Know and understand planning ICT solutions that are responsive to and respectful of the needs of an audience

ICT 0417 – Topic 9: Audience

Objective

Know and understand how to plan ICT solutions that are responsive to, and respectful of, the needs of an audience.

1. Audience Appreciation

• Definition: The audience is the group of people who will use, view, or be affected by an ICT solution.
• What appreciation means: Identifying the audience’s needs, expectations, constraints, cultural context and legal/ethical requirements, then using that insight to shape the solution.
• Why it matters: An audience‑centred approach produces higher usability, greater satisfaction, fewer errors, and helps meet legal and ethical obligations (accessibility, data‑protection, copyright, etc.).

2. Why Consider the Audience?

• Ensures the solution solves real user problems.
• Improves usability, engagement and satisfaction.
• Reduces misunderstandings, errors and negative reactions.
• Supports compliance with legal and ethical standards (copyright, GDPR, WCAG, etc.).

3. Key Audience Characteristics (Analyse the Audience)

When analysing an audience, record the following factors for each group.

4. Legal & Ethical Considerations (Syllabus‑specific)

4.1 Copyright

• What it protects: Literary, artistic, musical, software and multimedia works.
• Common infringements in ICT: Unauthorised copying or distribution of software, images, music, video or text.
• Software piracy: Illegal copying, cracking, or sharing of licensed software. Producers combat this with:

  • Digital Rights Management (DRM)
  • Licence keys / activation servers
  • Online verification checks

• How to avoid infringement:

  • Use properly licensed material – e.g., Creative Commons (CC‑BY, CC‑BY‑SA), GNU GPL, MIT.
  • Give full attribution (author, source, licence).
  • Check licence terms before re‑using content.
  • Apply the educational “fair‑use” / “fair dealing” exception where permitted (short excerpts, non‑commercial teaching).

• Benefits of respecting copyright: Avoid legal action, maintain credibility, support creators, and foster ethical ICT practice.

4.2 Data‑Protection & e‑Safety (GDPR‑aligned)

• Personal data: Any information that can identify a living individual (name, address, email, ID number, etc.).
• Sensitive data: Health, ethnicity, religious belief, sexual orientation, biometric data, etc.
• Key GDPR principles to embed:

  • Lawful, fair and transparent processing.
  • Purpose limitation – collect data only for a specific, legitimate purpose.
  • Data minimisation – gather the minimum amount needed.
  • Accuracy – keep data up‑to‑date.
  • Storage limitation – retain data no longer than necessary.
  • Integrity & confidentiality – protect data against unauthorised access, loss or damage.
  • Accountability – be able to demonstrate compliance.

• e‑Safety practices for the audience:

  • Strong passwords + two‑factor authentication (2FA).
  • Clear privacy notices that explain what data is collected, why, and how it is stored.
  • Opt‑out options – e.g., “I do not want my data used for marketing” tick‑boxes.
  • Education on phishing, malware, and safe online behaviour.

4.3 Security of Data – Threats & Protection

• Common threats: Malware, ransomware, phishing, man‑in‑the‑middle attacks, unauthorised access, data loss.
• Technical protections:

  • Firewalls (network‑level filtering).
  • Encryption – SSL/TLS for data in transit, AES for data at rest.
  • Digital certificates – verify server identity.
  • Biometric authentication (fingerprint, facial recognition) where appropriate.
  • Two‑factor authentication (hardware token, authenticator app).
  • Regular backups and version control.

4.4 Accessibility & Inclusivity (WCAG 2.1 Level AA)

• Provide alt‑text for all non‑text content.
• Include captions or transcripts for audio/video.
• Ensure colour contrast of at least 4.5:1 for normal text, 3:1 for large text.
• Enable full keyboard navigation (no mouse required).
• Allow users to resize text up to 200 % without loss of content or functionality.
• Offer multiple language options and adjustable reading levels where feasible.
• Design for a range of devices and input methods (touch, voice, assistive technology).

5. Audience‑Centred Planning Process (Mapped to Assessment Objectives)

1. Identify primary and secondary audiences. (AO1 – recall)
2. Gather information about each audience. Use surveys, interviews, focus groups, observation or analytics. (AO2 – apply)
3. Create audience personas or user profiles. Include age, skill level, goals, context, legal/ethical needs. (AO2)
4. Analyse the needs of each audience. Use the “Audience Analysis Checklist” (see section 6). (AO2)
5. Define audience‑specific objectives and success criteria. State what the solution must achieve for each group. (AO2)
6. Design with audience needs in mind. Choose layout, language, navigation, colour, accessibility features, and security measures. (AO2)
7. Prototype and test with representative users. Collect quantitative (e.g., task‑completion time) and qualitative (e.g., satisfaction) feedback. (AO3 – evaluate)
8. Refine the solution and repeat testing as required. (AO3)
9. Document how the final solution meets audience requirements. Include evidence of testing, compliance with copyright, data‑protection, security and accessibility. (AO3)

6. Tools & Techniques for Audience Analysis

• Online questionnaires (Google Forms, Microsoft Forms, SurveyMonkey).
• One‑to‑one interviews – structured or semi‑structured.
• Focus groups – gather diverse perspectives simultaneously.
• Direct observation – watch users in their natural environment.
• Usability testing – low‑fidelity paper prototypes → high‑fidelity interactive prototypes.
• Analytics from existing systems – page views, device types, bounce rates, heat‑maps.

7. Audience Analysis Checklist (For AO2)

• Have all audience groups (primary, secondary, tertiary) been identified?
• Is there documented evidence of audience needs (survey data, interview extracts, personas)?
• Do the design mock‑ups reflect appropriate language, colour, layout and accessibility for each group?
• Are WCAG 2.1 AA criteria met (alt‑text, captions, contrast, keyboard navigation, text resize)?
• Is copyright compliance verified – licences recorded, attributions included, fair‑use considered?
• Are data‑protection measures embedded – minimal data collection, secure storage, privacy notice, opt‑out options?
• Are security controls (encryption, firewalls, 2FA, certificates) documented?
• Has the solution been tested with real users from each audience group?
• Is there a post‑deployment feedback plan (surveys, usage analytics, support tickets)?

8. Example: Planning a School Homework Portal

9. Diagram Suggestion (Audience‑Centred Planning Flow)

10. Summary

Effective ICT solutions start with a thorough appreciation of the audience. By analysing age, skill, culture, abilities, goals, context and legal/ethical requirements, and by involving users throughout planning, design, testing and documentation, solutions become more usable, inclusive, secure and legally compliant.

11. Assessment Links (AO 1‑3)

• AO1 – Knowledge: Recall audience characteristics, copyright principles (including software piracy and licences), data‑protection terminology, security measures, and WCAG 2.1 AA standards.
• AO2 – Application: Apply audience analysis to define objectives, create personas, select appropriate tools, and produce design mock‑ups that meet legal/ethical requirements.
• AO3 – Evaluation: Evaluate how well a finished solution meets identified audience needs, copyright compliance, data‑protection, security and accessibility, using evidence from testing, user feedback and documentation.