Market Research

## Market Research Statement

* The target audience is mostly woman from age (18-35), worker and PHE from lower class and lower educational.
* Because of the covid situation, we can't interview the target audience therefore we used every knowledge we have come from Life data. We took Life suggest to be more relatable to the target audience from Voice (mature), Narration (casual conversation), Visual representation (uniform from worker and PHE), and Color visual representation (feminine and mordern).
* Due to the covid situation, the team can not get the end-user information and feedback in person. The client offer to help and sent the survey to the target audiences and collect their feedback during the last adjusting period.
* Competitor for international and domestic focused strongly on academic and straight forward, this can make target audience loss interested.

## Target Audiences:

* Refer to **End Users**
* Vietnamese worker

* PHE

* Due to the covid situation, the team can not get the end-user information and feedback in person. The client offer to help and sent the survey to the target audiences and collect their feedback during the last adjusting period.

## Competitors:

#### Iteration 1:

##### Within vietnam

Overall, within Vietnam, Contraception methods is a hot topic, many organisations and hospital have made various posters / videos in order to raise the community' awareness but when it come to the design, most of them are using image on google, online stock, etc with low quality and inconsistent. Videos about contraception methods in Vietnam mostly are sharing from real life doctors or just using videos from other sources then translate to Vietnamese.

Source : Google

In Vietnam, there are many hospital and organisation published poster / booklet about contraception methods with simple design and some other is out-date.

Source : Bacsydayroi.com

Source : BenhvienTuDu - tudu.com.vn

Source : Bacsydayroi.com

Videos of contraception methods in Vietnam is quite rare and mostly were translated from international videos or just recording doctor sharing.

    Source : Youtube / CÁC BIỆN PHÁP TRÁNH THAI - Bác Sĩ Thầu Dầu

    Source : Youtube / Vinmec

Source : Youtube / Vinmec

##### International (Asia)

Videos about contraception methods in other countries are having abundant style : Academic, doctor sharing, mindmap, illustration, animation etc but all of them having the same issue is quite straight foward and academic which could lower the chance that could attract audiences.

Source : Youtube / Contraceptive Methods for Male - Hussian Biology

Source : Youtube / About Contraception - Family Planning Victoria

    Source : Youtube / Contraception for Adolescents – Lecturio Medical

## 2D Design References/Research

#### Iteration 1

* The human figure and object was portrait by a white outline
* Help to emphasis on the 3D models and animation
* The human figure also have solid color clothing
* The 2D element will be place behind an abstract colors : yellow, pink, purple and blue
* Inspiration

* Outcome

* More infomation please refer to Design Consistency and CM training video

#### Iteration 2

* The human figure are a solid color along with their solid color clothing
* Background element will be monochrome -> Help to emphasis the 2D human character
* The 2D element will be place behind an abstract colors : yellow, pink, purple and blue
* Inspiration

* Outcome

* More infomation please refer to Design Consistency and CM training video

## 3D Design References/Research:

#### Iteration 1: 3D model for each method

* Aiming for realistic look
* 3D animation spin 360 degree
* The 3D model and animation was design for the worker to fully understand and visualize the object/methods in 3D point perspective.

* For more information about 3D model and animation, please access to CM training video

#### Iteration 2: no change

* Aiming for realistic look
* 3D animation spin 360 degree
* The 3D model and animation was design for the worker to fully understand and visualize the object/methods in 3D point perspective.
* For more information about 3D model and animation, please access to CM training video

## Narration

#### Iteration 1:

* **Why do we choose the way of story telling of sharing knowledges from "a friend"**

Since our content is about the medical information, we would like not to scare the audience with that in formal sharing. Also, it's easy for everyone to listen to a friendly advise from a friend. Therefore, in our way of story telling of **sharing knowledges from "a friend"**, it will be in first person using "I" as a pronoun, using words like "ain't" or "don't worry", and asking the audience back such as " Isn't it?"

=> Shorten the distance feeling between the audience and the video

* What is our story line? And Why we do?

Our team create a bad scenario at the beginning to strongly tell the audience they have to be aware of using proper contraceptives-> The audience watch the consequence for the first few second, then they get scared and would like to know instantly "how to prevent this happen to them". Next, we will show them some good and effective birth control methods.

The storyline will be:

+ A female worker is having a bad thought that she will have many children in her life. She's scared of it

+ Then PHE comes and stop that female worker's bad thought

+ PHE start to share full of knowledges of modern contraceptives to female worker. So that female worker will find some solution to prevent unwanted pregnancy

* How long for the narration in video?

Approximately within 8 minutes, the video will **covers full information of contraceptive for the audience**. Helps to understand clearly of each method

Refer to **1st Narration**

#### Iteration 2:

Based on client feedback for the video to be more commercial and funny (do not have to cover full medical information, consider of using basic or general ones). Different with the solution of story telling in 1st iteration, 4HER team decided to have **an simple actual ordinary conversation between characters**.

* Why do we make the video with simple **actual ordinary conversation** between PHE and Workers?

First of all, our team still would like to connect the audience with the video. Therefore, we've cam up with this story telling solution.

We have conversations everyday, so having a simple actual talks between character is not strange to everyone

Also, **a simple** **actual ordinary conversation** normally includes jokes and laughs. Hence, our team will add some soft jokes and laughs about the topic in the narrations.

=> Shorten the distance feeling between the audience and the video

=> Enhance their engagement to the video

* What is the storyline? And why we do?

Similar with 1st iteration

* How long for the narration in video?

We simplify the video within 3-4 minutes. As mentioned above, the video is about medical knowledges, sitting and watching a video with long time may not a top choice -> The audience might get bored

Due to that, 4HER team decided to shorter the narration, so the audience could enjoy the a short a video but still gain **the basic and general information**

## Voice Actresses

#### Iteration 1:

According to the 1st iteration from "Narration Section" and the project's target audience (aged 18-30). 4HER team decided to have 2 voice actresses with young adult's voice tone.

Standard for choosing voice actress:

* 1 Voice actress for PHE: Tone with smoothly sweet, sharing, friendly and modern
* 1 Voice actress for Female Worker: Tone with sorrow and sad, but still maintain a little modern
* Refer to **Voice actress**

#### Iteration 2:

Based on 2nd iteration from "Narration section", there is a standard for choosing voice actresses and voice actor

With 5 characters = 5 voices actresses. In general, voice recorders have to contains the young adult voice tone which fits most of the project's target audience (aged 18-30):

* 1 female PHE: Tone with young Vietnamese women, sweet, friendly and modern
* 3 female workers: Tone with young Vietnamese women, funny, friendly, and modern
* 1 male worker: Tone with young Vietnamese men, funny, friendly, and modern
* Refer to **Voice actress**

## Music

#### Iteration 1: Piano based music

* Music will be mainly piano based music
* Help to create mood for the voice actress without over powering the narration
* Easier the transition between music
* Emotional impact
* More info on music please refer to CM training video

#### Iteration 2: No change

* Music will be also mainly piano based music
* Help to create mood for the voice actress without over powering the narration
* Easier the transition between music
* More upbeat on the climate

## Direction

#### Iteration 1: Make a contraceptive educational video

* Introduce a small opening storyline (please refer to CM Training video for more info on script)
* Video must include 8 method and it's definition, pros and cons (please refer to CM Training video for more info on script)
* End with an happy ending (please refer to CM Training video for more info on script)
* An educational video
* Recap training section into a short (5-10 min) video.
* Subtitle English
* Please refer to this link for the video

#### Iteration 2: Make an entertain contraceptive educational video

* entertainment
	+ content funny and dramma
	+ More conversation
	+ More animation
* less informative (not a training recap)
	+ Only include each methods's definition and most important fact
	+ No need to include pro and con of the method unless it is highly important facts.
	+ Leave some information out for doctor to explain
* more marketing
	+ Make it shorter
	+ Promote Life's program, Her project
	+ Introducing the Life HER Project program to worker

#### Iteration 1: Flipchart consistance with video

* Flipchart consistance with video in:
	+ Color
	+ Artstyle: 2D and 3D animation
	+ Focus on 3D model method
	+ 2D drawing as supporting element
	+ 3D model of each method
	+ Replace human figure from video to icon representing important information from the content.
	+ Font (size and style) (please refer to Design Consistency for more info)
* Content stay the same
* Use color background box for highlight
* The flipchart was layout as front page next to the back page for easy printing.
* Please refer to CM print fipchart for more info

#### Iteration 2: Change artstyle

* Flipchart doesn't need to be completely consistance with video
* Simliar style and vibe as the example flipchart
	+ Showing family
	+ Methods drawing
	+ Artstyle: 2D
	+ Focus on 2D drawing human
	+ Change 2D drawing style
	+ more consistency on font (size and style)
	+ Content stay the same
	+ The flipchart was layout exact the same as example flipchart