The document provides research and analysis for a promotional video about the Coastliner bus route. It profiles the target audience as people aged 25+ interested in leisure travel. Market research examines existing promotional videos, noting techniques like smooth transitions, consistent branding, and informative graphics. A questionnaire finds that viewers prefer videos under 5.5 minutes with balanced music and voiceover. The research analysis indicates the new video should keep pace while highlighting shopping areas and amenities like charging ports.

1. Year 1 Final Major Project
Research
Alex Foreman

2. Audience Research

3. Target Audience Profile
My video is going to be used on social media to gain new customers and get existing ones to
get on the service to see some of the things that feature in the video.
The aim of this is to get the company more ticket sales because the video will give people ideas
about things to see and do.
Because I am making a promotional video, the target audience is going to be broader than it
would be if I was making certain types of films. The people watching my video are going to
be doing so either through the company website or social media pages. Most people in this
area have access to the internet, therefore pretty much anyone could come across what I
make. However...
I want the video to be of interest to people 25+. I want the video to give ideas of places to go. I
don't want the video to become too detailed. I am not trying to document every detail
about everything.
I may also get a secondary audience of people under 25. This is something I will bear in mind.
Although this is not my main target, this group of people are still potential customers. It
would be a bad decision to completely put them out of the equation.

4. Audience Research
2019 statistics show: 41% of people use the bus for leisure and shopping purposes. 2020
statistics also back this up, this is reassuring because it shows that even through during a
pandemic figures stayed high.
This data is backed up even further by a survey done by Transdev (Coatliners parent
company) .
This shows that there is a demand for leisure based travel. A promotional video would show
people even more places that they can easily head to through the route.
If people are heading to an area and see the video on the company website, it could open up
more possibilities for them. A best case scenario would be people buying something like a
weekly ticket in order to try and see all the things on the route. This is most likely to apply to
tourists looking for a easy solution to getting around.
Coastliner 840 is a long route so there are plenty of things to see along the way that could
appeal to a tourist.
The video will be beneficial for getting people on the bus after the Coronavirus pandemic massively
lowed the number of people using public transport.
Some people will need may need some encouragement to get them back on public transport. – A
video in the style I will make is great as it gives plenty of reasons for people to leave the house and
go out and see things.

5. Market Research
Existing Products

6. “Coastliner Country” existing video
This video covers most things that I would want my video to.
It flows through key landmarks along the Coastliner route. The video is just
music synced to clips. The clips are edited though effects so that they flow
together. These effects include zoom and blur.
I would like to steal some ideas from the way the video flows. I found when
watching it that it drew me in. It moved on from place to place so quick that it
was hard to get bored. The blur effects helps to push the focus of the video
onto something.
One of the downsides is it requires the viewer to have some existing local
knowledge in order to work out what some of the places are.
There are some parts of the video that just contain some generic shots with no
explanation of where it is. – In my video, I am considering a voice over.
This will go into some description of what the viewer is looking at.
There is little information. The viewer doesn’t get to see the vehicles, route
map, fares or other details I would say could be important.
The colours are bright and the limited text in is not to fancy. The text is bold
which helps with readability.
The lighting is nice and bright, as it was a sunny day. This makes the locations
shown look more desirable. This should hopefully make more people
interested in what's being shown.

7. “FLYER” existing promo
The video features a consistent style of text and colour. This ties in with the company
brand.
The post production is very high quality. There are well animated transitions, they are in
bright colours and nice, readable fonts. The bright colours are very eye catching and
distinctive. It can be important to make a brand recognisable as people like familiarity.
Having something look familiar can make it feel friendly.
If people recognise something, they may be more tempted to use it. This can result in more
profits.
I think the high production value helps to retain viewers. Have the effects create a flow
leaves less chance of getting bored watching. If a video is slower paced and there are a lot
of long winded parts, people may take the opportunity to click off.
I am interested in taking inspiration from the way any promotional information is passed to
the viewer on the transitions. This is a better way of giving the viewer information than just
text overlayed on a clip. Text over clips can be hard to read if the colours blend together ->
changing colours can create issues with the video having a consistent theme.
The transitions blend clips together. There are no big jumps from one clip to another. I think
they are a good opportunity to create a smooth segue
from part to part.
The shots used a very well framed. The don’t include unnecessary bits of background.
Leaving bits in the background can make the video look cluttered and untidy. The shots in
the video show everything they need to. There are no important focal points missing edges
or corners. This just makes the video look higher quality and results in a better watch.

8. Existing Product
The video takes a look at the Bakerloo line as part of a series looking at underground.
The video runs down the line and tells you information about it. It is produced in a
presentation style where the person in the video talk to the viewer down the camera. This classic style
works well for longer form, informative content. Having looked at this example I have decided that I
don’t want to have someone featured in my video as a visible presenter as it may slow
the pace I am looking for.
The shots are all set up so that what is being spoken about is clearly visible at some
point in its sequence. The presenter stands to one side in some clips so he isn't in
the way.
The on-screen graphics are a fantastic way of
giving information faster than speaking. They also
make what's been spoken about more clear for the viewer . I like how stress free it is to work out
what's going on. The are simple, but effective. They up the production value of the content. The
font and text colour appear to be in the style of standard London Underground font.
The lighting in the video is natural ambient. The end video quality is only 720p.
However none of the shots have bad lighting. The footage is taken in the day.
The natural light is beneficial as cheaper cameras tend to work much better in good
lighting than in the dark. I like the variety of different height shots. High and low
angels can produce some nice results. I actually find the shots at human eye height
are the best. I think they work so well in video like this because the footage is taken
from a place you could be standing. I think I could use eye level footage to make
the footage more immersive when talking about things people might like to have a
look at.

9. Research Analysis
– I have noticed that keeping the video moving is important in order to stop the viewer losing attention.
The first two videos did this by using high production value effects that transitioned the clips together.
– Colour scheme and general consistency was something else all the videos had. I think this shows
that the full brand image is important.
– Going forward from this research, I am looking to take inspiration from the high production value
transitions. They are very good ways of stitching clips together, while also limiting the chance of
someone watching becoming bored. I am interested in looking into animated transitions, I would like
to include information text on these. Having the text on a transition is the best way I have seen of
visually giving it across.
– Although I don’t want anyone to be on camera, I think that the chatty presentation style works
effectively. I am looking to take inspiration from video 3, and instead of a presenter, use a voice over.
– I also think that consistency is important. The fonts int the videos matched all the way through. I found
as a viewer it ties the video together well. Where an existing brand was included, the video also
matched the styles of elements to this. It made the video better as it included recognisable brands.

10. Questionnaire Analysis
In order to find out more about what a audience are looking for a produced a survey.
This is going to help me figure out:
How long to aim for the video to be.
What makes people use the bus and how long they are willing to be there. (features that I should advertise).
Q:
How long are you willing to watch.
A:
Average answer:
5.5mins
This gives me a rough idea of what people are willing to sit through. I will to get my video somewhere in this range. If I can
I will aim for the video to be just a bit shorter. – better to go under than over.
Q:
What is better - no music.. just voice over
A:
The answer to this question was exactly in the middle. When making my video I will try and create a nice
balance between the two.
https://www.surveymonkey.co.uk/r/NKDD7TH

11. Q:
How important are fun facts. On a scale of 1 to 5
A:
Average answer:
2
Fun facts are not something that is of interest to people when watching a promo video. I will limit the number of random
pieces of information and just get to the main point of the video.
This puts
pressure on
me to make
sure the
final video is
done to a
high
production
value.
I will try and
include
graphics and
cool
transitions.
During the
video I will
defiantly make
a effort to
include places
to shop. I am
now planning
to open the
video with
some examples
in Leeds.

12. This is fairly
balanced. If I
can without
ruining the
flow. I will aim
to add some
general info.
I will tray and
take inspiration
from the flyer
promo add
some in a
transition
effect.
This question helps me
determine whether or
not I want to include “day
out “ ideas during the
voice over. If the numbers
were higher there was a
chance I could have
encouraged people to for
example stop at Malton
for food before heading
to Whitby.
The results from this
question are quite varied.
I don’t have enough of a
response to make a full
decision based of this
data alone. However, I
am thinking, that if I am
to include ideas for things
to do, I won’t be sending
people long distances.

13. I needed to deicide if I wanted to show certain features of the bus. The service tends to use high quality vehicles. I don’t want the entire video to
be about the vehicles. I have concluded from the results that the USB power and nice seats are more important than the free WIFI. I will defiantly
make sure to show off the charging and seats.

14. Bibliography
Alex Foreman. (2022) Target Audience Research Survey (conducted on 3.5.22)
Londonist Ltd (2013) Secrets of the Bakerloo Line YT video (uploaded 2nd August 2013)
Transdev UK (2020) FLYER is ready for take-off. YT video (uploaded 28th august 2020)
Transdev UK (2021) Greetings from Coastliner Country YT video (uploaded 4th may 2021)