Rachel Gibson conducted a survey of 25 people to analyze the market for her new thriller film aimed at parents. Most respondents were between ages 31-40, the target audience. Responses were also evenly split between men and women. While 60% knew little about Scouting and Guiding groups featured in the film, the concepts of pedophilia and kidnapping would still be concerning. Although only 44% said children were scarier than adults, responses showed films featuring children, like Evilenko, were rated the scariest. After analyzing the results, Rachel believes she has a clear understanding of her audience and what scares them to continue developing the film accordingly.

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 - AGE
• 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 - GENDER
• 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.
• There is a slight imbalance in these results;
more men have answered my survey than
women. This could suggest that men are more
likely to watch my thriller than women are.
However, this was to be expected as statistics
I have studied show that men are more likely
to watch thrillers than women are anyway
due to personal preference of genre.

5. QUESTIONS 3 & 4 – THE MOVEMENTS
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 – THE MOVEMENTS
• 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. QUESTIONS 3 & 4 – THE MOVEMENTS
• The majority of those who’ve answered my survey (an outstanding 60%) know little to
nothing about both Scouts and Girl Guiding.
• As a result of this, they may be less emotionally connected to the thriller than those
who know relative information about one or both of the movements.
• That said, the concepts of ‘paedophilia’ and ‘kidnapping’ are not uncommon. This
means that while parents and Leaders may be more affected by my film, it is not so
niche that the ideas I portray are irrelevant to the general public.
• In addition, my survey emphasised the reach the Scouting and Guiding movements
have in this world; approximately a quarter of my survey takers have been involved
in one of the movements in their lifetimes. This therefore indicates the size of my
target audience to be larger than I expected.

8. QUESTION 5 – CHILDREN?
• 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 (only 44% of survey
takers answered positive) , 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.

9. QUESTION 6 – OTHER THRILLERS
• 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.

10. QUESTION 7 – HOW THRILLING?
• 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.

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

12. TARGETTING PARENTS
• Having looked through the list of survey takers, I found that a large number
of them (18 people – 72%) are parents. Due to the fact that these
respondents have children, they should also be more affected by my thriller
emotionally than those who don’t have children. The data shown in the
questionnaire results supports this theory.

13. 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