Katie Ranns

Target Audience Research II

• Primary Research is the collection of data and information directly from it’s source, such as interviews and questionnaires.

• Secondary Research is research you have obtained by already existing sources or information, like a company or organisation who have researched similar information to you.

• Quantitative Research involves closed and numerically measurable questions which is then turned into statistical data. This data is easy to analyse as the patterns and trends are usually clear.

• Qualitative Research include very open questions where the answers are much more wide spread and diverse. The is no strict yes or no policy when answering

METHODS

Pros and Cons of Research Methods

When conducting Primary research, it is much more reliable than secondary as it is you who is conducting the research so you have a better understanding of the answers and the reasons why. Using a survey as a method of quantitative research is cheap and easy to distribute e.g surveymonkey but it can be difficult to find willing participants. Interviews give the researcher a lot of qualitative information that may be vital to research through analysis of the results, however, interviews are time consuming and it may be difficult to find participants. Using the internet as a secondary source is easy research but can be time consuming and isn’t a reliable source so it may jeporadise your research.

My ResearchQuantitative data was used as primary research into investigating who the target audience of a social realism film would be. Many of the questions were personal and involved my participants revealing their film genre favourites as well as how they consume them and where they’re most likely to watch a film, summarising an audience demographic.

My questionnaire results involve 10 paper based surveys as well as my online survey, which gathered 4 results. A total of 14 participants of mixed age and gender.

The Questions

The Results

Male Female0123456789

Gender

Gender

0-10 10.-15 15-20 20-40 40+0123456789

Age

Age

City Suburb Countryside0

1

2

3

4

5

6

7

8

9

10

Locaiton

Locaiton

Full time education Full time Job Part time job or education

0

1

2

3

4

5

6

7

8

9

10

Occupation Status

Occupation Status

0-2 2.-5 5.-7 7+0

1

2

3

4

5

6

7

8

9

Amount of films watch a week

Amount of films watch a week

Many people do not watch a lot of films

Action &

Adventure

Comedy

Drama

Romance

Horror

Sci-fi

Crime

Thriller

Other0

1

2

3

4

5

Favourite Film Genre

Sales

Multiplex Cinema

tv/cable Independent Cinema

DVD Computer Other0

1

2

3

4

5

6

7

8

Film watching location

Film watching location

The majority of my participants would rather be at home watching a film on their tv or computer than going out to a cinema.

Action & Adventure and comedy/romance are very popular. The participants enjoy comical romance but also some blood-pumping action.

Supermarket Internet Tv/Cable Video shop0

1

2

3

4

5

6

7

8

Film providers

Film providers

Shops who are specifically built for film distribution are not being used as frequently as they once were. It is clear that supermarkets are popular, maybe because the consumer will be buying other items and see a DVD or perhaps because they can mass distribute them they can sell them on deals/cheaper prices.

0-1 1.-3 3.-5 5+0

1

2

3

4

5

6

7

Cinemas within a 10 mile radius to home

Cinemas within a 10 mile radius to home

Yes No0

2

4

6

8

10

12

Have you ever heard of social realism?

Have you ever heard of social realism?

Very few people have ever heard of social realism or those who have do not understand what it is entirely. By taking their interests and consumer information I may be able to construct a social realism that they may be interested in and therefore understand the difference between mainstream and social realism.

0-10 10.-20 20-40 40+0

2

4

6

8

10

12

14

Social Realism films seen in the past year

Social Realism films seen in the past year

The participants may not know if a film is a social realism or mainstream

0-10 10.-20 20-40 40+0

1

2

3

4

5

6

7

Mainstream films seen in the last year

Mainstream films seen in the last year

0-5 5.-10 10.-20 20+0

1

2

3

Successful Social realism films at present-ing "life as it really is"

Successful Social realism films at presenting "life as it really is"

Many were unsure of these questions as they did not know the difference is between social realism and mainstream

Mainstream Social Realism0

2

4

6

8

10

12

14

Preferred Film Type

Preferred Film Type

1 2 3 4 5 6 7 8 9 100

1

2

3

4

5

6

How entertaining do you find mainstream films?

How entertaining do you find mainstream films?

1 2 3 4 5 6 7 8 9 100

1

2

3

4

5

6

How entertaining do you find social realism films?

How entertaining do you find social realism films?

The participants clearly find mainstream films more entertaining but that may be because they don’t understand what a social realism is and therefore cannot rate that.

ON A SCALE OF 1-10

1 2 3 4 5 6 7 8 9 100

1

2

3

How enlightening do you find social realisms?

How enlightening do you find social realisms?

1 2 3 4 5 6 7 8 9 100

1

2

3

4

5

6

How enlightening do you find mainstream films?

How enlightening do you find mainstream films?

ON A SCALE OF 1-10

Of those who understood what a social realism film is, they found them far more enlightening than a mainstream film

Evidence:

When studying my quantitative data I found that the majority of film watchers were aged 15-20 years who lived in the suburbs, quite close to a cinema. Those that lived in cities were surrounded by multiplexes yet rarely watched films and those who lived in the country side were much older and there were barely any cinemas or places to view films. Age affected whether or not they had heard of social realism – the younger participants had heard of it but the older ones knew nothing about it. The same goes for the amount of films watched per week – elder people didn’t watch films very often.

Overall, my target audience are young adolescent students as they’re most likely to visit a cinema and know what type of film they’re going to watch.