Audience & campaign review worksheet
Brief & Field — original free worksheet
https://briefandfield.com/library/audience-review/

People and buying context
Actual age range, country, category and situation. Who uses, chooses and pays? Name the group you can reach; “Gen Z” alone is not a segment.

Your notes:

Campaign and decision
Record the proposed message or offer, the decision owner and deadline. What could change after this review?

Your notes:

Evidence, assumptions and other explanations
What do you know, from which source and date? What are you assuming? Record a plausible alternative explanation and anything that contradicts your first view.

Your notes:

Questions for a customer conversation
Ask about a recent real situation, what the person understands and what might stop them acting. Avoid suggesting the answer. Keep expected answers separate from actual observations.

Your notes:

Next test and decision rule
What needs checking, with whom and by what method? Name the owner, required access, timing and measure. What result would change your decision? A preferred line is not proof of sales.

Your notes:

Use one defined adult audience. Research involving children needs a separately agreed approach. This worksheet is not a validated instrument or a campaign result.

Sources and reading limits: https://briefandfield.com/library/audience-review/#sources
https://www.pewresearch.org/short-reads/2023/05/22/how-pew-research-center-will-report-on-generations-moving-forward/
https://s3.amazonaws.com/ecornell/content/PTR/PTRBOA/PTRBOA001/PTRBOA001_tool-best-practices.pdf
https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/media-literacy-research/children/2026-children-and-parents-report/children-and-parents-media-use-and-attitudes-report-2025-6.pdf?v=418231

Original B&F worksheet: CC BY 4.0. Linked publications retain their own terms.