1. Market Research Analysis
For our coursework, we have decided to make a featurette for a film in the style of a short movie.
Before we started producing our short film/featurette, we conducted some market research to see
how our target audience would react to our final product, for example if there is a specific genre of
film they enjoy. We each conducted separate surveys so that we had a broad scale of results. When
conducting my research, I tried to ask a wide range of people. The survey was answered by 100
people.
The first thing I asked the people filling in the survey was
whether they enjoy watching films or not. This is because
our target audience are the type of people who do enjoy
watching films, 99% of the people asked said yes. This
shows that the people in our target audience have an
interest in films and should enjoy our product.
The next question I asked is ‘How old are you?’ this is to
see how many people in and outside of our target
audience are interested in film. This chart shows the
average number of people who may be interested in our
short film. With 6% of people asked under 14, 68% of
people aged 14-17, 19% aged between 18 and 21 and 7%
of people aged 22 and over, the majority of people asked
are in our target audience. The under 14’s are less likely to
be interested in our product, however the older teenagers
may have more of an interest as would possibly the 1821’s.
I asked the people taking the survey their gender so that
I could get an idea of the type of people our featurette
will attract. 95% of the people asked were female. This
means that although both males and females may be
interested in our product, our main target audience is
most likely going to consist of mostly females. Therefore
our final product should be targeted mainly at females
but with something that will still appeal to males.

2. This question (What is your occupation?) shows
that 89% of the people who answered my survey
are students. This means that they are within our
target age group. 7% of people who answered this
survey are unemployed; this tells us a lot about the
types of people who are interested in films
regardless of their gender. The remaining
percentage of people asked may also be interested
in our product; however our main target audience
will still be students.
The next question asked asks how often the people
who answered my survey watch movies. 50% of
them answered ‘very often’. This is representative of
students and people who have part time jobs,
meaning that these people are likely in our target
audience. However 26% of people answered ‘all the
time’ these people are also likely to be our target
audience due to their avid film watching, it suggests
they are likely to be interested in our final product.
Another question I asked is the genre of movies people
are interested in. This question is designed to see what
type of films our target audience if interested in. The
top result was ‘Action/Adventure’ with 82% second is
‘Science-Fiction’ with 81% and the third top result was
‘Fantasy’ with 76% the overall results show that
people are interested in a lot of different genres and at
least one person from our target audience is likely to
be interested in one or more different genres.
This question asks the different ways people access movies.
These results show that the majority of people (85%) still
access movie through DVD’s, this is useful for our final
product because a featurette tends to be on a DVD rather
than just at the end of a film. The second most popular
answer (83%) is ‘Cinema’ which is useful because it means
that our target audience is interested in new films. However
due to the age of web 2.0 72% of people are watching
movies online.

3. I then asked ‘What was the last movie you watched?’ this
allows us to see the films individual people in our target
audience are interested in. The most popular answers were
new films such as ‘Frozen’ and ‘The Hobbit: Desolation of
Smaug’. This shows that our target audience are interested
in new films. Other films such as Disney and Marvel Comics
were popular amongst the respondents, as were older films
such as ‘The Breakfast Club’.
I asked people if they watch bonus features and if they do
which ones, this allows me to see if people are actually going
to be interested in our product. With this question, I got
mixed results. However the majority of people seem to watch
the ‘behind the scenes’, ‘bloopers’, ‘deleted scenes’ and
‘making of’ features for films. This means that our final
product should be quite well received within our target
audience.
The final question I asked was ‘Would you watch a
featurette for a movie?’ this was to see how many people
would be interested in our final product. 93% of people said
that they would be interested in a featurette. This is a
higher percentage that in our main target audience. The
remaining 7% of people who said no may not actually have
known what a featurette is, therefore it is hard to judge
whether or not they would actually watch it.
The results from my survey show that in theory our final product should be well received within our target
audience and maybe also to people outside our target audience. When we make our final product these results
will be useful as to the genre it should be and the kind of people it should be aimed at. I have found that the
majority of people would actually watch a featurette; they also seem to enjoy comedic, action/adventure films.
All of this will be taken into account when we make our final product so that it appeals to our target audience.