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Target audience research
Target audience research
Target audience research
Target audience research
Target audience research
Target audience research
Target audience research
Target audience research
Target audience research
Target audience research
Target audience research
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Target audience research

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  • 1. Target Audience Research
  • 2. Method
    I worked with my media group to produce a survey on survey monkey:
    http://www.surveymonkey.com/s/WLZ56SW
    We used Facebook and blog sites to encourage responses from our target audience of mainly teenage boys. We collected 25 responses, 18 from boys and 7 from girls. This gender breakdown is proportionate of the horror target audience. Survey monkey enabled us to collect responses time effectively and enabled participants to respond at leisure, allowing them to expand on their responses. Facebook is popular amongst teenagers, therefore was an ideal network to advertise our survey amongst. Also people often have time to spare when on social networking sites, giving us a higher success rate in the amount of responses we achieved; the more responses collected the more reliable the data. We used both open and closed questions to receive a mix of quantitative and qualitative feedback.
  • 3. “Where would you like to see a horror film set?”
  • 4.
    • The ideas of an abandoned building and the countryside are the most popular ideas for settings amongst our population sample. These ideas are achievable for our trailer as we have access to an abandoned building. Although a house was not a popular location, we have access to an abandoned house, therefore due to budget and time constraints we may have to compromise on some of our audiences ideas.
  • “What types of monsters do you like to see in horror?”
  • 5. Ghost and zombies appeared to be the most popular “monster” from our data. We tried to include ghosts in the first cut of our trailer, however our audience feedback suggested that their was confusion as to what genre the film fit into with the addition of the “dead son”, many felt that the torture and supernatural genre did not mix well, therefore we removed the ghost idea.
  • 6. “What are your favourite types of horror movie?”
  • 7.
    • Psychological horrors were the most popular amongst our sample of the TA, however we decided on a more torture based film for two reasons. Firstly we felt that a torture teaser trailer would be more impactful on the audience in the little time we had; a psychological horror would be harder to convey to the audience in 90 seconds and may become confusing or lack impact. Also we felt our decision was justified as our data only represent a small sample of our target audience therefore its results are unreliable.
  • “What was the last Horror movie you saw? What did you like about it?”
    We collected qualitative answers to this question. I found this type of answer harder to collate and analyse compared to quantitative, however it enabled the audience to express their answer in a more in-depth manner. The most popular choice for the last film seen was “Paranormal Activity”. This may be due to the extremely effective marketing campaign which allowed a viral internet video of audiences reactions to the film to be seen, and therefore knowledge of the film was gained through word of mouth. Popularity of a film can only really be gained through effective advertising; an audience needs to know of a films existence to want to see it. This may be why “Paranormal Activity” was so popular with our sample.
  • 8. “ What’s your favourite Horror movie?”?
    A very wide range of answers was given to this open question. However, “Paranormal Activity” was only mentioned twice compared to the six times it was mentioned in the question “What was the last horror film you saw?”, further suggesting cinema sales are heavily due to advertising, not necessarily how much the audience enjoyed the film.
  • 9. “What would persuade you to see a Horror movie?”
    Trailers appear to be the most effective form of advertising for films, receiving 64% of the votes. Therefore it is vital that our trailer is impactful and has components of horror that the TA wish to see. Word of mouth and reviews were also popular as other people’s opinions seem to influence and audience more so than production values such as actors and directors which received the lowest percentage of votes.

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