It lays the foundation on which the content, style,script, narration, visuals, graphics and ultimately the budget will be built. These actions may include a change in attitude, better productivity, improved decision making or a search for more information on the topic. Defining your target audience includes accessing their previous knowledge on the topic, plus trying to gage what they want or need to know. The definition should include age, education, and whether they will be a captive or transient audience. Research has indicated the ideal number of examples to give when trying to support or explain a product or idea is three.
Viewers have a hard time retaining more than three concepts at once.
Less than three examples is often not convincing. By limiting the number of examples, you also give yourself a better chance of keeping your finished production as short as possible. Comprehension and retention rapidly drop off after 15-20 minutes of continuous viewing of a video. For each main point, define the two or three best visual examples to illustrate them. Usually there are many ways to make your point, the challenge is to stick to the most important points that will influence your target audience.