Rachel Gibson conducted a market research survey to analyze the target audience for her new thriller film about scary themes involving children. She received 25 responses, allowing her to make statistically sound conclusions. Most respondents were parents between ages 31-40, indicating the target was reached. Responses were also evenly split between men and women. Questions about familiarity with similar films showed many recognized films that inspired Rachel's work. While most said children being the focus wasn't scarier, the scariest film options centered around threats to children. The research provided clarity around what scares the target audience involving themes that will be in the new film.

1. MARKET RESEARCH –
SURVEY ANALYSIS
By: Rachel Gibson

2. FINALLY THE WAITING IS OVER!
HAVING RECEIVED OUR 25TH RESPONSE TODAY,
I CAN NOW SAY THAT THE RESULTS AND
CONCLUSIONS DRAWN FROM THIS DATA ARE
STATISTICALLY CORRECT.

3. QUESTION 1
• The purpose behind this question was to
certify that our survey was being
answered by our target audience, the
people our film is aimed at and therefore
the likely consumers of our product.
• As our film is aimed at parents, the fact
that most of our respondents were
between the ages of 31 and 40, indicates
that the results I have collected were
relevant and useful.

4. QUESTION 2
• Out of the 25 people who
answered, the division between
the male and female participants
was almost even. This means that
my survey has been answered by
a varied audience within our
target market.
• As a result of this, any conclusions
taken can be seen as relevant to
both men and women within my
target audience.

5. QUESTIONS 3 & 4
This was my probe question, which means that question 3
feeds directly into question 4. Therefore, the two must be
studied alongside each other.

6. QUESTIONS 3 & 4
• Question 3 was a simple question that was quite open to interpretation; how
much knowledge classified as ‘know[ing] anything about either movement’
was dependant on the reader. The following question then demanded more
of the person answering.
• The reason I asked these questions was to clarify that even though they are
not necessarily Leaders at Scout troops or Girl Guide packs, our film scares all
parents alike.
• The answers this question received were a mixed bunch;

7. QUESTION 5
• Most people don’t think about such
things, and so when they reached this
question, I received a number of
phone calls from participants.
• The results of this question may have
been a concern, however, the results
of question 7 utterly contradict this;
showing that what people think of
consciously as ‘scary’ is not always
what they find truly scary.

8. QUESTION 6
• This question was another one whose
answer lead on to the next question.
• It was more important to me that some
films, such as Obsessed and Evilenko,
were more familiar to my audience than
others were.
• This is because it is these films that inspired
mine greatly and therefore it is by the
people answering rating these that I
would be able to estimate how my film
will be perceived.

9. QUESTION 7
• I found an interesting contrast
occurs between this question and
question 5. The majority of people
commented ‘no’ when asked if
‘children, as objects of focus, [are]
more scary than adults’, but an
overwhelming majority actually do
find this statement to be true as
Evilenko was found to be the
scariest film of the five options and
Obsessed was not far behind it on
the scale.

10. QUESTION 8
• This was a very general question
that allowed my audience to say
what scares them out of the broad
genre of ‘thrillers’.
• Unsurprisingly, we received varying
answers. Yet it was comforting that
several people mentioned themes
similar to my film’s.

11. NOW THAT I HAVE PERFORMED ENOUGH
MARKET RESEARCH TO GET A CLEAR IDEA OF MY
AUDIENCE AND WHAT SCARES THEM, I AM ABLE
TO CONTINUE WITH THIS FILM, KNOWING HOW
BEST TO REALLY GET UNDER THEIR SKIN!
Thanks for reading my analysis!
Rachel Gibson