibility, data‑protection, cultural considerations)?

5. Linking Audience, Purpose & Design (AO3 Checklist)

Use the checklist below to ensure full alignment and to provide the written evaluation required by AO3.

1. Identify audience(s) – name primary and any secondary audiences and describe their key characteristics.
2. State purpose(s) – clearly articulate why the product is being created.
3. Choose language & tone – match the audience’s knowledge level and the purpose.
4. Select media – decide on text, images, audio, video etc.; ensure all media are properly licensed (see Section 6).
5. Design layout & navigation – consider colour scheme, font size, contrast, menus and any interactive features that support the purpose.
6. Accessibility & cultural relevance – include alt‑text, subtitles, high‑contrast colours, avoid culturally‑specific idioms.
7. e‑Safety / data‑protection (if relevant) – add a privacy notice, obtain consent, store data securely.
8. Test with a representative sample – record feedback and note any changes made.
9. Evaluate (AO3) – write a brief evaluation answering:
   • How well does the final product meet the identified audience’s needs?
   • Which design decisions support the purpose, and which could be improved?
   • Evidence from testing (e.g., “80 % of the sample found the navigation intuitive”).

6. Copyright, Licensing & Software Use

When using any external material you must respect legal and ethical requirements.

• Use only:
  • Public‑domain resources,
  • Creative Commons (or similar) resources that allow your intended use, or
  • Content you have created yourself.
• Give full attribution: author, source, licence, and URL (if online).
• Software licensing: ensure any icons, fonts, templates or plug‑ins are covered by a licence that permits educational use. Do not rely on brand‑name software in exam answers – marks are awarded for concepts, not for product names.
• Keep a record (e.g., a simple table) of every asset used, its licence and the attribution details.

7. e‑Safety & Data‑Protection (Expanded)

If the product collects, stores or transmits personal data, the following must be addressed:

• Privacy notice – clearly state what data is collected, why, who will see it and how long it will be kept.
• Consent – obtain explicit consent (e.g., a tick‑box) before any personal data is submitted.
• Secure storage – use password‑protected files, encrypted spreadsheets or secure online forms.
• Strong passwords – advise users to create passwords of at least 8 characters with a mix of letters, numbers and symbols.
• Phishing awareness – remind users never to share passwords or personal details via email unless the source is verified.
• Data‑protection checklist (add to the AO3 checklist):
  • Is a privacy notice present?
  • Is consent obtained before data entry?
  • Are data‑handling procedures compliant with the relevant data‑protection law (e.g., GDPR for UK/EU students)?
  • Is the data stored securely and only accessible to authorised users?

8. Accessibility & Cultural Considerations

• Accessibility:
  • Legible fonts (≥12 pt) and sufficient colour contrast (ratio ≥ 4.5:1).
  • Descriptive alt‑text for all images.
  • Subtitles or transcripts for audio/video.
  • Keyboard‑friendly navigation where possible.
• Cultural sensitivity:
  • Avoid idioms, symbols or colour meanings that may be misunderstood.
  • Consider localisation (e.g., translate key terms) if the audience includes non‑native speakers.

9. Practical Example

Scenario: You are creating a brochure for a new school computer club.

• Audience: Students aged 13‑16 (peers) and their parents (non‑technical).
• Purpose: Inform about club activities and persuade students to join.
• Design adaptations:
  • Friendly, enthusiastic language.
  • Colourful graphics and photos of previous events.
  • Simple schedule, clear contact details, and a QR code linking to the sign‑up form.
  • Benefits expressed in non‑technical terms (skill development, fun, teamwork).
  • All images sourced from a Creative Commons site and fully credited.
  • Large fonts, high‑contrast colours, and alt‑text for every image.
  • Privacy notice on the sign‑up form explaining how contact details will be used.

10. Activity – Audience Analysis

Work in pairs. Choose one of the ICT product types below and complete the table. A completed example is provided to model the required detail.

11. Self‑Assessment Rubric (AO3)

Mark each criterion as Not yet achieved, Partially achieved or Fully achieved. Use the rubric to guide your written evaluation.

12. Summary

Showing a clear sense of audience and purpose is essential for effective ICT communication. By analysing who will use the product, why it is being created, and by applying appropriate language, design, media, legal/ethical considerations and e‑safety measures, you produce work that meets the Cambridge IGCSE ICT assessment criteria and serves real‑world users.

13. Self‑Check Questions

1. What are three characteristics you might consider when identifying a specialist audience?
2. Explain how the purpose “persuade” would affect the choice of colour scheme in a flyer.
3. Give an example of a design feature that would help a non‑technical audience navigate a website.
4. Why is it important to test an ICT product with a sample of the intended audience?
5. List two steps you must take to ensure copyright compliance when using an image from the internet.
6. When a product collects personal data, name three e‑safety measures you must include.