Digital Media and Audience Analysis
8 weeks · 0 milestones
Conduct a real audience or platform data analysis using actual platform analytics (with appropriate consent) or a real publicly available dataset (Ofcom, Nielsen, Pew Research, or equivalent). Document your methodology, analysis output, and conclusions about audience behaviour or platform dynamics. Proof is the analysis plus a documented review by a media practitioner or communications researcher who challenges your interpretation — specifically, what alternative explanations exist for the behaviour patterns you found and whether your sample or dataset is representative for the question you are answering. Your written response is a required part of the proof.
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Milestone map
3 milestones
Collect a real digital media audience dataset — publicly available social media engagement data from a page or account you manage (or a public account using a free tool), publicly accessible web analytics data you have access to, or a published research dataset on digital media consumption. Produce an audience analysis: describe who the audience is (demographics where available, behaviour patterns from the data), what content they engage with (engagement rate by type, timing, topic), and what patterns emerge from the data.
Proof required
Audience analysis document (600+ words) with the dataset source and collection method documented, descriptive statistics on audience size and engagement, at least three audience behaviour patterns identified from the data, and charts or tables supporting the findings.
What gets checked
- Dataset source and collection method are documented — not 'I got this data from social media'
- Three distinct behaviour patterns are identified from the data with supporting statistics
- Charts or tables are included that support (not just illustrate) the stated patterns