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1. Why I'm collecting Audience Research?
With the brief, I can either make a Short film or a documentary in order to show
Sunderland Culture and the young talent within the region. After giving it some
thought and research into previous products, I have decided that in want to
create a short film. This is because I think I can be more creative which will make
it easier to generate ideas and alter how I make the film as I can alter or improve
my ideas during production as it doesn’t have to follow a set path or timeline as
its not factual, its fictional based on what I want it to be.
But in order to make my short film production be suitable to my audiences
interests, I think it is best to ask people from my target audience in order to find
out what they would want to see. Like for a start if they have even seen a short
film a s that way I can find out what they did or didn’t enjoy from previous short
films to make it more suitable to my audiences interests. That way if they have
watched a short film, I can ask more questions to ask them what they might want
to see.
How I'm collecting my research?
In order to collect my Audience research, I'm going to use google forms to create
a quick online form in which people can anonymously answer questions in order
to give me their honest opinion on short films. The first few questions will be
short yes/no answers to find out if they have seen or like short films. Then I will
follow it up with bigger questions that will need a sentence or two to answer. This
is so I can get a bit of a more detailed response so I can find out specifically what
my target audience would like to see from a short film made for them.
What I will ask?
I have picked 7 questions to ask my audience to find out more about what they
want to see in a short film. These are the questions that I wanted to find out the
most as it will give me the right information I need. Any further questions I have
after this I will save for a focus group where I can talk to people in my audience to
get audio recordings so I can get a bigger more detailed response to have a

2. greater understanding on what they would expect or want to see in my short film.
The questions I have asked are:
1)-Have You heard of Sunderland Culture?
2)-Do you watch any Documentaries?
3)-Do you watch any short films?
4)-Which do you prefer, Documentaries, or short films?
5)-What genre (or genres) of short films do you enjoy the most and why?
6)-What do you like the most about short films?
7)-What would you like to see in a short film?
The responses
1)-Have you heard of Sunderland Culture?
Even though it’s a bit of a basic question, I wanted to know if my audience had
heard of the client of this brief. This might let me know if they have been aware of

3. any of their previous campaigns that they have been involved in. If they haven't
heard of them, then this might be something I need to inform them about in my
pitch presentation to inform my audience on what Sunderland Culture is all
about. The results show that 71.4% of people have heard of Sunderland Culture
which lets me assume that they therefore know of who Sunderland culture are
and what they do.
2)-Do you watch any Documentaries?
Next, I wanted to ask my audience if they usually watch documentaries. This is
just another quick question to find out what sort of things they are usually
interested in to see what they would want to see in my production as I was
struggling to decide which one I wanted to make as I didn’t know which one
would be more successful.

4. 3)-Do you watch any short films?
Following the previous question, I then wanted to find out if my audience often watch any short
films. This is to again help me decide which one I want to make for my production. In the
previous question 100% of my audience said that they watch documentaries. Here, there is a
bit more of a split with 42.9% of people saying that they have watched a short film and 57.1%
of people saying that they don’t watch short films. Since this is more split, I think it will be
better to make a short film as more than half the people in my audience said that they haven't
watched any short films. Therefore I think this will be more successful and entertaining as they
haven't seen a short film so it is a new type of content that I think will really entertain my
audience as its unique and something they haven't seen before.

5. 4)-Do you prefer short films or documentaries?
To sum up, I was interested to find out what my target audience would want to see more form
a production made for Sunderland culture for young people in their age group. Most people
said they would rather see a Documentary. Since short films are less common, think this will be
better to show my audience as it would be more entertaining as most young people have seen
documentaries where as short films are less common so I think it would be good to show my
audience a new type of content that they haven't seen much of before

6. 5)- What genres of short films do you enjoy the most and why?
While making the forms for my audience research, I decided that I wanted to make a Short film.
This was due to the fact that I have already made a documentary before, so I wanted to try to
create something different that young people in my audience hadn't seen much before. Since
most people in the survey said they had seen more documentaries and prefer that, I want to try
something different that maybe they haven't seen before.
To try and help me Decide what genre of short film I might make, I wanted to ask my audience
what genre of short film they enjoy the most, so I can get a general idea on what they want to
see. That way, I can narrow it down to get a few key ideas on what I would want to make. Based
off the responses, Horror films seem to be the most popular. Other people said they like sport,
drama and comedy. Its good to keep my options open of different genres I could go for.

7. 6)-What do you like most about short films?
Now, Since I got the basic questions out the way to find out if people in my audience know
about the client and the products they make, I wanted to start to ask some more detailed
questions in order to get an explained response. This was to allow me to find out in detail what
my audience want to see from my products. I wanted to ask my audience what they like the
most about short films. That way I can take some inspiration of the codes and conventions that
make current short films entertaining and enjoyable and use that to help plan out how I am
going to make my short film and take inspiration of things to include. One thing was suggested
was good pacing. To ensure that is done correctly I am going to have to thoroughly plan out the
story and what key plot details are going to happen and then plan out the order of what's going
to happen and spread it out, but also not drag out some scenes for too long. Anther thing
suggested is easy to watch and good rewatch value. To ensure this will happen, I will sort of
apply similar logic t the last point as I will; have to space out the plot point and give it good
pacing to ensure the story is enjoyable and the film can be rewatched. Another thing someone
liked was the shorter run time as it allows interesting concepts. I think this is a good point as
lots of regular modern day films can be under 3 hours which I think is too long and could drag
out the story a lot where as a shorter film I think would be perfect for a young audience as it
gets the story across in a short time span without boring the audience

8. 7)- What would you like to see in a short film?
To finish off the form, for my last question, I wanted to ask my audience what they would like
to see in a short film. This is a very open type of question as I wanted to get a detailed
response. This would help give me a general idea of the type of conventional things to include
that people might of seen and enjoyed in previous existing short films and could be something I
take inspiration off and put in mine. One thing someone wanted to see included was something
their interested in. This is important as its not going to be interesting if it doesn’t follow the
audiences interests as they won't enjoy it. This is something I forgot to ask which I could
therefore ask in my focus group, as getting to know my audiences interests could help give me
inspiration for a theme, topic or filming location for my short film. Another thing that was
suggested was emotional drama, which is something that I could add to make a scene more
intense which will help make it entertaining. Another thing they want to see is unique
techniques and filming elements. This is what will help bring the short film together and is
something I am going to experiment and explore during the production phase as I want to
experiment with loads of different camera angles and filming techniques to see what are the
most effective, as the camera angles are what spark the creativity of the film, as by seeing the
same shot from different angles, lightings and perspectives, it gives the audience a different
view on things. And a certain shot might reveal something that the previous shot didn’t, just by
taking it from a different angle or perspective. Another thing that was suggested was good

9. visuals and audio and that the plot is less relevant as long and interesting. This is a good point
to make as based off watching previous short films, the plot could be completely boring, but if it
uses a good quality camera and lots of cinematography techniques which could really liven it up
and make it one of the most entertaining pieces of media I've seen. That’s what I've found with
“Tunnel”, the plot was basic and simple, however it used lots of different camera angles and
cinematography techniques which made it interesting. Another thing my audience wants to see
is that everything should line together. This could be seen in thew continuity of the shots and
edits as it will take a few takes so making them look continuous from shot to shot makes it look
more realistic as if the sequence of events happened in that order. The final thing that was
suggested was funny lines. This is something that is put in the script deliberately to add
comedic affect. If I add funny lines to my script they should be only used on a certain character
as I think that will help that character develop a bit of personality and charm in order to help
the short film be entertaining for my audience. Its something in which I'm going to consider
putting it in as I think it will give it a casual comedic flare as long as I don’t put them in often.
Now I have a vague idea on what I think my audience want to see from a short film, I still want
to develop my ideas further in order to help plan out my pre production for the short film. In
order to get some. more detailed responses, I am going to do a focused group and interview a
select few people in my target audience to find out about what they want to see from a short
film aimed at people their age. I will ask them questions which require a detailed response and
this will help me develop my audience research. This will be made to be follow up questions of
things I didn’t find out in the form due to me forgetting to ask a certain question or me not
getting enough of a detailed response from a certain question
Focus group questions
What genre of short film would you like to see the most and why?

10. What do you like the most about short films?
What would you like to see the most in a horror short film?
Where do you think would be a good setting for a horror short film?
https://youtu.be/ozvdExsf7K0?si=o79FV-cPID2tW4KG
In order to develop my audience research further, I picked out 4 questions in
which I wanted to develop answers further and ask them in person to people
from my target audience. This allowed me to get a more detailed response to find
out specifically what they would want to see from my short film.