Week Eleven: Revealing Gaps, Targets and Audiences for a New Product or Service Idea

Updated: Aug 21, 2021

Lecture with Dan Parry, a digital strategist at Metier Digital.

How can we ensure a business or creative idea is targeted and researched to maximise its potential?

  • Understadning your audience.

  • Talking to potential customers.

  • Researching the landscape.

  • Understadning your competition.

  • Testing your product/service quickly with a minimal viable product.

  • Understand your audience!


  • What problems do they have?

  • Who are they?

  • What are they trying to do?

  • Why are they trying to do what they're trying to do?

  • Where are they?

  • What do the first 100 customers look like?

First 100 customers and early adopters

  • What are their motivations?

  • What are their goals?

  • What are their desires?

  • What are their problems?

If you can service those early 100 customers quickly and effectively, better than others in the market, you'll have something that matters to them. It's about psychological behaviour and patterns.

What assumptions are you making about:

  • Your audience?

  • Your products/services?

  • Your own ability?

  • Write down your assumptions.

  • Understand your target market better.

  • Understand the themes around what you're trying to question and what you're trying to build.

Test and validate/invalidate your assumptions quickly.

  • Ask qualitative and quantitative questions.

  • Qualitative questions: the human part/interviews/direct questions/more personal/can probe further.

  • Quantitative questions: data is invaluable/needs lots of people to answer surveys.

  • Don't ask leading questions that give you either yes or no results.

  • Modern questionnaires allow you to logic jump; yes or no answers can lead you to different paths.

Book, The Mom Test by Rob Fitzpatrick teaches you how not to ask leading questions.

  • Ask about the problems someone is having.

  • What products do they already use?

  • If it's your business, you ideally need to step back from asking the questions.

  • The more people you speak to, the better.

  • Have a constant loop of feedback.

  • By talking to many people, you will find some new information and problems articulated in new ways.


  • Who is doing what you're trying to do?

  • If others are doing what you're doing, how can you make it more streamlined?

  • SWOT analysis.

  • SWOT lays out the opportunities and threats ahead.

  • See the negatives as challenges.

  • Plot two things that define you on a graph and plot your competitors against them.

  • similarweb.com is a tool for looking at competitors.

-Looks at website traffic.

-How long do people stay on the website.

-Where in the world they are.

  • Refine your search.


  • Social media as a tool for opinions.

  • Trends.

  • Facebook groups.

  • Join groups, talk and add value.

  • Create your own group.

  • Build your audience before you launch.

  • Having your own Facebook group gives you more control.

  • Use Instagram and hashtags.

  • Don't use large hashtags.

  • Refine hashtags.

  • Latergram.

  • Social media is great for building an audience organically.

  • Try and build a community.

  • People know people.

  • Twitter is perfect for sharing ideas.

  • Talk to people, add value where you can get people to care, establish customers.

  • Where is your audience?

  • Where do they feel comfortable?

  • Build an email list.

  • Go to review sites to research what people like/dislike with a product/service.

  • The more research you do, the better, but don't overdo it.

  • Buffer is a social media scheduling tool.

  • Create a website where you can record interest.


  1. Understand your audience.

  2. Talk to potential customers.

  3. Research and undertake competitor analysis.

  4. Test the product/service.

  5. Use Hotjar for screen recording and heatmaps.

Brand Media Strategy: Integrated Communications Planning in the Digital Era

Image: https://www.palgrave.com/gp/book/9781137279569

For marketers, digital media provides insight into reaching customers and converting interest into an intent to purchase. The peer to peer connectivity of social media needs to become central to every marketer's thinking. According to a 2013 survey by Dimensional Research, two-thirds of people read product reviews online, and 90% say that influences their shopping.


  • Google helped advertisers by providing the ability to directly target consumers at the moment they're looking for a product/service.

  • Amazon wouldn't be the company it is today without Google Adwords.

  • Google has created the ability to connect with individuals.

  • Google has also democratized advertising, making it accessible to small advertisers as well as the bigger fish.


  • The number of social media sites is exploding, and usage is up in almost every dimension.

  • Its impact on world events has been huge. Suddenly the power of word of mouth, networks and small groups has become magnified globally.

  • Facebook has brought more transparency.

  • Marketers can access more intimate opportunities to engage consumers through Facebook and other social media networks.

  • They provide a rich data mine of peoples current interests, for example, a book or a movie. It's a global focus group.

  • They enable marketers to see what's working and what is not and put more money behind those products.

  • Social media sites are portable and allow for 24/7 connection.

  • Like pages allow users to tell their friends of their support for specific brands.

Workshop Challenge

Comic Genius

Image: https://poshmark.com/listing/NWT-Comic-Genius-Portraits-of-Funny-People-Book-5eebc3e2bcdb2f3b31f146ce

"This star-studded tribute to the kings and queens of comedy draws together such legendary names as Steve Martin, Tina Fey, Steve Carell, Eddie Murphy, Robin Williams, Ricky Gervais, and many more. Granted extraordinary access, photographer Matt Hoyle has captured his subjects in portraits that are works of art in themselves—by turns zany and deadpan, laugh-out-loud and contemplative. Accompanying them are first-person reflections from each of the comedians on life and laughter that always cut straight to the heart of comedy: it's funny because it's true. Page after sidesplitting page in Comic Genius offers prose as engaging as each portrait is memorable."


Image: https://utpress.utexas.edu/books/mizejewski-sturtevant-hysterical

"Ideal for classroom use, this anthology of original essays by the leading authorities on women’s comedy surveys the disorderly, subversive, and unruly performances of women comics from silent film to contemporary multimedia."

The Mighty Book of Boosh

Image: https://www.goodreads.com/book/show/3156245-the-mighty-book-of-boosh

"Boosh art director Dave Brown—aka Bollo the gorilla—has designed countless graphics based on Boosh jokes, including a poster for the Howard vs. kangaroo boxing match and a vintage Penguin-looking book cover for Howard Moon's Trumpet Full of Memories. Other artists have illustrated such essentials of the Boosh-iverse as the a cappella songs known as crimps and the eclectic hairstyles. Every Boosh fan will love Old Gregg's Baileys-fueled watercolors, Vince's Excuses for Being Late, and Bob Fossil's Guide to Dance."



To create a book exploring visuals within comedy, whether a prop, poster or costume etc. The book will detail the cultural relevance and/or the art movements that inspired them. This will be accompanied by essays from comedians detailing their comedy influences and inspiration. The book will also be interactive in parts, like a pop-up book, making it more visual, with the reader reenacting classic comedy scenes/animations.


The book will be primarily targeted to an audience with a keen interest in comedy, its history, and art. However, it would also appeal to a demographic interest in art history, entertainment, theatre and culture.


  • According to Vulture, Dozens of comedy festivals take place in the United States and around the world every year. Since comedy is experiencing a revival right now, comedy festivals are also booming. Netflix, HBO, and Showtime are coming out with new comedy programming all the time.

  • According to The Scotsman, in 2019, The Edinburgh Fringe Festival reported an audience of 3 million for the first time, with the festival growing by 1.25 million in the space in a decade.

  • As well as there being a massive demand for comedy in general. Some numerous podcasts and shows (often presented by comedians themselves) delve into the behind scenes of comedy, comedians, their writing processes, influences, such as The Comedians Comedian, Comedians in Cars Getting Coffee, Marc Maron WTF. This shows interest not just in comedy itself but its origins.

  • According to Vulture, books are very important to comedy. Historically, they've been the one medium that takes comedy as importantly as it should be taken, in terms of its history, execution, theory, and practice. This shows the demand for books, such as the one I'm proposing, that detail the origins and history of comedy.


An idea to fund the book would be through a Kickstarter/Crowdfunder campaign where the original concept for the book would be displayed, and people could pledge money in return for gifts. Through doing this, the book would secure funding whilst carving out an audience before the book is launched; this would allow a clear insight into how successful the book will be and build relations with the audience and generate excitement and a community in support of the book.


As mentioned, comedy festivals are most definitely an annual staple in big and small cities around the year, from the Edinburgh Fringe Festival to the Melbourne International Comedy Festival. As a marketing initiative, posters advertising the book will be placed in these cities during those festivals. As well as this, not only would the posters promote the book but also talks with comedians about the book; hosts of Podcasts could conduct the Q&A by asking related questions.

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The lecture was beneficial this week, and I'm looking to put a lot of what I learned into practice. Regarding my own idea, it's still early days, although I think it has potential and am looking forward to taking it further!


flex.falmouth.ac.uk. (n.d.). Log in to canvas. [online] Available at: https://flex.falmouth.ac.uk/courses/897/pages/week-11-lecture-guest-practitioner-dan-parry?module_item_id=50719 [Accessed 16 Aug. 2021].

Young, A. (2014). Brand Media Strategy : Integrated Communications Planning in the Digital Era. New York: Palgrave Macmillan Us [Accessed 16 Aug. 2021].

Lobell, K.O. (2018). A Comprehensive Guide to Comedy Festivals in the U.S. and Around the Globe. [online] Vulture. Available at: https://www.vulture.com/2018/08/a-guide-to-comedy-festivals-in-the-u-s-and-around-the-globe.html [Accessed 16 Aug. 2021].

Ferguson, B. (2019). Edinburgh Festival Fringe audience breaks three million barrier for the first time. [online] www.scotsman.com. Available at: https://www.scotsman.com/arts-and-culture/edinburgh-festivals/theatre-and-stage/edinburgh-festival-fringe-audience-breaks-three-million-barrier-first-time-542031 [Accessed 16 Aug. 2021].

Nelson, B.B., Jenny (2018). The 90 Best Books for Comedy Fans. [online] Vulture. Available at: https://www.vulture.com/article/funny-comedy-books.html [Accessed 16 Aug. 2021].

Hoyle, M. and Brooks, M. (2013). Comic Genius: Portraits of Funny People. [online] Amazon. Available at: https://www.amazon.com/Comic-Genius-Portraits-Funny-People/dp/B01L9A8TNO [Accessed 17 Aug. 2021].

Hysterical! Women in American Comedy Edited by Linda Mizejewski and Victoria Sturtevant; foreword by Kathleen Rowe Karlyn. (2017). [online] utpress.utexas.edu. Available at: https://utpress.utexas.edu/books/mizejewski-sturtevant-hysterical [Accessed 17 Aug. 2021].

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