The document summarizes the market research and audience feedback conducted for a student film project. It discusses conducting primary research through online surveys to understand the target audience of ages 16-30. Secondary research analyzed genre preferences and movie attendance rates which supported targeting teens and young adults. Feedback on a teaser trailer was gathered from the student's class, which informed edits to make it more engaging. Overall, the marketing campaign was assessed to successfully create a cohesive brand identity, though could be improved with further editing.

1. Evaluation - Question 3
What have you learned from your audience
feedback?

2. What is market research?
Market research is the process of collecting valuable information to help you find
out if there is a market for your proposed product or service. The information
gathered from market research helps budding entrepreneurs make wise and
profitable business decisions.
The key to any successful business is to understand what it is that your
customers want and giving this to them in a way that is profitable for you. In our
case, we needed to ensure that we did extensive market research for our film
into our target audience and existing films and their success. We did this by
using techniques of audience feedback and primary and secondary research.

3. Our target audience
The target audience for our film are
teenagers to adults, in particular ages 16
to 30, as we believe this age range will
engage with our film more effectively. We
targeted both genders and people of all
social classes, however we've especially
targeted middle class citizens, as this
social group is the most likely to go to the
cinema and watch popular films
according to recent statistics we have
researched, and this is vital to the
success of our film.

4. Our primary research
For our primary research during our research and planning stage, we
researched various ways we could conduct this type of insight, and finally
decided on creating a ‘Survey Monkey’ questionnaire. We decided to use this
digital platform as it allowed us to easily create a questionnaire with a variety
of open and closed questions, multiple choices etc. This allows the audience
member to give us a lot of detail in their answers, making our research more
in depth and allows us to come up with more detailed interpretations.
This website was also effective to use as we could easily share it with our
target audience. As it is online, we do not have to go up to people at a certain
time and have them fill in our questionnaire for us then and there, instead we
can send it via email and they can fill it out whenever they would like, before a
certain date and time to ensure we have all our results by a certain point,
where we can then begin to analyze the data. This technique worked very
well for us during our primary research and allowed us to gather some very
important data that is specific to our film and our target audience, making it
more effective to implement.

8. Our secondary research
In order to market our film successfully, we must research psychological films and the target audiences
that engage with this genre the most. In the table below, we can see that thriller films are highly enjoyed
by all ages and of both genders, alongside comedy and action/adventure films.
(IMAGE SOURCE: https://nickredfern.wordpress.com/2011/12/01/correspondence-analysis-of-genre-preferences-in-uk-film-audiences/)
In order to market our film successfully, we must research psychological films and the target audiences
that engage with this genre the most. In the table below, we can see that thriller films are highly enjoyed
by all ages and of both genders, alongside comedy and action/adventure films.

9. Our secondary research
During my secondary research, I also found a graph on Experian that shows that on average, young
adults attend the cinema more than any other age during any period of time. This graph is data from a
2010 American study into 'movie goers'. This research was pivotal during our research and planning as it
reinforced our assumption that young adults were more invested in seeing new films at the cinema. This
data also helped us progress our formation of a target audience, as we knew originally that we wanted to
target teens and young adults centrally, but
this data reinforced how vital marketing to this
target audience is. This data also shows us
that the central age range is 18-24, and so we
decided we needed to focus highly on these
ages, and so we took this age range into
consideration whilst we creating our poster,
magazine cover and teaser trailer. This focus
meant we had to research into former
psychological thriller films reviews and
statistics, in order to establish their target
audience and how, if it’s the same as our
films, they catered their marketing and brand
identity in order to create a successful
campaign and final result for their film.
(IMAGE SOURCE: http://www.experian.com/blogs/marketing-forward/2010/02/20/2010-american-movie-goer-consumer-report/)

10. ‘Black Swan’ secondary research
(IMAGE SOURCE: http://www.imdb.com/title/tt0947798/ratings)
voted the most, showing a clear interest they had
in the film.
From this graph we identified that for the 'Black
Swan', most of the rating votes came from males
aged 18-29. The group that rated the movie the
highest, at 8.3, were males under 18, and females
under 18 rated it closely at 8.2. The group that
rated it the lowest at 7.4 were females aged 45+,
with males aged 45+ following closely with an
overall rating of 7.5. This research showed us that
this film was received by young males and females
the best, between the ages of 18 and 29. This
reinforced our previous research and ensured that
our preliminary target audience was suitable for
psychological thriller films.
After gathering this initial secondary research, I next decided to look into the user ratings for
psychological thriller films to get an idea of which target audience we should be aiming for and how
successful the marketing campaign was for this film. We decided to research into 'Black Swan’, as this
was a key film we focused on and research during our planning stage. We looked on IMDb, to see which
groups gave the film the highest rating, and which age group and/or gender

11. Audience feedback
When we had progressed through our research and planning and production, we moved onto the editing
stages. During this stage, we needed to ensure we achieved some audience feedback mid-way through,
to make sure our products were going in the right direction and becoming engaging for the target
audience. As our central target audience was 16-28, we decided to receive audience feedback from our
A2 class, consisting of 17 and 18 year old males and females. To receive this feedback, each group
around the class room was given feedback sheets (seen below), that consisted of 7 separate questions,
each focusing on a different area of our teaser
trailer to ensure we covered all aspects.
This way of receiving audience feedback was
particularly effective as it gave us a large range
of feedback about our teaser trailer, which was
The product we were centrally focusing on at
the time, and so we could implement these
corrections and alter our product with lots of
time left to ensure it was as engaging and
interesting as possible for our target audience.

12. Reflection on this feedback
We decided to gain audience feedback by playing our teaser trailer rough cut to our class and show them
our drafted poster. We gave them sheets to fill in with a variety of questions to see what different areas of
the rough cut we needed to focus on. From our preliminary audience feedback, from the rest of our A2
class, we gathered these conclusions:
From this feedback, we were given a few areas we needed to correct for our final teaser trailer. Our key
focuses during this process was to make the trailer more choppy and high paced, with tension building
until the climatic end, and in doing so, we would remove some unnecessary clips that may spoil the
storyline or bore the audience, such as the walking clips that became very repetitive.

13. Was our marketing campaign
successful?
Now that we have created our whole marketing campaign, I am going to assess whether I believe it was a
successful and realistic campaign or not. Overall, I believe our final products are most successful in being
a strong brand identity. Not only do all 3 products correlate together well to form an identity for our film,
they also all fit into the brand for psychological thriller films, especially due to the dark tones, the title font
and the use of the colours black, white and red, which I researched during our research and planning.
However, I do believe our products could have been edited further to make them look more engaging and
professional, but overall I am pleased with the final products and I believe they all accurately reflect the
work and time put into the research and planning, as well as the production.
Poster Magazine cover Teaser trailer