Soft Focus- Emilie Browning

1. WHAT HAVE YOU LEARNED
FROM YOUR AUDIENCE
FEEDBACK?
Q3
Emilie Browning

2. Introduction
A company would not
want to spend thousands
or millions of pounds or
dollars creating a film for
no-one to watch because
it doesn’t appeal to
The reason the film
industry spend so much
time and money on
audience research, test
screenings and surveys or
similar is to ensure that
audiences will like a film.

3. For example; the popular film
E.T was test screened before it
came out in 1982. People
would fill out questionnaires or
answer questions regarding
what they liked about the film,
if they would go out and see it
themselves.This builds an
audience profile so they know
how to target the film to a
certain audience.Test
screenings are also helpful to
know if the ending was good,
for example originally in E.T,
Test Screening

4. Audience Research
Audience Research also helps
us know what our target
audience would be which is
helpful as we would then know
that who we could target a film
to, it’s very time consuming
and costs a lot but ultimately it
is worth it as you are able to
advertise the product in a lot of
different ways that best suit
the target market, also with
social media nowadays it
creates a new platform for

5. An audience is very
influential to how
the story goes and
how they market a
product as the film
companies will want
it to appeal to the
audience as that is
essentially what will
bring the money in,
if people enjoy it
they will pay to
watch it and even
promote it to their

6. Our Audience
When discovering our audience we
went through a range of methods to
find similar films to what we wanted
to create and using secondary
research we learnt more about their
audiences. We also use primary
research which helped us get answers
from people that we wanted to target
the audience to and learn what there
interests were. Our pitch
presentation also helped us lay out all
this information out so we could

7. Primary
P

8. Secondary
Through the secondary research we used Pearl and Dean which is an online website that enables you to search films and discover their audience demographic. Through using secondary
informaiton it allows
*Secondary and Primary Data Collection <ul><li>Secondary: </li></ul><ul><li>Published information available from other sources that has already been gathered. This information is relevant to
the problem at hand. Either internal or external to an organisation. Start by collecting this type. </li></ul><ul><li>Primary: </li></ul><ul><li>Data collected for the first time, by a method other
than secondary research, to answer specific questions. Primary data comes from the researcher for the purpose of the specific purpose it hand. </li></ul>
2. Group Task 1 <ul><li>In groups of 5 or 6 identify the advantages and disadvantages of using secondary and primary research. </li></ul><ul><li>Be prepared to report you findings to the group.
</li></ul>
3. Advantages and Disadvantages of Secondary Research <ul><li>Advantages </li></ul><ul><li>Inexpensive </li></ul><ul><li>Easily accessible </li></ul><ul><li>Immediately available
</li></ul><ul><li>Will provide essential background and help to clarify or refine research problem – essential for literature review </li></ul><ul><li>Secondary data sources will provide research
method alternatives. </li></ul><ul><li>Will also alert the researcher to any potential difficulties. </li></ul>
4. Advantages and Disadvantages of Secondary Research <ul><li>Disadvantages </li></ul><ul><li>Frequently outdated – e.g. census data </li></ul><ul><li>Potentially unreliable – not always
sure where information has come from </li></ul><ul><li>May not be applicable – may not totally answer your research questions </li></ul><ul><li>Lack of availability – i.e. no data available or
very difficult to obtain </li></ul>
5. Advantages and Disadvantages of Primary Research <ul><li>Advantages </li></ul><ul><li>Applicable and usable – if done right </li></ul><ul><li>Accurate and reliable – can answer your
direct research questions </li></ul><ul><li>Up-to-date – as you have collected the data </li></ul>
6. Advantages and Disadvantages of Primary Research <ul><li>Disadvantages </li></ul><ul><li>Expensive </li></ul><ul><li>Not immediately available – takes time to define problem, sampling
frame, method and analysis. </li></ul><ul><li>Not as readily accessible </li></ul>
7. Primary Research Methods & Techniques <ul><li>Surveys </li></ul><ul><li>Personal interview (intercepts) </li></ul><ul><li>Mail </li></ul><ul><li>In-house, self-administered
</li></ul><ul><li>Telephone, fax, e-mail, Web </li></ul>Quantitative Data Primary Research Experiments Mechanical observation SimulationQualitative Data Case studies Human observation
Individual depth interviews Focus groups
8. Primary Research Methods <ul><li>Experimental (e.g. test marketing) </li></ul><ul><li>Observational (human and mechanical)</li></ul><ul><li>Survey (mail, telephone, personal interview,
in-house self-administered, online) </li></ul><ul><li>Focus groups (groups of 8 to 12 people with moderatortrying to reach a consensus of opinions) </li></ul>
9. Group Task 2 <ul><li>Make a list of the advantages & disadvantages of the following research methods as applied to the leisure/travel and tourism sectors: </li></ul><ul><li>Personal
Interviews </li></ul><ul><li>Mail Surveys </li></ul><ul><li>Telephone Surveys </li></ul><ul><li>In-House, Self-Administered Surveys </li></ul><ul><li>Online Surveys </li></ul><ul><li>Focus
groups </li></ul>
10. Personal Interviews (including focus groups) <ul><li>Advantages </li></ul><ul><li>High response rate </li></ul><ul><li>Great flexibility (ability to adapt/explain questions)
</li></ul><ul><li>Can show or demonstrate items </li></ul><ul><li>Fuller explanations can be given </li></ul><ul><li>Very timely data </li></ul><ul><li>Body language can emphasize responses
</li></ul>
11. Personal Interviews <ul><li>Disadvantages </li></ul><ul><li>Relatively expensive </li></ul><ul><li>Possibility of interviewer and interviewee bias </li></ul><ul><li>Personal nature of
questions (e.g., age or income) </li></ul><ul><li>Respondents not relaxed (put on the spot) </li></ul><ul><li>Time may not be convenient for respondents </li></ul>
12. Mail Surveys <ul><li>Advantages </li></ul><ul><li>Relatively inexpensive </li></ul><ul><li>No interviewer bias </li></ul><ul><li>Consistent questions (for all respondents)
</li></ul><ul><li>Large number of respondents can be included </li></ul><ul><li>Anonymity </li></ul><ul><li>Respondents can choose the most convenient time to answer </li></ul>
13. Mail Surveys <ul><li>Disadvantages </li></ul><ul><li>Low response rates (relative to other survey types) </li></ul><ul><li>Junk mail syndrome </li></ul><ul><li>Impersonal nature </li></ul>
14. Telephone Surveys <ul><li>Advantages </li></ul><ul><li>More flexibility compared to mail surveys </li></ul><ul><li>Quicker but will cost you some money (telephone bill)
</li></ul><ul><li>High response rates </li></ul><ul><li>Disadvantages </li></ul><ul><li>Interviews tend to be a lot shorter </li></ul><ul><li>More obtrusive than mail </li></ul><ul><li>Greater
difficulties in rapportbuilding - Researchers cannot study behaviouror body language </li></ul><ul><li>Long-distance calls are expensive </li></ul>
15. In-House, Self-Administered Surveys <ul><li>Advantages </li></ul><ul><li>Completed on-sight by customers within the premises of a leisure and travel organisation
</li></ul><ul><li>Convenient </li></ul><ul><li>Disadvantages </li></ul><ul><li>Generate low response rates </li></ul>
16. Online Surveys <ul><li>Advantages </li></ul><ul><li>Relative speed and flexibility </li></ul><ul><li>Large and growing audience </li></ul><ul><li>Relatively inexpensive
</li></ul><ul><li>Uses graphics and visual aids </li></ul><ul><li>Disadvantages </li></ul><ul><li>Technical skills and time required to develop and analyse questionnaires </li></ul><ul><li>May
deter visitors from your website. </li></ul>
17. Sources of Secondary Research Information for Leisure and Travel External <ul><li>Library – books, journals, newspapers, CD-roms, directories. </li></ul><ul><li>Internet – on-line computer
searches e.g. Data bases, periodicals (Emerald) and newsletters, demographic data (GIS). (URLs and Search engines) </li></ul><ul><li>Trade associations and societies (also available on
internet). </li></ul><ul><li>Census – also government data on internet </li></ul><ul><li>Published company accounts </li></ul>
18. Sources of Secondary Research Information for Leisure and Travel Internal <ul><li>Sales invoices – e.g. membershipsor flights sold </li></ul><ul><li>Usage figures – e.g. leisure centre
</li></ul><ul><li>Personnel records – e.g. staff turnover </li></ul><ul><li>Sales people – e.g. expense accounts, call reports </li></ul>
19. Task 3 – Collecting Secondary Data/Information <ul><li>Group 1 - Log on to the internet and collect data/information from the worksheet provided. </li></ul><ul><li>Group 2 – Go to the
library and collect data/information from the worksheet provided (once you have found the data/information please put the source back in its original place). </li></ul>

9. Pitch Presentation

10. PITCH PRESENTATION
FEEDBACK

11. How did you get this feedback?

12. How did you use this feedback?

13. Was it useful? What insight did it give
you?

14. Did you make any changes to your
work because of it?

15. What does the final audience
feedback suggest about the success
of your marketing campaign?
What does the final audience feedback suggest
about the success of your marketing campaign?

16. Rough Cut
The bulk of your response should then work
through the following, in detail, for each stage that
you got feedback (e.g. pitch presentation, rough
cut and final screening):
How did you get this feedback?
How did you use this feedback?
Was it useful? What insight did it give you?
Did you make any changes to your work because of
it?
What does the final audience feedback suggest
about the success of your marketing campaign?

17. ROUGH CUT
FEEDBACK

18. How did you get this feedback?

19. How did you use this feedback?

20. Was it useful? What insight did it give
you?

21. Did you make any changes to your
work because of it?

22. What does the final audience
feedback suggest about the success
of your marketing campaign?
What does the final audience feedback suggest
about the success of your marketing campaign?

23. FINAL SCREEENING
FEEDBACK

24. Final Screening
The bulk of your response should then work
through the following, in detail, for each stage that
you got feedback (e.g. pitch presentation, rough
cut and final screening):
How did you get this feedback?
How did you use this feedback?
Was it useful? What insight did it give you?
Did you make any changes to your work because of
it?
What does the final audience feedback suggest
about the success of your marketing campaign?

25. How did you get this feedback?

26. How did you use this feedback?

27. Was it useful? What insight did it give
you?

28. Did you make any changes to your
work because of it?

29. What does the final audience
feedback suggest about the success
of your marketing campaign?
What does the final audience feedback suggest
about the success of your marketing campaign?