2. Audience research can be found using
two different methods…
• Demographics, this method breaks up the
adult population into six groups according to
their income/earnings and status. Labelling
each group with a letter.
• Psychographics, this splits up the audience by
their personality and behaviour, so that
producers can appeal to certain people.
3. Demographics
Letter Job/Status
Code
A HIGHER MANAGEMENT, BANKERS, LAWYERS, DOCTORS, ETC..
B MIDDLE MANAGEMENT, TEACHERS, CREATIVE AND MEDIA PEOPLE
(GRAPHIC DESIGNERS)
C1 OFFICE SUPERVISORS, JUNIOR MANAGERS, NURSES, SPECIALIST
CLERICAL STAFF, WHITE COLLAR JOBS
C2 SKILLED MANUAL WORKERS, PLUMBERS, BUILDERS, BLUE COLLAR JOBS
D SEMI SKILLED AND UNSKILLED MANUAL WORKERS
E UNEMPLOYED, STUDENTS, PENSIONERS, CASUAL WORKERS
4. Our target audience for our Thriller will range
from section C1 to E. This is because they are
more likely to watch a film of this genre. People
of a higher class may be interested in more of an
educational or intellectual film.
Mostly focusing on section E as this film is likely
to be popular amongst students, appealing to
their expectations of a Thriller film.
5. Psychographics
MAINSTREAMERS Seek security. Tend to be domestic, conformist, conventional,
sentimental – favour value for money family brands. The largest group.
ASPIRERS Seek status. Materialistic, acquisitive, orientated to image and
appearance, persona and fashion. Typically younger people.
SUCCEEDERS Seek control. Strong goals, confidence, work ethic and organisation.
Typically higher management and professionals.
RESIGNED Seeks survival. Rigid and authoritarian values. Interested in past and
tradition. Typically older people.
EXPLORERS Seeks discovery. Energy, individualism and experience. Values
difference and adventure. Typically a younger demographic (students).
STRUGGLERS Seeks escape. Alienated and disorganised. Few resources beyond
physical skills. Buys alcohol, junk food, lottery tickets. Typically lower
demographics.
REFORMERS Seeks enlightenment. Freedom of restrictions and personal growth.
Social awareness and independent judgement. Anti-materialistic but
aware of good taste.
6. Target audience…
• Mainstreamers, as this is the largest group we
will have to appeal them to ensure film sales,
by making it value for money.
• Explorers, this targets the younger
demographic (students) which out Thriller is
aimed at. Also they enjoy the some
conventions of a thriller; discovery, adventure.
