Guidebook research - Target audience

The AIF six year report 2014 undertook a 6 year survey from 2008 and the report summarises all data gathered. Over 19,000 respondents took part and generally, the gender balance of respondents was roughly equal between male and female over six years, although with more females than males taking the survey on average: Male 45.5% / Female 54.5%. Age wise, the highest proportion of the AIF survey respondents was between the 25-34 age range (32.8%). The next highest group was 17-24 (26.5%), followed by 35-44 (22.7%). The average age of a survey respondent was 33.

However, the UK Festival Awards Market Research Report for 2015/2016 shows a difference in the age of festival goers.

The primary group to attend festivals are 18 - 25 year olds, which make up 38.4% of all attendees. This is the most significant age group and the age range you are most likely to see at a festival, speaking from personal experience.

The gender gap is irrelevant to me in this case, as I do not want to target a particular gender in the design of the guide. However I am aware that some of the content maybe more aimed towards females given that I am providing my own personal experiences and advice.

Target audience:

People aged 18+. Primarily younger people but not limited to this age group given that older people still like to attend festivals according to the data above. Younger people may be more interested in my guide as they will be less likely to have been to a festival before. 

Print - Music Festivals

For my guidebook I have decided to focus on music festivals. As I go to at least 2 a year I feel as if I have a good grip on the subject and am able to provide a detailed and experienced insight into the world of festivals.

The specific aim of the guidebook is still unclear, I have a few ideas including
- which festival is right for your music taste
- how to survive a festival

I may end up combining these ideas into one and compiling a guidebook on all aspects of a festival. This would provide me with a more detailed and comprehensive guide to a festival instead of one specific niche. This would appeal to first time festival goers, particularly as the subject is diverse and potentially worrying to a lot of first timers.

I think that my focus will be mainly on UK festivals as I have been to these so can provide a first hand experience, and not many people will travel out of the country for a festival. I may include a section on festivals abroad as an addition and more well rounded guide.

Ideas to include

- all about individual UK festivals (Reading and Leeds, Creamfields, SW4, T in the Park etc.) These festivals can be the major ones as well as smaller independent festivals, which will require more research on my part.
- which festival would suit your music taste. For example if you are into electronic music then Creamfields is probably more suited to your taste, and if you like rap or hip hop then Wireless would be more appropriate.
- what to pack. I could include a comprehensive list on every festival essential needed for a festival, possibly in the form of a checklist people could use and interact with.
- a section on festival fashion. at festivals people often tend to dress differently than they would everyday and it could be an interesting piece for the guidebook.
- general tips and comments. This could range from tutorials on glitter or hair, to drugs and alcohol. The latter could be a controversial subject so I'm not sure on how I would approach it as of yet.
- how to look after yourself. At a festival obviously it is likely you will go a bit overboard from alcohol or other things, and with no proper bed or bathroom to heal yourself people may find it handy to have some tips and tricks in order to beat a hangover and keep yourself going for the weekend.

Print - Brainstorm

Brief: Identify an area of personal interest to research and gather a visual and factual materials to form a guide book.

how to survive a festival
how to hack Starbucks coffee at home
how to inter rail across Europe
travel guide to 
- Amsterdam
- Prague

My chosen idea
I have decided to create a guidebook on festivals, as I have first hand experience of attending them and think I have it down to a fine art in terms of booking tickets, transport, packing, camping etc. I can draw on this knowledge as well as use the photos I have taken over the years to create my guidebook. I am still unsure whether I will focus on one particular aspect of festivals or create a general guide. 

Print - festival photos